When crowdfunding first hit the scene, the format alone made it a thrill.
Sharing the page link, spreading the word, racing together against the clock to hit the target – it was a new, joyful experience, and donors went nuts for it.
It’s no surprise that crowdfunding went on to become standard in nonprofit fundraising. It delivers a better ROI than in-person events and has the power to hype up your supporters and bring them together. Through this bonding experience, many of them become invested not just in giving once or twice but in being a part of the movement.
This popularity means that crowdfunding is now, for most people, a familiar experience. It can’t rely on that built-in sense of novelty to get things off the ground anymore. In order to earn visibility and build up momentum, you have to put in a little more effort than you did back in the day.
In this series, I’d like to share how video can be the method you choose for achieving this, the tool that allows you to access the latent power of crowdfunding. Even if you decide video isn’t for you, the basic principles I talk about can benefit any nonprofit looking to maximize the impact of their campaign.
But first –
Who am I, and why should you care what I have to say?
My name is Josh Gold. I’ve been creating nonprofit fundraising videos for almost 20 years now, helping organizations raise millions. I’ve written extensively on the topic for EJewishPhilanthropy, been featured on entrepreneur.com and have literally written the book on video fundraising. I’ve also worked with many Jewish nonprofits, with Israeli government officials and with elite universities like Harvard and Penn.
Throughout these years in the industry, I’ve made the case that video is a worthwhile investment – if you know how to use it. It’s expensive, time-consuming, and hard to get right, but it also delivers benefits that you can’t get elsewhere.
In this instance…
By incorporating video in your crowdfunding campaign, you give your organization the chance to reach more people, win them over, and even turn them into long-term supporters.
The three parts of this process are:
- Driving traffic: How can video drum up awareness and bring people to your campaign page in time to make a difference? The next post in this series will cover how to attract attention without being a nuisance, the steps involved in gaining visibility and building anticipation, how to expand your reach with the help of your existing supporters, and how to measure success.
- Making the ask: Everyone has a “campaign page video” that tells the story of the current project and asks supporters to make a contribution. But is this the right approach? Actually, I believe that this typical “crowdfunding video” reflects a huge misunderstanding of how campaigns work and what video has to offer. (If you’re intrigued, you should probably subscribe and hang tight!)
- Following up: You’ve spent a lot of time and money generating excitement around your cause – it would be a shame to let it go to waste! Showing donors sincere appreciation is the key to locking in those relationships for the long term. Learn how video can help that thank-you have a lasting impact.
Over the next three posts, I’ll expand on each of these topics, focusing mainly on video but also giving you a framework for how to think about crowdfunding and promotion in general. With more strategic thinking and the tools to match, you’ll be set to have an explosive crowdfunding campaign!
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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.