Want to raise money for a film but not sure where to start? Then perhaps you should consider creating a film fundraising trailer (as soon as you can). This could be an essential tool for you. Interested? Let's look at how it could help you and what you should include.
Note On The Difference Between A Fundraising Trailer and Promotional Trailer When you hear the words 'film trailer' you will probably think of the video created to entice you to watch a film. That is a promotional trailer and not what we are referring to here. The trailer we are creating in this tutorial has the express objective of raising money and support for your film. You are creating it so people can be drawn into your film and support it, not with the primary reason of them watching your film when it's made. Having that clarity is important because these two trailers not only have distinctly differing purposes, but different tones, styles, content, pacing, etc. |
Your Film Fundraising Trailer Objectives
If you have the intention to raise money or elicit any support at all for your film, then we highly recommend you create a fundraising trailer for it.
Can you think of any better way to engage a potential donor or supporter for your film than to provide a visual representation of it?
Engaging people with video content is far more effective than simply providing written content and expecting potential supporters to imagine what your film will look like.
Filmmaking is a visual medium and creating a fundraising trailer in the tone and style of your documentary gives potential supporters the opportunity to more easily imagine what you will eventually create.
When To Create A Film Fundraising Trailer
From as early on as you can you should try to have video content present on your website. Even if initially it is a very basic teaser trailer it is warranted to put together a visual enticement for people to enjoy. Some video content to engage the viewer.
Even before you have begun shooting any footage you can create a short teaser video. It can involve a piece-to-camera of you explaining what you intend to do, a montage of still images and video clips (stock or archival footage) or a compilation of some of your previous work.
As your project develops, the story evolves and your footage and insight increases, so will your fundraising trailer. Bare this in mind, so you don't feel overwhelmed. Your fundraising trailer will evolve as your film does.
How To Construct A Film Fundraising Trailer
1. Research and Plan
Look at other film trailers (from films that have not been completed yet) and see what stands out for you. Check out some of these funded projects on Kickstarter.
• What works and what doesn't?
• What draws you in and removes you?
• What is the pacing like?
• What audio and music is being used?
• What emotive elements are present?
• Is there narration?
• Are they using title cards?
• Do you see the filmmaker?
• Who is shown?
• How much of the video includes talking heads or narration?
• What to do you want the viewer to do after watching your trailer?
Once you have done some research begin to consider the logistics of making it.
• What will the schedule or timeline be for constructing your trailer?
• What is the budget you have allocated for your trailer?
• Who will you have working on your trailer?
2. Write
Start to visualize how you'd like your fundraising trailer to look and begin to structure and script it out. Ensure you pull people in right from the start. Don't create a slow burner with a climactic end. Grab their attention early on and don't let go.
• What is the story you are trying to tell?
• What is the conflict of the film?
• Who is represented in the film?
• What is the who, what, where and why of your film?
• What question are you intending to answer with your film?
• Why is this film important?
• Why is it important this film be made now?
• Will you be using title cards, text on moving image or narration to convey the story?
Remember your film trailer should capture the essence of your film, but not tell the whole story of your film. The idea is to leave them wanting more.
Consider everything that is being said, don't just have people speak for no particular reason. What they are saying should have an impact or be relevant to the story you are trying to convey. Your trailer should depict the most interesting elements of your story. Introduce the main and most compelling characters of your story.
It is helpful to let potential funders know that you are not making this film alone. If you can, make sure you incorporate other crew or team members in the trailer.
• Who is involved in making this film?
• How will they be introduced in your trailer?
3. Shoot
If you feel you need to start filming, or do some additional filming, before you can construct or complete your fundraising trailer then you will want to be very clear on your budget and production schedule, and be very intentional about what you shoot. Remember the idea of your fundraising trailer is to generate funds for your film, not to take up all of your time, resources and bandwidth.
4. Edit
It is advisable that your fundraising trailer be between 1 and 15 minutes in duration, depending on who it is intended for. If placing on your website, and for general sharing, you should aim for around 1 to 2 minutes for a simple teaser and 3 to 5 minutes for a more direct fundraising trailer. For sharing with major gift donors or grant funding organizations, you may wish to create a fundraising trailer which is closer to 8 to 14 minutes in length.
Remember that the first 30 seconds of your film trailer are the most important and that within the first minute you should have shared the who and what of your film.
Ensure that it is engaging all the way through, do not let the viewer get distracted or bored. Also remember to leave them wanting more.
End the trailer with contact information on your film, preferably your website, so they can find out more information about your project if they so wish. If you have a different, more pressing, call-to-action (CTA) then you can also place this here, e.g. if you are running a crowdfunding campaign you will want to direct them to your campaign page.
You should set the tone of your trailer from the outset and convey feeling and emotion, and move the viewer in some way. We can't say it strongly enough, your fundraising trailer must provoke emotion. Whether you want the viewer to laugh or cry, feel anger, disgust, surprise or happiness, ensure that they are strongly moved by your trailer.
An Example
Here is one of the teaser trailers we created for Elvis of Cambodia, which could be easily adapted into a fundraising trailer with some narration, piece to camera work and a strong final CTA.
5. Show
If you have a producing partner or other members of your team you will be reviewing and dialoguing about your fundraising trailer with them. However, it still pays to show it to other people who are not directly tied to the project. This can include family, friends (the one's who will tell you truth!) or other filmmakers. Take on their feedback and see what improvements can be made.
6. Share
Once you have completed and posted your film fundraising trailer onto your website you will want to be sharing it.
You should consider posting it to your:
• Social media platforms
• Email list
• As an update to your crowdfunding backers (if you have some)
• Other forums or groups where you update your fans
• Anywhere you find your niche audience
Wherever you post it, encourage people to share it! This is especially true of your grassroots following and niche audience. You want to encourage them to advocate and promote the project and giving them content like this to share provides that opportunity.
Place a thumbnail or cover image of your trailer and link it directly to your website page. This will take viewers to your website and encourage them to look further into the information you have there about your project.
Ensure you have a donate button somewhere highly visible, preferably on your menu or at the top of your home page. Also somewhere near your trailer. After all, the whole idea is to encourage them to offer their support!
Top Resource
To dive deeper into creating your best and most effective film fundraising trailer take a look at Trailer Mechanics: How to Make your Documentary Fundraising Demo by Fernanda Rossi. This book is known as the best in the biz for helping documentary filmmakers create effective film fundraising trailers and is one we highly recommend.
Takeaways
Your fundraising trailer is a visual representation of your film that you create with the express purpose of creating awareness and support for your film.
You will want to research and plan the key elements of your fundraising trailer by considering the tone and theme of your film and what you can see working for other projects that are consistent with your own.
Your fundraising trailer can be extremely effective if you include the important elements the viewer needs to see to want to become a part of supporting it.
If you are creating a direct fundraising trailer, as opposed to a teaser, then you may wish to consider appearing in the video so your audience can connect with you, the filmmaker.
Be very clear and organized on what you will shoot (if anything) for your fundraising trailer, and the budget and time frame you will need to complete the work.
Once you have created your fundraising trailer you will want to post and share it in a way that it can reach many people. Place a donate button somewhere near to it, where it is highly visible and enticing to click.