GRANTS – Video applications
fundraising! camera, Lights,
The funding you need might be just one video away. Emma Bracegirdle explains how your smartphone can unlock the school and PTA’s fundraising potential
I
n a world where competition for funding is fierce, video has become an essential tool. In fact, some grant funders are now only
accepting applications on video. It may sound daunting if you’re a parent or member of school staff with no experience, but here’s the good news: you don’t need expensive equipment or professional expertise to create compelling videos – just the smartphone in your pocket!
Why video works for school fundraising Video brings your school’s story to life in ways that written applications can’t match by allowing you to highlight your school’s unique character and needs. It allows potential grant funders and donors to see your impact firsthand, showing rather than telling how your initiatives make a real difference to pupils. Unlike written content, video creates authentic moments that connect emotionally with viewers. When used as part of a grant application, it can provide
clear evidence, demonstrating exactly what you want to do and how any funds will be used. Video also improves accessibility by reaching people who might not engage with written content. It helps maximise your resources, since you can use your videos across multiple platforms, from social media to school websites and parent communications. Pick up your smartphone, follow these simple guidelines and start telling your school’s story.
TOP TIP Use video to document the ‘before’ stage of any project. Whether you’re fundraising for playground improvements, technology upgrades or building repairs, capturing the current situation creates a compelling case for support. It allows you to showcase ‘before and after’ images once your project is complete.
Five steps to creating effective fundraising videos
Step 1: Understand what your funder wants to see Before hitting ‘record’, think carefully about what the potential funder or donor is looking for. Most want to see clear impact – how your initiative will make a difference; genuine need – why funding is necessary and urgent; sustainability – how your project will continue beyond the initial funding; and community involvement – who supports your initiative and why. Tailor your video content to address the specific need while highlighting the educational benefits and impact on pupils.
TOP TIP If you are applying for grant funding, review the funder’s application guidelines and previous successful projects before planning your video. Look for key words and themes you can address visually in your content.
Video creates authentic moments that connect emotionally with viewers
40 AUTUMN 2025 School Fundraising
Step 2: Plan your content Decide what types of footage will best tell your story: pupil voices through brief interviews where they explain what the initiative means to them; behind the scenes showing your current facilities or programme in action; a day in the life following a pupil or teacher through activities; before and after footage if you’re seeking to improve something; or expert insight from teachers or staff about educational benefits. Remember that emotional and informative content both have their place. A video showing children engaging with your music programme creates an emotional connection, while footage of outdated instruments explains the practical need for funding.
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