How to Make a Fundraiser Video That Converts

A fundraiser video that converts is 45–60 seconds long, shot in portrait on the phone already in your pocket, opens with a real person looking straight at the camera, names one specific number, and ends with one clear instruction. No videographer, no drone, no scriptwriter. Most NZ fundraisers raising $5,000–$20,000 do better with a slightly shaky phone video of a real face than with a polished clip nobody feels anything about.

Here's the formula, the phone settings, and exactly where to use the video so it keeps earning after launch day.

Start with the one thing most fundraiser videos get wrong

They explain the what. "We're raising funds for new equipment." Nobody donates to equipment. People donate to a kid who can't play because the gear doesn't fit, a family driving two hours each way to treatment, a club that had to cancel its season.

So before you film, finish this sentence out loud:

"Without this, [specific person or group] can't [specific thing]."

If you can't fill it in, your video isn't the problem — your story is, and it's worth sorting that first. Our guide to telling your story to increase donations walks through that in detail.

The 60-second formula

Time	Beat	What to shoot
0–3s	Hook	A face, mid-frame, saying the problem plainly. No logo intro.
3–12s	Who	The people it affects. Two or three of them, named.
12–30s	Why now	What's changed, and why this term/season matters.
30–45s	Numbers	The total, what's already in, what's left, the deadline.
45–60s	Ask	One action, said twice. "Tap the link and give $20."

The 30–45 second beat is where most videos lose people. Be concrete: "We need $18,000. We've got $11,400. We need the rest before the end of Term 1 so the team can register for AIMS Games in September." Specifics beat adjectives every time.

Phone-only production: what actually matters

• Shoot portrait (9:16). It's how phones are held, and it fills the screen on Facebook, Instagram and your fundraiser page.
• Face a window. Free, flattering, no equipment. Never film with a window behind you.
• Get closer than feels natural. Two metres, not six. Don't zoom — walk in.
• Sound beats picture. Film somewhere quiet. A $30 clip-on mic, or just standing close to the phone, fixes more than any filter.
• Lock focus and exposure by tapping and holding on the face before you hit record.
• Elbows in, phone at chest height, or balance on a stack of books. Three solid takes of each person is plenty.
• Shoot some b-roll: the empty field, the worn-out gear, the team arriving, a busy Saturday morning at the clubrooms. Ten seconds each. You'll use it to cover cuts.

Show the people, not the paperwork

The single biggest upgrade you can make is putting the actual beneficiaries on camera — with permission, and with a parent or guardian present for anyone under 18. A 12-year-old saying "I want to be there with my mates" outperforms an adult reading a paragraph about "enhancing participation outcomes" every single time.

If the people involved can't appear (privacy, health, family circumstances), film the place and use their words as voiceover. Film the empty seat, the waiting room, the bus nobody caught.

Edit in 15 minutes

Use whatever editor came with your phone. Add:

1. Auto captions. Most people watch with sound off. Never skip this.
2. Trim the dead air at the start and end of every clip.
3. One music track, quiet, under the voices. Phone libraries have free options — check the licence for commercial use.
4. End card: the total, the deadline, and your fundraiser link in text.

Where to use the video across your campaign

This is where most fundraisers leave money on the table. The video isn't a one-off post.

• Fundraiser page hero. Put it at the top, above the donate button. It lifts conversion more than any amount of copy — and it pairs well with the tactics in how to build a fundraiser page that actually converts.
• Facebook and Instagram, both as a feed post and a Story with the link sticker. Our guide to promoting your fundraiser on Facebook covers cadence.
• School newsletters and parent Facebook groups, with a one-line context note.
• Local business partners. If they're selling digital vouchers on your behalf, ask them to play the 60-second version on a tablet at the counter. Genuine customer stories shared with a voucher drive work hard here — see storytelling to increase voucher sales.
• QR codes on posters and flyers linking straight to the video on your page. QR codes turn a static noticeboard into a 60-second pitch.
• The thank-you follow-up. Send a 20-second "here's what you funded" clip to donors after the campaign closes. It's the single best way to get a second donation next year.
• Local businesses' screens — cafés, garages and gyms often run community clips for free if you ask nicely and supply the file in the right format.

A note on honesty

Say what you know. Don't promise a specific item if the money might be spent elsewhere. State plainly what happens if you don't hit the target, and keep your donation records tidy — donors claiming a donation tax credit will need a receipt, and the rules are set out by Inland Revenue. Check current official guidance if you're unsure.

Frequently asked questions

How long should a fundraiser video be?

45–60 seconds for the main pitch. Cut a 20-second version for Stories and a 6-second teaser for ads or email headers.

Do I need permission to film children?

Yes. Get written consent from a parent or guardian, keep it on file, and follow your school or club's media policy. Never name a child's full name alongside identifying details like their school and suburb.

What if nobody wants to appear on camera?

Use voiceover recorded over b-roll of the place and objects. A narrator plus visuals still converts well — it's the specificity that matters, not the face count.

Should I mention the dollar amount?

Always. Give the total target, how much is already raised, and the deadline. Vague appeals get vague support. If you're running wholesale vouchers alongside donations, mention that too — the first $1,000 of wholesale sales is fee-free.

Can I shoot it on an older phone?

Yes. Anything from the last six or seven years shoots fine in good light. Follow a window, get close, lock focus, and add captions.

What about music and copyright?

Use tracks from your phone editor's built-in library or a licensed source, and keep the volume under the voices. Popular songs in the background will get your post muted or removed.

When you're ready to put the video to work, set up your fundraiser on Generous.nz and add it as your page's hero clip.