Plan of Attack: Starting to Raise Money for Your Film

by Carole Dean

Ok, you’ve got a great idea for a film.  You’ve created a fantastic proposal and you’ve perfected your pitch.  You’re next move should be to create a captivating trailer.

Now, you need a plan of attack because now you need to start raising money.

Your Mission to Get a Great Trailer Needs a Plan of Attack to Get Funding

As I mention in my book, The Art of Film Funding, 2nd edition: Alternative Financing Concepts, there are so many things to do when you start to make a film.  You need to know the order of your priorities because they come at you from every direction.  When you just work with these immediate items you can see the light at the end of the tunnel.

You must have a fantastic trailer to make money.  So, how much is that going to cost you?  For a doc your budget should be around $10,000 and for a feature about $20,000.  This must be your first and foremost goal, especially for a documentary, after you get your proposal and pitch to a brilliant level.

Alright, Now How Do I Get The Money?

Fiscal sponsorship is a great foundation to build your fundraising.  I know because my non-profit, From the Heart Productions , specializes in fiscal sponsorship for filmmakers.  We’ve helped them raise millions for their films.

Under fiscal sponsorship, you will align your project with a non-profit that will give your donors a tax deduction for the money they donate to your film.  That means more and perhaps larger donations.

When filmmakers apply to From the Heart Productions for fiscal sponsorship, they’ve got a choice on how to get paid.   We tell them that if their checks are to be made to them personally we must issue a 1099 at the end of the year for miscellaneous income. Or, they can get an LLC.

The LLC filing at www.ehow.com is inexpensive.  You can get one online under $300.00.  You can also get a DBA (Doing Business As) from the city you live in.  It’s even less money. Both of these take about 4 to 6 weeks to complete.

You Mentioned Something About a Plan? Right?

1. Start by getting your bank account.  Where’s the money to open the account? Try your mother or grandmother and tell them you need this to become an entrepreneur.

2. Now, you’ve got a film bank account and/or an LLC or your DBA, so you are a real company.  Find a fiscal sponsor that you like, that supports filmmakers, will give you help, and be available to answer any questions you may have.

Did I mention that From the Heart is a great fiscal sponsor for filmmakers?  Ok, maybe I’m prejudiced.  But, it does fit perfectly the necessary criteria I just listed because From the Heart Productions was created specifically to help filmmakers get funded.  We’ve done a really good job of that too for the last 11 years.

We are constantly putting information on our web site to help you raise money. We also review your proposal and your trailer and tell you the honest truth about your chance for success and we give ideas to improve what you have.

You really need this. You are out there in a vacuum and you need people who see hundreds of proposals and know what grantors want. This is where a thick skin is required.

I know from talking to hundreds of sensitive artists that we’ve fiscally sponsored or who’ve applied for our Roy W. Dean Film Grant that when you start telling them that their favorite scene in the trailer doesn’t work; most of them just grin and bear it. They don’t have to take my advice, but many do.

In fact many people just apply for the grant to find out what we think of their materials. That’s a very good thing to do. I recommend you apply for lots of grants and get feedback, that’s how you learn to improve your work.

When looking for a fiscal sponsor, say to yourself, “What’s in it for me?” Make sure you feel you are getting something for your 5 to 7% fee.

3. Time to start building an audience and network of potential donors.  Facebook is a must to fund your film. Create a fan page for your film.  Use their landing page to advertise your film and collect fans.  Start a dialogue.  Try out artwork, ads, and even ask for advice.

Use Google to search for organizations, website, bloggers, and forums on your subject matter.  Post on these forums and reach out to the bloggers.  Get information out about your project and send people to your Facebook page and web site. Try to get as many people that are interested in your subject to join your page.

Read my blog, Mining Your Audience for Gold as another way to discover who your audience really is.

4. Create a budget for the trailer. See the chapter on film budgets by award winner Norman Berns that I’ve reprinted on our website.  Check out Norman’s site www.reelgrok.com and Maureen Ryan’s www.producertoproducer.com site for sample budgets for features and documentaries.  Stay focused to get that brilliant money-making trailer made.

5. Set up your email names on an email marketing site.  You want to stay in touch with your donors every other month by always giving them the latest and greatest news on your film.  I use www.constantcontact.com.  They are very helpful. (work with a fiscal sponsor that already uses Constant Contact and you’ll get a discount).

Don’t think its way above your level to create a fantastic newsletter, it’s actually easy.

