Inside Jobs: Kickstart Your Financing
By Nancy Goldman, Ed.D.
is unique way to fund creative ideas providing independent producers with a
novel way to finance films. Called
"crowdfunding,” Kickstarter.com allows creators to procure financial contributions
online from multiple donors simultaneously.
The way it works
is that a producer determines the total amount of money she intends to raise
and how long it will take. This decision
is critical because she must receive this total in funders’ pledges to be
considered successful and to collect all the pledged donations. If the pledges total less than the goal
amount, she gets none of the money.
PGA member Gayle
Kirschenbaum raised $50,000 toward her feature documentary, My Nose: The Bigger Version, this way. One hundred ninety eight backers made
pledges in denominations from $1 to $10,000. In return they received sundry incentives including family
therapy, designer haircuts, and patron credits on the film. The more they gave, the more
illustrious the incentive.
excerpts from my conversation with Gayle in October:
WHAT MADE YOU DECIDE TO RAISE MONEY FOR YOUR FILM USING KICKSTARTER.COM?
This was a
personal film which doesn’t fit the personality of a grant. I had to tailor it to fit me. I love communicating with the
public. When I did an indie with
my dog, I put up a website and a diary and newsletter and I had a contest. I love having direct contact with the
HOW DID YOU PUT THE CAMPAIGN TOGETHER?
I had 3-4
interns helping me: one for social
marketing, one to find partners, and one for graphics. I knew that the campaign had to be in my
voice so I shelved everything else for three months. I planned the video, campaign page, and one minute
trailer. I came up with the new
We put up the
campaign and I sent my first email to my email list. I raised $4,000 in 4 days. Then it was dead.
I started a pity party. But
that’s not a good place to be.
It’s all about your attitude.
I started listening to "The Power” by Rhonda Byrne. It filled my engine with positivity. I got into feeling gratitude and
love. I could be grateful for what
was coming in. It was a spiritual
practice. I didn’t know how
emotional it would be.
WHAT SUGGESTIONS DO YOU HAVE FOR PGA MEMBERS?
I am happy I
made a higher goal. It’s the same
amount of work as making a lower goal.
I wouldn’t do it in the summer because people are on holiday. I would make it 60 days or 45 days
[instead of 90 days] to create more urgency.
Think about what
makes you special-the angle of why people would want to give. The key is to communicate
gratitude. Get into the head of
"What can I give the donors?”
I heard "Gayle,
it’s a bad time” over and over.
The fact is you’re dealing with more people. You’re building your community. I no longer feel bad about asking for money because it was a
vehicle for me to give something to people.