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.
At BackaBuddy, we understand that reaching out for assistance, regardless of the cause, can be a vulnerable process. Whether you’re facing medical challenges, educational expenses, a community project, or any other personal goal, we’re here to support you.
To make your fundraising journey easier, we’ve created easy-to-use templates for campaign creators like you to help you share your campaign and encourage donations.
Starting Your Campaign and Seeking Initial Donations
EASY-TO-USE TEMPLATE
Hi [Insert name],
I have something important to share with you.
I’ve just launched a crowdfunding campaign on BackaBuddy to raise funds for [insert reason why you’re fundraising], and I hope you will consider being one of my very first donors.
I have set my fundraising target at [insert fundraising target], which will allow me to [insert how funds will be used/the positive impact of donations].
Your contribution, no matter the amount, would mean the world to me.
If you’re able and willing to lend your support to my fundraiser, kindly click on my BackaBuddy link: [Insert link to your BackaBuddy campaign].
You can also support me by sharing my story on your social media or with your contacts, to help me reach more people who may be able to help.
Thank you,
[Insert your name]
Reach Out to Your Immediate Circle First
To kickstart your crowdfunding journey and secure vital initial support, begin by connecting with your inner circle of close friends and family. They are more likely to stand by your side, regardless of the cause, due to their trust and personal connection to you. Through their supportive donation messages, they can give your campaign momentum and provide social proof, making it more appealing to potential donors who may hesitate to be the first to contribute.
Remember to keep your message personal, concise, and let your unique personality shine through. Kindly ask your friends, family, and social media followers to support your cause and share it on your behalf to help you reach your fundraising target.
We understand that raising funds for a cause can be difficult and sometimes intimidating, which is why our team has put together our best advice for a successful crowdfunding campaign.
If you have any questions throughout your journey, please reach out to us, and we will be happy to guide you.
Your first donations and getting started:
Send your campaign to family and friends first with a short, personal message via WhatsApp, Facebook Messenger or email.
Here’s why:
Campaigns with initial support from loved ones creates trust in your campaign, and can help you raise 220% more funds.
Instant messages are also typically read within the first 3 seconds, which increases your chances of getting support for your cause in the beginning phase.
For sharing templates and advice on getting started, click here.
Avoid sharing your campaign to a wide audience with no funds raised.
Here’s why:
Just like no one wants to be the first person on the dancefloor, donors in the wider community usually wait until a campaign has a few contributions before lending their support – especially if they don’t know you personally.
Raise more funds
Fine tune your campaign message: Your campaign message should be simple, short, but emotive. The person reading it should know exactly who you are, where you are from, what your funding needs are and the impact donations will have on your life. Read more.
Tell your story with a short video: Create a 1-2 minute video with your cell phone that introduces yourself and your cause. This video can be loaded to your campaign via a YouTube link, if you don’t have an account, send us the clip and we will upload it for you! Read more.
FACT: Campaigns with videos tend to raise about 4 times more funds.
Reach out to a wider audience on social media: Sharing your campaign on Facebook, WhatsApp, Instagramand beyond will allow more people to see and share your campaign. We recommend waiting until you have at least 3 or 4 donations before sharing your campaign on social platforms.
FACT: Social Media can increase your campaign’s likelihood of success by 5 times
Haven’t received any funds yet? Try this:
Reach out to more people in your network: Have you contacted your extended family, neighbours, co-workers, social groups to support your cause? Have you shared your campaign on social media or contacted your local newspaper or radio station?
Interact with the online community: Depending on which social media platform you are most familiar with, share your campaign to different groups and forums in your area or that relate to your cause.
Share campaign updates: Post about your campaign more often on social media, through sharing updates, thanking your donors and sharing your fundraising milestones. You can also ask your BackaBuddy campaign manager to send an update to your donors.
Using instant messaging apps such as Whatsapp, Facebook messenger and WeChat is a great way to launch your crowdfunding campaign to your immediate network, share positive updates, thank donors, and promote your campaign in a creative way.
