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How to Create a Fundraising Campaign Video that Converts

Jul 2023 - READ IN 5 MINUTES

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The Power of Video in Fundraising

With waning attention spans and an overflowing online landscape, breaking through the digital noise and resonating with potential donors is no easy feat. But, one thing is clear. Video is one of the most effective ways to engage someone online. 

According to Wyzowl’s 2023 Video Marketing Report, 51 percent of people are more likely to share a video with their friends than any other type of content. Additionally, 89 percent of people said a video convinced them to make a purchase. 

Despite the high-potential impact of video, fundraisers are often wary about diving into the video development process. In fact, the most frequently viewed article on the GiveCampus partner  help center is: “Is a video required to launch a Social Fundraising Campaign?”

Whether this hesitation stems from a lack of resources or limited experience with video creation, fundraisers shouldn’t shy away from video in their campaigns. Below, learn why video is key for conversion in educational fundraising and get actionable tips and resources for creating your next campaign video. 

Video is the Ultimate Engagement Tool 

As mentioned above, video is one of the most effective content marketing tools. This is especially true in the fundraising space. Video is the best way to tell a story, make an ask, and keep donors on your campaign page for more than a few seconds. 

Within the GiveCampus community, the lack of video on a Social Fundraising campaign page consistently results in lower engagement and donor conversion. On the flip-side, schools that include a video are able to leverage a powerful medium to convey their message and engage donors. 

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Debunking the Myth of Production Quality

It’s clear that video is important for your Giving Day and other crowdfunding campaigns. But luckily, you don’t need to be an Adobe Premiere pro to create an effective video. Even a video created on an iPhone has the potential to inspire donors to give. 

After analyzing more than 1,000 fundraising videos, GiveCampus determined that “production quality” is not a key factor in driving “engagement quality” for a video. This example from the University of Virginia drives home the point.

Campaign video for the University of Virginia's Band giving campaign
This simple but effective video created by the University of Virginia raised over $40,000

Shot on an iPhone, this video—which was created for a crowdfunding campaign for their Marching Band—helped raise over $40,000! While this is far from a Hollywood level production, this video does an amazing job of personalizing the campaign by highlighting the direct impact donations will have on students featured. 

A “good” video does not always equal an “effective” video. Don’t let an obsession over production value and polish take precedence over creating a video with a message that resonates with your audience and ultimately drives them to give. It’s not actually the video that is effective, it’s the story. But more on that below. 

While production quality shouldn’t stand in the way of creating a campaign video, there are a few key factors that will help your video engage your audience and inspire them to donate. 

3 Keys to a Successful Video 

When it comes to creating engaging videos for your fundraising campaigns, there are three elements that you should keep in mind. 

1. Keep it short

In today’s fast-paced digital world, people have short attention spans. Capturing and maintaining their attention within the first few seconds is crucial. Keep your videos short and concise— thirty to ninety seconds is ideal. By delivering your message effectively in under one minute, you increase your chances of retaining your audience’s interest and driving them toward making a donation. 

2. Keep it simple

When creating your fundraising video, simplicity is key. Make sure your message is clear and easy to understand. You’ll want to highlight the purpose of your campaign and its potential impact. Be sure to include a direct call to action—whether it’s a donation ask or a request to share the campaign. Avoid overwhelming your audience with excessive information or complex visuals that may confuse or distract them. Keep things simple so your viewers can easily connect with your cause and take the desired action. 

3. Make it personal 

One of the most powerful ways to engage your audience is to tell a compelling and personal story. People donate to people, not institutions. Especially among younger alumni, a message is more likely to resonate if they connect with it on an emotional level. Share stories that highlight the impact of your initiative on the student experience as a whole or showcase individuals who have benefited from funds raised. By humanizing your cause, you can inspire empathy and motivate your audience to donate and potentially become a recurring donor. 

Not sure where to start when it comes to making a fundraising video? Get more inspiration from our blog on five ways to use GC Video


Video has emerged as a powerful tool in the world of fundraising, and GiveCampus can help you leverage its potential. By utilizing video on your GiveCampus campaign pages, you can captivate your audience, tell compelling stories, and make asks that resonate with potential donors. GiveCampus provides a platform that not only understands the power of video, but also offers the necessary tools and support for all your fundraising efforts. To learn more about how you can leverage GiveCampus to create beautifully branded video landing pages and much more , speak with one of our fundraising experts. 

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