Ahhhh, fundraising. This is where the power of video really comes into play. Asking for money is tough, especially considering one in seven Americans are currently living below the poverty line. So if you're going to do it, you not only need to inspire people; you need to convince them that the world-- their world-- will be better as a result.
As I see it, the Fundraising Video is defined by:
THE GOALS: To appeal directly to donors and potential donors to give to your cause. To brand your organization and lay out its goals in a way that inspires and motivates viewers to support the movement.
THE PRODUCT: The best fundraising videos I've seen include include a clear, compelling profile of the organization, what it does, what it's overcome to get where it is now, and a clear message about where it wants/needs to go-- and how you can help it get there. I've seen pared-down versions that are successful as well, but either way, your ask should be clear and direct.
WHO'S DOING IT WELL, AND WHY:
I can't think of a better model of Switch than this video. It offers a short and simple overview of the organization and how far it's come; it gives just the right amount of hard numbers and stats; it puts a human face on the issue; it breaks down exact needs and costs, so there's no question about where your money is going; and it offers two distinct ways supporters can help. Brilliant.
I don't love every editing decision in this video, but overall, it's beautifully filmed, and the ask is simple and clear. Something else that struck me was the story of this young girl likely triggers two important emotions: anger and hope-- a powerful, motivating combination.
Really great pacing to back up a powerful message. I generally tend to stay away from packing a video with so many words, but in this case, I think it works, as it kept me engaged all the way through. I don't know what kind of budget Livestrong was working with here, but I imagine a video like this could be done for a smaller fee, as it doesn't require tons of assignment footage-- just good b-roll and some interviews that you could probably shoot in a day. I suspect most of their time/energy went into nailing down a script and creating a super tight edit, which is what truly makes this video shine.