Creating a video to promote your cause and encourage engagement both online and off can present a vast range of challenges. But, if done properly, creating and marketing a fundraising video can achieve unbelievable results for organisations of all shapes and sizes.

As an award-winning creative studio we help charities bring their campaigns to life through video storytelling. Here we reveal a few simple tips…

Keep it short and sweet

Whilst the messages within your video are certain to be poignant, knowing where to draw the line when it comes to the video’s length is vital, especially if you want to create a fundraising video that has the potential to go viral. Keep your video short and sweet to ensure key messages are clearly communicated. As a rule of thumb, aim for no longer than 2 minutes for online fundraising videos, 3-4 minutes if you know your audience will be warm to your message.

Don’t forget the storytelling aspect

Whether a video is being made for a profit or non-profit organisation, the importance of finding and telling a great story shouldn’t be lost. Our work with Leonard Cheshire Disability demonstrates this point. The film followed Skye Mackenzie, who 12 years ago suffered a serious traffic accident and has since found support with Leonard Cheshire Disability to rebuild her life.

This honest and emotional storyline relayed the essence of the charity and communicated the impact that their work has on individuals.

More than words

A good soundtrack can also make a huge difference when creating a fundraising film. The vivid imagery used in our Kew Garden’s fundraising campaign and the urgent calls for support were teamed with a dramatic soundtrack to captivate and intrigue viewers further. This video was part of a Case for Support pack sent to an already very warm audience.

Use animation to your advantage

There are many techniques that can be used in the video to deliver key messages to the audience more clearly. By including outstanding motion graphics, character animation or CGI, you can stand out from the crowd, often at no more expense than regular video.

Inspire with every second

What’s the key to fundraising videos? Make people feel a deep emotion, make people cry!

Inspire an emotion then inspire action. Whether you are looking to raise money, boost awareness, garner support, or all of the above, emotional engagement is crucial. And then ensure that the action you want is clearly signposted.

If you want to create your own fundraising video, contact us today on 020 7251 6787 or email [email protected] to discuss your ideas.