Kenda Hembrough

May 16, 2013

Agenda for TodayI. Introductions

II. About GENESIS

III. Overview of how films are typically financed

IV. Overview of fundraising methods

V. Crowdfunding tips

VI. Next steps

My Interest in Promoting Indie Film B. S. in Marketing at UF, 2000

11 years experience in fundraising Direct mail, e-solicitations, giving web sites, events,

phonathon, peer-to-peer fundraising

1 year in health care consulting Strategic planning, employee management, project

management

B. A. in Communication at UWF, August 2013

Extensive research on the independent film industry Industry structure and trends, marketing strategy,

distribution strategy, fan group formation.

Introductions

Who is on your team?

www.demotivators.com

About GENESIS Production company and fiscal sponsor

Production Budget

Prints & Advertising (P&A) budget

Target release date

Gifts versus investments

Past fundraising efforts

Future fundraising plans

Donor base

Communications (e-mail, newsletter, social media, etc.)

Past feature-length film productions

How Films are Financed1. In-house studio production

2. Studio Production, Finance & Distribution (PFD) Deal

3. Negative Pick-up Deal

4. Single, active investor

5. Investor (Equity) Financing

6. Self-financing / Fundraising

Fundraising Methods1. Grant writing

2. Corporate solicitations

3. Public broadcasting funds

4. Personal solicitation

One-on-one, events, peer-to-peer, challenges, etc.

My experience with RED SEPTEMBER; the funding proposal

5. Crowdfunding

Sources: Tim Ferris article

Help section of Indiegogo and Kickstarter web sites

Budget No costs to get started on Indiegogo

Funds for a virtual assistant are helpful

Indiegogo charges 4% if you reach our goal and 0% if you do not

Firstgiving.com charges 4% of every donation processed through a nonprofit organization (EIN number required for set-up)

Fees are deducted from donations before they are sent to the nonprofit organization

“Hacking Kickstarter” ArticleI. Minimum Effective Dose (MED)

Focus on the top three things that will bring the most results and eliminate any extras

II. Outsource and automate

Virtual assistant (VA)

Odesk.com is more affordable than Zirtual

III. Prep and pick up

Do 90% of the work in advance of your launch date.

How Much? How Long? Crowdfunding is ONE piece of the funding pie

Success stories often relate to a personal network built over many years or via wealthy friends

People respond to goals and deadlines

Determine your timeline

Consider multiple campaigns

Set a realistic goal

Key = Driving Traffic Drive a large number of the right people to your

campaign page

How?

1. Bit.ly tracking

Give your virtual assistant a list of projects like yours and have him / her list the referral sources for each one

Focus your attention on those types of media

How to Drive Traffic (Cont’d)2. Work with your VA to create a media list based on

Relevance

Readership (traffic)

Relationships (do you know anyone related?)

Reach (will they send it out?)

3. Identify bloggers who will promote your campaign

Google images

Compete.com

Identify mutual friends on Facebook

How to Drive Traffic (Cont’d)4. Prioritize and arrange introductions for the top 10

bloggers

5. Build genuine, mutually-beneficial relationships with those 10

6. Get coverage Make it VERY easy for them to write a story that their

readers will LOVE

Ask if they can publicize the story on day one of your campaign

Can they feature it in their newsletter? On Facebook? Put a picture on Pinterest?

Use Humor Humor drives traffic

Post new media to keep the page fresh (pics, clips, posters, etc.)

Provide frequent updates (every 3 or 4 days)

Activate your Network Create an Advisory Committee

Expands your personal network

Ensures high quality campaign page

Create ownership Ask for advice

Offer sneak peaks that no one else gets

Throw a launch party

Day 1 is Critical Secure commitments from advisory committee members,

colleagues, friends and family to make a gift and share the page ON DAY ONE.

Other Key Tips Consider perks carefully

Use a landing page to encourage sharing

Ralph & Reality Television? Hmmm…..

OPPORTUNITY TO DEVELOP UNSCRIPTED REALITY SERIES

The History channel (AETN) is seeking new ideas/characters that could be turned into an unscripted reality series and could lead to a $10,000 fee.

We are looking for fascinating American characters that live and/or work in interesting environments that may not be familiar to our

audience. The main characters should be male (History is a male-skewing network) and could be buddies, part of a multi-generational

family, competitors, and/or people who work together. It’s critical that their personalities and everyday lives are strong enough to engage a

television audience week after week.

Models for success include: Duck Dynasty (A+E), Ax Men (History), Pawn Stars (History), Swamp People (History).

Deadline is June 30, 2013.

Top 3 Things You Learned

Questions?

Next Steps?