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Check out commercials and their on-air time. They are not short just because it cost so much for airtime. A lot has to do with people losing interest after so long. If you want it effective it has to be to the point and interesting to the viewer without losing them for it being too long.
WAY too long unless you are REALLY good or your pitch is captivating as hell.
Here's my suggestion: go on YouTube and watch a bunch of 3 minute videos. Even songs that are 3 minutes feel long.
Try for a minute. At best.
Attention grabbing media must be short but persuasive content must be detailed to win the trust of your donors so you need a short time spacing device and a long time spacing device. The two can work like brothers of different ages.
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