Filmmakers are creative people but when it comes to how we fund our films, we can't be more predictable, conventional, or traditional. We're applying to the same places; we’re competing with each other, and we're just another filmmaker to a lot of these funders.
Most documentary filmmakers fund their films through a mix of grants, funds from investors, and our own credit cards and deferred salaries. We've all done that. I've done that. It sucks.
Cut up those credit cards. Put away those investor pitches and equity points. Throw that all in the garbage because it's not going to suit you well.
Reimagining fundraising is core to the success that you will have in this current independent film landscape. If you broaden your horizons with fundraising, you can incorporate funders that go beyond the traditional outlets. We’re talking about philanthropies, corporations, conferences and other funders aligned with your film’s message. I've helped hundreds of filmmakers raise over millions in funds with this approach.
Create a fundraising strategy
The more general your approach to fundraising, the more likely your strategy is the same as hundreds or thousands of other filmmakers’–and the less successful you will be. The more specific your fundraising strategy to the uniqueness of your film, the less competitive the landscape will be for you as you seek funds.
Throw your hat in the ring for some traditional funders. I recently advised a filmmaker and she said, ‘Keith, the Ford Foundation seems interested and they have an initiative. I have a contact. Should I apply?’ Absolutely. Apply to the Ford Foundation, but don't rely on the Ford Foundation as a funding source. You very, very likely won’t get a grant from them. Too many other filmmakers have the same plan and are writing great applications right now!
Approach traditional fundraising in a way where you're not giving it the majority of your energy. Use the 80/20 rule. Apply to the same old grants with maybe 20% of your time and energy. With the other 80%, take on non-traditional funding.
Opportunity abounds with non-traditional funding
Foundations and companies that are interested in the issues related to your film are your best fit. If your film is about immigration, there are philanthropies that support that issue. If your film is about climate change, find companies and foundations that provide funding to climate-related initiatives–they may be interested in your film.
When I was working on Age of Champions, my film about the Senior Olympics, I made the mistake of spending almost all my time going to traditional funders. I applied to ITVS. Nope. I applied to the Sundance Institute. Didn't get it. I applied to Ford Foundation, NEA, NEH and a few other places that you probably know all about. But it didn't work. I came up completely empty handed from the traditional funders.
Later in our release, I started to understand that my film has a specific audience. My film is about the Senior Olympics. My film is about and for seniors. I started doing research and found some foundations I had never heard of but supported seniors–foundations like the Harrah’s Foundation, Scan Foundation, and LeadingAge. These are organizations that have a long track record of supporting seniors and senior health issues.
These three foundations ended up giving us grants to support the distribution of Age of Champions. Because these were obscure foundations, there weren’t many other filmmakers applying. It was exciting for them to hear from a documentary filmmaker and the application process was way less arduous than with ITVS or Sundance Institute.
Look for other potential funders in the for profit world and the nonprofit world that have a track record of sponsoring initiatives, conferences, professions, or public policy that are related to the issues of your film. A powerful way to raise sponsorship funds from non-traditional funders is to secure a PBS broadcast and get sponsors for your broadcast. Many filmmakers I advise raise hundreds of thousands of dollars this way. Learn more about how to secure a PBS broadcast and sell sponsorships in our free in-depth webinar.
Keith on pitching to funders
Essential fundraising tools
The two essential tools you'll need to pitch potential funders are a pitch deck and specific fundraising cuts of your film.
A pitch deck is a short and sweet document to concisely convey your film’s message or core issues. An effective deck conveys the vision for your distribution, who you are and why you are the right person to tell the story.
The second tool is a different cut of your film specifically for fundraising–typically, shorter than your full film and sometimes with a personal message. If you're doing non-traditional fundraising, you may need to have some non-traditional edits of your film.
What non-traditional funders want is a short and sweet version of your film that gives them a sense of the tone, professionalism, and the alignment of your film’s message and their work. Your trailer is your most essential fundraising edit of your film and may be enough. But besides a trailer, a cut between three and six minutes–usually the trailer and one polished scene from your film–can help pique a funder’s interest and give them enough to want to support you or learn more.
And if you’re early in your filmmaking journey and don’t have a single finished frame of their film to show, do a short direct to camera explanation about why you’re making your film–like you see with Kickstarter pitch videos. Even if you’re in pre-production or production, this can be an effective way to start raising funds for your film. The direct-to-camera video can be as simple as you sharing why the film is important and maybe include some archival photos. Learn more about how to create simple cuts of your film in our free in-depth webinar.
Fundraise Creatively
We can't make our films if we're not fundraising effectively. I've talked to filmmakers who refinanced their house or put all their expenses on credit cards. I don't want you doing that. I also don't want you taking money from investors or pulling out your hair trying to apply to the same grants that we’re all applying to and competing against each other for.
Reimagining fundraising is central to your success. We're all reimagining a lot right now with the way the world changed and continues to change, but if you do broaden your horizons with fundraising, you can incorporate funders that go beyond the traditional outlets. I’ve helped filmmakers raise over $3 million with our non-traditional approaches. I hope you’ll think outside the box with me on how to get your film funded and made.
Keith Ochwat is a documentary filmmaker and Founder of Show&Tell. Over his 12 year career as a documentary filmmaker, Keith produced three films that appeared on PBS and Netflix. His film Age of Champions screened in over 3,000 communities and generated over $1.5 million—powered by partnerships with groups like AARP and the Alzheimer’s Association and companies like Cigna Health. Keith has since taught and advised hundreds of filmmakers on their distribution and fundraising strategies. He's delivered keynote presentations on distribution at filmmaking organizations like IDA and IFP and his work has appeared in IndieWire and Documentary Magazine.
