Whether via Crowdfunder, GoFundMe or Kickstarter, a crowdfunding campaign can help change-making entrepreneurs and organisations raise vital funds and bring ideas to life. At the time of writing this blog, Kickstarter alone had helped raise almost eight and a half billion dollars for its projects.
When crowdfunding, your campaign’s success can hinge on one critical element: your video. It’s not just a pitch; it’s your chance to connect emotionally, inspire action, and stand out in a sea of projects. Creating an impactful crowdfunding video which resonates with an audience involves blending emotional storytelling, bold visuals, and easy-to-digest information. Whether you’re launching a groundbreaking product, funding a passion project, or rallying support for a cause, your video needs to captivate viewers and convince them that their contribution matters.
In this blog, we’ll reveal how to craft a crowdfunding video that brings in the funds and we’ll put the spotlight on some next-level examples.
How to Create a Successful Crowdfunding Video
Here are some simple steps to ensure your crowdfunding video gets your project off to a flying start.
1. Demand Attention with a Compelling Hook
Attention spans are short, so it’s crucial your video grabs attention from the very first frame. Start with an intriguing question, a bold statement, or striking visuals to create an immediate connection and evoke emotion. For a new business venture, highlight the common problems your product or service solves to resonate with your audience. If you’re a charity, appeal to emotions by showcasing the tangible impact your organisation makes. Capturing hearts and minds early is key to inspiring support.
2. Outline Clear Fundraising Goals
Once you’ve captured attention, hold it by clearly outlining your goals. How much funding do you need? How will the money be used? A transparent plan helps people connect with your project and builds trust. Show your audience how their contribution will make a difference – everyone wants to feel their support matters and makes an impact.
3. Understand What Moves & Drives Viewers
To create an impactful crowdfunding video, understand what motivates your audience. Research their values, desires and challenges to tailor your message, and highlight emotional stories, shared aspirations, and relatable problems. By tapping into what drives viewers, you’ll inspire action and foster a deeper connection to your campaign.
4. Showcase Your Project with Strong Visuals
Strong visuals are essential in a crowdfunding video. Use high-quality footage and dynamic, fast-paced shots to keep viewers engaged, and bear in mind that showing real people with genuine emotional responses can help your audience connect on a personal level. Animation and graphics can also bring your idea to life creatively and compellingly, and breaking down complex information into easy-to-understand visuals will keep viewers captivated.
5. Tell an Emotive, Heartfelt Story
Using real-life stories and insights is a powerful way to build trust and inspire action. Share the story behind your project, outlining how it will make a difference, and take your audience on an emotional journey. Feature genuine product users in interview-style footage, or if you’re a charitable organisation, showcase the individuals and communities who will benefit from the funds. Authentic storytelling creates a meaningful connection and motivates viewers to support your cause.
6. Offer Incentives & Rewards
Offering an irresistible reward is a critical part of a successful crowdfunding campaign. What will supporters receive in return for their financial investment? In the case of new business ventures, for example, this could be exclusive first access to the product when it hits the market.
7. End with a Strong CTA
Don’t stumble at the final hurdle. If you’ve captured attention, conveyed your message, and inspired action, make sure you clearly outline the next step to secure the funds. Include a direct link to your crowdfunding page with a clear call to action, and encourage supporters to amplify your reach by sharing their support on social media platforms.
Crowdfunding Video Examples
Now let’s look at some standout crowdfunding video examples which put these steps into action.
Exploding Kittens Kickstarter
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A great example of a crowdfunding video which captures attention from the get-go is the Exploding Kittens Kickstarter. This quirky, avant-garde card game features off-the-wall elements such as weaponised back hair and magical enchiladas. The crowdfunding video for this innovative start-up kicks off with comical graphics and animations set to a powerful soundtrack, instantly grabbing attention. The tone then shifts as a voiceover candidly introduces the founders and tells the story of this new and exciting game. The video feels relatable, genuine, and above all, fun! The CTA is gently dropped in at the end, like a good friend asking for a favour. How could you say no?
Newquay AFC Crowdfunder
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This crowdfunding video for Newquay AFC Cornwall, created by us at Bull & Wolf, is a perfect example of how a video can stir emotions and rally support for a cause. It opens with a heartfelt tone, highlighting the financial struggles of this 110-year-old football club, which sits at the heart of the local community. The pace picks up as the video outlines the club’s goals, paired with authentic footage of the stadium in action. It shows potential backers how their support can benefit the entire community in a relatable and emotional way. The video then shifts to energising shots showing the outpour of support on social media and details how backers, including Sport England, have already helped – sparking inspiration for others to join the journey.
Hitch Kickstarter
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This Kickstarter video from Hitch is a prime example of how to use humour to engage with your audience and get your message across in a memorable way. It starts with a bold statement, grabbing your attention straightway… he used to what? The good humour continues as an endearing presenter takes you through the features and benefits of the reusable cup, even managing to poke fun at competitor products, leaving you with no doubt that theirs triumphs over all. This video is utterly relatable and undoubtedly hilarious.
Hard-Hitting Crowdfunding Videos
From opening with a bang to telling heart-stirring stories, in this blog, we’ve learned how to create crowdfunding videos that pack a punch and we’ve seen some top examples in action. If you’re looking to create a hard-hitting, action-inducing video for your crowdfunding campaign, here at Bull & Wolf, we’ve got you covered. We’re award-winning video virtuosos and our experienced videographers have all the passion and creativity to get you the results and support you need. Get in touch today, and together, we’ll get you the backing you deserve.
FAQs
How long should a crowdfunding video be?
In crowdfunding videos, you don’t have long to grab attention and get your message across. A crowdfunding video is usually just 2 – 3 minutes long.
How to make a crowdfunding campaign go viral?
To make a crowdfunding video go viral, you need content that pushes boundaries, evokes emotions and brings audiences something new that they can’t wait to share with friends. Videos that make people feel something – humour, happiness, outrage or even jealousy – are much more likely to go viral.
What are the four types of crowdfunding?
There are four types of crowdfunding:
- Reward-based crowdfunding is when you give backers something in return for their support.
- Donation-based crowdfunding is when backers simply make a voluntary donation to your project without receiving anything in return.
- Equity crowdfunding involves selling a share of your business in exchange for financial backing.
- Peer-to-peer lending is another form of crowdfunding, where individuals lend money to an organisation, with the expectation of repayment with interest.
