Even More IndieGoGo Tips!

Yesterday we hit, NAY, exeeded our goal on our Indiegogo campaign!

It has been exactly 24 days since we started the campaign, so that gives us 10 days to spare. Here are some more tips from the last week of our crowdfunding efforts.

Set More goals: We were very close to the $5000 landmark earlier in the week and we knew from our research that once we were less than $1000 from our goal, more people would probably donate because they would feel our goal was attainable . So the first thing we did was to create another incentive program wherein we would release a fun surprise video if we hit that goal within a few days. This was our biggest incentive goal yet; 5 days to raise $420 and hit $5000 funded.

We were so grateful to see our supporters rise to the occasion again not only by donating money, but by posting our links all around the web. We had our greatest number of retweets and shared links this week since starting the campaign.

Entertaining Video Updates: So many people just rely on posting their link everywhere. The problem with this is that people begin to turn a blind eye. They see the same link over and over and they may not even read about your progress. This is why our video updates have been so successful. They create a bold new way for our supporters to interact with the campaign. It’s fresh, it’s alive and it’s entertaining (or at least we do our best to make sure it will be!).

People get tired of hearing and reading the same thing over and over again. If you want to get your information heard, package it in a new ways. Some people respond to the incentive goals we’ve been running but others like to see how you’re faring personally on the journey. This is where videos can be a great tool. They don’t need to have high production value. They just have to get the information across and they should be fun. We like to put as much color into ours as we can manage just to make the images pop off of the screen.

In our most recent video, Emily and I decided to announce some new incentives for the campaign, but in order to make that more entertaining, we decided to frame that information within the constraints of our rampant geekitude. That way, we gave some insight into our own personalities and camaraderie while also providing more insight into our plans for the campaign and our excitement over the growing community around our project. Give it a try. I filmed everything on my computer and edited it together using iMovie. I’m never the one behind the camera, but it’s easy enough to figure out and with a little time and effort, you’ll provide something fun that really makes your campaign feel alive to the people following it.

If you haven’t had a chance to view the fruits of our labors, here’s the video we released!

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Donation Matching: We were lucky enough to be approached by an anonymous donor who told us that after we hit $5,000 funded, they would match every donation until we hit our goal. This was one of the things we announced in the video and within hours of releasing this information, we had an influx of 5 new donations by people who wanted to make their contributions count for twice as much.

Now you may not be approached by a volunteer, but if there is someone who you know you can get to donate a large sum of money, ask them if they’d be willing to donate some at the outset to get you rolling and then some at the end. If they agree, approach them about helping you use the second portion to create a donation matching program. That way you can finish out the campaign with a rush of momentum that’s very exciting for both you and your donors. Most likely, your donor will be very excited to be an integral part of your campaign.

Getting people to link your campaign: Some people will do this naturally. We’ve certainly had some very kind souls who shared our campaign with their friends. If you feel this isn’t happening as much as you’d like, don’t be afraid to ask for help in your social media status updates. It will remind people that passing the word on is equally as important as donating.

This is a chance for the world to start hearing about your project. You want to get it into as many ears as possible. As for those that do help you, thank them and let them know the impact they’ve had. I told individuals whose referrals I could see on our IndieGoGo analytics just how many people they sent to our site and that over 5500 people have viewed our campaign. That’s pretty impressive considering we don’t even have a product to show yet and we definitely could not amass that many views without the help of our supporters.

Follow Up Email: When we hit exactly 14 days left in the campaign, I decided to send out my final follow up email to coincide with our video release. I was originally going to wait till there was only a week left, but I wanted to capitalize on the matching grant from our anonymous donor whilst it hadn’t been used up yet. I knew I was inundating our social media outlets with info, so I limited myself to two mass email calls to arms. The first one gave all of the info on the project and the impact the donations could have, etc., while the second one was shorter, more to the point, and mentioned our matching grant. By now, all they would have to do was to view our page on IndieGoGo to see the progress of our exciting developments for the campaign. The other benefit was that those who had seen this as an impossible task at the outset of the campaign would now see how very close we were to victory and perhaps that would encourage them to donate. This plan proved very profitable because just a few days after sending this follow-up email, we hit our overall goal.

