For a crowdfunding campaign to succeed in the digital age, campaign creators need to connect with their audience through positive storytelling and visual content.
In this guide, we will be discussing how video content can empower your campaign and allow you to raise more funds and awareness for your cause.
If you missed our guide on campaign story writing, please click here.
Why create a campaign video?
Crowdfunding campaigns supported with relevant and campaign-specific video content tend to raise 4 times more funds on average.
When sharing on social media, video content also increases your engagement up to 7 times – this means that your post is more likely to be shared and reach more people than a static image or written post.
Shoot a video on your phone
For the purpose of a crowdfunding campaign, you don’t need professional lighting, equipment or editing skills to convey a powerful message.
We recommend shooting a short, personal and informal message on your cellphone that can be posted on social media as well as your crowdfunding campaign.
Make sure you are presentable and wearing comfortable clothes (try to avoid clothes with busy designs or alot of text).
Choose a clearbackdrop or tidy background to shoot your video.
Try to eliminate as much background noise as possible.
Lastly, just be yourself.
Telling your story
Keeping in mind that your video should be between 1-3 minutes long, try to answer these questions in a friendly, positive manner:
Who are you fundraising for?
What are you fundraising for and how will funds be used?
What will the positive impact of donations be?
What lead you to crowdfund? (Turning point)
What is your time-frame?
How will funds be administered? (paid into a personal account or directly to a supplier/institution?)
Let viewers know where they can make a donation
Ask viewers to support your campaign by donating on BackaBuddy and ask them to help share your campaign with their friends and family.
*Remember to include your campaign link in the post you create, to make donations easy.
Include text and images in your video
Did you know? Videos are commonly watched without sound? Using simple video editing software, make your video more engaging by adding images, text, captions or animations to expand on your campaign message.
Video Editing software to use
For simple video editing, we recommend using apps like Vue or InShot – free apps available on both IOS and Android devices. Watch these tutorials below to help you make your decision.
If you would like to include music in your video, avoid copyrighted material as this is often muted on social media and could have legal implications.
Luckily, YouTube has put together an Audio Library of free, copyrighted music anyone can use.
Take a look at these inspiring videos on BackaBuddy
From living as a homeless man on the streets of Pretoria, Llewellyn Barnes defeated all odds to participate amongst professional players in major golf tournament. With his crowdfunding campaign, set up by non-profit organization, Fearless Love, Llewellyn shared his life story and where his love of golf began. Read more.
American intern, Joseph Payne, made an inspiring and informative video for his Backabuddy campaign to support the DOCKDA Rural Development Agency. Using a combination of images, text and snippets of video, he perfectly described his crowdfunding project.
When Amahle Zenzile was unable to attend the South African Junior Chess Champions Closed in Johannesburg, her best friend and fellow competitor, Trinity Van Beeck set up a crowdfunding campaign on her behalf. In their campaign video, Trinity and Amahle challenged each other to a friendly game of chess and shared details of their close friendship. Read more.
The Owen’s family, put together an emotive video with their crowdfunding campaign for IVF treatment. With enough background information we got a sense of what they were going through.
20 years ago, Marlene Spies went into kidney failure and was in a coma for a long time. The medication she was given affected her the ability to hear and see.
To restore her hearing with a Cochlear Implant her granddaughter set up a campaign on BackaBuddy. The positive impact donations would have on Marlene’s life and wellbeing is undeniable in this short video.
Blankets for Baby Rhinos put together a short yet effective ‘thank you’ message onto their campaign to show how donations had already been put to use.
When Kerryn and Michelle Hugo shared the news with their beloved domestic worker, Antonia Mtambo that the campaign to build her a new home had exceeded their initial fundraising target, her response was so heartfelt that donations kept coming in and the video even made national news! Read more.
Did you know that on Facebook video content results in 7 times more engagement? (likes/comments/shares). Learn more about posting your campaign video on Facebook here.
Create a crowdfunding campaign
South Africa’s leading crowdfunding platform, BackaBuddy has supported more than 10 000+ individuals and charities in setting up fundraising campaigns for medical fees, tuition and various causes in South Africa. The platform has thus far risen over R390 Million.
A key thread in all successful crowdfunding campaigns is a well-written, emotive, and informative story that connects with its audience.
