Why Filmmakers Fail at Crowdfunding – How to Fix It

How to Raise More—and Enjoy It—Using Insights from Crowdfunding Expert Bri Castellini

by Carole Dean

Crowdfunding can feel like a mystery to many independent filmmakers. You pour your heart into your campaign page, make a great video, post on social media—and wait.

But what if the problem isn’t your effort, but your approach?

In our recent class in our Learn Producing Course, we welcomed Bri Castellini, one of the top crowdfunding experts in the indie world. During her years at Seed&Spark, she helped filmmakers raise over $25 million with an impressive 85% success rate—far above the 30% average of other platforms.

Bri revealed what everyone gets wrong about crowdfunding and how a few key mindset shifts can completely change your results.

“Crowdfunding isn’t about begging for money,” Bri said. “It’s about sharing your passion—inviting people into something you love.”

Social Media Isn’t the Secret

Most filmmakers believe that posting endlessly on social media is the key to success. Bri says that’s the first big mistake.

Even before algorithms made it harder to reach your followers, social posts rarely converted more than 2% of viewers into actual backers.

“You don’t need to go viral,” Bri explained. “You need to connect.”

The real power lies in personalized outreach—direct, heartfelt messages to the people who already believe in you. Emails, texts, and one-on-one messages can yield three times the success of social media alone.

So before you launch, start building that email list. Each name represents a real person who could be part of your filmmaking journey.

“If You Build It, They Will Come” — Not Anymore

Bri was clear: simply creating a beautiful campaign page isn’t enough.

“Passive crowdfunding isn’t real,” she said. “You have to invite people to join your story.”

A successful campaign begins before it launches—with your outreach plan. Bri recommends preparing your messaging in advance, just as you’d plan your film’s shots before arriving on set.

“I think of the outreach plan as the shot list for your crowdfunding campaign,” she said. “You wouldn’t show up to film without one.”

Pre-production isn’t just for filmmaking—it’s essential for fundraising, too.

You Already Have the Skills You Need

Here’s the myth that holds so many filmmakers back: that marketing and crowdfunding require an entirely new set of business skills.

Bri says that’s simply not true.

“Crowdfunding is storytelling,” she reminded us. “You already know how to tell a compelling story—you just need to tell your own.”

When you approach your campaign creatively, it becomes an extension of your art, not a distraction from it. Talk about your film’s world, your characters, your passion. That’s what inspires people to join you.

Shift your mindset from “I need $5” to “I think you’ll love what I’m making.” You’ll not only raise more—you’ll build lasting relationships with your supporters.

Make It Fun and Memorable

Bri encouraged filmmakers to infuse creativity into every aspect of their campaign.

One horror filmmaker filmed their pitch video as a mini horror film—running through a dark house, whispering their pitch as a masked figure crept closer. Another offered custom “zombie apocalypse death announcements” as a reward, turning backers into characters in their story.

“When your rewards are fun, personal, and shareable, your supporters become your best marketers,” Bri said.

Crowdfunding should never feel like a chore—it should feel like an extension of your film’s creative energy.

Keep Your Backers Close

One surprising insight from Seed&Spark’s research: the least successful campaigns were the ones that didn’t post updates.

Filmmakers who stayed in touch with backers—sharing progress, creative insights, and even favorite films that inspired their work—built stronger communities and saw greater support.

“Don’t just cash the check and disappear,” Bri urged. “Keep your audience engaged—they’re your first fans.”

Updates aren’t just about money—they’re about connection, gratitude, and bringing people deeper into your creative world.

The Heart of Crowdfunding

At its core, crowdfunding is not about money—it’s about relationship. It’s about your ability to connect your story to others and make them feel like they’re part of something meaningful.

“Anyone can have a great idea,” Bri said. “But not everyone knows who their idea is for—or how to reach them.”

Once you understand that truth, crowdfunding becomes a joy. It’s not just fundraising—it’s filmmaking in motion, the first act of your creative journey.

About Bri Castellini

Bri Castellini is an independent-film educator, consultant, writer/director and crowdfunding specialist with a track record that speaks volumes. Her work blends creative storytelling and strategic outreach.

Bri’s approach is rooted in authenticity, connection, and treating your campaign like the creative project it is. She believes you already have the storytelling skills—you just need to invite your audience into your journey.

If you’d like to work with Bri, explore a consultation, or tap into her crowdfunding expertise, check out her website https://bricastellini.com/.   You can book a free 15-minute discovery call via her website: https://bricastellini.com/consultations

Join Our Learn Producing Course

If you’re ready to put these principles into action, join us for The Learn Producing Course—a powerful program designed to help independent filmmakers master every stage of producing, from funding to distribution.

Classes take place every two weeks, giving you time to apply what you learn between sessions. When you join, your first two classes are free, so you can experience firsthand how this course transforms your confidence, your mindset, and your success in film funding.

Together, we’ll help you believe in—and achieve—the future you’re creating.

👉 Join the Learn Producing Course here and start turning your vision into reality.