How to produce your fundraising video

Build human connection & trust with your investors in just a few minutes.

Your fundraising video is your chance to create a genuine connection with potential investors. In 2-4 minutes, you need to show them who you are, what problem you're solving, and why your solution matters.

Key elements of a powerful fundraising video

1. Founders lead the story
   Investors back people first, ideas second. Give them face time with you and your team.
2. Demonstrate your solution
   Show your product or service in action—don't just talk about it.
3. Feature real customers
   Let your customers tell investors why they love what you do.
4. Highlight your traction
   Visual representations of your growth are more powerful than numbers on a slide.

Video specifications

Length: 2-4 minutes (sweet spot)
Format: Landscape (16:9)
Resolution: 1080p minimum
Audio: Clear, professional sound (use external microphone when possible)

We strongly recommend adding captions to your video. Studies show that anywhere from 60% to over 90% of people watch videos without sound. Captions also make videos accessible for those who are deaf or hard of hearing.

Three powerful approaches

1. The inspirational (like .lumen)

.lumen's fundraising video masterfully built emotional connection through human stories before showcasing their ground-breaking technology for the blind.

What made it work:

Key takeaway
‍Lead with humanity and inspiration, then back it with technical credibility.

2. The problem-solution (like Pago)

What made it work:

Key takeaway
Start with a great hook and build on it.

3. The day-in-the-life approach

Show a typical customer journey from problem to solution.

What works:

Script template

Fill in the blanks to adapt your own script:
‍
[OPENING: Founder on camera]
Hi, I'm {NAME}, founder of {COMPANY}. We're {5-SECOND PITCH}.

[PROBLEM: Show the problem in action]
Every day, {TARGET CUSTOMERS} struggle with {SPECIFIC PROBLEM}. This costs them {TIME/MONEY/STRESS}.

[SOLUTION: Demonstrate your product]
That's why we created {PRODUCT/SERVICE}. Here's how it works:
{SHOW PRODUCT IN ACTION}

[VALIDATION: Customer testimonials]
Here's what our customers are saying:
{CUSTOMER 1 TESTIMONIAL}
{CUSTOMER 2 TESTIMONIAL}

[TRACTION: Growth metrics]
Since launching, we've achieved:
- {KEY METRIC 1}
- {KEY METRIC 2}
- {KEY METRIC 3}

[TEAM: Introduce key members]Our team brings together expertise in {RELEVANT FIELDS}:
{BRIEF TEAM HIGHLIGHTS}

[INVESTMENT: Clear call to action]
We're raising {AMOUNT} to {SPECIFIC GOALS}. Join us in {VISION STATEMENT}.

[CLOSING]
Invest in {COMPANY} today.

Production tips

For DIY Videos:

1. Lighting: Film facing a window for natural light, or use a ring light.
2. Sound: Use a lavalier mic ($20-50) for clear audio.
3. Stability: Use a tripod or stable surface.
4. Background: Choose a clean, relevant setting (office, store, workshop).
5. B-roll: Shoot extra footage of your product, customers, and team in action.

When working with professionals:

1. Focus on story first: Have your script ready before production begins.
2. Location scouting: Choose settings that reinforce your brand.
3. Customer coordination: Schedule time with willing customers for testimonials.
4. Demo preparation: Ensure your product demo goes smoothly on camera.
5. Editing guidance: Provide clear direction on pacing and key messages.

Common mistakes to avoid

REMEMBER
Your video doesn't need to be perfect—it needs to be authentic.
Investors want to see the real you and the real value you're creating.