6. Decide how best to use your time. Morrie Warshawski, author of “Shaking the Money Tree” draws a circle and says you usually get 60% of your money for docs from people. So, how much time do you want to put into people?

If you decide to put 50%, then cut the pie in half and write PEOPLE. Next how much time to you want to spend on grants? Is your film a good fit for a lot of grants? If so, put 20% GRANTS. How about Corporate donations? What amount of time do you want to give that? Put it on the chart.

Letter writing is a brilliant way to get money.  Funding parties can bring you people to support your film and money. Chart it out and tell yourself what you will do with your time. If you are making a feature then you know it’s 100% from people.  I don’t always recommend a trailer for features for many reasons.

7. “What’s in it for me?” Crowdfunding platforms like Indiegogo have shown us how much people will give if they get something back. We always knew it was all about, “what’s in it for me” and they are using that gift to the donors to raise tons of money.  So, think about what you can give back to your donors and put it on your web site and your Facebook page.

Example; an Indian man I know was making a film called Bollywood to Hollywood.  In our brainstorming session, he revealed that his mother and brother are excellent cooks. So we set up a price for him to come to your house and cook an authentic Indian dinner for 6 people.  Use the idea of your film as much as possible and create gifts around it to make people want to gi ve you the larger checks.

8. Now you need to collect some sponsors and partners for your film. This means you look for nonprofits that are supporting your same issue. Kitty Farmer was making a film on the healthcare, or lack of, that the US Government promised the American Indians. She calls it her circle of partners. She focused on this for several weeks and each day got on the phone and pitched her film to like-minded organizations and she came up with 20 organizations who want to support her film.

How does this help you? Well, if each organization has 2000 members or more multiply that by 20 and now you have a large data base of people who care about your issue following you. Your job is to keep them informed with your newsletter or email blasts of the status of the film while you are making it.  Your real support will come when they can see some of the content of the film and fully support you.   Always list these names on your grant applications and on your web site as strategic partners.

Finding these people is easy. Start with some of these nonprofit web sites like www.guidestar.org and www.councilofnonprofits.org for the subject matter of your film. Each organization has instructions on site to help you. Then, get on the phone and pitch that brilliant money making pitch you created.

You want them to know you are making this film and usually the first contact is to introduce yourself and tell them about your film.

Remember, they don’t know you from Adam and this is your first contact.  They don’t need you, you need them.  At this point only ask if you can keep them informed about your film as you make it.  Once you have a trailer to show them then send that and keep your contact going until they learn more about you and trust you.  Then they will put you on their web site and mention you in the newsletters, etc

9. Now you need the money to make the trailer. Your platform is set, you have a bank account, a pitch and proposal, sponsors, web site, Facebook page, perhaps a blog and you have people connected to you and your film. That’s perfect.

Review your time table telling you how much time you want to put into each area of fund raising. You may want to focus on the PEOPLE section first. Decide if you want to call people to donate to a yard sale, create a funding party or a dinner funding party or do a letter campaign.   Make plans, set dates for these events and start your first funding adventure.

10. You may want to listen to my online information on Manifesting and creating your future at www.fromtheheartproductions.com it’s very important at this phase to be able to receive. You want to be sure that you are functioning at the highest level possible and as Dr. Chopra would say that you must know there are “infinite possibilities” waiting for you.

11. Before you shoot anything for your trailer, I recommend you have a consultation with a trailer editor and find out just what he/she advises you to do to get what you need before you go out to shoot. Read Bill Woolery’s information on preparing to shoot. www.billwoolery.com to see some great doc trailers.

12. When you shoot your trailer you will have an outline of just what you want before you shoot. After your trailer editor is finished, add this trailer to your web site and post daily about producing the trailer in your blog.

Consider creating a 90 second trailer for sponsors to put on their web site to send people to your site. Now you are really networking.  Remember the people reading your web site and blog don’t know that filmmaking is 90% hard work and 10% filmmaking. So dazzle them with production information so they keep coming back to your site or Facebook  page. Then tell them where you are now in the funding process and make another “ask” as you need more money.

13. Look for development money from places like www.sundance.org or http://www.thefledglingfund.org or  www.chickeneggpics.org and go to the back of the book for a list of funding organizations.

14. Celebrate you have just reached your first milestone. The rest can be a piece of cake.

Remember, it’s the journey not the destination. Enjoy every moment.

