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Celebrating 17 Years of Film.Biz.Fans.
by Dana Harris
July 11, 2011 4:33 AM
7 Comments
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The 21 Secrets to the Success of the Kickstarter Oscar Campaign

This picture is worth $37,000: The Kickstarter campaign for "Dying to Do Letterman" is on track to meet its goal in short order: In the first two days, producers Joke and Biagio had already reached $20,000.

Last week we announced the new lineup of documentaries for the International Documentary Association's annual DocuWeeks showcase.

But, to be honest, we buried the lead.

Because while it's definitely an honor to be one of the 17 features selected -- and the program does an extraordinary service in providing docs with that week-long Oscar-qualifying run -- all that glory comes at a price.

To be exact, about $37,000.

That's what DocuWeek filmmakers need to help defray the costs of a week-long screening at the Sunset Laemmle 5, along with associated promotional costs.

So, Joke and Biagio, the directors and producers of DocuWeeks participant "Dying to Do Letterman," did what any enterprising filmmaker does when confronted with an impossible financial goal: They turned to crowdfunding.

On July 6, the day of the IDA announcement, they set up a Kickstarter campaign with a $37,000 goal. Two days later, they'd already earned $20,000. At this writing they're on the cusp of $30,000, with nearly two months to go before their September 4 deadline.

While it's always nice to see an indie filmmaker make good, it's even better when you can understand how. And for this one there's so much analysis around their success that it's almost impossible not to understand it.

Cinespin (a blog that analyzes emerging funding, marketing and distribution for independent filmmakers -- and a new Indiewire must-read) breaks down what they've done right:

They’re not assuming everyone knows how Kickstarter works. And they’re not relying on Kickstarter’s fine FAQs to do the work for them (as that would take users off their page and into mindless surfing land). Instead, they’ve created their own very clear, succinct explanation of how the system works, right on the page, keeping the user engaged.
They make the concept of escalating rewards very clear. The more a supporter donates, the more cool stuff they get. And the graphic clearly explains that at-a-glance. For the uninitiated, that’s an important graphic that makes the donation/reward process easy to understand.

They focus on conversions, not big donations. Letting people participate at the very minimum level of one dollar means donors are eased into the psychology of giving, at a price point that feels comfortable and reasonable. Once they’re thinking about giving, perhaps they’ll think about giving more. And if not, just getting that first conversion – even for one dollar – is extraordinarily valuable for the filmmaker. Because now, they’ve opened a dialogue with another supporter, who has a connection to their project. They may tell others, they may Tweet about their donation, they may encourage friends and family to contribute, and because the filmmaker can now nurture that relationship and stay in touch with this qualified lead (nay, existing customer), they can keep them updated and perhaps generate additional support from them as they get closer to their goal. Had the minimum been $5, that donor may have walked away. Creating that connection is worth the $4 lost.

They include lots of testimonials. People like to belong, and they like to know that other people — maybe other people who know more than they do — think the project is worth supporting. Quotes and testimonials that qualify the project, from reputable sources, go a long way toward instilling confidence in a prospective donor.

They used the FAQs. The FAQ function provided by Kickstarter is a great tool to provide extra information for that methodical user … the one who takes time to read and research … yet it’s presented in a nice expanding CSS format, so initially it’s not too much daunting content. It’s a nice easy-to-read list, that lets the user choose how much content they want to see. And note that the producers use it to further explain where your money will be going and why it’s important.

They respond to comments. They maintain the conversation, by keeping an eye on the comments section of their Kickstarter page, and responding to their supporters. Sure, they’re going to send a reward to every donor anyway, but again, it’s about nurturing relationships, staying humble, and showing appreciation. We learned about saying Thank You in Kindergarten. It’s still important.

They keep it fresh. The producers are posting regular updates to their page, including video (everybody love video – it’s shiny, and it’s noisy) and they’re using them to say thanks, to share knowledge (links to books they’ve found helpful), and just generally keep the page fresh and interesting.

They give back. They’ve posted links to the graphic files they’ve created for their own campaign, for other Kickstarter users to download and use. They understand the community, and they want to nurture a culture of giving. Because in the end, it’s good for everyone.

