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 Selfie-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. Decide what to wear: choose simple, solid-colour clothing and avoid busy patterns or text-heavy designs.
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.
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.
Be sure to state your campaign timeframe and how the funds will be administered (e.g., paid directly to a supplier or managed through a personal or organizational account). Additionally, include your campaign link in the video description or on-screen overlays to make donating effortless for viewers.
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. Include captions or subtitles to ensure your message is understood even when the video is muted. Other free editing tools include Adobe Premiere Rush (free tier), VN Video Editor, and Adobe Express 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.
How to Upload Your Video to YouTube
Before adding your video link, you’ll need to upload your video to YouTube. Here’s a simple guide:
1. Go to YouTube.com and sign in with your Google account.
2. Click the Create ➕ icon (camera with a plus) and select Upload video.
3. Choose your video file and fill in the title, description, and thumbnail image.
4. Under Audience, select whether your video is for kids or not.
5. Click Next through the steps, and choose your visibility:
Public: Anyone can view it. ( Recommended option).
Unlisted: Only people with the link can view.
6. Click Publish and copy the video link provided.
How to Add a Video to Your BackaBuddy Campaign
Once you’ve created your video, here’s how to add it to your campaign and make sure it appears on your campaign page.
Step 1: Log In and Navigate to Your Campaign
1. Log in to your BackaBuddy profile.
2. Click on the My Campaigns dropdown menu at the top right of your screen.
3. Under the My Campaigns banner, find the campaign you want to edit.
4. Click the purple dropdown arrow on the right-hand side to expand the options.
Step 2: Open the Manage Campaign Section
Click the Manage Campaign button to open the editing view for your campaign.
Step 3: Add Your YouTube Video Link
1. Scroll down to the Campaign Video Links section.
2. Paste your YouTube video link into the box provided.
📌 Important: Only YouTube video links are supported. Other formats will not display.
3. Click Add Link to attach your video.
4. Scroll down to the bottom of the page and click Save.
Step 4: Refresh and Preview
Once saved, refresh your campaign page. Your video will now appear as the first item in your image carousel.
🎥 Note: The video will always display first, and cannot be rearranged — but supporters can still scroll through your images.
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.
Sharing 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.
“As a platform, BackaBuddy allows us to come together as communities to support people and causes that we believe in, regardless of our differences. For every cause, accident or catastrophe that we face, we bear witness to the many who step up when asked to by their peers. This is the immense power that crowdfunding facilitates and which goes far beyond just the funds that are raised” says BackaBuddy, CEO, Patrick Schofield
To assist you in raising funds, our team has put together guidelines to make your crowdfunding journey a little easier.
A short, beautifully written, emotive and informative campaign message connects with donors.
Crowdfunding campaigns with a short video message tend to raise 4 times more funds.
Reaching out to family and friends first can help you raise 220% more funds.
Your crowdfunding campaign will be 5 times more likely to succeed if you share it on social media.To learn how to share your campaign effectively on Facebook, WhatsApp and Instagram read more below.
If you have arrived on this page, you may need help finding your donors before setting up your first crowdfunding campaign.
Where can I find my donors?
1. Reach out to family and friends first.
The first people who donate to your campaign are very important.
The public tends to support campaigns if they can see that a number of people have already teamed up behind the cause.
Just as no one wants to be the first person on the dancefloor, a campaign with donors is more inviting, creates a sense of community, shows the campaign is active and is more likely to reach its target.
People who don’t know you personally, also trust campaigns more readily if they can see your loved ones have vouched for your cause, by means of donating or through affectionate comments.
Based on our research, if family or friends are the ones who contribute to a campaign first, we have found that they are likely to raise 220% more funds.
2. Reach out to your wider network
Once you have gotten support from loved ones, it’s time to reach out to more people you know.
Let your extended family, neighbours, co-workers, social groups, church, school or university friends and local community know about your campaign.
With the initial support you would have received, your wider network acts as an amplifier of sorts, spreading your campaign to more people and building on your first donations.
3. Social Media
Campaigns with initial support that are shared on social media, tend to raise 5 times more funds.
When introducing your campaign on social media, it is best to include a friendly photo, a video talking about your fundraiser, and a short description that lets readers know exactly what your need is and how funds could positively impact you or your beneficiary.
4. Reach out to your local radio station, newspaper or influencers
If your campaign has started raising funds, you have shared it on social media, then it is a great idea to reach out to your local media houses, to see if they would like to write about your story or share it on the airways.
Think about the media publications you are familiar with, visit the contact us section on their website, and send a message to introduce yourself and your cause.
Do you have any questions?
The BackaBuddy team is here to help guide you throughout your crowdfunding journey.
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.
