Today’s guest blogger, Jan Selby, is in the midst of running her second crowdfunding campaign. Taking the lessons she learned from prior fundraising on Kickstarter, she is using Indiegogo this time. Find out why the switch?

Crowdfunding is not for the faint of heart. It requires months of planning, hard work, and follow-up. It’s worth it if you are prepared and motivated. I’ve launched two campaigns for feature-length documentary films and found them to be powerful strategic tools to help build a community and raise money.

Sheri asked me to summarize what I’ve learned through one successful Kickstarter campaign and a second Indiegogo campaign (currently in progress). I’ve tried to pack as much as I could in this post to share what I’ve learned. I’m not an expert, but I hope my experiences will be helpful to you as you embark on your own crowd-funding journey.

My first bit of advice is to create a team who will work with you for 6 months – 3 months before you launch, then during and after your campaign. I’m a detail-oriented planner by nature.  If you’re not, find someone who is and make him/her part of your team. It’s important to avoid launching your campaign until you are fully prepared. Do all you can to be ready before you launch because you’ll be incredibly busy during your campaign.

How long should your campaign be? Most campaigns do best in the first and last week. As one friend told me, “The longer your campaign, the longer your time of suffering in the middle!”  I like having a week or so to spread the word about the campaign before the 30-day countdown begins. I also plan to use the first few days to work out the kinks that are inevitable, no matter how hard you planned ahead.

Campaign 1: Kickstarter 

My first campaign raised $21,112 to complete my first feature documentary, 9 Pieces of Peace (working title). You can check out the campaign home page at the URL www.9piecesfilm.com/fund.  Notice this URL is not the one we were assigned by Kickstarter. Create your own URL that is easy to remember and that you can use after your campaign ends. Research how to redirect your new URL to the Kickstarter URL and then you can choose what to do with it after the campaign ends. I’ve kept it directed to our Kickstarter page, but you could also redirect it to a “Donate” page on your film website.

There are three core elements of a crowdfunding campaign home page. Before you launch, you will need:

1. A pitch video/film trailer

Having both a pitch and film trailer is important if you can swing it. It’s great if the production quality can reflect your capabilities and your vision for the film, but don’t obsess over it if it can’t. Be creative and speak from the heart. Mine weren’t as good as the film will be, but they worked. Consider combining them as I ended up doing in my second campaign.

2. Well-designed rewards

Take the time to research what others have done. Carefully calculate the direct and indirect costs to deliver each reward (including the fees you will pay to the platform and the credit card processor), including shipping and your time. Add 3 to 6 months to when you think you can deliver the reward because everything takes longer than you expect. You can’t change the reward description once someone has given at that level, so be sure to add all the details.  Leave room to add new levels. Be thoughtful about the language you use and be consistent. For our Kickstarter campaign, we chose to use the words “backer” and “supporter” plus “rewards” and “pledges”. (For my second campaign on Indiegogo, we are using “donors” and “perks,” but it’s a very different film and campaign.)

3. Well-written text.

Write text that tells your story, builds trust, and motivates the reader to want to be part of the community that makes your film happen. Use subheads to break up the text and add images/graphics to make it more interesting. Remember that MANY people have no idea about how crowdfunding works, so write text for an audience that doesn’t understand it. You can change the text of your page during the campaign, but not once it’s over, so be sure you are happy with the way it looks at the end of your campaign.

Once you have your home page content defined, you might think you are ready to launch. Not yet. Here’s a partial list of what I recommend you and your team do before you launch your campaign.

Network Build up your community of followers on all your social media channels (if you don’t have them, get them), build an email list, network with organizations whose members would want your film to be made, and create a media list to use during the campaign. Meet with anyone who might be interested before and during the campaign.

Develop content and plan promotions Develop your page content, design an e-blast/e-newsletter template, design and print postcards, design a flyer that you and others can post, define your social media messaging calendar and graphics/clips/quotes/images (we used Facebook, Twitter, Pinterest, and Google+), create a graphic that tracks your fundraising progress and plan to use it to update your Facebook cover image daily, define your online advertising campaign strategy (we created and analyzed Facebook and Google ads), define thank-you surprises for supporter updates, and define incentives that you’ll use to entice prospective supporters (our Kickstarter page highlights the last one we did at the top of it).

Get lots of sleep.

Once you launch your campaign, your priority will be communication. Kickstarter (and other platforms) are designed for social media users. Yet, to maximize your chances of success, you need to reach beyond these boundaries.

