Struggling to find the funds for your next masterpiece? More and more, it’s up to us artists to take matters into our own hands in order to fund our big visions, and crowdfunding is a powerful way to do so. Having supported dozens of artists in raising over $1.7M collectively in addition to sourcing funds for my own work (web series, films and plays), I know firsthand the power of asking directly for what you need.
For those unfamiliar, crowdfunding is a method of raising money for a project by collecting individual contributions from a large number of people, typically through online platforms like Kickstarter, Seed&Spark, and indiegogo.
Often, when artists think of crowdfunding, one of two things typically happens: they are extremely resistant to the concept and try any other way to fund their projects—only to come up short—or they cobble together a campaign without a proper strategy, launch, and then essentially hide throughout the process.
The truth is, crowdfunding, when done thoughtfully, can be a game-changer for independent artists.
BENEFITS: CROWDFUNDING GIVES YOU AGENCY
We all know that institutional support is not only hard to come by, it is drying up. Applying to endless grants and waiting for six months, only to be rejected, is demoralizing. Crowdfunding gives YOU the power to control the when and the how of your projects—without relying on gatekeepers.
CROWDFUNDING PUTS YOU ON THE MAP
When you launch and run a successful crowdfunding campaign, your whole community experiences your star rising in real time. My client Mel House raised $33,395 on Seed&Spark for her series Hot Angry Mom and just won a New York Emmy! My clients Harrison Bryan, Aaron Kenny and Rob Berliner raised $33,018 for a workshop production of their musical A Hanukkah Carol, which resulted in a successful world premiere at The Roundhouse Theatre and the attachment of a commercial producer. I, personally, raised $31,158 (155% of my original goal) for my solo show Marrying Jake Gyllenhaal, which resulted in global media coverage in Psychology Today and Ms. Magazine.
Crowdfunding is not just about asking for money—it’s about building community, growing an audience for your unique story, and creating genuine connections that elevate and sustain your career. But there’s a right way (and a wrong way) to do it.
WHY DO CAMPAIGNS FAIL?
First, “If you build it, they will come” only gets you so far. Many artists think the money will magically appear when they put together a great looking campaign page, click launch, and share a few posts on social media.
Second, don’t expect to launch a $20,000+ campaign and run it solo.
Third, many artists request funds and apologize for themselves along the way (e.g., “Sorry to bother you, but…” or “You can skip your soy latte and put the funds into my campaign…”); this signals a sense of LACK rather than abundance.
HOW CAN I SUCCEED?Have a PLAN. A plan means understanding how to assess who to ask, when, why, and how. It means preparing communications well in advance of launch. You must learn how to craft your messaging to inspire action. You must know exactly how many people you need to reach each day of the campaign, with what specific ask, and how often you need to circle back in order to ensure a response.
Build a TEAM. A team is not necessarily the same as your creative team. A team is a group of people committed to advocating alongside you through the duration of the campaign.
Give Yourself PREP Time. At least 90 days is ideal. This allows you to assemble your team, collectively prepare communications, plant seeds, craft your campaign page, and launch with confidence.
Crowdfunding is not rocket science, it’s STRATEGY. When done with care, you can be like Moitri Ghosh, who reached her $25,000 goal in less than 3 weeks time for her short film By Design, ultimately raising $30,170, or Emily Grace who reached her $20,000 funding goal in just 2 weeks, raising $27,761 for her short film The Pigeon.
BUT THAT’S NOT ALL…Beyond planning, you must understand HOW to implement that plan—and it all stems from AUTHENTICITY.
When it comes to story-based campaigns, people support PEOPLE, not “products.” Supporters contribute because you show up FULLY, with PASSION, and a deeply embodied REASON WHY your story matters. It can feel vulnerable—it’s supposed to.
Crowdfunding empowers artists to control our own destiny. When approached with strategy, heart, and authenticity, a great campaign becomes so much more than a mechanism for money.
Stay true to your vision, believe in the value of your story, and “Center Yourself” in the process! When you learn how to do this, you’ll find the confidence, clarity, and resilience to build a sustainable career in the arts.
G&S
Follow Melissa on IG @officialmelissacenter
Follow Center Yourself Productions on IG @centeryourselfproductions
Apply to work with Melissa at melissacenter.com/centeryourself
Leave a Comment