Video Create a video What is the purpose of a campaign video? The video is a short promotion for your campaign that immediately captures the attention of your audience and generates interest in your cause/initiative. This video will be front and center on the campaign page and is an opportunity to make your story personal and persuasive. Videos, on average, are shared twice as much as text posts or static images. Media is becoming more and more equipped for visual learners, and this is even more true for millennials. Tips: Keep it short (under 2 minutes and 30 seconds) and authentic Use institutional identity and approved logos Provide honest, and convincing testimony about your organization, why it’s important, and how prospective donors can help It’s best to feature people – may feature people in coordination with text and images End video by asking viewers to support your campaign by making a gift and sharing Show the link to grow.psu.edu at the end of your video! * Upload video to YouTube or Vimeo – mark as public, not private. When creating a video keep it short – it’s best to keep it under two and a half minutes You’ll want to include who you are, what you’re raising money for, the impact it will have, and an ask! Be sure viewers know what you want them to do, so make sure you ask that they contribute to your campaign and share. Don’t forget to thank them as well! A few pointers: Landscape format Camera shots are steady and stable A nice, solid background with no distractions Video will need hosted on Youtube or Vimeo – you’re going to use the URL to upload to your page Ensure it’s marked as public, not private OneButton Studio

Photographs Generate interest and raise more money. It’s been shown that campaigns that post at least five photos raise significantly more than campaigns that only upload one image. Multiple photos demonstrate your dedication to your initiative. It allows donors to see multiple examples of what their funds could go toward. Photo quality matters Quality photos are an important piece of any crowdfunding campaigns. They are a way to convey and tell your story and prompt potential donors to give to your cause, project, or event. Represent your campaign professionally by proving clear, crisp photos. Don’t apply filters or too much editing. Upload chronologically – when you can Make sure that as people scroll through your campaign, your images are in an order that tells your story. Not every campaign will have the ability to show a timeline, but if you can generally tell a story from past weeks, months, or even years, you’ll be more successful than if you uploaded a bunch of photos that have no flow or story to tell. Continue posting photos throughout the life of your campaign The images you initially upload to your page set the tone for you campaign, but that doesn’t mean those are the only photos that you should post. Don’t just post photos at the beginning of your campaign. Continue to add photos throughout your campaign and use them to update your supporters on your progress. Show the impact Make sure you are using photos that show what the money you raise will support. Focus on the cause, project, people, or event. Your supporters will want to see photos of what their money is actually going to. This will help legitimize your campaign and instill a sense of confidence in your donors. Be sure to include quality photos – it will show your dedication while also giving donors a visual of what their funds could go toward Quality matters - use clear, crisp photos that don’t have too much editing When it makes sense – upload images chronologically so they tell a story Continue to post photos during your campaign – as updates and through social media and email – people are more likely to engage when a photo is included

Campaign Calendar Campaign at 30-35% of full goal within the first week – proven to more likely achieve full goal Example of an active campaign calendar (based on 30 days – sweet spot for urgency but enough time to promote) Bell curve – first and last week – really promote during those middle weeks Use the sense of urgency to your advantage during the last week