I sent private Facebook messages to hundreds of people and this worked incredibly well. I also sent hundreds of email messages out to friends who don’t use Facebook and had never heard of Kickstarter. Each message briefly explained the campaign, the status of it, and a request to either contribute or spread the word. Our team distributed thousands of postcards that directed people to our Kickstarter page and emphasized the purpose of the film and the “all or nothing” aspect of the campaign to create a sense of urgency (which was real!).  I set up coffee/lunch/drink meetings with friends, turning them into evangelists and sending them off with stacks of postcards.

Remember to continually thank your growing list of supporters! Most platforms make it easy to send out updates. Your supporters want to hear from you. They are also your best advocates. They are invested in your campaign in more ways than one. If you can keep them energized, they will continue to share it.

Communication is time consuming, whether it is online, by phone, or in person.  Your team can help in many ways. Together, your goal is to expand your reach as far as possible to people who will care about your project. You never know where your money will come from.  Sure, there will be low hanging fruit, but I was shocked when my largest contribution came in on THE LAST DAY from someone whom I hadn’t seen for a year, but who had been following the campaign the whole time, unbeknownst to me.

Overall, our Kickstarter 9 Pieces of Peace campaign was a resounding success, but I must admit, it was very stressful. It was hard for me to sleep or relax for the entire 39 days (and 936 hours).  I kept thinking: How would I forgive myself if I didn’t reach my goal because I hadn’t worked hard enough? (Yes. Very type A.  Can’t help it. Born that way.)  Was I happy with the results? Definitely! The moment I saw online that I had reached my goal, I unexpectedly burst out crying. I think it was a combination of the joy of reaching my goal and the relief that it was over. It’s important to be honest with yourself about if you and your team are up to the challenge.

Campaign 2: Indiegogo

When it was time to launch my second crowdfunding campaign for a documentary film about the transformative power of Montessori education, Building the Pink Tower (working title), I wanted to try a different approach. To be perfectly honest, I was still burned out on the stress of an all or nothing Kickstarter campaign a year later and didn’t know if I wanted to take on that level of intensity again.   But my co-producer/co-director, Vina Kay, and I chose Indiegogo because we felt it was a better match for our film.

If you conduct more than one crowd funding campaign, you may be able to build upon the community of supporters you establish with each one.   For me, there wasn’t much overlap between the two audiences (except for a few family and friends).

It’s important to think about niche audiences for your film and use this information to create a strategy for your campaign. For this crowd funding campaign, we have the opportunity to tap into an existing group of supporters. There is an established Montessori network – people who love it because they have had a direct experience with it either as a student, parent, or teacher.  Vina and I spent the last two years learning about and connecting with this Montessori infrastructure in the U.S. and beyond. Our fundraising trailer had been viewed more than 15,000 times on You Tube, and a short video we created that reflected the vision for our film had been viewed more than 50,000 times.

Our current goal of $50,000 is high, but we feel we have the potential to reach it with the support of this passionate Montessori community. We had secured challenge grants of $20,000 as an added incentive to help us reach our goal. Most importantly, although we are optimistic, we want to be able to keep the money raised if we fall short of our goal. For these reasons, we felt Indiegogo was the best platform for this campaign.

In addition to what we did for our Kickstarter campaign, here’s a list of a few more tricks we are trying on this campaign:

-We created fewer “perk” levels and designed them to minimize our expenses; we combined our pitch and trailer into one video; we created a digital image that “donors” could use as their Facebook profile photo; we created photo/quote graphics that are popular reposts on Facebook; and we have paid to “boost” posts on Facebook with strong results.

 

Indiegogo Pink Tower sharable Pink Tower Facebook profile pic

-In addition, we have created opportunities to have our campaign mentioned in Montessori media, at national conferences, and in school newsletters.

-We are also grateful to be working with a public relations expert who is donating her time to help us explore how we can attract the attention of the local and national media.

One last topic that is important to consider for any crowd funding campaign is whether a donation is tax-deductible. Both of my films have a fiscal sponsor (IFP MN). This allows donations made through the fiscal sponsor to be tax deductible.  This means that when a donation is made through Kickstarter or Indiegogo, it isn’t tax-deductible. Many people won’t care about this, but a few do. We have handled this by having a brief mention on our Indiegogo home page with a link to our fiscal sponsor donation page. Donations made through this page do not count toward our Indiegogo goal. I have since learned that there is at least one fiscal sponsor, Fractured Atlas, who has a relationship with two platforms (Indiegogo and RocketHub) that will allow donations to be tax-deductible. It would be worth looking into whether you can gain fiscal sponsorship. [ed. It can take time to qualify, so do this long before you launch a campaign].

