In the private independent school market, one of the most common types of video schools make is for a capital campaign or fundraising effort. A video can be an extremely effective tool to reach current and potential donors and influence them to give to your school’s campaign. While the cost of making a video can sometimes feel counterproductive when you’re trying to raise money it can greatly increase your capital campaigns success. Video is the most influential source in driving donations; 57% of people who watch a video for a nonprofit go on to donate. However, the process of creating a compelling video that drives donations takes more strategy than just hitting record on the video camera. There is not just one way to make a video, however in this blog you will learn 3 fundamental components of an effective video that will help boost donations for your school’s campaign.

  1. The Goal

The first component of an effective capital campaign or fundraising is clearly stating the need, or purpose, behind the capital campaign. You need to be clear and specific WHY your school is trying to raise money. You don’t want viewers to be confused why they are giving money, or they won’t. To do this, you need to first list out all the reasons why your school needs this money and what it will go towards. In a sense, you are trying to convey the problem you are trying to solve. Once you have this clearly defined, you then need to incorporate this into the first part of the video. This grabs the viewers’ attention and conveys why their money is needed.

  1. The Effect

The second component of an effective capital campaign video is explaining the effect that the money raised will have on the problem. You want the viewer to clearly understand how their money will impact your school. You need to communicate to viewers the benefits their money will bring your school and your students, not just how you’re going to spend it. For example, instead of saying “we’re going to buy new computers”, a better way to communicate the benefit of new computers would be to say, “updating our computer lab will allow students access to the latest technology that can deliver a first-class education”. But, again, the main point is to drive home the impact the donor’s money will have on your school and students.

  1. The Ask

 This is the last component of an effective capital campaign video and can come towards the end. In this part you need to let the viewer know how much money you are hoping to raise and ask for the viewers help in achieving your goal. You want to remind them how their money will help your cause and convince them that their donation will make a difference. This is where you really want to pull at their heartstrings to compel them to give. Using testimonials of current or former students can be an effective strategy here to help create a connection between the viewer and the students they will be impacting. But no matter how you do it, the most important goal here is compelling the viewer to give.

Well this wraps up the three most important components of a capital campaign or fundraising video. As always, if you have more questions or need help producing one for your school, we’re only a phone call or away or visit our website at