January – 2016

From the Heart Productions

Roy W. Dean Spring 2016 Grant Now Accepting Submissions
 
Girl From North Country – 2015 Spring Grant Winner
Now in its 23rd year, theRoy W. Dean Film Grantseeks films that are unique and make a contribution to society.
The winner receives $3,500 cash and close to $30,000 in donated film products and services they can use to complete their film.
Films can be documentaries, short films, features, or webisodes. Deadline for submission is April 30th, 2016.
Each applicant receives a consultaion on their film from Carole Dean or a From the Heart board member.
   Short Ends Newsletter
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Don’t Myth Up Your Crowdfunding Campaign

By Carole Dean
 
5 Myths to Overcome to Reach Your Funding Goal
At From the Heart Productions, we’re partners with Indiegogo and have helped filmmakers raise over $2 million for their films.
But, that money did not always come easy.  We provide lots of resources to create a successful campaign and fiscal sponsorship  but it took work and dedication from filmmakers.
And that only happened when we got them to let go of the myths they have about crowdfunding.
Myth 1 – You build it and they will come.
Nonsense.  No matter how fantastic a campaign page you create, how important the cause, or how great the concept, you need to bring your crowd to the crowdfunding campaign.

Create A 6 Month Film Funding Goal

Learn How to Make a Successful Action List For Raising Money
You’ve got a great film project, but where are you getting the money?   Do you know what to say in your pitch?   Is the trailer you have generating interest?  Why not?
“Thank you so much for a wonderful class.  What I learned from you and Tom was invaluable”
Kerstin Karlhuber Director “Fair Haven”

The Intentional Filmmaking Class will help you solve those problems, clear mental roadblocks, and put you on the road to getting your film produced.

Over the 4 month class, you will also get instruction from film funding experts on:
  • Creating a killer proposal
  • Closing your donors
  • Finding distribution
Carole Dean teaches the Trailblazer Class for Documentary Filmmakers and is joined by Producer/Author Tom Malloy in the Mastermind Class for Feature or Short Film Filmmakers.
Class is $695, but enroll by February 21st, and save $100 and pay just $595.   Payments can also be arranged by emailing Carole Dean at 
Class is limited to just 10 members so enroll soon .
Save an additional $65 if you a grant applicant or are fiscally sponsored by entering code INTENT65 when purchasing the class.

 New Spring Grant Donor Promedia

NY Full Service Production and Post-Production Facility
Welcome to our newest Roy W. Dean Grant donor and supporter of independent filmmakers, Promedia.   Located in Manhattan, projects they’ve recently worked with include the feature “Birdman”, and TV shows “Louie”, and “Blue Bloods”.
President/CEO Joe D’Imperio is offering the grant winner a 40% deduction on color, editing, and sound services as well as the same 40% deduction to all production services….”including our lighting truck.”

Manifesting Money for Your Film Part 2

You’ve probably been manifesting your whole life and never realized it
Did you get the bicycle you always wanted? Did you get a computer you craved?  A new car?  You decided what you wanted, made a plan, and made it happen.  You just didn’t call it manifesting.
Manifesting Money for Your Film Part 2

Creating a pitch package for your film, a website, a business plan, is part of the process of manifesting money for your film.  In her latest video, Carole shows you how to get it done.

New Home for Our Fiscally Sponsored Films

 
All Our Films Get Their Own Fundraising Page
 
As a film fiscally sponsored by From the Heart, you can

Documentary U Htein Lin _ Mr. Bright and Shiny

create a page on our funding platform dedicated raising money for your film.

On your page, you can:
  • Add video, pictures, call to actions.
  • Set your own donation amounts.
  • Have donors cover all fees.
We’ve got over 60 films on our site.

This Month On Indiegogo with From The Heart  

 
Aviatrix is a documentary film about Katherine Sui Fun Cheung, who was one of the first Chinese women to earn a pilots license in the United States during the Golden Age of Aviation.
In Token of Love, an estranged mother and daughter come together through the power of love… and weed. A veteran bent on vengeance for his sister’s killing is visited by angels in Hometown-Salute A Soldier’s Story.  A dark comedy, the short film Irish Goodbye is based on a true story about a self-destructive man and his eccentric community.

