Insights from a crowdfunding campaign-Between Us

December 29, 2010
posted by sheric

Obviously, crowdfunding has become a very hot topic in the indie film world as a way to raise money for projects. I have seen more campaigns fail than succeed so I am always on the lookout for secrets to success. Who else can share that information but the ones who have done it? Director Dan Mirvish (Omaha-The Movie, Open House and co founder of the Slamdance Film Festival) generously agreed to share some secrets with me about his campaign. Dan has some great tips on what makes a campaign successful and he was able to raise over $14K for his film Between Us.

The film is based on the hit Off-Broadway play of the same name that premiered at Manhattan Theatre Club in 2004 with a screenplay adapted by original playwright Joe Hortua and Dan. He spent some time talking to other filmmakers who had run campaigns both on Kickstarter and on Indiegogo and he chose to use Kickstarter because he was impressed by the amount of publicity they were getting, most notably from Time Magazine where they were named one of the 50 Best Inventions of 2010 and he thought more people outside of the independent film community might be familiar with Kickstarter which  might help with getting financial backing from investors too.

The campaign lasted only 30 days. It seemed just long enough to raise the money he needed, the goal was $10K, without completely nagging all of his supporters. One thing he does regret is not having a pitch video at the start of the campaign. Dan and I spoke often during the run of the campaign and I urged him to get a video up when I saw there wasn’t one in the early days.“Thirty days is not a lot of time if you only think to post a video in the second week. We really only had two weeks where we had a strong video up.  I don’t know if it ultimately it would have made a huge difference early on, but it did make a difference in the latter part,“ Dan said.

He gave some thought into what the video should show. “It was a real challenge in making the video because it wasn’t  a film we had any footage of , there wasn’t a short film it was based on, and I don’t act very well on camera or come across sincerely because most of my other projects have been very wacky and this is a departure from that. It is really important that the video is compatible with the tone of the film. For me, I had to make a video where you hear my voice, but you don’t see me talking. There were still pictures of me, much more sincere (laughs). So it had to be creative and show my talents at filmmaking. If you are selling yourself as a filmmaker and the first thing people see is this Kickstarter video, that video had better be good. I looked at a lot of videos before I made mine and I thought ‘oh my god if I have to look at one more pasty faced filmmaker asking for money, I’m going to throw up!’  Some are done well, but a lot are not and I was thinking ‘wait, this is a filmmaker and he can’t even shoot a good promo video?’  A good piece of advice, that I did not do and struggled with, is try to come up with the video BEFORE you start the campaign.”

The whole of this interview will be available starting Jan 1 in Microfilmmaker Magazine. Here are a few highlights:

-a tip for using Facebook; “set [the campaign] up as an event, invite friends to the ‘event,’ and then it is possible to send updates to everyone invited, even if they don’t initially respond.”

-a tip for choosing perks; “I offered an imdb credit at the $25 level.  For those in the industry, having an imdb credit, even a thank you, is valuable.” Plus, it costs nothing but time to fulfill.

-a tip on how to look at the campaign; ” The campaign wasn’t just about raising the money on Kickstarter, it was about the momentum. It wasn’t  just the individual amounts we raised, but leveraging that into much bigger investments.”

-a tip about the timing for the Kickstarter launch; “I knew that I wanted the campaign to be finished about the time that other filmmakers would start hearing about being accepted to the major festivals [Sundance, Slamdance and Berlin] and many of them would be using Kickstarter to raise funds to travel to the festivals. I wanted to be out before that rush hit.”

-a tip on continuing to raise money after the campaign is finished; ““About 2 minutes before the end of the deadline, I edited the text proposal on my Kickstarter page and told people that if they missed the deadline, there are still ways you can contribute financially. After the campaign ends, you can’t edit the page anymore even though the page stays up.”

Check out the whole of the article next Saturday.

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