(This is part two of my crowdfunding videos series. To better understand the context of this post, read part one HERE.)
What’s the recipe for a successful crowdfunding campaign?
- It has to be something people are excited to share, so it spreads to enough donors.
- It has to be something they’re rooting for, so they continually check back in to push you towards your goal.
In other words, buzz is what gets the job done. Without it, even a great cause can be left in a precarious situation.
But when it comes down to it, how do you drum up that kind of attention?
Breaking through the noise
The first ingredient is patience.
Getting noticed is a process. You can’t expect it to happen all at once.
Think about it – when you post information on social media, or when you send out a mass text, you’re asking followers and strangers to interrupt their day to read, process, and remember the details later.
They’re busy. They’re tired. They’re focused on a million other things. Unless you happen to catch them at exactly the right moment, you’re not likely to get the response you want… at first.
The key to breaking through this lack of investment is a marketing concept called the Rule of Seven. This principle states that it takes seven interactions (more or less; it’s not an exact science) to shift a prospect from a total lack of awareness to buying in.
Even if I didn’t have a professional history of helping clients build up their brands, this would speak to my experience as a consumer. I’m pretty resistant to engaging with ads; I never click on them the first time. But if an ad keeps coming back – and if it resonates with me – I’ll definitely hit a tipping point where I decide that hey, I might as well check it out.
To have this effect, you need to give your organization time to slowly turn up the volume.
- If your campaign is set to last 24-48 hours, start putting out the word several days in advance.
- If your campaign is live for a week, consider starting the ads at the same time it launches.
This is also where video is clutch. Watching a video is a much smaller ask than reading a wall of text. When you’re struggling to break through, anything that lowers the barrier to entry is a crucial advantage.
What kinds of videos to create
When I’m advising my clients about this, I recommend preparing 4 to 6 videos, each between 30-60 seconds long. High-quality video has its benefits here, but a crowdfunding campaign is all about making donors feel like part of the family, so you can also rely on the low-key charm of casual cell phone footage.
- For the first 1-2 videos, focus on getting them thinking. Express why your cause is important – but don’t bog the viewer down with stats or lists of programs. Keep it easy to consume and remember.
- This video for teen suicide prevention is a strong example of a clear and succinct message.
- If you don’t have the resources for something that high-end, try to find expressive moments that are easy to capture yourself.
- If you’re in the educational space, for example, try chatting with some of your funnier or more high-energy students about where they would be without you.
- This will ramp up awareness of the problem you’re working to address, and also start making you into a familiar, trustworthy face.
- For the next set of videos, generate excitement about the solution you provide.
- Let viewers experience the highs that come with helping: the sparkle in the eyes of students in the classroom or the tearful hug between the senior citizen and the volunteer who just delivered a meal to their doorstep.
- Consider adding your logo and a call to action with the dates that the campaign will be running, so those who are inspired by this know where to go.
- Finally, give them a real push: Feature the organizational leadership, celebrities, supporters from the community – anyone willing to express why this cause matters to them and directly ask others to get involved.
Don’t worry about matching these formats exactly. This is just a general framework. If you have a strong hook of your own that you think will provoke interest, go for it. Drama, humor, something that inspires curiosity – anything that will get you noticed, as long as it’s appropriate for your brand.
Just remember to keep it short and sweet – you can’t ask new prospects for too much of their time and attention. Trust that with each video they see, they’ll learn more of what they need to know.
Tips for success
- Mobilize the troops – Use every channel you have to share these videos with your existing supporters: your email list, WhatsApp and Facebook groups – any social media. Your extended family of supporters will be happy to have an easy way to have a major impact – get them sharing the video on all their channels, and you can cast a wide net.
- Strong presentation – A lot of platforms will auto-play your video, so making the first moment catchy is key. For those platforms that don’t auto-play, the copy surrounding the video and poster frame need to be exciting and appealing enough to get users to pause their scrolling and watch. Subtitles can also ensure they take in information in that first moment of interest, even before they click to turn on the sound.
- Track and adjust – Keep an eye on which videos are doing well and learn from these successes, whether you apply these lessons to this campaign or the next. Likes, comments, and shares show that a video is resonating with viewers; it’s also valuable to know which videos in particular are bringing donors to your campaign page.
Next steps
I know this is a lot to take in, so let’s sum up. To get started, the main things to remember are:
- Make half a dozen or so short videos. Remember, these don’t have to be huge productions; casual cell footage is helpful, too. The most important thing is that you’re giving people a way to repeatedly run into your content.
- Stay focused, explaining the big picture and delivering strong hooks
- Put your energy into spreading these videos far and wide
- The campaign is on a clock, so make sure you’ve taken enough time to build up some buzz
And that’s that!
See you next time, when we’ll be covering how the purpose of the campaign page has changed and how to make smart, informed decisions when setting up yours.
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Josh Gold is the founder of Serio Films, where he helps nonprofits use video to drive results. Get more tips at seriofilms.com or join the mailing list.