Fundraising videos may be challenging to create nowadays because of how skeptical people have become to certain charities. Many of those viewers may respect the organization, yet not the methods of going about asking for money. Some fundraising efforts don’t always have the best practices in assuring where the money goes so the donators feel fulfilled.
It’s why even a local fundraising video has to be carefully put together. Nevertheless, a non-profit using video for the first time to ask for money opens up a new media window with enormous potential when placed online. You just have to avoid certain pitfalls that can potentially turn the video into a bust.
Talking Too Much About the Organization Than the Cause
You’ve likely seen this before where organizations end up centering their fundraising efforts around themselves rather than the actual cause. Rather than use a video to tell about your back story or staff, keep it focused on the actual charity you’re trying to help. Whether that be helping the homeless, people with certain diseases, or abused children, show examples of why that cause is important to you.
Not Making it Clear How to Give
A problem you occasionally see in fundraising videos is not making it clear enough how to donate. In some cases, they seem to obfuscate on whether anyone should give or not, despite clearly showing a pressing issue. There shouldn’t be any timidity on whether you want people to donate money. A strong call to action always should be placed at the end of each video that compels people to head to the phones or mail in a donation.
Making a Plea for Donations Run Too Long
While it may be unfortunate we have to create videos that are overly short to capture short attention spans, it’s going to be even more necessary for fundraising. The good news is something that desperately needs funds can be conveyed easily in a manner of a minute. All the examples you need are the sad images of abused animals or starving children in TV ads for ASPCA and UNICEF, respectively.
Even if your fundraising is for something not quite as dire, you can make a compelling case with a video production team editing emotional footage together.
Not Using Ingenuity in Saving Money
If you’re a non-profit, coming up with money to pay for recurring fundraising videos won’t always be easy to come by. The CauseVox Blog recommends you keep the video you shot before with a production company and re-use that footage for later campaigns. It can save you money having to produce an all-new video from scratch. With some editing done by your own team using Apple’s iMovie, you could recycle the ad with different music or edit techniques as an illusion of making it look new.