In this guide, we will discuss the power of Whatsapp Marketing and walk you through some practical tips that you can use to promote your cause.
Why use WhatsApp to promote your crowdfunding campaign?
90% of internet users in South Africans are active users of WhatsApp, according to a report by Hoodsuite.
98% of WhatsApp messages are both opened and read according to Dynmark. Hoodsuite also reports that Whatsapp messages are opened within the first 3 seconds.
Over 450 million Whatsapp users make use of WhatsApp stories, surpassing even Snapchat, a report by Business Of Apps finds.
84% of online sharing now takes place through instant messaging according to RadiumOne.
Constructing your message
When putting together a WhatsApp message, make sure to keep your message short (no longer than 80 characters), personal and informative.
Remember to introduce your campaign in a friendly way to attract donors, make sure to summarize what you’re crowdfunding for and mention the positive impact donations will have on your beneficiary.
Don’t forget to include your BackaBuddy link at the end of your message, so potential donors will be able to make a contribution. It is also a good idea to ask your contacts to share your campaign with 5-10 of their contacts to help you reach a wider audience.
An example,
Hi Monique, I hope you are well!
I have created a crowdfunding campaign on BackaBuddy to feed 100 families in Pietermaritzburg who are unable to provide for their families during the lockdown.
We have so far raised R 15 000 towards our fundraising target! Funds raisedwill be used to purchase digital food vouchers for those in need.
Please support us by making a small donation on BackaBuddy. If you’re unable to contribute, please be so kind as to share our campaign with your friends and loved ones. https://www.backabuddy.co.za/feeding-pietermaritzburg
Remember to add a Photo or Video to accompany your message.
Support your message with media
As they say, a picture says a thousand words. Support your introductory message with a few hi-quality images that illustrate what your campaign is about. Sharing videos or voice notes is also a great way to engage and share more information about your campaign!
Practical ways to use WhatsApp to share your crowdfunding campaign
Forward a message
Create a short message to introduce your campaign and forward your campaign privately to 5 friends at the same time.
Here’s how:
In an individual or group chat, tap and hold the message you want to forward, then tap Forward.
To forward multiple messages, you can select additional messages after you select the first message.
Tap Forward.
Search for or select the individual or group chats you want to forward the messages to.
Tap Forward.
Create a broadcast list
Create a broadcast list to share your campaign as mass message to an unlimited number of contacts. Once the list as been created, you will be able to revisit it to share more messages with the same group of people.
Search for or select the contacts you want to add.
Tap the check mark .
Create a group
Create a group chat to share your campaign with your WhatsApp contacts. Smaller groups are recommended, but if you have a big network, you are able to add up to 256 contacts in a single group.
Use WhatsApp groups to send campaign updates and motivate your immediate network to promote your campaign and find new potential donors.
When you have created a group, all participants will be able to interact with each other and will be notified of incoming messages.
Search for or select contacts to add to the group. Then tap the green arrow.
Enter a group subject. This will be the name of the group that all participants will see.
Optionally, add a group icon by tapping the Camera icon.
Tap the green check mark when you’re finished.
Create a WhatsApp Story/Status
WhatsApp Stories are a great way to share updates, engage with your close network of supporters and ensure your campaign maintains momentum throughout your crowdfunding journey.
Here’s How:
Tap Status.
Tap:
Camera or My Status to take a photo, record a video or GIF or choose an existing photo, video or GIF from your gallery. Remember to include a caption to introduce your campaign. Tap send .
After you have posted a photo in your status, the next steps is to share your BackaBuddy link using the Text icon.
Tap on to write a short message about your campaign and copy to your BackaBuddy link for donations. Tap send .
This will allow your contacts to click from your status onto your BackaBuddy campaign to make a donation.
We hope you enjoyed our tips for WhatsApp Marketing! While WhatsApp is a great tool to use to reach a wider audience, it should not be used in isolation.
Click Below for more tips on how to run a successful crowdfunding campaign on BackaBuddy:
With the number of Facebook users in South Africa to reach over 19.8 million by 2023, according to Statista, there is ample opportunity for your crowdfunding campaign to reach a wide network of supporters on the social network.
