Crowdfunding


How to create a A


video can get across your passion for your project and hook potential donors like nothing else, so don’t


be put off by the extra work. Indeed, use your crowdfunding campaign as an exciting learning exercise, engaging pupils with the task of compiling your video and preparing other marketing materials. Children can be adorable on lm,


so use them centre stage if you can – especially if they’re the main beneciaries of your project.


Plan meticulously Gather your team together and appoint someone to act as the ‘director’ who will oversee the whole process. Brainstorm your value proposition: what makes your project attractive to potential


investors; what are you hoping to achieve and why; what skills do you have to draw on and how will your project be delivered, and by whom?


Decide on the length The ideal length for a crowdfunding video is between three and three- and-a-half minutes. Be aware that it is primarily a sales and marketing tool. You want to interest people in your project – tell them what you want to achieve and let them know what’s in it for them. Often the best way to do this is by appealing to the viewer’s emotions. People lead busy lives and won’t want to get bogged down in too much detail, so focus on selling the excitement around your project. Once a person is hooked they will be prepared to spend more time reading the detail.


Campaigns that include a video have proven to be significantly more successful than those without, but where do you start? Video production expert James Rostance walks us through the process


BIG-IMPACT VIDEO


Write a script Your video should be driven by a strong script. As a rough guide, you’ll get three words per second on screen, so aim for 500 words for a three-minute video, including pauses. Use the sales and marketing


acronym AIDCA (attention, interest, desire, conviction, action) to help


break the script into chunks: Attention: Grab the attention


of prospective donors. Interest: Provide a reason to act. Desire: Create the wish to act. It could be the desire to receive


a reward or simply to be altruistic. Conviction: Reassure donors that you can deliver the project, and


avoid ambiguity at all costs. Action: Be very specic and tell people exactly what to do next and what the timeframe is.


FundEd AUTUMN 2017 25


IMAGES: POMPHOTOMINE; CHERRYBEANS/THINKSTOCK.CO.UK


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