5 Tips to Raise More With School Fundraising Videos

Fundraising allows schools to offer enhanced learning opportunities beyond what traditional budgets can allow. But with so many other schools vying for donations, how do you stand out and garner the support you deserve? The answer lies in video.

A well-crafted fundraising video has the power to engage, inspire, and rally support from parents, students, alumni, and the broader community.

In this guide, we’ll explore five proven strategies for creating compelling fundraising videos. Whether you’re planning a capital campaign, auction, or donation drive, these tips will help you maximize your school’s fundraising potential.

1. Leverage video storytelling techniques

School fundraising videos should tell a compelling story that encapsulates your mission and conveys your need for support. To accomplish this, Tectonic Video recommends leveraging the following video storytelling techniques:

• Introduce the main characters. Center your video around real people who have a connection to your school, such as students, parents, and staff. Share anecdotes and shine a spotlight on their journey through your school. Doing so will personalize the campaign and demonstrate the positive impact that donations can have.
• Set the scene. Anchor your story in a location that aligns with your goals. For instance, if donations are benefiting your school’s sports team, you should center your video in the gymnasium or on the practice field. On the other hand, if you’re looking to raise awareness for your school as a whole, you could take viewers on a tour of the campus.
• Problem solve. Highlight the problem that your school faces, whether it be infrastructure damage, outdated equipment, or a need for college scholarships, and clearly explain how you plan to solve it with the help of donations.
• Engage the senses. Create an immersive experience for viewers through the addition of visually appealing shots, music, and narration. Examples of sensory techniques might include close-up shots of a student’s face and classical background music to set a calming tone.

Keep in mind that attention spans are short, so this content should be trimmed down to three minutes or less. If you have more stories to share, consider creating a series of fundraising videos and staggering their release to build anticipation.

2. Film for a target audience

The direction, tone, messaging, and delivery of your fundraising video should appeal to a target audience who is most likely to resonate with your content. This personalized approach to video production increases your chances of evoking an emotional response in viewers, driving engagement, and achieving the desired impact.

Depending on your goals, your target audience may include:

• Parents and Guardians: Parents have a vested interest in supporting their child’s school. Explain how their contributions can have a direct impact on enhancing the educational experience for their children.
• Alumni: Alumni often have a strong emotional connection to their alma mater. To evoke a sense of nostalgia and school pride, feature images from the past. Then, encourage them to support the next generation of students.
• Local Community Members: Target business owners, religious leaders, government officials, and residents to create a stronger, more tight-knit community of supporters. Showcase your school’s commitment to community engagement and demonstrate the value of investing in the future of local children.
• School Faculty and Staff: Involving faculty and staff in the fundraising campaign is essential. They can serve as ambassadors, advocates, and donors themselves. Thank them for their hard work and explain how their support can enhance the teaching and learning environment.
• Students: While students may not be the primary financial contributors, they can play a vital role in spreading awareness for the fundraising campaign. Involve them in the video production process by featuring their voices, talents, or testimonials to foster a sense of ownership and engagement.

After choosing a target audience, assess their demographics, interests, and engagement levels. Then, tailor your content according to their preferences. For instance, if your target audience consists of alumni between the ages of 25 to 40 years old, you might post a series of short fundraising videos on Facebook, as this type of content performs well among Millenials.

3. Include a call to action

The final scene of your video should prompt viewers to take a specific action, whether that be making a donation or sharing the video with their peers. To create a compelling call to action (CTA), use urgent language like “Donate Today” and make it as easy as possible for viewers to take the desired next steps.

For instance, you might include a large donation button with contrasting colors to direct viewers to your school’s donation page. According to fundraising statistics from 360MatchPro, making your “Donate” button stand out in this way can result in a 190% increase in donations.

4. Outsource the process to professionals

Video production is a complex process, including pre-production planning, filming, editing, and post-production. If your school lacks the time and resources to devote to these tasks, consider partnering with a nonprofit video production company.

Professional video production companies have the skills and equipment needed to create high-quality videos that effectively communicate your message, enhance your reputation, and engage your target audience.

When selecting a video production company, review their portfolio to assess the quality, style, and cost of their previous work. Ensure they have experience in producing videos for educational institutions and are willing to collaborate in a way that suits your school’s needs.

5. Use a multichannel marketing strategy

Once your video is filmed and edited, it’s time to push it live. For the best results, launch a multichannel marketing strategy across the following platforms:

• Website: Embed the fundraising video on your school website’s homepage or create a dedicated landing page for the fundraiser with the video prominently displayed.
• Social media: Post the fundraising video on your official social media accounts and encourage followers to share it with their friends and family.
• Email: Send a targeted email blast to alumni, donors, and parents with a link to the fundraising video or embed the video in the email.
• Print: Create flyers with a QR code to the fundraising video and distribute them around the school or in the community.

As you implement these marketing ideas, track relevant engagement metrics and adjust your approach accordingly. For instance, if your website’s bounce rate is high, you should optimize the video file size and use a reliable hosting platform to ensure fast load times.

Now it’s time to put these tips into action and create powerful fundraising videos that benefit your school. Remember to tell compelling stories, showcase the impact of donations, and tailor your messaging to resonate with different audiences. With a strong video production strategy, your school will be well on its way to reaching its fundraising goals.