Increase your GoGo Factor: This next tip is specific to Indiegogo. I’m not sure if Kickstarter has a similar aspect, but if it does, please share it and/or your advice regarding it in the comments.

IndieGoGo doesn’t leave you hanging if you take the appropriate measures to run an active campaign. They measure the activity and effectiveness of your campaign with something they call “GoGo Factor.” According to IndieGoGo:

Your GoGoFactor is automatically measured by the number of times you share your campaign, update your contributors, update your campaign, or refer people using your custom URL. It also measures the overall level of contributor activity, including funding, comments, and pageviews. Campaigns with a high GoGoFactor are featured on our home page, in our social media outreach, and at conferences or in the press.

The great thing about this is that you can control half of the things they mention. You can link your own campaign as many times as you want and you can also control the number of updates you make. Crowd funding should not have a “set it and forget it” approach. You control the activity of your campaign. How invested you appear to be in making your campaign fun and interactive has a direct effect on how much your contributors help you spread the word and find more supporters.

I’d consider us to be very successful on this front because @Indiegogo began tweeting at us and sharing specific perks of ours that they liked with their followers. They also featured our campaign in their monthly newsletter which was just so awesome!

The coolest part was that we learned that this had happened through the many people that saw us in the newletter rather than being told by IndieGoGo. It really helped us visualize how many people we were reaching. None of that would have been possible without the help of our growing This Is Art family. It’s truly amazing to think about all the people who have had a hand in our success.

* * *

I hope this insight into our campaign has been helpful to anyone considering this method of funding their work. We are so ecstatic to have reached our goal and even more happy to have the chance to raise even MORE money before our campaign ends.

Any additional funds that we raise over the next ten days will be put toward promoting This Is Art, submitting the show to festivals, and finding sponsorship for season two. If you’re wondering about the impact this kind of thing can have on a webseries, check out Emily’s recent blog post, Conventions and Community. Now that we know we’ll be able to make a great product, this extra money will help us make sure it gets into the right ears, which is exceptionally important because we don’t have any recognizable faces in the project to catch the eye of industry executives.

Lastly, I want to honor our recent donors. We are so touched by your support and moved by your will to see us succeed in this endeavor. Words will never be enough to express our gratitude.

Kathleen Moran
Wendi Richmond-Brown
Bryan Munden
Terry Floyd
Christopher Feyrer
Anonymous
Andrew and Lizzie Park-Floyd
Anonymous
J. Sibley Law
Jenna Freed
Jon Riddleberger
Nancy and Howard Ansorge
Victor Solis
Linnea Haley
Michele Baltazar
Anonymous
Hall Morrison
Anonymous
Jason Leake
Sean Fearon
Gavin Linkens
Josephine Morrison

And of course: Our Anonymous Angel Donor who provided our generous Matching Grant.

Look out information on our USTREAM party in the next few days!

Anne Richmond
@annerichmond
@followthisisart
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Conventions and Community: Can’t have one without the other!

As anyone with internet access and a penchant for geekery knows, last weekend was San Diego Comic Con: the veritable Mecca for all fanboys, fangirls, comic-lovers, gamers, cosplayers, and anyone even remotely interested in nerd culture.

I only recently became a con-goer myself, but even at my very first convention three years ago I recognized right away what I love about conventions: the sense of community and the uniting love of art.

After all, the video games we play for hours, the comic books with which we fill our shelves, the television shows we memorize, and the movies we line up for at midnight are all art forms. Conventions give a chance for artists and art lovers to gather as a community and celebrate the art that brings us together.

Conventions like San Diego Comic Con have such an important impact on the art community. First of all, they provide a rare opportunity for the fans to make direct contact with the creators – through panels, industry booths, and even sometimes on the show floor! Also, big production companies make huge announcements at conventions about their work. Most up-and-coming video games, comic book creators, and even film companies save their biggest news (like release dates!) for specific conventions, and organize their marketing around these conventions. This, more than anything else, is an indication of just how much importance these production companies place in the convention community and in the respect of their fans.

In addition, conventions open up a unique market for an untapped batch of artists – digital artists, costume makers, webcomic creators, and more. Every convention I’ve attended for 3 years has had a fantastic Artist Alley showcasing hundreds of new media artists and fresh talent that are, in my opinion, as important to the industry as the big production companies sponsoring the convention.

