While you have the option of throwing together a simple slideshow (i.e. a series of images with background music) and inserting it into your campaign page, it would be better to create a compelling three minute video (nothing longer; modern attention spans tend to be short). If you lack the skills to make a video on your own, find a volunteer or hire a freelance videographer – it will pay off in the long run.
The video portion is the “meat” of your campaign page. This is your chance to leave a lasting impression on your audience by telling them who you are and what you do, but why it’s important to support you. To do so, you should use a “storytelling” format. The goal is to inspire people, not just give them an overview of your campaign. Focus on getting people emotionally invested in your cause by sharing a story directly related to your organization. Note: If your campaign is raising money for a product, focus the story on selling an “experience”.
Don’t underestimate the power of this section. There is a reason it is located in the most prominent part of the page. It is the very first thing people will see when they visit your campaign. The video you put here should be engaging and dramatic.
It is best to use a video here but if for some reason video is not possible, then use images or a slideshow. Make sure they are story telling images: a child getting new books, a dog being rescued, a cancer patient being treated or a speaker at a rally. Don’t tell YOUR story – when you were founded, what your mission is – instead tell the story of someone you serve. Show the impact your made in the community. Make it personal. What problem did you solve for them?
Let me repeat – this section should not be about you! It should be about the people you serve and the services you provide. So, throw away the pictures of your building, the headshot of your board president, the group photos of your volunteers. Instead show the volunteer teaching a child to read, the homeless person eating Christmas dinner or the veteran meeting his service dog.