In this guide, we will discuss the power of Facebook Marketing and walk you through some practical tips that you can use to promote your cause.
Why use Facebook to promote your crowdfunding campaign?
According to Hoodsuite.
82% of internet users in South Africans are active users of Facebook and 57% also use Facebook Messenger
Recent statistics have revealed that Facebook users spend an average of about 40 minutes daily on Facebook.
How to post on Facebook
To share a post on Facebook:
From the top of your News Feed, click What’s on your mind, [Name]?
Write a short message to introduce your crowdfunding campaign (following the guidelines below) and remember to include your BackaBuddy Link.
Once you have created your post. Share it your Facebook Story
On the post you have just created, Click Share
Select Share to Your Story Now.
When to post on Facebook
When it comes to posting on Facebook, research shows Thursday and Friday to be the best days. Here’s what we found:
According to World Wide Worx, the best time to post on Facebook in South Africa to maximise the number of people who see it, is on a Thursday between 09:00 and 10:00.
Hubspot determined Thursdays and Fridays from 1 p.m. to 3 p.m. are the best times to post.
Please note: You can post your campaign on any day, see what works the best for you! We recommend sharing your campaign at least 2/3 times a week across your social media platforms for the best possible result.
Writing your campaign post
The purpose of posting your campaign on Facebook is to reach as many people on your friends list as possible, as well as other Facebook users who might not know you.
Before posting on Facebook, consider these key factors:
1. Keep your message short and specific
According Express Writers, Facebook posts with 40-80 Characters result in 86% more interaction (likes, comments, shares, link clicks).
2. Provide enough information
Make sure your post answers these questions:
Whoare you raising funds for? (name, age, location)
Why are they in need of funds? (what has lead you to crowdfunding?)
What will funds raised be used for? (in a tangible way mention how funds will be used, for example “We are raising funds to purchase 100 pairs of shoes for 50 children”
When will funds be needed? (ie. is there a sense of urgency or is your campaign time-sensitive?)
Where can people make a donation? (Include the call to action: Please support my crowdfunding campaign on BackaBuddy, by making a donation here: [copy and paste BackaBuddy Link)]
Take a look at these examples:
You can use this template as a guideline:
Hi everyone,
I have created a crowdfunding campaign on BackaBuddy to raise funds [to/for].
We are hoping to raise [fundraising target] by [time period] that will allow us to [positive impact].
Please be so kind as to support our crowdfunding campaign by making a donation here: [BackaBuddy link]
If you are unable to donate, please share our campaign with your friends and family.
Instead of posting your BackaBuddy link by itself, upload your message with a positive, yet emotive photo or video.
Photo:
According to Post Planner, posts with photos receive 84% more link clicks, this means more Facebook users will click onto your BackaBuddy campaign if you have great visual content.
Where possible include hi-quality images that tell a positive story, avoid shocking or graphic content, as this might discourage Facebook users engaging with your content. You can load a single image, or add a series of images that tell your story.
Video:
It is in your best interest to share your post with a short, informative and emotive video that’s between 1-3 minutes long. While a strong image will make your followers take notice, a video will increase your engagement by 7 times and your campaign has an opportunity to raise 4 times more funds.
Make use of these Facebook tools to promote your crowdfunding campaign
Facebook Messenger
Posting a status update about your campaign will help you reach friends and friends of friends on Facebook, but when engaging with close friends and family on Facebook, it is always better to send a short/personal message directly via Facebook Messenger.
According to RadiumOne, 84% of online sharing now takes place through instant messaging apps such as WhatsApp, Facebook messenger and WeChat, this is because messages are both opened and read, typically within the first 3 seconds.
To send a direct message on Facebook on a computer:
Click in the top right of the screen.
Click to start a new message.
Start typing a name into the To field. Names of friends will appear in a dropdown.
Select the person or people you want to message.
Type your message, then press enter or to send.
