1. Kenda Hembrough
May 16, 2013

2. Agenda for Today
I. Introductions
II. About GENESIS
III. Overview of how films are typically financed
IV. Overview of fundraising methods
V. Crowdfunding tips
VI. Next steps

3. 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.

4. Introductions
Who is on
your team?
www.demotivators.com

5. 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

6. How Films are Financed
1. 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

7. Fundraising Methods
1. 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

9. Sources:
 Tim Ferris article
 Help section of
Indiegogo and
Kickstarter web
sites

10. 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

11. “Hacking Kickstarter” Article
I. 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.

12. 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

13. 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

14. 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

15. 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?

16. 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)

17. 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.

18. Other Key Tips
 Consider perks carefully
 Use a landing page to encourage sharing

19. 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.

20. Top 3 Things You
Learned
Questions?
Next Steps?