My name is Eve Symington and I am a US-born filmmaker, fresh from my MFA coursework at New York University Tisch School of the Arts Asia (in Singapore). Filmmakers always need money (and favors!), and recently the crowdfunding model has exploded as a way for young artistic types like me to get everyone they know involved with their creative projects.
In 2012, I did a Kickstarter campaign for a short film I wrote and directed in Vietnam, entitled THE LONG DRUM. We raised $7,960 from 91 backers.
I’m also doing an Indiegogo campaign right now for my thesis short film TETHER, which takes place in a small Mayan village in Guatemala.
As you can see, I switched crowdfunding sites the second time around, but it wasn’t because I had any issues with Kickstarter. My fiscal sponsor – the non-profit that enables all contributions I receive to be US-tax deductible – has a partnership with Indiegogo.
From running two crowdfunding campaigns, I’ve experienced a lot and I’ve decided to share a few lessons learned from my days in the rabbit hole of crowdfunding for arts projects. Check them out below and leave a comment if you have any questions.
#1 No Matter Your Subject Matter, Make Your Video Entertaining!
Your video is the first thing people see on your campaign page, and the only thing people see if they are casually browsing through your campaign. I know from personal experience that a great, or even just a good video can make a stranger want to give you money.
For my first Kickstarter campaign, I have to give credit to one of my film school classmates; I was intending to do a “straight pitch” video, of me talking to the camera in various locations around southern Vietnam. I gave it to my friend to edit, and he cut together all my flubs, swearing, questions about the state of my hair… you get the idea. I came across as kinda charming and very human; basically it cut through the “overly-earnest-filmmaker” trap that many of these videos fall into.
Now this is just one idea; I’ve seen a lot of great videos and they don’t need high production values. Watch a lot of campaign videos and find the ones that make you smile, keep you entertained, and make you want to dig out your credit card. Keep ‘em short!
#2 It’s All About Personal Contact
For my first campaign, I knew I had a lot friends and family who would contribute (your first-tier connections are your main source of $$), but for some reason despite mass emails and Facebook posts, no one was donating for the first few days. But don’t panic!
People like personalized contact… yes that means writing all 150 people on your list individually. Obviously you can keep your campaign pitch the same, but include a little message for each person, and be sincere! Your friends, even long-lost ones, can see right through a copy-paste email. Crowdfunding campaigns are actually a great way to connect with old friends…
#3 Deep Breathe Your Way Through the Mid-Campaign Slump
It happens to everybody. The dreaded mid-campaign doldrums. You check your campaign obsessively, as does everyone on your team. The page refreshes and everyone looks at each other: no change. Nothing… for days! Don’t worry!
People get excited at the beginning of campaigns and during the last week of campaigns, and don’t give a hoot during the middle. My Kickstarter donation chart looked like an upwards-reaching diagonal line, with a big old dip in the middle. In the last week of my campaign, I went almost $2000 over my ask (due in part to all those personal emails). So stay calm, and keep breathing!
#4 Follow Up On Your Backer Promises!
I crowdfund for my own films a lot, but I also support many other crowdfunding projects. I’ve backed all sorts of films, and the experience has varied widely. Some campaign owners disappear, while others try to keep their backers involved in the film all the way through to festivals and distribution. I diligently wrote anecdote and picture-filled updates to my backers, and made sure to actually hand-write all the postcards I’d promised in my perks. The result? My friends and family and strangers got to come on the filmmaking adventure with me, and most felt that the experience was worth whatever money they donated. This is all we crowdfunders have to give back, so please, don’t take the money and run!
I’ll leave you with one final thought – we filmmakers are shameless! Please visit the Indiegogo page for my upcoming short film and consider becoming a backer. I promise I’ll take good care of you!
Here’s the link: igg.me/at/tethermovie
Sal’s Conclusion
I think Eve makes some awesome and frequently overlooked points that are easy to act on and just take a little elbow grease. Be sure to thank her by checking out and supporting her current Indiegogo campaign.
Eve echoes the top three mistakes I’ve come in contact with from interacting with creators and conducting interviews:
1. Not direct messaging personal connections. Eve points out that although she knew she had a strong base of supporters, it was only once she began direct messaging supporters and getting rid of the templates that she saw progress. This sentiment was echoed in the interview I did with this creator.
2. Underestimating the importance of the video. The video is the first thing that a backer will see when they come to your page. A good video vs. a bad video can be the difference between a successful or failed campaign. Avoid these mistakes!
3. Not doing research beforehand. Eve mentioned supporting several other campaigns to get a feel of how creators communicate with backers, do updates, and deliver on their rewards. If you want to be a bestselling author, you need to read a lot of books written by other authors. If you want to be a successful crowdfunder, you have to get a feel for how other creators are structuring their projects.
These are simple and easy-to-remedy mistakes. They are avoidable!
Questions? Leave a comment below.