Cinema on Demand

Letting the Audience Decide What Plays in Theaters
Nicolas Gonda - Tugg CEO and co-founder
Nicolas Gonda – Tugg CEO and co-founder
Tugg is a web-platform that lets filmmakers and their fans bring the movies they want to their local theater.
On the Art of Film Funding Podcast, Carole interviews Tugg CEO and co-founder Nicolas Gonda.  He explains how Tugg is changing film distribution by guaranteeing an audience for your film.  
Other recent interviews include:
Dissecting Docs -What’s Hot to Watch with Carole Dean and Don Schwartz
Hot Marketing Tips for Actors, Screenwriters & Filmmakers with Dr. Melody Jackson, founder of the full-service marketing and consulting firm Smart Girls Productions.
Section 181 35% Tax Rebates for Films in 2015 and 2016with entertainment lawyer Corky Kessler.
In case you missed them, you can access any of the podcasts on our website at The Art of Film Funding Podcast.
Click on book to buy on Amazon.com
The Art of Film Funding is the best selling fundraising book
for independent filmmakers.  With a daily to do list, it puts you on the fast track to financing your film.
What’s new in the 2nd Edition:
  • Secrets to successful crowdfunding
  • How to market your film online
  • Tips for creating a trailer to attract investors.
  • Peter Broderick on new ideas for marketing films
  • Norman Berns on Budgeting
  • Maureen Ryan on Music Rights
  • Michael Donaldson on Fair Use
  • Corky Kessler, Paige Gold and Mark Litwak on Legal
  • Creating your Trailer by Bill Woolery
  • Tom Malloy on Feature Film Funding

Touch My Heart…And I’ll Open My Pocketbook

Everything in your room was a thought before it became a material object.   Thought creates matter.   So says Ken Elliott, author of Manifesting 1, 2, 3, and you don’t need 3  who we interviewed for our Art of Film Funding Show on blogtalkradio.com.

Painting by Rick Dean

Painting by Rick Dean

His information is fascinating.  He shares how he learned to send visions of his thoughts to his teacher.  From this, he went on to manifest a successful career as an artist as well as writing an important, well received book.

Does your film need funding?   You need to see what you want.   Ken says this is the first step in manifesting.  Then, “move it from your head to your heart.”   We communicate through our heart chakra.

Find this heart place to send your vision to the universe.   Remember how special you feel when someone says something that makes your hand touch your heart?  Tell me a great story, touch my heart, and I will open my pocketbook!

I think you should send your visions with emotions.  I like my requests to have“urgency”.  So I send them up with joy, happiness and gratitude.  Emotions heighten manifestation.

Ken talks about children who manifest what they want.  They see it, they say it, or point to it. and they become relentless in their request.  They get what they want through focus, focus, focus. And so can you.

Once you start focusing on a vision things happen.  In our Intentional Filmmaking Class, we focus on what we want by listing it and envisioning it as completed.  We list what we want and send our intentions/visions as if they have happened.  That seems to be essential.  You have to believe you have it.  You are living in it.  It is.  Once you step into the reality that “it is” you can “feel” it and “see it.”  This clear vision is a key to manifesting.

Ken mentions list making.  That’s what we do in our class.  We make a list of what we want.  Short and concise so that we can read it daily and these things become reality.  Ken says that a friend of his who is an out of body person could see his list of things start to manifest on the other side.  Then it comes into our reality.  I don’t know about this.  I just know that the “how” is not important.  I know the vision and imaging that you have it is the key to manifesting.

Did you know that Rhonda Burns and her crew manifested their top selling film The Secret? by using The Secret? concepts?  They manifested what they wanted. They saw this film opening all over the world at once.

At that time, there was no way to download a full film.  That’s how much faith they had.  They envisioned the outcome they wanted. While they were making the film it became possible to download a full feature and they achieved their vision.

Ken Elliott says that your biggest enemy is fear.  You can overcome it by converting your worries to action items.  Put them on your calendar.  I find he is right.  I keep a pen and paper and when thoughts come to me that could be a fear, I write an action note to solve the problem.  For some reason the brain stops worrying. Then the next day, if it is still a worry you focus on it or you let it go.

Ken says to create a movie for the future first it in your mind. Close your eyes and imagine you are in your future. See the future and live it.  Be on your couch in a lovely home sitting at the end of the day and seeing your film completed.

Use the heart now by sending feelings of love and gratitude while you see the completed film and discuss your success. He says you use one of the most powerful things in the universe: gratefulness.  Be grateful that you have the finished film. Charge it with gratitude and love.  See this movie once a day.

This manifesting is available to all of us.  Thought is real, it can create we know this from quantum physics. Why not believe you can improve your life, create more joy, make a film and fulfill your heart’s desire?  Even if for only 90 days, why not use your vision, lists, focus, lack of fear and most importantly faith to create your film?