To create a successful crowdfunding campaign in the digital age, it is crucial to connect with potential donors through emotive storytelling and engaging visual content. Incorporating a 20-second to 3-minute video into your campaign can be a highly effective way to achieve this.
Studies have shown that a well-crafted video can build an emotional connection with viewers, lend credibility and authenticity to your cause, and increase the chances of raising up to 4X more funds than campaigns without a video.
In this guide, we have compiled a list of 7 essential elements to consider when creating a powerful video for an online fundraising appeal.
Sean Clarke, a Para-athlete from Johannesburg, provides a great example of an effective crowdfunding video. In his campaign to raise funds for James, a teenager in need of a prosthetic leg, Sean created a short yet impactful video introducing James and his life-long struggles.
Structuring your video
Shoot your video Selfe-style. You don’t need to have a professionally shot campaign video to make an impact. Consider using your smartphone’s front camera to shoot a short, authentic selfie-style video to elaborate on your campaign story. It’s all about speaking from the heart, providing relevant background information, and conveying your passion for your cause.
Interview the beneficiary: Conduct a short interview with the beneficiary of your campaign to help lead the conversation. Ask the beneficiary to introduce themselves, explain their challenges, and let potential donors know the impact donations will have on their lives.
John Rodwell from Kwa-Zulu Natal interviewed his homeless neighbour Johan, who was living in a tent. The emotional video captured the hearts of donors who contributed to a Wendy house for Johan and his dog.
Create a slideshow video: If you aren’t comfortable shooting a video, consider creating a slideshow video with images and text to tell the story of your beneficiary and the needs they might have. Consider recording a voice note on your phone that can accompany your video to add a personal touch to your campaign story and keep viewers engaged.
Get inspiration from other skilled storytellers
It’s beneficial to take some time to explore successful crowdfunding campaigns and the inspiring videos campaign creators have made to garner support from the donor community. We can all learn from each other.
Zanele Hlatshwayoran 18 marathons to support SADAG, in honour of her father who took his own life due to depression. Her video captured the clear impact her campaign would go on to create.
Need more examples? Watch as Henry Cock prepares to take on 133 half marathons for suicide prevention, Zolani Mahola backs a campaign to save a little boy suffering from cancer, Trinity Van Beeck introduces her friend who qualified for a chess competition, and Marlene Spies raises funds for a Cochlear Implant with the help of her granddaughter.
Presentation
Before filming your video, keep in mind that you should tell your story in less than 3 minutes to keep your viewers’ attention. Your tone should be warm, hopeful and informal, displaying your personality. Deciding where to film your video is also very important. Choose a well-lit room with a clear backdrop, or shoot your video outside in nature. Wherever you decide to film your video, make sure you have as little background noise as possible.
Your crowdfunding story is the foundation upon which you can build an emotional connection with potential supporters and inspire them to donate to your cause.
In your video, introduce yourself and your beneficiary, share the personal connection you have and provide meaningful background information, to build trust with potential supporters. As best as you can, articulate the tangible needs your beneficiary has, the challenge they are facing, and the positive impact donations will have on them. Share the defining moment that inspired you to start the campaign, and ask viewers to consider donating to your campaign and share it with their wider network.
Llewellyn Barnes was a homeless man living on the streets of Pretoria when he qualified for a major golf tournament. In sharing the story of his life, donors learned how his passion for golf got him through many difficult times in his life.
Visual and Sonic Storytelling
While speaking directly to the camera can be effective in introducing your cause to potential donors, incorporating visual aids such as images, text, animations, or music can significantly enhance your campaign’s impact.
Fortunately, there are user-friendly apps such as CapCut, TikTok, Canva and InShot that can help you create professional-looking and creative videos. Additionally, you can make use of the YouTube Audio Library to access royalty-free, copyright-safe production music and sound effects for your video.
When Joseph Payne interned for DOCKDA, a charity in Northern Cape, he launched a campaign to purchase bicycles for rural school children. Joseph used a combination of video clips, images, text, and music to beautifully illustrate his story and raise funds for his cause.
Social media
Including a video in your crowdfunding campaign and sharing it on social media can increase your chances of success by 5X, as video posts receive 7X more engagement than static posts. Additionally, videos are more engaging and favoured by algorithms, leading to greater visibility and wider sharing potential.