Before setting up your campaign, take a look at BackaBuddy’s advice for good story writing.
Practical considerations
Keep your campaign message short (no longer than 200-500 words)
Use Paragraphs and comfortable spacing to separate your ideas.
Highlight important information by bolding, underlining, italicizing key phrases or words.
Keep your tone friendly and conversational.
Don’t forget to do a quick spelling and grammar check.
Add additional information to your campaign through hyperlinks.
Online media articles or blog posts relevant to your cause.
Additional photos or video content to support your campaign on YouTube, Facebook, Dropbox, Google Drive.
Link to a social media page or group that posts regular updates about your campaign.
Your campaign copy should answer the following questions:
Who are you fundraising for?
Tell us about the person you are raising funds for – what is their name, age, where are they from, what is their background, what are some of their achievements or struggles?
Keep in mind that when you write your story, your campaign will reach, friends of friends on social media as well as the public- at a glance, the person reading your campaign text should know exactly who you are raising funds for.
Tip: Donors typically support crowdfunding campaigns in their area – if you can, mention a local hospital, school or church you attend to make your campaign more localized.
What are you fundraising for and how will funds be used?
It’s important to articulate the extent of your various needs and how funds will be used to support the beneficiary of your crowdfunding campaign.
Depending on what you are fundraising for, try to find a clear, tangible way to communicate your needs:
For example, Porky’s People created a campaign to purchase 100 digital food vouchers to the value of R250, to feed vulnerable families in Pietermaritzburg affected by the lockdown.
You can also provide a brief breakdown of the costs involved in your campaign to provide transparency and a full picture of what your needs are.
Focus on the positive impact of donations
Mention how funds raised will be used to support the beneficiary and the positive impact it will have on their life or their current situation.
According to the 2018 Trends in Global Giving Report, by Non-Profit Tech For Good, 91% of donors are motivated to donate to causes when they feel positive emotions such as hope and empathy and only 9% respond to negative emotions such as fear and sadness.
What lead you to crowdfund?
Develop your story by proving background information about your life and how your needs arose.
Why have you decided to crowdfund now?
What was the turning point in your journey to crowdfunding?
What is your time frame?
If your campaign is time-sensitive, include that information in your campaign text to let donors know if you have a limited amount of time to the funds you need.
To save their children’s home from closure, Home of Hope, needed to raise funds to cover their operational costs for 3 months with their campaign.
How will funds be administered?
Will funds raised by paid into your personal account or be paid directly to a relevant supplier such as a medical practitioner, school, church, non-profit organization?
Donors tend to support causes more generously if they are certain funds will be used for their intended purpose and paid directly to the relevant institutions.
Take a look at these inspiring stories on BackaBuddy
Using her wonderful sense of humor, Mandy Lottering, a hairdresser from Pietermaritzburg, penned a personal message about her struggle with breast cancer and the treatment she needed.
Zanele Hlatshwayo from Soweto, told a very powerful story and personal story when raising funds for the South African Depression and Anxiety Group (SADAG) in honor of her late father.
Leilani Kuter (46) from Roodepoort, pledged to walk 27km per day, for 27 days, covering a distance of 729km, 27 years after her rape ordeal. Funds raised were used to purchase rape kits and comfort packs for young women affected by sexual assault and gender-based violence in South Africa.
Find a friend to tell your story
In the crowdfunding community, we often say, your friend’s megaphone is louder. If you can get a dedicated friend to set up your campaign on your behalf, this is often more emotive to donors, will increase your visibility on social media and your campaign is more likely to reach its target.
Take a look at these inspiring stories on BackaBuddy, set up by a friend.
Michael Dickerson (42) from Limpopo, took on a 161km endurance race to raise funds for Daniël Otto (6), a boy suffering from Congenital Muscular Dystrophy (CMD). In his campaign text, Michael wrote how he was inspired by Daniël’s courage despite his many challenges and that he would be carrying a photo of Daniël in his pocket on the day of the race.
When Tannie Poppie Van As, an elderly lady from Laingsburg who runs a roadside ‘roosterbrood’ stand in the Western Cape was invited to Italy to show off her cooking skills, her personality instantly captured the hearts of donors both locally and abroad. Her campaign was set up by a close friend by the name of Stan Engelbrecht who sang her praises.
