Vicki Cheatwood, Julia Dyer and ???the rest of The Playroom team set their fundraising campaign for 7 days and surpassed their goal by a dollar in less than 7 hours! Vicki tells us their campaign strategy–what worked, what sorta worked, and what didn't work.
Q1. Tell us about your project…. your inspiration and goals!
The engine driving THE PLAYROOM bus was and is a desire to bring Gretchen Dyer's masterful script to the screen. As for "who should care?" – anybody who loves film, especially independent films and character-driven narratives with smarts and soul.
Q3. How did you reaching, engaging and involving others? Your DIWO tactics, please!
We really worked our base, through cross-postings on Facebook and email blasts to our family, friends, and angels.
Q4. You rocked the fundraising on IndieGoGo? Congrats! What worked? What didn't work?
- An honest, heartfelt pitch video with no flying monkeys
- Focusing on a clearly stated, achievable goal
- Humility. We were determined to be grateful for whatever we got. ("Hey, if we only make $500, that's $500 we didn't have.")
- Viva guacamole! We had quite a lot of donors at the $50 level for director
Julia Dyer's guacamole recipe. And yes, it's well worth it.
- Cross-posting our progress on Facebook helped generate excitement and a sense of
urgency, especially on launch day and, to a lesser degree, during the
final hours of the campaign.
THIS SORTA WORKED:
THIS DIDN'T WORK:
The second-day drop off wasn't unexpected (especially since we'd made our goal), but still, after the thrill of that first day, it was hard to let go of the reins. In trying to duplicate/manufacture that initial excitement, we tipped into "too much" territory. When we really saw that it wasn't working – that, in fact, overexposure might be causing folks to tune us out, we decided to kick back and enjoy the rest of the campaign.
Most likely it was because we'd already made our goal, but whatever the reason, our "daily specials" didn't generate much income.
Q5. Any surprises or especially fun moments during your campaign that you'd like to share?
If you really believe in your project, if you know the heart of it, then – just go for it. IndieGoGo for it. 🙂