To further connect with potential donors, consider live streaming on popular platforms like TikTok, Facebook, or Instagram, to promote your cause, answer questions in real-time, and encourage donations. Be sure to promote your live stream beforehand to ensure a larger audience.
Milestones & Updates
Creating videos to update your donors, share milestones, and express gratitude for their support is a powerful way to build trust and engagement, ultimately encouraging additional donations. By showcasing the impact funds raised have created, like this adorable video from Blankets For Baby Rhinos, you can begin building a lasting relationship with your supporters.
Katlego Legotlo who has Cerebral Palsy, was gifted a brand new electronic wheelchair, in a heartfelt moment captured on video, that brought many to tears.
Conclusion
In conclusion, a well-crafted crowdfunding video has the potential to elevate your campaign’s message, convey complex information, reach a wider audience, build a meaningful relationship with donors and inspire them to support your cause.
“In February 2024 I completed a seven-year quest of climbing the tallest peak on every continent. Climbing for me extends far beyond any record or achievement, it’s a continued journey back to my most authentic self.” (Remy Kloos)
A lot has been said and written about Remy Kloos – and for a good reason: she’s an exceptional human being whose vocabulary does not include the word “impossible”. In February Remy completed a seven-year quest of climbing the tallest peak on every continent and she’s off, yet again. This time, the Capetonian is joining the Avela Foundation for their second trek in six years to Everest Base Camp (EBC) to raise funds for and awareness of children with serious burn injuries.
Cami Palomo, Avela Foundation founder, says having Remy not only join but lead their second EBC expedition will add tremendous value. “Remy is one of the Best of the Best and apart from her super mountaineering skills we will also benefit from her incredible spirit and attitude towards life.”
For Cami, Avela has become her life’s work. The foundation, founded in Cape Town in 2016, has over the years raised substantial funds for medical equipment and treatment. Her Umatter program is however very close to her heart.
“Through this we provide not only physical support to children with serious burn injuries but also try and heal the emotional trauma that these children and their families experience. It’s for this reason that we need to expand the program to include more hospitals and training – something that cannot be done without funds.”
According to stats more than 1.6 million South Africans sustain serious burn injuries annually. Of them, at least 350,000 are children.
Pictured above: Cami Palomo – Mount Everest Base Camp (2018)
Cami says undertaking mountaineering expeditions is quite the challenge as it just airlifts you out of your comfort zone.
“It’s for that reason that we believe it’s a great way of honouring the courage, determination and resilience of young burn survivors.”
On the 10th of May Cami and Remy will be joined by a group of five business people, including one American, who all have in the past strapped on their hiking boots to help raise funds for Avela on donations crowdfunding platform, BackaBuddy.
Remy, having reached her seventh and final summit in February – Mount Kosciuszko in Australia, is excited to be part of the group: “The Avela Foundation is doing such incredible work, empowering and supporting children who survive serious burn injuries. Cami and her team help transform their lives by assisting them in dealing with their physical and emotional scars. I’m so touched by the work that the foundation does and am honoured to play a small role in helping.”
Remy herself is no stranger to the darker side of life. Battling serious depression and anxiety in 2016 and in desperate need of some perspective, she turned to the mountains for “help”. “I was standing on Mount Kilimanjaro, the Roof of Africa, fuelled with an electric surge of energy. In that moment I knew I had found meaning through a deep and soulful connection with the mountain and with every climb thereafter my confidence just grew and I knew I could make an impact!”
Six years later Remy become the first person from Africa to do the Everest-Lhoste combination-climb in 24 hours and achieving that also made her the first woman from the continent to summit the Lhotse peak in Asia. She does however not only leave her mark in history books – Remy is not surprisingly also in demand as a mountain guide and motivational speaker.
Cami shares Remy’s love and reverence for mountains and is tremendously excited to share in the world-class climber’s experiences during their upcoming trek.
“Having Remy as part of the Avela trek to EBC and hear her stories will enrich our journey and ignite an even deeper appreciation for the spiritual essence of the Himalayas and the transformative power of mountains.”
“Yes,” says Remy: “The mountains teach us about our own mortality. They show us how fragile we are and provide perspective in so far as that our daily frustrations are actually quite menial, all things considered.”