[Additional hat tip to Crowdfundinghelp]

Not to be outdone, the producers themselves assembled a give-back (one in a series) that breaks down the 14 Blog Posts That Helped Us Launch Our Kickstarter Campaign. Among the sites they cite are Sheri Candler, Kickstarter proper, Vanadia, Rooftop Films, Justin Kownacki, John August, Chip Street and our own Ted Hope.

So for this Kickstarter project, we're not sure which is more impressive: Raising such a substantial amount of money in such a short period of time, or the motherlode of crowdfunding tips that have swiftly flowed back as a result.

So, you tell us: How helpful is this case study for your own projects?

7 Comments

  • Katie Galloway | July 13, 2011 3:19 AMReply

    Wow -- I'm convinced the sleep I've lost trying to think through the most compelling approach to launching a kickstarter campaign for our film was divine intervention (Better This World will also be at DocuWeeks - and we're feeling what I suspect is a common combination of gratitude and financial panic). Thanks Joke, Biagio & Indiewire -- I'm devouring all you've bestowed upon us!

  • Dana Harris | July 12, 2011 6:09 AMReply

    Granted -- Joke and Biagio have a presence and a track record. However, the tools that they're using are still applicable to small-town filmmakers. The beauty of social media is it allows you to build community where one might not have been there before. The same success? Maybe not; harder to connect on so many levels if you're in a small and isolated community. But the tools will still work.

  • steve loff | July 12, 2011 2:21 AMReply

    One thing Indiewire and others should consider when discussing crowdfunding strategies and successes is factoring in the "crowd" a filmmaker runs with. Anonymous filmmaker from Small Town, USA will not have the same success that established Hollywood producers like Joke and Biagio had with their film.

    I had a film at this year's Cinequest. I met Steve Mazan - wonderful man, wonderful story. My co-producer met Joke and Biagio, and attended a screening of D2DL - she had nothing but good things to say about them and their film, BUT, when the topic of crowdfunding is highlighted in such detail, it's a major oversight to NOT mention the major factor I mention above. And while this is a great example of how to orchestrate a kickstarter campaign, I doubt Joe Schmo would have had the same success using an identical strategy.

    Kudos to D2DL and good luck with your run!

    Steve Loff

  • Pamela Yates | July 11, 2011 10:16 AMReply

    Congrats to Joke and Biagio
    After I write this, I'm going to become one of their backers.

    We may have done the first Kickstarter campaign on an indie run for Oscar consideration back in January, 2011, right after our "Granito: How to Nail a Dictator" premiere in Sundance.
    http://www.kickstarter.com/projects/granito/granito-how-to-nail-a-dictator?ref=live

    We raised $37.4K in 30 days, hired a theatrical distributor/booker (International Film Circuit),
    are making the DCP and will run in LA and NY and other cities.

    Hope to see you at the Oscars.
    All the best,
    Pamela Yates, Director

  • Joke and Biagio | July 11, 2011 8:08 AMReply

    Thank you.

    This has been a stunning and emotional five days for us. We made the movie, and funded it ourselves because nobody would touch it. "Too risky," they said.

    Would Steve get on Letterman? Would his health hold out?

    Very sane questions. We wondered the same things, but took a chance. To all of you who are now taking that chance with us -- we thank you for proving dreams matter.

    Best,
    Joke and Biagio

  • Justin Kownacki | July 11, 2011 7:34 AMReply

    Congrats to Joke & Biagio on earning so much success for a project that naturally deserves all the attention it's receiving. And, as the founder of Crowdfundinghelp.com (and one of the bloggers whose own Kickstarter how-to was included in J&B's tips list), I appreciate the IndieWire hat tip. :) Cheers all around, and here's to a successful future for everyone.

  • CineSpin.com | July 11, 2011 6:03 AMReply

    So happy that our initial "Crowdfunding: Think Like A Marketer and Increase Conversions" posting was such a help to Joke and Biagio in setting up their campaign (along with so many other terrific resources) ... and very much appreciate IndieWire's acknowledgment here of the follow-up "sunset review" of their success. And to be called an "IndieWire must-read" floors us.

    We are humbled! Thanks, IndieWire - and congratulations to Joke and Biago, Steve and Denise. So proud of you.

    If you haven't yet, please pledge at least the minimum $1 and support this amazing film.

    Chip Street, Editor in Chief, CineSpin.com