Creating Your Crowdfunding Video

It is commonly said that a picture is worth a thousand words, and according to Dr. James McQuivey of Forrester Research, one minute of video is worth 1.8 million! In addition to becoming the most preferred format in which people digest information online, videos are also the most effective tool to introduce a new audience to your organization and illustrate the impact your project will have on the world.
Producing a crowdfunding video can be a game changer for your nonprofit’s fundraising efforts. By combining a powerful story with eye-catching images, your organization can use a video to convert a curious browser into a lifetime donor. Statistics show that projects with a video are 66 percent more likely to reach or exceed their funding goal than those without a video.

Gladitood's Crowdfunding Playbook
Gladitood's Playbook


A two- to four-minute video is a great timeframe depending on the type of footage you have available. If your video consists of only your team talking to the camera, it is recommended to keep it shorter so that you don’t lose the interest of the viewer. If you have a story with professional-quality videos, graphics and photos to include, you can typically keep the viewer engaged longer.


People viewing your project want to become connected to your organization and what you are doing. This is an opportunity to sell your idea and you only have one chance to make a great first impression. A few elements to include in the script:

  • Tell an inspirational story, the basis of why your organization is committed to doing what it does.
  • Introduce yourself and team.
  • Explain your project and its impact on the problem you are solving.
  • Present a timeline for implementation.
  • Describe any volunteer opportunities or rewards.


The task of producing a video might seem daunting but it doesn’t have to be! Start with your budget to determine if you have the funding to hire someone or need to do it yourself. Even on a limited budget it is easy to film a video with your cell phone and make edits using a stock video editor on your computer. Another option is to enlist a college student or someone just getting in to the business. They will have the knowledge and tools, and are oftentimes less expensive. For all the bells and whistles you may want to go the extra mile and hire a production company that has experience working on successful crowdfunding campaigns. Remember, details such as video footage, photos, music, graphics and filters can change the entire dynamic of your video and strengthen your overall message.