And Remy knows only too well what risks high-altitude mountaineering pose. “I have experienced minus-40 degrees Celsius carrying 50kg loads, have had frostbite numerous times, battled against 130km/h winds, not to mention cyclones where a single misstep could be fatal. I have been on many an exposed ridgeline and in extreme altitudes where no living organism is meant to survive for extended periods of time. Movements are extremely slow and it requires immense energy just to try to eat and drink. Every decision is extremely calculated, there is no room for error. One simple mistake like dropping a glove could have dire repercussions.”
Pictured above: Remy Kloos
Although the Avela team won’t be summiting Everest, Remy says she goes into every climb the same mental and physical preparation and attitude: “One must have a deep respect for the mountains and the surrounding lands and people for we are simply very lucky to be able to be there. This is their home and the invitation to explore, climb and trek is one that must be received and executed with kindness and humility.”
She echoes Cami’s hope that the trek will raise more awareness about the work that the Avela Foundation does and that this fundraising campaign will bring in much needed donations to support their work.
“As a team I know we can collectively make a difference and I want everyone on the trek to experience the magic of the grand Himalaya and be fuelled by her beauty and wisdom. I want them to be touched by the stories of the Nepalese people and to feel their warmth. With each step on such ancient lands I hope the group will experience something magical and return home with a newfound sense of gratitude and humility. So, we will not only be exploring together but hopefully raise much needed funds for a charity that is changing the lives of so many people.”
And Remy’s trademark sunflower will again be peaking out of her rucksack: “Where I go, the sunflower goes as for me it’s a gentle reminder of grace in our lives, representing our humanity and highlighting the importance of gratitude and positivity. “You know, at the end of the day, the summit is for the ego, but the journey, the journey – is for the soul.”
Support the Avela Foundation by making a donation on BackaBuddy:
Olebogeng Kgengwe, 28, originally from Bloemfontein and now living in Knysna, is embarking on an impressive 1,600 km cycling journey across the Western Cape into the Karoo’s dry landscape. The journey starts in Knysna and weaves through Sutherland, the Cederberg, and Oudtshoorn from April 6th to 13th. This ambitious route involves a challenging 16,000 to 20,000 meters of vertical ascent.
Pictured above: Olebogeng
This extraordinary quest isn’t just a test of physical stamina; it’s a heartfelt commitment to making a real difference in the world through the power of education.
Crowdfunding on BackaBuddy
Olebogeng’s mission is propelled by his firm belief in the transformative power of education and the critical need to support children at a crucial developmental stage.
He has launched a crowdfunding campaign on BackaBuddy, aiming to raise R38,500 to provide educational packs for 550 underprivileged children in 28 preschools across the disadvantaged areas of Knysna, Plettenberg Bay, Sedgefield, and Rheenendal. At R70 each, these packs offer symbols of hope, including activity booklets, play dough, pencils, books, and crafting materials, all crafted to enhance the children’s learning experiences and bolster their developmental progress during school holidays.
Pictured above: Olebogeng
This effort supports the Knysna Education Trust’s preschool intervention program, assisting children who are falling behind in developmental milestones to catch up and prepare for Grade R. Olebogeng is deeply committed to furnishing children in impoverished communities with crucial educational tools, particularly during the critical learning window of school holidays.
Olebogeng’s campaign has already garnered considerable support, raising R26 700 with the generous support of 24 donors.
Olebogeng is an avid athlete having completed three 1000km Munga races and two 1600km journeys from Johannesburg to Cape Town.
Olebogeng shares “I love helping people in need through cycling. It has changed my life in many ways, and I believe I can change others’ lives through riding my bicycle.”
To support Olebogeng Kgengwe’s inspirational campaign, visit:
Lize Marais, from the Helderberg region of the Western Cape, embodies determination and compassion as she strives to keep the doors of Milkwood Learning Academy and their beloved Toy Library open. This academy is a haven for children with special needs, including those with learning disabilities, autism, and Down syndrome.
With a crowdfunding campaign on BackaBuddy, Marais is rallying the community to secure the future of 18 students by the end of March 2024, facing an urgent financial crisis that threatens the academy’s existence.
