(This is part three of my crowdfunding videos series. To better understand the context of this post, read part one HERE and part two HERE.)
For most nonprofits, if they’re planning to spend big anywhere, this is the place.
The campaign page video – dramatic, polished, spelling out the facts and delivering the call to action.
There was a time when I would have agreed with this decision. Encouraged it, even.
But as you might have already guessed, surprisingly – considering that I am a video guy – that’s not what I’m here today to recommend.
Why not? And what does this mean for your crowdfunding campaign?
Let’s dive in, shall we?
Changing times
Back in the day, the campaign page was where people went to scout out information and make a choice about whether or not to donate. Putting a powerful video there was only common sense – if someone was watching, they were interested enough to hear you out. You could take a little time to tell your story, share the emotional highs, and remind them of the ticking clock counting down on the campaign. Do a good job, and you had a new supporter.
These days, online habits are different. It seems like most people become aware of issues they care about in their own spaces, on their own curated feeds and favorite social media apps. They might be interested in a video you put out, but instead of seeking out more information, they wait for the algorithm to tell them more.
If they’re motivated enough to visit the campaign page, it’s because they’re already convinced. They’re not there to learn; they’re there to give.
Changing focus
If you read my previous post on building buzz, none of this should come as a surprise. The work you put in on social media is the work that will pay off the most.
This means that the content that you used to save for the campaign page will need to be adjusted for Facebook, Instagram, and WhatsApp groups.
You’ll still need to explain your work, make an emotional connection and make a call to action. You’ll just be doing it in bite-sized pieces.
If a nice chunk of your budget is freed up by not making a campaign page video, social media videos are a good place to put it, making sure that your messaging and visuals are strongest where they’re needed most.
Bonus benefits
All that being said, is it still worth investing in your campaign page?
It’s clear that it’s a lower priority than social media videos or even post-campaign thank-you videos, which we’ll get to next post.
But there are some benefits worth considering.
- With the ubiquity of crowdfunding, donors strongly expect your campaign page to look a certain way, and you don’t want to throw them off their rhythm. If you can keep it simple, just having a video – maybe recycling one of the other campaign videos from social media – is probably a good idea. (Don’t toss just any non-campaign video in there; any elements you include need to work with your messaging, not undermine it.)
- Just because donors don’t need as much convincing doesn’t mean you can’t have any influence at all once they arrive on the page. A unique design, a catchy tagline, a video that moves them more than they were expecting… Well, they might end up giving more than they were expecting, too.
So, whether it’s from social media or custom-made, make sure your campaign page video has an emotional hook and a clear ask that’s specific to the campaign, its purpose and goals, so that donors continue to feel the urgency of this particular project at this particular moment in time.
Making a decision
The average nonprofit is probably making their campaign page video a top priority – if only because that’s what they’ve always done, and that’s what they feel is expected.
But that’s not a choice that’s supported by the facts on the ground anymore. If working on this video means you’re cutting energy from something else, like recruiting ambassadors, organizing donor lists, or creating content for the other sections of your campaign, consider whether it’s really the best use of your time and resources. See if you can’t come up with a simpler solution.
Driving traffic to the campaign page, which we focused on last post, is a primary example of where your attention is better spent. Next post, we’ll explore another area of importance: following up once the campaign is over.
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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.