From living as a homeless man on the streets of Pretoria, Llewellyn Barnes (59) defeated all odds to participate among professional players in major golf tournament. With his crowdfunding campaign, set up by non-profit organization, Fearless Love, Llewellyn shared his life story and how golf got him through the most difficult days of his life.
When Amahle Zenzile (11) was unable to attend the South African Junior Chess Champions Closed in Johannesburg, her best friend and fellow competitor, Trinity Van Beeck (12) set up a crowdfunding campaign on her behalf. In her story, Trinity wrote about their unique friendship and motivated why Amahle deserved the opportunity to show off her skills at the tournament.
More stories that inspired us:
Wave surfer and marine activist, Frank Solomon created a campaign to support two street surfers, Thabo and Mokete, who live on the streets of Johannesburg.
Monet van Deventer created a campaign to surprise petrol attendant Nkhosikho Mbele after he performed a kind deed to keep her safe.
Mother and daughter, Michelle and Kerryn Hugo created a campaign to build a home for their domestic worker, Antonia Mtambo.
Did you know? Campaigns with video content, tend to raise 4 times more funds and are 7 times more shareable on social media. Read more about creating a video to support your crowdfunding campaign here.
Create your own crowdfunding campaign
BackaBuddy has supported more than 10 000+ individuals and charities in setting up crowdfunding campaigns for medical fees, tuition and various other causes in South Africa.
While it’s not impossible to crowdfund large sums of money through crowdfunding, these are often rare occasions that require a lot of time, dedication, a large network of supporters, and the use of social media.
In this article, we will guide you through setting your fundraising target and what you should consider when setting your goal.
Managing expectations
To investigate on average how many donors it typically takes to reach your fundraising target, we researched over 600 successful campaigns on BackaBuddy.
We found that campaigns that raise:
R10 000 typically have 15+ donors
R20 000 typically have 30+ donors
R50 000 typically have 40+ donors
R100 000 typically have 130+ donors
R200 000 typically have 185+ donors
R250 000 typically have 190+ donors
Small fundraising targets
Depending on your network of supporters, campaigns with smaller fundraising targets (R5000-R10 000) tend to reach their fundraising targets quicker and can be funded by approaching your close, personal network and making use of social media.
Smaller targets tend to be less intimidating to donors and often focus on one tangible need which makes the campaign more appealing to supporters.
A basic guide to Raising 10 000 and below.
A basic guide to Raising R20 000
Medium to large fundraising targets
If your fundraising target is significant (R50 000 – R200 000) or if you’re raising funds for ongoing costs, your campaign will typically take on a longer fundraising cycle.
To avoid donor fatigue, you will need to approach a wider network of supporters through social media and the press. (If your campaign is newsworthy)
Campaigns with large fundraising targets can be intimidating to potential supporters, as they often feel their contribution won’t make much of an impact on the barometer.
If possible, re-evaluate your campaign ask and structure your campaign around your most pressing need. If there is no way to decrease your campaign target, include a breakdown of your costs, so donors can see where the funds will be used.
A basic guide to Raising R50 000
A basic guide to Raising R100 000 and above.
Reasons to adjust your fundraising target
You have included too many needs in your fundraising ask
Your fundraising needs have changed
You have exhausted your personal network of supporters
There’s a lack of support at the start of your campaign
Storytelling is key:
Whether you’re raising a small, medium or a large amount of money through crowdfunding, make sure your campaign story is well written, informative and emotive. Read More.
If you can, introduce your crowdfunding campaign with a 1 minute video shot on your cellphone – as campaigns with video content tend to raise 4 times more funds. Read More.
Before setting up a crowdfunding campaign, make sure you have ticked off all the items in our advice checklist.
BackaBuddy has supported more than 10 000+ individuals and charities in setting up crowdfunding campaigns for medical fees, tuition and various other causes in South Africa.
Crowdfunding is the practice of funding a project online by receiving many small donations from a number of individuals through the use of social media and the press.
Through emotive storytelling, imagery and video content, campaign creators are able to present their cause to the public to reach their specified fundraising target.
In 2020, BackaBuddy, celebrated R200 Million raised for charitable causes across the country.
