Whether your nonprofit has an established audience and brand awareness or if you’re looking for ways to put your NGO on the global map, investing in a fundraising pitch video can help your efforts. According to 99 Firms, video content achieves up to 66% higher conversion rates than other forms of digital marketing, however, 57% of marketing experts agree that this is the hardest form of content to produce for various reasons.
Video editing by itself is a challenge, and without a dedicated fundraising assistance platform to back your goals, your efforts may fall on deaf ears. That being said, let’s take a look at how you can benefit from creating a fundraising pitch video of your own, as well as several practical guidelines that can help you take full advantage of the medium.
The Benefits of Creating a Fundraising Pitch Video
Let’s briefly touch on what makes pitch videos an efficient way to kickstart your fundraising campaign before we dive into the how-to steps themselves. Videos, by their very nature, are more accessible and easier to share with social circles across the web. By relying on moving visuals, you can include a plethora of information, volunteer testimonials, as well as filmed supporter statements which will add to your fundraising campaign’s credibility.
Whether you use social media, email or your own website and blog as a communication channel, a fundraising pitch video is prone to be seen, heard and interacted with more often than written content would. Estelle Liotard, Chief Content Officer at Trust My Paper put it this way recently: “If you can truncate your campaign’s message into a brief video segment with a clear intent and direction for the viewer to take post-viewing, you will have succeeded at pitching your fundraiser to a vast network of potential donors and backers.”
Fundraising Video Creation Tips
Storytelling Works Wonders
Fundraising campaigns and the videos which accompany them should include empathy and understanding toward the victims of said campaign. For example, if the aim of your NGO is to shelter orphaned children by building housing units and providing basic educational needs for the youngest, the imagery and vocabulary used in your video should reflect those goals.
Fundraising pitch videos shouldn’t be corporate and marketing-based akin to typical content marketing found on the web. Treat your video as an opportunity to give an oppressed group or cause a voice and your backers will treat it with much more respect and gravitas than they otherwise would.
Short & Sweet
The first and most important part of creating your fundraising pitch video is to treat is as such – a pitch. These videos are perfect at capturing your backers’ attention and directing it at a donation page or another way of pitching in when they are short and to the point.
As such, you should limit your video’s outline to a brief introductory segment, an explanation of what your cause stands for, followed by a conclusion which typically contains a call to action for the viewer to take. This short yet effective structure will keep your video from overstaying its welcome and allow for the campaign’s message to remain focused and meaningful without any dead space or unnecessary fluff thrown in.
Brand your Video
Given the nonprofit nature of your fundraising video, it should be labeled as such to avoid public confusion or to mistake your organization for another on the web. Brand elements such as your nonprofit’s logo can be used to watermark the video, while including short, informative legal information about your organization’s legitimacy at the end of the video can work wonders in your favor.
Helene Cue, Head of Finances at WoWGrade spoke on the matter briefly: “With so many alleged nonprofits available on the web, backers often have a tough time discerning their legitimacy and genuine intentions without legal proof of conduct – a worry easily rectified with a small addendum to your video pitch in its concluding segment.”
Include Social & Data Proof
Speaking of proof, backers of fundraising campaigns will often look for social proof and data which backs your video’s claims. For example, if your NGO aims to raise funds to help deforested local areas by building shelters for homeless animals, the data you provide in the fundraising pitch video should back those claims accordingly.
Never make bold claims and present percentile data, infographics or charted information without including an addendum to the original source. This will further improve your video’s legitimacy and ensure that backers take your pleas for fundraising more seriously.
Share it in the Right Places
Lastly, once your video is created, you should share it in the right places so that it reaches its audience more quickly and easily. If your aim is to animate teens and millennial generations, social media platforms such as Facebook and Instagram can do just that for you. Alternatively, elderly and professionally-engaged adults might prefer being contacted by email where they can take their time and go through the pitch you’ve sent them.
Adapt your approach based on its subject matter and target audience, choosing the right engagement platforms in the process. This will ensure that your fundraising pitch video is seen by and acted on by as many people as possible, justifying the video’s production costs in light of your campaign’s fundraising needs.
Over to You
While it may feel overwhelming to truncate your campaign’s message to a short fundraising video, this still represents one of the most efficient and sharable forms of pitching your cause to donors across the world. To boost your content’s reach, you can add translated captions or outside sources that offer additional information on the cause you’re backing to further cement its legitimacy. Keep your mind focused on the goal of your fundraising pitch video, to raise funds for a cause you believe in, and the right backers and investors will be right there to join in.
Dorian Martin is a professional Content Creator and Editor with writing services such as Studicus and Grab My Essay respectively. His career goals revolve around delivering high-quality written content such as best essays and long-form blog posts for clients across a plethora of platforms, including Supreme Dissertations. In his spare time, Dorian contributes to his own blog and enjoys spending time in nature with his dogs.