Campaign Videos

If your organization is planning a campaign, it would be wise to consider a brief video to share the vision and invite partnership.  To kick off your creative briefing meeting, consider using this outline.  Make sure you have key voices and the production team in the room.

IntroductionCampaign Logo, B-roll of People, Activity; Mission/Vision Narration, use of background Music

Historybrief overview concluding with the current need / vision

Visiontestimonies of impact, passionate overview of the need and thus concluding direction

Facility or Project Visionan outgrowth of the Vision, How the project supports the Mission and desired outcomes

Impact“Imagine if you will . . .” – Discuss the impact of the completed project, narration with architectural renderings overview.

CommitmentWhat it will take – The cost of the project[s], commitment and investment

PartnershipYour part – invitation to participation in a campaign.  Every gift matters…

Campaign Activity Overview –  Timeline, Key Activities, Key Events, Dates

Total Length:  4-6 minutes

Distribution: Show in small or large group settings, or mail.  Always include a response device.  Double your efforts by uploading to your website shortly AFTER you show/mail.

Have you used a video presentation before?  What have you learned?


About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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2 Responses to Campaign Videos

  1. Phil W says:

    I would even consider shortening the length to less than 4 minutes. And to make sure the planning of the media piece clarifies the primary delivery vehicle as well as secondaries. How does the video fit into the presentation? What happens immediately before and after the video? If the video is a stand-alone piece (via mail, email, link, SMed platform, etc.), is the call to action clear and compelling? And don’t forget to think about analytics, how are you measuring success for the video, the presentation and the overall campaign.
    those are my 2 cents…

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