How to Use Video to Support a Capital Campaign
Capital campaigns give nonprofits the opportunity to fund projects that shape their future.
Whether the goal is a new building, expanded program, renovated facility, or major piece of equipment, supporters need to understand not only what the organization wants to accomplish, but why it matters.
These are often the largest financial appeals a nonprofit will make to its donors, which means the stakes are higher than in typical fundraising efforts.
Campaign videos make the vision easier to understand, showing donors exactly what their contribution will help accomplish. Seeing the project and its potential impact can give donors a clear reason to support the campaign.
Fit the Video to Each Campaign Stage
Capital campaigns move through different stages, and the video that works in one phase may not fit the next.
The private phase, also known as the quiet phase, focuses on building internal support and engaging lead donors. Video can help introduce the project, explain the need, and show what early support could make possible. That might mean a short interview with the executive director walking a board member through the plans, or a video tour of the space before renovation begins. This audience may be small, but these conversations can play an important role in securing major gifts.
Once the campaign goes public, the video’s job shifts. This phase is about building momentum and reaching a wider audience. Video can support that effort through social media, email, and websites. That might mean shorter clips built for scrolling, a highlight reel for the campaign launch, or brief updates as the campaign hits new milestones.
Show the Purpose Through People
Video gives the people closest to the campaign a chance to share the story behind the project in their own words.
Campaigns do not have to rely on one spokesperson. Combining leadership interviews with perspectives from the people the organization serves can give donors a fuller picture of both the need and the potential impact.
A patient can speak about their care, a student can reflect on their scholarship, or an executive director can explain how the project will expand the organization’s reach. These firsthand perspectives can give donors context they may not get from the written details alone.
Get More From Your Video
A capital campaign can span months or even years, so it makes sense to plan video content with more than one use in mind.
Footage from interviews, donor stories, and events can be repurposed into shorter videos for social media, email, and presentations. That can include additional interview responses, b-roll of the facility, staff at work, construction progress, or other footage that may become useful later in the campaign.
Planning for long-term use also gives nonprofits a library of footage they can return to throughout the campaign instead of starting from scratch for every new piece of content.
Build Video Into Your Capital Campaign
Capital campaigns require different kinds of communication at each stage, and video can support that process from early donor conversations through the public launch.
LGC Studios helps nonprofits plan and produce video content that supports fundraising goals from concept through final delivery. To learn more about our video production services, contact us at [email protected].