Crowdfunding


Scriptwriting tips Keep your script short and to the point. Give the audience a


chance to digest what you’re saying. Strike the right tone. Write the script as if you’re writing an email to a colleague you know well. Use humour with care as it's subjective – focus instead on the goal and


leave comedy to the professionals. Build the idea of sharing early. If a viewer can’t contribute this time, perhaps they can help by


sharing your video on social media. Decide who’s doing the talking. Would an interview with the Heateacher work best or should you use a voiceover? Do you want to include vox pops (short comments) from children, teachers or parents? Spend some time developing and


rening the concept then review it with your team to reach a consensus.


Create a storyboard When you’re happy with the script, plan a storyboard. You can use a plain piece of paper or download a template from the Internet. The aim is to make a visual representation of your shots to accompany the script. Not good at drawing? Just use words and write notes of how each shot will look. As a rough guide each shot should last for three to six seconds and cover 15 words of the script. If you’re using an interview it


would be useful to shoot what is known as B-roll footage. You can then use these action shots to provide extra, visual information alongside the audio track.


Start filming It’s certainly possible to shoot an effective crowdfunding video yourself using domestic equipment such as a home video camera or iPhone. Ask around to see if anyone in the school, or a parent, works in the industry or is a keen amateur. If you’re hoping to raise a substantial amount of money for a major project and you have some money to spend then you should consider paying a professional cameraperson to do your shoot. You’ll probably only get one chance at lming and you want to get the very best shots possible with clear audio so people don’t struggle to hear your message. If you are going to do it yourself


26 AUTUMN 2017 FundEd ‘Using the storyboard as a


guide, edit your footage. This is a good place to let pupils experiment as editing can be done again and again.’


then remember the following: shoot in landscape format; use the best-quality camera you have access to and set it on the highest quality setting available; get an external microphone (good sound quality can make or break a video); use a tripod; be careful with zooming and panning – slow and sure is the rule. The ‘director’ is responsible for


making sure all the shots have been completed and they should work from the storyboard to achieve this as you probably won’t shoot everything in order.


Edit your film Most schools will have access to some kind of video-editing software. We use Final Cut Pro on a Mac but you can use iMovie or a PC equivalent. This is a good place to let pupils experiment as editing can be done again and again until you get a nished product you’re proud of. Use the storyboard as a guide and edit the footage accordingly. Avoid terrible transitions! A one-


second dissolve or a straight cut is enough. Be understated and stylish – the editing shouldn’t distract the viewer from your message. You might think that Adele track


you love is perfect but those tunes are copyrighted and you won’t be able to use them. Royalty-free music sites offer music for a one-off fee and the licence is in perpetuity. Try Premium Beat – premiumbeat.com. The nal product should look


professional but informal. Think about the image the school already projects. Do you have any marketing material such as a prospectus, website or newsletter that can guide you? Follow that branding in terms of key values and any graphics you use. Keep it consistent!


Uploading You can upload your video to either Vimeo (vimeo.com) or YouTube (youtube.com). I would recommend Vimeo because if offers the option to end on a blank screen, whereas YouTube always shows other recommended videos and pop-up ads.


Sharing Once you’ve made the perfect video you need to get it out into the world, so share, share, share! Encourage interested parties to visit your crowdfunding page by sharing the link on your website, in emails and through social media. Don’t shy away from publicising your campaign – you need to drive as much trafc to your page as possible. If you’ve done a good job creating your campaign then the more exposure you can generate, the more people will be inspired to donate!


James Rostance is an experienced broadcast television and online video producer. James is Director of Wow Video Production, a leading video production company that specialises in producing high- quality online videos and marketing campaigns. Need to raise a significant amount? Wow Video Production has 54 cameramen across the UK who charge around £750 per day, which will be enough to shoot the whole video and get great audio. Visit wowvideoproduction.co.uk for more information.


IMAGES: JACOBLUND; JOSE LUIS PELAEZ INC/THINKSTOCK.CO.UK


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