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[PDS] Funding your Show - Lina Dzuverovic
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[PDS] Funding your Show - Lina Dzuverovic

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Lina Dzuverovic of Electra Productions [www.electra-productions.com] talks about the various funding options and their pros and cons

Lina Dzuverovic of Electra Productions [www.electra-productions.com] talks about the various funding options and their pros and cons

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[PDS] Funding your Show - Lina Dzuverovic [PDS] Funding your Show - Lina Dzuverovic Presentation Transcript

  • Finding Funds For Your Show Lina Dzuverovic www.electra-productions.com [email_address]
  • Background
    • Graduated from Central St Martins BA Fashion followed by Postgraduate Diploma CSM Communication Design and an MA in Cultural Studies at London Consortium.
    • Have been working in contemporary art since then as curator, producer and since 2003, founding Director of Electra.
    • Produced hundreds of contemporary art projects over the years, ALL of which required some level of fundraising.
    • All of these projects have one thing in common – I had to go through exactly the same stages of planning for each of them.
  • Strategy
    • Before starting to think about fundraising, develop your overall project strategy, and within it, a fundraising strategy. These are the steps:
      • Be clear about the scope of the project - what are you trying to achieve, is that realistic within the given parameters of space, time, budget.
      • List all elements that are central to the project: time needed to realise it, materials, manufacturing, transport, assistance from other people, permissions to use something, and be realistic
      • Draw up a schedule
      • Draw up a budget and get actual costs wherever possible (make sure you allow for CONTINGENCY in your budget)
      • Devise fundraising strategy by listing all potential sources of funding
      • Hands-on fundraising (should happen in the very early stages of pre-production.
  • Fundraising avenues
    • Public Funding
    • Trusts & Foundations
    • Corporate Sponsorship
    • Individual Giving
    • Sponsorship/support in kind
    • Other ideas
  • Government Funding
    • Government funding for arts and culture mostly comes from DCMS and Lottery funds, London Development Agency.
    • It is disseminated via bodies such as:
    • Arts Council England
    • Film Council
    • Fashion Council (although in part private funded)
    • NB. Not available for student projects, unlikely to be successful now as the government funding system is under review.
  • Trusts and Foundations
    • Funding from private trusts which always very clearly outline their remit. Some are not open to students, others are.
    • Examples: Henry Moore Foundation, Paul Hamlyn, Esmee Fairbairn Foundation.
    • There are hundreds of trusts and foundations and the challenge is finding the ones that fund what you are doing.
    • NB. If you find a trust that is relevant to you this could be a good way to get some support. The down side is the amount of time it takes to find that trust, which may only award you £200. Many trusts do not fund individuals and only fund organisations that are charities.
  • Corporate Sponsorship
    • Most large corporations have their ‘social responsibility’ areas which fund social change projects, sports, youth projects and sometimes the arts.
    • Examples: Deutche Bank, Citybank, Barclays, Bloomberg, DLA Piper (law firm) etc, etc.
    • NB. Usually if they have anything for students it would be a specific student programme they have running, so it is worth looking into this (ie. Young entrepreneurs schemes etc). Also, not a good time financially for most corporations.
  • Corporate Sponsorship tailored to your project
    • Perhaps a more realistic approach to corporate sponsorship is to see what companies may be interested in what you have to offer and approach them:
    • Ie, industrial designer approaching a car/furniture/technology company.
    • A fashion designer approaching a textile company
    • An an artist approaching a marketing agency
    • NB. Be careful about the intellectual property of your work
    • in this scenario. Watch what you sign!
    • Also, this approach may be easier if you know someone who works for that company. Think about what it is they would be getting through the association with yourself.
  • Individual Giving
    • This strand of fundraising is the one that is the most likely to be successful for student shows.
    • (example of this approach: the film The Age Of Stupid for an excellent example of microfunding).
    • IDEAS:
    • Make use of your contact network: Make a list of all the individuals that you know (friends, friends of friends, people friends recommend) and don’t know but who you believe would be interested in your work. Make sure you are clear what it is you are asking them for.
    • Contact relevant people asking for a small financial contribution in exhange for …crediting, invite?
    • (people with whom there is some personal connection already are more likely to respond.)
    • Be realistic about your appeal and how attractive your offer is.
  • Individual Giving
    • Make use of your social networks to get people to support your cause:
    • Use Facebook, your blog, twitter, your own website. Be clear, specific assertive and polite but don’t bully people.
    • Hold a real life auction. Can you offer a service (build shelves, do the washing up for a week, childcare, knit them a jumper) in exchange for a financial contribution to your project. (NB. make sure you actually do what you promised but AFTER your show is over).
  • Individual Giving
    • Use websites that allow you to raise funds for a cause: eg. www.kickstarter.com
  • In-kind support
    • This is a similar fundraising approach to what we just discussed but here you are asking for people to help you in-kind instead of financially. In kind support can be anything from lending you their equipment (projectors, PA system, computers), furniture (Vitra desk etc) to giving you something that they have a lot of (fabric from a textile manufacturer, wood, glass, food, wine for opening, access to a sound edit suite).
    • This could also be asking people to help you for free – an actor to do your voiceover, musician your soundtrack, model to appear in your show etc.
  • The letter/email
    • When approaching funders of any kind, here are some key points to remember:
    • make sure you contact the right person, address them correctly and (if relevant) follow the procedures
    • Make sure your letter/email is simple, short and to the point. (attach a ‘onesheet’ of your work, but no more).
    • Clearly outline what it is you are asking for (ie. One pair of shoes, fabric to make your whole collection from,
    • Clearly outline what you are prepared to give in exchange (logo/name in the show catalogue, your page on college website, on your own website, on your press release, invitations to the private view (how many), invitations to exclusive sponsors event. This is a business deal, like any other.
    • You can also specify levels of funding in exchange for amount of support.
    • Give a sense of timing – when do you need to hear by, in order to proceed with your project (give people enough time to respond – saying ‘please let me know by tomorrow noon’ will not do).
  • The letter/email
    • Courteous sign off and CLEAR contact details at the header of the letter
    • Do not use slang. People who are older and more experienced generally want to be treated with respect. If you then meet them and hit it off, you can change tone if appropriate. Keep it formal but not stuffy and old fashioned (‘ie - dear Sirs is likely to offend (and regularly does) an all female company such as Electra)
    • Check and triple check your spelling. Spelling mistakes are a guaranteed way to put people off from ‘investing in you’.
    • Follow up: Do follow up but do not be ‘bitter’ if people did not respond. Something to the effect of ‘I wondered if you had had a chance to consider the email I sent on xx xx.”
  • Crediting and Follow Up
    • Don’t forget to credit all your funders, sponsors and to honour what you said you would do.
    • Make sure you obtain people’s logos, full names in good time and in the right format and make sure you check with them that they are happy with the way the crediting has been done.
    • Make sure you invite everyone that has helped you to all the relevant events.
    • Keep people posted AFTER the fact too.
    • In the case of in-kind support – make sure you return the items you borrowed in excellent condition nad in good time along with a thank you letter.
    • Always write to everyone to thank them. This is also a good opportunity to tell them how successful you were in your show and show them images,