And, of course, there’s cosplay. The best cosplay requires patience, talent, skill, passion, and lots of love. How can you see THIS and not call it art?

Emily and Chris in Gitaroo Man cosplay, with Adam Sessler!

Ok, maybe it’s not the most impressive cosplay ever. It’s just me and Christopher Gravenstine (one of the producers of This Is Art) in our lovingly constructed Gitaroo Man cosplay. And it was enough to get the attention of G4‘s Adam Sessler and get us featured on a segment on X-Play about the importance of cosplay in the con-going community!

When you see really well-made, mind-blowing cosplay, it really makes you appreciate how much talent that cosplayer has in terms of construction (which often includes not only sewing, but also sculpture, detailed painting, and a heck of a lot of engineering). It also makes you realize what an effect that particular character (or series, or video game, or comic book) has had on this person. After all, the genesis of cosplay is the instinctual desire we have to bring fantasy universes from the art we love to life.

So what does all of this mean for This Is Art? Well, for one thing, conventions gather together a plethora of artists (both well-known and up-and-coming, across all forms of new media), and we want to know about them! After all, This Is Art (the web series) is a story about the way art is made, and This Is Art (the project) is a community for these artists to share their processes with one another. You’re going to see a lot more of that soon with our upcoming Digital Spotlight Series.

And it means a great deal for This Is Art (the web series) as well. The web series is still a fairly new and innovative form, and conventions have a huge impact on the development of the web series community.

Take this year’s San Diego Comic Con. One of the biggest panels of the con was the panel for the hit webseries created by Felicia Day, The Guild. To quote Marc Hustvedt of Tubefilter, “The Guild panel at Comic-Con is about as close as the web series world has to a Steve Jobs keynote” (you can view his full article here). This year, the cast of The Guild made huge announcements regarding the expansion of the web series into physical world marketing, including a new line of Guild character-themed Jones Soda. This is a HUGE advancement for the world of web series! Folks, this is the kind of stuff normally reserved for major market entertainment! In other words, The Guild is really putting the world of web series on the map as a form of marketable, viable entertainment. At a time when the state of online entertainment is so up in the air (Hulu, Netflix, and Youtube, oh my!), this is ridiculously awesome news for those of us who are excited about the expansion of the web series community.

At SDCC, The Guild panel also unveiled the first episode of their latest season. As it turns out, Season 5 follows the beloved Guild characters as they attend – are you following me here? – a fan convention!

Needless to say, conventions are very important to me and Anne as we continue to develop This Is Art, both as a web series and as a community of artists. We’ve attended them for years as fans, but recently we’ve really begun to understand the impact of conventions, both on the artists and on the fans, and their importance to our new media community.  As most of you know, we’re well into our fundraising campaign on IndieGoGo! We’re awfully close to $6000, and if we accomplish our goal, or (even better!) if we go OVER our goal, one of the ways Anne and I will be using any additional funds (in other words, what doesn’t go directly toward production) will be to take This Is Art to conventions here in New York City and across the country. After all, as I’ve hopefully made clear, conventions are an extremely important part of our community, and quite possibly one of the best ways for us to promote our series and to allow for This Is Art to grow beyond the web! So… ahem… DONATE and you can help us achieve that goal!

This year, Anne and I are excited to attend New York Comic Con, where we will not only be spreading the word about This Is Art, but we’ll also be scouring the convention for innovative new media artists to share with you! And of course, there’s always room for inspiration for This Is Art, Season 2! Who knows? Maybe this time next year you’ll see the This Is Art panel on your NYCC schedule. Ooo, I can’t WAIT for Cami cosplayers…

 

Emily Floyd
@emilythespoon
@followthisisart
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More Indiegogo Tips

I’m very pleased to report that we are 77% funded on Indiegogo after two weeks! We are just $1430 from our goal with nineteen days of fundraising left. Not only that, but we are the fifth most popular campaign on Indiegogo and we’ve been featured on the front page of their website for a few days. That’s pretty incredible and it’s all due to to our supporters out there in cyberspace. All your liking the campaign on IndiegogoLiking us on Facebook, retweeting us on Twitter, and emailing your friends is very visibly paying off judging by our campaign diagnostics. Whatever you’re doing to help us get the word out, please keep doing it!