Our Building the Pink Tower Indiegogo campaign ends on December 18th. To follow our progress, visit www.donatepinktower.org.  If you know anyone who has been touched by Montessori education, please share our campaign with him or her.  We are committed to making a film that will change the national education debate. (Thank you!).

I wish you the best of luck in your crowd funding endeavors.  I hope sharing what I’ve learned so far will contribute to your future success!

 

Jan Selby is a multiple regional EMMY© award-winning producer, director, and founder of Quiet Island Films, a full-service video production company with national clients. After 25 years in corporate marketing, Jan followed her heart to become a filmmaker and video producer/director. Follow Building the Pink Tower on FacebookTwitter and add them to your circle on G+ 

 

 

 

November 21st, 2013

Posted In: crowdfunding

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By Sheri Candler

This post was originally published on the Sundance Artists Services blog on March 26, 2012

To start with, I’d like to say that filmmakers should focus on the word social and less on the word marketing. This type of promotion is about relationship building and it is really difficult to build a relationship that starts from the premise that you are only there to sell something. Also, I take the position that all artists should be connecting directly with an audience not on a project-by-project basis, but on a personal one. Instead of starting over again for each project that is incredibly wasteful of time and money, you strive to keep building up the audience base for all of your work, really for you as an artist with a unique vision and a unique voice. No one else can tell the story the way you can. Even behind the scenes crew have a unique vision and unique talents. They should be sharing those with the world.

We all sell every day, we sell a concept of ourselves in how we speak to people, how we present ourselves and I think we inherently understand this. But before I want to do business with someone, I want to know I can trust them, and that I am not being used. I think many corporations still don’t get that about this medium yet. People don’t join your Facebook page to be your word of mouth sales force. Building up trust with your audience is paramount and you do that by giving first. You have to give something, and often for a long time, before you can ask. In fact, if you do this right, you won’t have to ask, they will ask you, they will offer to help.

Don’t attempt this begrudgingly or because everyone says it is something you are supposed to be doing. Start from the place that you are trying to find the people who would love what you do and you want to interact with them. Unless you are anthropophobic, this should be human nature, to connect with kindreds. There are people in the world who are like you and now you have this amazing tool to find them wherever they live in the world. Leave behind the notion that this is about numbers, this is only about sales, this is about buzz and think of it as a way to meet those who will love what you love. All of that other stuff is a by product of this. It will come, but it won’t come immediately and you need plenty of time to build up to that and it will take consistent effort daily.

I realize this is not the stance that most businesses take or understand. They want numbers, they want quantifiables. Utilization of social is no longer something that needs to be justifiable for business goals. Along with advertising, it is a business tool, increasingly a major one. Internet users expect to find you on social platforms whether or not you feel like that benefits the bottom line yet. It is and it will continue to do so.

Also note that this will not be your only tool when you are ready to start selling. Publicity, advertising, and email communication still very much have a place in your overall marketing efforts, but if you build a following consistently, your reliance on those more expensive tools will be minimized.

The key platforms for social network marketing:

I believe pretty much any site on the web is a social networking site. Any place where people can post links, comment, upload information, follow others has a social aspect to it. So those could be blogs, forums, publication websites (New York Times, WSJ), photo sites like Flickr or Instagram, video sites like Youtube and Vimeo, podcast sites like BlogTalk Radio, streaming sites like Ustream. I think people hear social networking and mostly think Facebook and Twitter, but really to be effective in reaching an audience, you have to know where they particularly hang out and it may be on Facebook and Twitter, but it also may be a LinkedIn group, or on Amazon, Meetup or certain blogs.

Any priority ranking to them?

It is hard to argue not being on Facebook since they have over 800 million users worldwide and 435 million are using Facebook from a mobile device. While 155 million of those users are from the US, 43 million are from India and the same from Indonesia. Other top countries are UK, Mexico, Brazil and Turkey.

Based on Alexa rankings, the top social networking sites for the US market are:

  1. Facebook
  2. Twitter
  3. LinkedIn
  4. MySpace
  5. Google Plus

But there are surprising ones in the top 15 such as: Tagged, deviantArt, Orkut, Ning and CafeMom. Don’t underestimate the power of Pinterest too.

It really depends on who your audience is and what they respond to, where they spend their online social time. You will have a mixture of sites, not just one and you will need to test which ones are giving you the most interaction. Maybe your audience really loves watching videos or they really love deep discussions at the end of blog posts. You will need to test what posts are popular and elicit interaction, even from your own website, which I will say you also need. You should never be totally dependent on a third party site. Just ask those who had free Ning sites instead of websites. When the free option went away, they risked losing their communities and had to pay to upgrade or start from scratch again. The same with Facebook and their EdgeRank algorithm. If Facebook deems that one of your fans doesn’t interact with your page enough, they remove it from their newsfeed, often unbeknownst to that fan. Since you haven’t been able to message them directly, there really isn’t a way to bring them back into awareness of your page barring spending money to advertise.

