TL;DR — A video appeal outperforms a text post or a bucket collection because it lets a player, coach or committee member make the ask directly, in their own voice. Keep the appeal specific about what the money is for, be transparent about how it will be used, and give people an easy way to act straight after watching.
- Name the specific need — new kit, pitch repairs, minibus running costs — rather than a vague general appeal.
- A short message from someone the community recognises outperforms a polished but impersonal ask.
- Say clearly how the money will be used and tracked; transparency drives repeat giving.
On this page
Why a video ask works better than a text post
A written fundraising post is easy to scroll past. A thirty-second video of a coach or committee member explaining, in plain terms, what the club needs and why, is harder to ignore — and it carries tone and sincerity that text strips out. For a grassroots club without a marketing budget, that is often the difference between an appeal that gets shared and one that sits unseen in a group chat.
An appeal-script template
Keep the ask to four short parts, delivered in under a minute:
- The need — "We need to replace the pitch's goalposts before the new season starts."
- The reason it matters — "Without them, we can't run matches for the under-12s this term."
- The specific amount or target — "We're hoping to raise £[amount] by [date]."
- The ask — "If you can give anything, even a few pounds, it goes straight towards this. Here's the link."
Keeping the appeal transparent
Supporters give more readily, and more than once, when they can see where the money actually went. State clearly who holds the funds, what they're specifically for, and where supporters can see an update once the target is reached or the equipment arrives. The Fundraising Regulator's guidance on transparent fundraising applies to a small club appeal just as much as a larger charity campaign — clear, honest communication about use of funds is the baseline expectation, not an optional extra.
Collecting more than one voice for the appeal
A single video from one committee member works, but a short reel combining a coach, a player and a long-time supporter each giving a sentence or two tends to raise more, because it shows the need is felt across the club rather than coming from one person's request. Collect these the same way as any fan video project — one link, one short prompt, a quick turnaround — and compile them into a single appeal video rather than publishing each separately.
Frequently asked questions
How long should a fundraising appeal video be?
Under a minute for the main ask; a compiled version with several contributors can run a little longer, but keep each individual message brief.
Should we show what the money will actually buy?
Yes, where possible — a photo or short clip of the pitch, kit or equipment in question makes the need concrete rather than abstract.
Do we need to report back once the target is met?
It's good practice to post a short update once funds are raised and spent, which also makes the next appeal more credible.
Can we ask a local business to contribute alongside supporters?
Yes — a short message addressed to both supporters and potential local sponsors in the same appeal can work, though a dedicated sponsor approach often performs better; see Sponsor and Partner Thank-You Videos for the sponsor side of that relationship.