Creating a Crowdfunding Campaign

• New lesson editor
• Film
• Higher Education (non-degree)

Creating a Crowdfunding Campaign

Learning Outcomes

By the end of this session, you will:

• Understand core principles of film crowdfunding

• Learn how pitch videos, perk design, and marketing shape campaign success

• Work in rotating groups to develop:

  • A pitch video

  • A campaign story + mood board

  • Perks & budget calculations

  • A full campaign & marketing plan

• Apply theory from real crowdfunding case studies

Mini Task 1

Write down on paper:

1. A film project you are working on OR a new idea you could crowdfund

2. Why it might need public support
   Fold your paper and give it to Madi
   We will randomly select three projects to workshop today.

Why Crowdfunding?

Insights from Indiegogo Film Handbook:

• Allows 100% creative control

• Builds your audience before your film is made

• Provides instant exposure to global film fans

• Flexible funding models; you can keep what you raise

• 15M+ monthly visits; major festivals have premiered Indiegogo-funded film

The Role of the Pitch Video

The pitch video is the #1 most important campaign element.
Indiegogo: campaigns with a video raise 114% more.
Why?

• Creates trust

• Humanises the filmmaker

• Conveys tone, genre, and personality

• Builds empathy and emotional investment (supported by Kuo, 2020; Huang, 2020)

What Your Pitch Video Should Include

1. Introduction – who you are

2. Pitch – logline, concise story summary

3. Purpose – what funds will support

4. Perks Overview – tease unique rewards

5. Showcase – visuals, past work, style

6. Call to Action – “Here’s how you can help”

Tips for Filming Your Pitch Video

1. You must appear on camera (personal connection)

2. Use a tripod/steady surface

3. Prioritise sound quality; test before shooting

4. Use natural light or soft indoor lighting

5. Keep tone friendly, warm, trustworthy

6. Editing and cutaways encouraged if possible

Pitch Video Examples

1. In a Heartbeat — emotional tone & clarity

2. All Boys Cry Wolf — playful horror-themed pitch

3. Band Aid — clear “how the funds will be used” video

https://www.kickstarter.com/projects/688971352/in-a-heartbeat-animated-short-film

https://www.indiegogo.com/en/projects/madelinegraham/violet-short-film?snapshotPhase=CrowdfundingEnded

Drawing Ideas

We draw three submitted ideas.
Students split into three teams, one project per team.
This idea will be your film’s hypothetical crowdfunding campaign today.

Group Task Phase 1 (30 min)

Create a Pitch Package
Your team must produce:

• A 2–3 min pitch video (filmed on phones)

• A written pitch (50–100 words)

• A logline

• A mood board on Miro

• Similar films / tone references

• A “Why this film matters” statement

• A hypothetical goal: £3,000

Upload:

• Video → unlisted YouTube link

• Text & visuals → Miro board

Screening Round

Each group screens their pitch video (2–3 mins).
Focus on:

• Clarity of idea

• Tone + emotional appeal

• Strength of introduction

• Audience trust & rapport (social capital building)

Group Rotation

Rotate groups:

• A → B

• B → C

• C → A
  You now continue work on a new project by developing perks and the funding model.

Understanding Perks

Perks should be:

• Relevant to your film (Indiegogo guidance)

• Enticing, fun, desirable

• Balanced between digital (cheap to deliver) and physical

• Realistic and deliverable on time

• Transparent about risks/challenges
  (e.g., All Boys Cry Wolf included a full risk statement)

Perk Inspiration

1. Digital perks: shout-outs, early link to film, PDFs (low cost)

2. Experience perks: set visits, cameos, livestream Q&A

3. Creative perks: director writes a song for you, personalised tarot reading
   (Seen in Nightriders campaign)

4. Theme-based perks: horror masks, zombie extras
   (e.g., Me and My Mates vs The Zombie Apocalypse)

Hidden Costs in Perks

What reduces your profit:

• Platform fees (Indiegogo 5%)

• Payment processing fees

• Materials cost

• Packaging + postage

• Time/labour

• International shipping (costly!)
  

Calculating Profit Per Perk

Example:
£10 poster perk →

• £1 printing

• £1 postage
  → Profit = £8 per perk
  Now calculate:

• Profit per perks

• Units needed from each perk to reach £3,000 goal

Social Capital & Why It Matters

1. Strong social networks = more early backers

2. Early backers = momentum

3. “Internal social capital” (friends, family, existing fans) drives first 30% of income
   (Massimo & Wright, 2017)

4. Repeat crowdfunders have more success due to accumulated social capital

5. Authentic engagement builds trust over time

Group Task Phase 2 (20 min)

With your new project:

• Create 5–8 perks (mix of low, mid, high tiers)

• Calculate profit per perk

• Estimate how many of each is needed to reach £3,000

• Identify risks & challenges

• Explain how you’d activate internal social capital (early backers)

Upload your results to Miro.

Building content for your Campaign

This entails:

• A clear summary of your project

• Budget breakdown

• Who you are (bios)

• Visuals, headers, mood boards

• Extra embedded videos

• A strong narrative of why this film matters

Launch Strategy: Soft vs Hard Launch

Soft Launch

• Quiet release to your inner circle

• Secure first 20–30% of funds in 48 hours
  Hard Launch

• Public announcement

• Social media blast

• Press release after early momentum is visible
  Strangers rarely donate until they see early success.

Marketing Tools & Tactics

1. Press releases (Who/What/Where/When/Why)

2. Email outreach (critical for first 30%)

3. Social media: constant engagement, updates, Q&As, challenges

4. Live events, stunts, livestream marathons

5. Pre-launch teaser pages & partner organisations

6. Engage/Equip/Empower:

   • Engage with conversations

   • Equip audiences with sharable assets

   • Empower them with a clear call to action

Clever/Viral Campaign Ideas

1. 24-hour livestream fundraiser (Young Turks raised nearly $100k)

2. Public stunt (e.g., creators performing dares when reaching milestones)

3. Pop-up themed events (haunted maze for horror, mini-concert for musicals)

4. Audience-generated content contests

5. ARG-style scavenger clues for thrillers/horrors

6. “If we reach £X, we’ll…” challenge tiers (stretch goals)

Group Task Phase 3

Design the full campaign & marketing plan:

1. Soft & hard launch strategy

2. Audience engagement plan

3. Press & outreach strategy

4. Social media schedule

5. Events, stunts, collaborations

6. Stretch goals

7. Campaign page structure

Upload to Miro.

Final Group Rotation (Phase 3)

To begin Campaign Task 3, please rotate to the final project:

• Group A moves to Project C

• Group B moves to Project A

• Group C moves to Project B

You will now develop the full crowdfunding campaign plan, including:

• Launch strategy (soft + hard launch)

• Social media plan

• Press outreach

• Events/stunts

• Stretch goals

• Overall campaign narrative & audience engagement strategy

Final Presentations

Each group presents:

• Pitch video

• Perks + goal calculations

• Campaign & marketing plan

• What they learned developing a project they didn’t originate

Key Takeaways

1. Pitch videos are essential for building trust and empathy
   (Indiegogo: +114% funding success)

2. Perks must be deliverable, costed, and enticing

3. Early social capital is critical
   (Massimo & Wright, 2017)

4. Momentum wins campaigns: soft launch → hard launch

5. Marketing = storytelling = emotional connection
   (Huang, 2020: emotional value outweighs physical perks)