You can also click Message at the top of someone’s profile to message them.
Facebook Stories
Facebook stories are a great way to create awareness about your campaign, share updates and ensure your campaign maintains momentum.
Stories are typically about 20 seconds long and stay on your profile for only 24 hours, but it is an effective way to encourage Facebook users to engage with your cause and send you direct messages.
To share a story on Facebook:
Click + Add to Story at the top of your News Feed..
Click Photo/Video to add a photo or video from your computer.
Next to Your Story, you can click the audience selector (example: Public or Friends) to choose who can see your story.
Click Post.
Facebook groups
Once you have managed to interact with your close networks via posting status updates, posting stories and sending direct messages via Facebook messenger, it is time to have a look at Facebook groups in your area that are relevant to your cause.
Joining groups with a higher following, will help you reach a wider audience of potential supporters.
By seeing your posts, users will be able to share your campaign, donate via your BackaBuddy link, interact with you via the comments section or directly via Facebook messenger..
This new feature from Facebook is quickly gaining popularity. Now instead of simply sharing a video on Facebook, you can invite friends to watch videos with you in real-time.
This is a great opportunity to engage with potential donors as you are able to comment and interact with your audience.
Don’t forget to include your BackaBuddy campaign link in the comments section for anyone who would like to support your cause.
Facebook Live
According to Vimeo, 78% of online audiences watched a live video on Facebook in 2018.
Live videos are great for sharing quick updates, conducting short interviews or answering questions your audience might have relating to your campaign. Facebook recommends that live videos should be at least 10 minutes long.
Your followers will be notified when you’re broadcasting live on Facebook, so it is a great way to create awareness around your crowdfunding campaign.
Remember to include your BackaBuddy campaign link in the description as your video will still be available to watch after the live stream has ended.
To go live on Facebook:
Click What’s on your mind, [Name]? at the top of your News Feed.
Click then click Live Video.
Write a short description of your campaign and include your BackaBuddy link for donations.
Click Go Live in the bottom left.
We hope you enjoyed our tips for Facebook Marketing! While Facebook is a great tool to use to reach a wider audience, it should not be used in isolation.
Click Below for more tips on how to run a successful crowdfunding campaign on BackaBuddy:
According to BusinessTech, over 3.8 million South Africans use Instagram.
With over 1 Billion users globally, Instagram allows you to reach a wide audience of supporters through sharing beautiful photos, engaging videos and trending hashtags.
In this guide, we will discuss the power of sharing your crowdfunding campaign on Instagram and share practical tips you can use to promote your cause.
Why use Instagram to share your crowdfunding campaign?
Instagram boasts 58 times more engagement per follower than Facebook, According to ecommerceCEO
60% of Instagram users use the platform once a day, according to Sprout Social
Before posting on Instagram, consider these key factors:
Put your crowdfunding campaign link In your bio
Whether you are creating posts, stories or IGTV videos to promote your campaign, it’s important to give your followers a call to action to donate to your campaign.
How to post a link in your Instagram Bio
When posting on Instagram, direct your audience to click on the link in your bio for more information and to make a donation!
When to post on Instagram
According to Hubspot, the best time to post on Instagram is between 2pm-3pm. There is also an increase in engagements on Thursdays 5am, 11am and between 3pm-4pm.
Quintly also states that interactions are 22.29% higher on Saturday and Sunday.
Please note: You can post your campaign on any day, see what works the best for you! We recommend sharing your campaign at least 2/3 times a week across your social media platforms for the best possible result.
Visual content
Photos and videos are the language on Instagram, you will need to upload visual content in order to create a post with a caption.
Photo
Instagram images get on average, 23% more engagement than Facebook images, according to Business of Apps.
Post hi-quality photos that tell your crowdfunding story. Avoid shocking or graphic content, as this might discourage Instagram users engaging with your content.
Video
Video posts get up to 38% more engagements than image posts, according to Mention.
Post short, informative videos on your Instagram timeline to introduce the aim and importance of your crowdfunding campaign and direct users to your campaign link in your bio.
