Now I could go on...promote your project via social media, send out press releases and engage bloggers, media and industry influencers to spread the word...but what’s most imperative is you share your links and get people interested in what you’re creating. Don’t be pushy or beg for cash—the goal is to draw people in, make money and create lasting (not I need you now, forget you tomorrow) relationships. Building relationships, as we all know, is essential when it comes to business. This also applies to the online world. Sending your friends, family and web engagers to an easy-to-read e-petition will not only fund your goals but help build your audience. Think brand awareness, a greater number of followers (social media), more hits on your website and recognition for good work (assuming your online campaign is creative, boundary-pushing and on target).
Earlier this year I managed a film development campaign on IndieGoGo. Within 30 days, we raised over six thousand dollars. How you ask? By writing a concise and clear description of the film, outlining where the money was going and using language that would entice people to read the write-up, watch the video and want to know more. The incentives, while they play a big part in getting people to invest, are in my mind, secondary. Most important, the concept has to be good, if not great. Now, I sent the e-campaign to bloggers, film magazines, industry influencers—and of course, friends and family. I was diligent. I didn’t beg but followed the basic laws of marketing and publicity: be kind, showcase the positives, and connect with real people. I’m proud to say that that little film, Shhh... went on to win the best sci-fi fantasy short film category at the Oscar-qualifying Rhode Island International Film Festival this month. We didn’t get the $15,000 we wanted, but the six grand put a big dent into post-production costs.
Imagine Canada
Check out Imagine Canada, especially if you’re a not-for-profit. Here you’ll find every funder under the rainbow: family foundations, corporate and community givers, individuals and associations. Each will have its own requirements and specs. Put your researcher hat on and search, search and search some more. You’ll find everything you need here, though it doesn’t come cheap, but lucky for those with a Vancouver Public Library card you can access it onsite at any branch for free.
Be sure to take a look at Vancouver Foundation too, although Imagine Canada covers it all (from science to art and everything in between) and includes American funders.
Biz connects
Be bold and reach out to industry makers—not only as sponsors but as investors in your idea. Now, don’t go contacting businesses you like but wouldn’t be interested in what you have to offer. Do your research, know who’s who, and be fearless. (I cannot stress research enough. Doing your homework will differentiate you from the pack.) Look at companies whose vision matches what you’re selling. Think Redbull: music, visual appeal. Vancity: local and community focus. Coca Cola: a brand with longevity. Nike: inspiration, boundary-pushing. Don’t limit yourself. Connect with local, national, international players. At the end of the day, it’s about communicating your goals effectively (know your stuff), talking to the right people (do your research) and conveying how you will both benefit in the end (know what they do and what you can do for them). Be confident. And sell it.
