Crowdfunding for Dog Rescue: Tell a Story with Video

Whether you are rescuing dogs, raising money or just trying to get amessage across, a video is a must.

By | Posted: August 26, 2014, 4 p.m. PST

The part that made me think twice about doing a crowdfunding campaign? The video. I don’t like hearing myself talk, I really don’t like seeing myself on TV, and I don’t have money to pay someone to do it, which mean I have to fight with my video editing software.

BUT, I am passionate about what I want to do, so I told myself: just do it. Why a video? Because all the statistics show that campaigns with videos raise….are you ready for this…115% MORE THAN CAMPAIGNS WITHOUT A VIDEO (source: So, you must do a video, it’s really not an option.

That being said, a bad video won’t get you more donations. I worked, reworked, and reworked A Fairytail House’s video. Of course, working with dogs adds a difficulty element, since not only did I have to get my words out right, but the dogs in the shot had to do their part too.

Fiary Dogs, Kristina Lotz


After weeks of work on a video, here are my top tips:

  1. Tell a Story. Make sure you are engaging your audience and telling them the good stuff, the "why they should cough up money right now” stuff. The details can be written in the "fine print” of the campaign.
  2. Don’t be afraid to "do-it-yourself.” Erin Terjesen of Propel Communications (, told me that the "grassroots” campaign is still going strong. If you are asking for money, you shouldn’t look like you already had a $1 million to spend on the video.
  3. Do be aware of background noise (wind is the worst!) and shaky cameras (tripod!)
  4. Keep it short, 2-4 minutes.
  5. Don’t afraid to be silly or creative. My video got a lot better when I dropped my "stand still and talk at the camera” for some fun scenes with my dog instead. They may not be perfect (he’s a puppy!) but they are much better than me lecturing the viewers.
  6. While making your video, keep a look out for cute photo-ops. We captured some really cute image of my "fairy dogs” that I am sure will come in useful down the road.
  7. Also, watch other campaign pitch videos to give you ideas. For example, I watched one that I could not even get through…which told me what NOT to do.

Find out more at or follow our story on Facebook too!

You can make a difference too! Find out more about getting involved or starting your own crowdfunding campaign.

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