For videos longer than 60 seconds, you will need to upload your video to IGTV (more information below)
Writing your Instagram post caption
Keep your message short and specific
While you have more than 2000 characters at your disposal when writing your post caption, Sprout Social, suggests 138-150 characters will get you the most engagement (shares, likes, comments)
If you want to ensure that your full caption is visible and is not cut off by the “see more” tab, keep your post within 125 characters.
What information should your post include?
To introduce your crowdfunding campaign, make sure you answer the following questions in your post.
Whoare you raising funds for? (name, age, location)
Why are they in need of funds? (what has lead you to crowdfunding?)
What will funds raised be used for? (in a tangible way mention how funds will be used, for example “We are raising funds to purchase 100 pairs of shoes for 50 children”
Where can people make a donation? (Direct your audience to click on the link in your bio to make a donation to support your cause)
#Hashtags
Make use of hashtags to make your post more discoverable – this will allow you to reach more people who are interested in your topic.
Instagram allows users to post 30 hashtags in a single caption, to avoid your post looking like spam, it’s recommended to use no more than 10 relevant hashtags in your post.
Even including one hashtag in your post can increase your engagement by 12.6% according to PR Daily.
Creating a hashtag
To Create a hashtag, simply type # and your keyword in your post caption.
Popular hashtags to use when sharing your crowdfunding campaign
When creating a post, Instagram allows users to mention/tag other users and influencers, their location, organisations and businesses. This will notify other users to view and interact with your post.
Location is key
By tagging your area location in your Instagram post can increase your engagement by 79% according to PR Daily.
Research also shows that crowdfunding campaigns are typically supported locally – be sure to let Instagram users know where you are from!
Not sure what to say? Use this template:
We have created a crowdfunding campaign on @backabuddy to raise funds [to/for]. Funds raised will allow us to [positive impact]. Click on the link in my bio to make a donation. #crowdfunding #backabuddy #donations #fundraising #southafrica
Include:
Other relevant/trending hashtags
Tag your location
Tag Instagram users/organizations that relate to your cause
Post multiple images/videos
By creating a carousel on Instagram, you can post up to 10 images to tell your crowdfunding story and increase engagement.
Make use of these Facebook tools to promote your crowdfunding campaign
Direct Message
Make use of Instagram’s direct message option to reach out to close friends and family, influencers and organisations who might be interested in supporting your cause.
With Instagram Direct, you can send messages, photos and videos to one or more people. Messages won’t appear in Feed, search or your profile.
Instagram Stories
Posting stories is a great way to create awareness about your campaign, share updates and ensure your campaign maintains momentum.
Instagram stories are typically about 15 seconds long and stay on your profile for only 24 hours.
Why post Instagram stories to share your crowdfunding campaign?
According to The Mobile Media Lab, Instagram stories receive 2-3 times more engagement than regular posts.
According to Social Media Today Instagram stories boast over 300 million active daily users.
Before posting a story on Instagram, consider these key factors:
Place your text toward the center and bottom of the screen and keep your message short and clear.
Mention other Instagram users and organizations in your story, to allow your story to be re-posted.
Use 1 or 2 relevant Hashtags on your Instagram story to increase your visibility.
Save your story to your highlight reel, so your campaign updates can be viewed longer than 24 hours.
Share your Instagram story to Facebook
Add your story to your highlights
IGTV
With the introduction of IGTV, Instagram users can post 10 minute long videos and increase their visibility by appearing on the “Explore” tab on the platform.
Need advice for putting together your video? Read Our Guide.
GO Live on Instagram
Instagram now allows users to post 60 minute live videos. Just like Facebook live, your followers will be notified when you’re live and will be able to interact with you in real-time.
Sharing live videos is a great way to introduce your campaign, share campaign updates and milestones, conduct short interviews and provide additional information about your project.
We hope you enjoyed our tips for sharing your crowdfunding campaign on Instagram!
While Instagram is a great tool to use to reach a wider audience, it should not be used in isolation.’
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