A Sanctuary for Learning and Growth
Milkwood Learning Academy, nestled in the heart of the Helderberg region, is more than an educational institution; it’s a place where vulnerable children discover their potential in a nurturing and accepting environment. Founded by Marais seven years ago, the academy has become a critical resource for affordable, quality education tailored to children with intellectual disabilities. “It’s a place where they don’t feel rejected, they feel safe and loved,”Marais explains. Her commitment to these children is unwavering, driven by a vision of inclusivity and empowerment.
Marais shares poignant insights into the impact of Milkwood on its students: “Over the years I have seen so many success stories. Children come to us with very high anxiety levels. Some were rejected by society, others were enrolled in mainstream schools, and were subject to bullying from other children. Many of my children can’t speak a word or read a word when they join Milkwood. Later they learn to talk, play with others, and even read books.”
Pictured above: Lize Marais with Milkwood Learning Academy students
Crowdfunding on BackaBuddy
Despite the positive impact on its students, Milkwood’s financial sustainability is at risk. The school’s inclusive fee structure, designed to accommodate families of all economic backgrounds, has led to financial shortfalls. “Our goal is to enable children with special needs to live meaningful lives within their communities,” Marais says, emphasizing the need for support to keep this haven for learning alive.
Pictured above: Lize Marais with Milkwood Learning Academy students
Since the launch of the BackaBuddy campaign, 13 donors have come together to raise R15,581 towards Milkwood’s fundraising target of R60 000 to address their immediate financial needs, including rent and daily operational costs
“As the deadline approaches, the story of Milkwood Learning Academy and its fight for survival serves as a testament to the impact of community support and the difference it can make in the lives of children with special needs, who are the most vulnerable among us.” – says Bernelie Barwise ( Social Media Manager at BackaBuddy.)
To support Lize Marais and the Milkwood Learning Academy, visit their BackaBuddy campaign link:
19-year-old Aidan Roos from Three Rivers Vereeniging had his life dramatically altered in a matter of seconds. Aidan, a passionate stunt biker, faced a life-altering accident on the 9th of February 2024 that not only shattered his dreams but also left his family grappling with unforeseen challenges.
The incident occurred innocently enough – a routine trip to Asia Yummy for takeout turned into a nightmare as Aidan slipped on a wet floor, his face colliding with a balustrade. What initially seemed like minor injuries took a grave turn after a hospital visit and X-rays uncovered a more severe situation.
Image above: Aidan Roos with his mum, Roeline
Making the situation even harder was the absence of medical assistance for Aidan and his family. The hospital couldn’t perform the facial operation because Aidan’s face was swollen, so they had to send him home. However, Aidan’s insurance refused to cover the operation, claiming that the hospital should have kept him instead of sending him home.
Aidan’s dreams of heading overseas for bike stunts and mini movie scenes in China were abruptly halted. “This accident has changed everything for Aidan and has made his bright future come to a standstill,” his mom Roeline expressed. The recovery prognosis, estimated at six months, adds a layer of complexity to the situation.
Image above: Aidan in hospital after the accident
On the 19th of February 2024, Aidan underwent extensive surgery to address multiple fractures in his facial bones. The procedure involved delicate work to repair nerves and muscles, including the placement of plates under the eye socket. Aidan’s entire frontal skull required meticulous reconstruction as his face was broken in five places, marking a pivotal moment in his journey to recovery.
Crowdfunding on BackaBuddy
In the face of this adversity, Aidan’s family turned to the power of community support.
Launching a crowdfunding campaign on BackaBuddy, they urgently sought financial assistance to cover the expenses of Aidan’s surgery. The response from the community has been nothing short of miraculous, with over R114,000 raised towards their fundraising target of R160 000, thanks to the generosity of 60 amazing donors.
Image above: Aidan in hospital after his operation
Aidan’s mom Roeline expressed her heartfelt gratitude, stating, “Out of the bottom of my heart, I just want to thank everyone for their generosity, love, and support and most of all everyone’s prayers.” The funds raised have already made a significant impact, securing Aidan’s chance at a healthy, normal life.
While Aidan has successfully undergone surgery, his battle is far from over. The family still needs to raise funds for his aftercare, scans, MRIs, and more. The ongoing support from the community is crucial in ensuring Aidan’s continued recovery and eventual return to the life he loves.
Image above: Aidan Roos with his mum, Roeline
Image above: Aidan in hospital after the accident
Image above: Aidan in hospital after his operation