 

Here are a few tips that we can pass on to all of you who might be currently conducting or planning to conduct your own crowdfunding campaigns.

Avoid the lull: After raising over half our funding in one week, we expected a bit of a lull in donations and we planned accordingly. In order to keep the momentum going forward, we strategically pulse out ask letters to new groups of people every few days so that we can keep the money coming in regulary, even if it is in smaller amounts as we approach the tail end of the campaign. People like to see progress and it gives us something to report and therefore gives us an excuse to send out our campaign link on all of our social media outlets whenever we hit a new milestone.

Use every tool available to you: If you are a member of an online forum, post your info. Contact friends with blogs or podcasts and see if they’ll interview you about your project or help you retweet your information to their followers. Go to the facebook pages for your high school and your college and post your information there to drive more attention and more traffic to your page. Find relevant fan pages on facebook and like them as your show. If there are industry events that you can go to, attend them and meet people. They might contribute to your show, but more than that, they may have very useful tips on how to improve your strategies. Your peers are one of your greatest resources so support them in their work and they will support you in yours.

How to handle friends that say they can’t donate: Continually encourage these folks to help you spread the word about your campaign. It’s not all about making money here. It’s about making sure your project falls on the right ears. Treat your friends like gold and make them feel like they are valuable assets to the team, even if they can’t help you monetarily. They can still help reach untapped audiences.

Continue to set attainable goals for your contributors: When we got close to the $4000 mark, I decided to launch another incentive. I talked about this a little bit in our other post and I’ve found it to be one of the most useful ways to inspire people to donate. I announced that if we reached it within two days, we’d release another exclusive character sketch. True to fashion, our supporters rallied to our battle cry and helped us reach our goal. Monday morning, I released the following character sketch for Cami: The Musical Theater Fanatic, played by Emily Floyd. Nothing says “razzle dazzle” like fringe!

Facebook Tagging is your friend: One other tip that was given to us early on by one of our cast members was to tag as many relevant people as possible when posting on Facebook. Inspired by this advice and by a campaign used by our friends at the Beautiful Soup Theater Collective to promote their show, I decided to launch a campaign introducing all of our actors and crew. Each day, we release a bio (written by the actor/crew member) and a headshot in order to introduce a member of our team. This way, it shows up on our stream and also on their page so that others may discover our show and hopefully our Indiegogo campaign. Today we began this series with Clint Okayama!

Meet Clint Okayama (KUKAOO)! He grew up in Honolulu, Hawaii. He thought he was going to be a novelist or a chemist until 8th grade until he acted in the modern masterpiece There’s a Boy in the Girl’s Bathroom as an 8th grader. As testament to the power of arts education, he has pursued acting ever since. He also soloed with the Honolulu Symphony on the 1st Rachmaninoff and 2nd Prokofiev concerti, and won the Hawaii high school division of NATS in classical singing. At NYU, he performed in numerous productions including the role of Song Liling in M Butterfly. He is currently auditioning like a madman, writing a screenplay entitled “Green Dreams” and is very, very pumped about This is Art.

Lastly, I’d like to honor our week two donors. These are the incredible people who are allowing us to bring our story to life:

Joseph Amiel
Anonymous
Michele Jarrett
Justin Nichols
Annie Stoll
Sheila Floyd
Anonymous
Agatha Bochenek
Yelena Sabel
Eileen Murphy
Hanna Floyd
Tim Ferrara

You guys are the best and we wouldn’t be here without you. We cannot wait to share this project with the world!

Anne Richmond
@annerichmond
@followthisisart
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P.S. If you live in the NYC Area, Emily and I are both performing in Alice, a new Off Broadway adaptation of Alice in Wonderland written and directed by Steven McCasland and playing at The Soho Playhouse. We open this Saturday and have an open ended run, performing every Saturday at 1PM. Tickets are $25. Come enjoy the show and romp through Wonderland with us!

P.P.S. Bloggers get in free in return for writing about the show! Contact me at thisisartwebseries (at) gmail (dot) com for more info!