Crowdfunding for a person
BackaBuddy has thus far welcomed over 16 600 individual fundraising campaigns for medical expenses, tuition fees, sporting tours, community projects and good deeds.
Over 3 200 charities are also active users of the platform, raising funds for various needs within their organisation through their own projects, and have collectively invited over 21 400 individuals to pledge their birthdays or participate in events to raise funds on their behalf.
As the class of 2020 looks to the future and many prepare for their tertiary studies, individuals across South Africa are faced with the challenge of securing funds for the year ahead to cover registration fees, text books, accommodation and the unexpected costs they’ll face on their new academic journey.
Click here to Raise Funds for your educational needs on BackaBuddy
For this reason, many students reach out to their family, friends and their wider community to avoid student debt by opting to raise funds for their education through crowdfunding.
Empowered to take responsibility for their studies, students pen their stories, film a short video appeal, set their fundraising target and take to social media with their unique campaign link to encourage donors to support their cause.
Take a look at these students and how they secured their university fees with a little help from their friends.
Xolisa
Xolisa Shenxani (18) from Sir Lowry Pass Village in Cape Town, has had his heart set on becoming a commercial pilot from a young age despite coming from a disadvantaged background.
Xolisa Shenxani
“I used to look up into the air and see helicopters fly over my house but I didn’t know what they were. I thought, ‘I would love to fly that thing!’, but I wasn’t sure if people could fly in it. I remember, in grade 1 or 2, a helicopter landed on the soccer field in Sir Lowry’s Pass and I got to see inside of it. That’s when I knew that I wanted to become a pilot!” – says Xolisa
Xolisa’s dreams were set in motion in 2019 after almost R200 000 was raised to fund his grade 11 and matric year at private school. Xolisa was taken by surprise when an anonymous donor contributed R 101 500.00 to his BackaBuddy campaign, leaving only a short message of support “Glo jy kan dit doen”
Xolisa’s mentor, Philip Bellstedt was happy to report that Xolisa passed matric with impressive results and achieved the minimum requirements to apply for the airforce this year!
Forgiveness
Over the last 2 years, Mulanga Forgiveness Kolela, a dedicated, hard working Congolese asylum seeker that has been residing in South Africa for the last 9 years has raised over R115 000 on BackaBuddy towards her Engineering studies at Stellenbosch University for BEng Mechatronics.
“I have set three long term goals for myself. My first goal is to get my Honours in Mechatronics. The second is to get my Master’s in Biomedical Engineering. My final goal is to eventually run a company dedicated to creating and making cost-effective medical devices for financially disadvantaged children with physical disabilities.” – says Forgiveness
Mulanga Forgiveness Kolela
Francis
After completing 2 years of study at the University of Cape Town, Frances Whitehead was awarded Golden Key Honours Society membership and placed on the Dean’s Merit list.
When her family faced financial struggles in her final year, Frances turned to crowdfunding to cover the cost of her tuition. With the support of donors both locally and internationally, over R130 000 was raised and Frances was able to access her second year results and register for her studies in n February 2019.
Randy
Randy Seda (21) always had dreams of becoming a chartered accountant. Showing that hard work pays off, Randy was decorated with the Golden Key Honours Society membership which is awarded to the top 15% of students at the University of Pretoria.
With his loving family unable to support his education, Randy set up a crowdfunding campaign on BackaBuddy, that raised over R350 904.98 which was payed directly to the University.
Randy Seda
Nissi
During the lockdown, Nissi Maguwa, a 23 year old fashion student at Fedisa Fashion School set up her crowdfunding campaign to cover her fees as both her parents were unemployed and unable to afford the cost of her education.
Illustrating her passion for fashion, Nissi put together a short video to introduce her campaign to potential donors. Her campaign has thus far raised almost R15 000 from kind donations.
As a student on BackaBuddy, you can raise funds if:
You are a public/private student
You are a foreigner living in South Africa
You are experiencing Financial exclusion
You can provide valid documents to support your fundraising needs.
What you can raise funds for?
Laptops
Registration
Accommodation
Transport
Tuition fees
Graduation ceremony
Sign-up on BackaBuddy to raise funds for your studies
Tell us your story by submitting this form and begin raising funds within 24 hours. If you have any questions, feel free to reach our to our team: [email protected]
