Table of Contents
Acknowledgments x
Foreword Slava Rubin, Co-Founder, Indiegogo xii
Preface xv
Introduction: The What of Crowdfunding? xvii
Part 1 Film Financing: A Brief History
Chapter 1 The Traditional Hollywood Model of Film Financing 3
Chapter 2 The DIY Revolution 6
Chapter 3 Crowdfunding and Filmmaking: Yin Meets Its Yang 10
Part 2 Crowdfunding Basics
Chapter 4 Tao: Begin with the Basics of Fundraising 17
Chapter 5 Decide If Crowdfunding Is Right for Your Film 19
Chapter 6 Build Your Team 24
Chapter 7 Decide How Much Funding You Need 31
Chapter 8 Choose Your Platform 35
Chapter 9 Home In on Your Target Audience 42
Chapter 10 Create (and Maintain) Your Campaign Strategy 48
Chapter 11 Give Yourself Enough Time
Part 3 Campaign Personalization
Chapter 12 Te: Integrity is the Tao to (Ka-) Ching! 59
Chapter 13 Invitation Video: Make It About Your Project and Yourself 61
Chapter 14 Incentives: Make Them About Your Project and Your Contributors 67
Chapter 15 Interactions: It's Not About You, It's About Us 75
Chapter 16 The Elements of Style: Dressing Your Campaign to Impress 81
Chapter 17 "Be Water, My Friend…" - Transparency Is Clear and Cool 86
Chapter 18 A Practical Guide to Crowdfunder Etiquette 90
Part 4 Community Engagement
Chapter 19 Pu: Let Your Community Help Carve Your Uncarved Block 99
Chapter 20 The Golden Rule: "Don't Solicit, Elicit" 101
Chapter 21 The Importance of Keeping Your Contributors Updated 105
Chapter 22 Avoiding "The Flood" 111
Chapter 23 "I've Got No Money, But I Can Give_!" 115
Chapter 24 Don't Panic! - Handling the Lull Between Contributions 119
Chapter 25 The Fine Art of Consecutive Campaigning 123
Chapter 26 Build Relationships, Not Transactions 129
Part 5 The Tao of Social Media
Chapter 27 Wei Wu Wei: "Doing Without (Over)Domg" 135
Chapter 28 Twitter Tips for Crowdfunding Filmmakers 137
Chapter 29 Facebook Pages, Events, and "Friend Fawning" 144
Chapter 30 Instagram for Crowdfunding Filmmakers 153
Chapter 31 Broadcasting, Virtual Reality, and Emerging Forms of Social Media 157
Chapter 32 A Few Should Nots of Social Media for Crowdfunding 163
Part 6 Advanced Crowdfunding
Chapter 33 From Lao Tzu to Sun Tzu: Waging the War of Art 169
Chapter 34 $100K - $1M+ Goals - How Do They Raise It? 171
Chapter 35 When to Bring On a Campaign Manager 182
Chapter 36 Fiscal Sponsorship, Matching Funds, and Equity: Added Incentives for Contributors 187
Chapter 37 Soft Launches, Pre-Launch Campaigns, and Stretch Goals: Proven Strategies for Success 192
Part 7 Crowd Studies
Trignosis #1 The [Smallest] Space Between Fans and Fundraising 205
Trignosis #2 At Home Away From Home: Tilt the Town 210
Trignosis #3 Synced Up with Details and Nostalgia 216
Trignosis #4 How Do You Direct [A Gary King Musical] - Build Your Brand 221
Trignosis #5 A "Celebrity Campaign" Miles Ahead of the Rest 227
Conclusion: The You of Crowdfunding 232
Additional Resources for Crowdfunding Filmmakers 234
Bibliography 239
About the Author 241