A website you own is the only true online real estate you can control. It is the central hub of all of your activity, everything else is just a spoke on that central hub. Collecting email addresses is also extremely important, but that is for another post.

There is no magic formula for being successful at social, everything has to be tested and the results will vary with each project.

Does it depend on the nature of the film?

No. The decision to be social really isn’t up for debate anymore. Americans spend 22% of their online time each day visiting social networking sites, 65% of all adult internet users have a social network account of some sort. This is not a fad that is going away, the upcoming generation doesn’t even know a time that social networking didn’t exist. It will get bigger, not smaller. Deciding which sites to spend time on will be determined by the kind of audience with which you need to connect.

What are key tips for social network marketing?

  1. Get a personal account going on the sites where you think your audience hangs out and start using it. I am astounded at agencies that sell social networking solutions and don’t have much of a presence themselves on social sites. How can you advise how to use them when you don’t personally do it for your own business? How can you handle someone else’s account when you don’t have one of your own? Every filmmaker hoping to connect with an audience needs an account.
  2. Start by listening first. This is best accomplished when you don’t need to build an audience by tomorrow, you know what I’m saying? If you have this pressing need to start connecting, people can sense it right away and they won’t interact. It is like the insurance guy who walks around a networking event handing out cards in order to meet a sales quota, not actually speaking to anyone other than a sales pitch. No one likes it in real life and they don’t like it online either. This is not a one-way message medium like advertising. If you want to speak, but not interact, just buy an ad. Listen first, determine how best to interact and then dive in.
  3. You are now a publisher. No way around this, it is just the way it is now. A new term for this is social business. A business that can collaborate, share insights and knowledge, and provide value to their audience is going to be way more profitable and sustainable than those who remain closed off from them. This means publishing content of some sort, either generated from your production or generated by your fans, but probably a mixture of both. It needs to be entertaining, insightful, worthy of discussion and sharing, and pulls the audience back for more again and again. We just entered an era of waaaay more work than we used to do. Not one piece of creative advertising, but hundreds of pieces in different mediums and across multiple channels that are meant to lead to discussion with the brand (yes, you are a brand) and with others also connected to that brand.

What are some key mistakes? Some “Don’ts”:

Waiting too late to start and using social only to self promote. Remember, self-promotion is about helping OTHER people. It sounds counterintuitive, but when you help others, THEY promote you. If they don’t, then you weren’t really helping (the help originated through clearly selfish motives) or you just haven’t connected with the right people.

A couple of examples of filmmakers who really get it right:

I hate to give the same examples as everyone else, but the best I’ve seen as far as sustainable interaction (meaning they aren’t clearly doing it just to promote their latest project and then drop out of sight again) are Kevin Smith and Edward Burns. They are consistent, they interact, they use multiple mediums, they don’t use social as a one-way shill mechanism and I don’t think they have an outside agency cultivating their communities.

I also really admire Tiffany Shlain, she has a great grasp of the power of social networking even though she advocates unplugging (gasp!) for a day each week. Her film, Connected, is about the power (and the curse) of the Internet to connect people, but Tiffany was doing this long before she made the film.

I know there are now more and more filmmakers building up their own audiences, but they may have only started in the last few years and they didn’t come out of the old machine so their followings aren’t as large as those examples. People like Gregory Bayne (Driven), Zak Forsman (Heart of Now), Kirby Ferguson (Everything’s a Remix), Jennifer Fox (My Reincarnation), Ava DuVernay (Middle of Nowhere) are all building up their own followings, not just around their films, but around themselves as artists. Even people like Hal Hartley and Abel Ferrara are now starting to embrace social networking and crowdfunding. I really hope to be able to list tons more doing this every year.

It is completely perplexing to me that those who already do have a following from the traditional machine, do not reach out, really have no idea who watches their films and have no interest in knowing. This mentality is not going to serve them well with the consumers coming up in the world today who are used to interacting, who expect to have a dialog. The only thing I can think is, well, no one is popular forever, no one retains power forever. There will always be a new crop coming up behind and I think indie filmmakers who are embracing this concept now are well positioned to be the new crop.

 

Sheri Candler, social network marketing strategist can be contacted at info@shericandler.com or sheri@thefilmcollaborative.org and found at SheriCandler.com

April 24th, 2012

Posted In: Marketing, Social Network Marketing, Uncategorized

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