Common questions to ask when making a video

Videos are essential for digital giving and engagement campaigns. They convey emotion and passion more effectively than written content alone, and can serve multiple purposes throughout your fundraising efforts.

Q: How many, is too many?

A: There’s no limit to the number of videos you can use. Videos work across various campaign phases: promoting upcoming giving days, encouraging gifts to specific projects, updating donors on crowdfunding progress, promoting ambassador sign-ups, and thanking supporters after campaigns conclude. A robust media collection keeps your messaging fresh and dynamic.

The Royal Grammar School, Guildford demonstrates this approach. During their first Giving Day, they used carefully selected videos to communicate multiple messages. These videos connected their audience to the campaign’s purpose while evoking nostalgia among former students, parents, and staff.

Q: Do we need to worry about quality?

A: Different video qualities suit different purposes:

High quality: Use professional production for launch events or moments requiring significant impact. Professional videographers help convey your exact message and create emotional connections with audiences.

Example: QUT Giving Day 2019 Main Video

Mid-range quality: Personal videos from project creators effectively communicate passion for smaller campaigns like crowdfunding initiatives. Consider partnering with student groups who may contribute work for reduced fees or volunteer efforts, gaining portfolio content while you receive quality production.

Example: University of Southampton Crowdfunding Project

Authentic/casual: In-the-moment videos excel on social media. Use these for real-time updates on campaign successes and clear calls-to-action. Plan space in your social strategy for both scheduled and spontaneous content. Capture genuine moments your followers will engage with and share.

Example: UQ Giving Day 2019, Facebook Social Share Video

Different videos suit different platforms. Professional videos discussing your campaign’s overarching case work well on websites, while shorter supporting content performs better on social media, maintaining follower engagement throughout your campaign timeline.

Q: Who should we ask to be involved?

A: Video’s power lies in telling stories from multiple perspectives. Featuring variety in your presenters broadens audience connection. A parent, alumnus, and staff member together reach a wider audience than any single perspective alone. Since digital campaigns depend on engagement numbers, videos connecting with diverse audiences drive greater success.

To coordinate multiple presenters, create detailed storyboards and allocate substantial time for scheduling. Weekend shoots often work better, allowing presenters dedicated time without squeezing filming into busy weekdays.

For additional examples from institutions using video to boost engagement, visit Hubbub’s YouTube channel, which features dedicated collections of giving day, crowdfunding, ambassador promotion, and inspirational storytelling videos.