FEATURE: Great Ways for Swazi Filmmakers to Raise Funding

Raising money is one of the most challenging aspects of any production, from once-off fringe performances to multi-million dollar film shoots. It is even more difficult when you are operating in an industry like ours that does not have any specialized sources of funding for creative projects and very minimum understanding of the filmmaking business. Here are great ways to raise funds for projects (large and small), and let your talent earn you a livelihood.

Crowdfunding:

Crowdfunding has been a growing trend over the past decade among entrepreneurs and artists alike; and has helped fund hundreds of thousands of projects globally. Websites like "Kickstarter", "Crowdfunder" and "Indiegogo" allows users to register their business ideas/proposals with an online profile. Donors can then browse the site and pledge any amount, often in exchange for some sort of perk or gift. KC Wright on 'www.backstage.com' writes, "it can be easier to get $10 from 200 people than $2000 from one."

'Rewards crowdfunding' lets entrepreneurs to pre-sell a product or service to launch a business concept without incurring debt or sacrificing equity/shares. So this means donors can buy your film before you actually even make it and when production is completed, you can send them DVDs or screening tickets of the movie. 'Equity crowdfunding' on the other hand means the backer receives shares of a company, usually in its early stages, in exchange for the money pledged. So donors can receive a certain percentage of the profits your film generates during distribution. Most crowdfunding campaigns depend on family, friends, and their connections for the majority of donations but can attract global donors when they go viral and this requires a lot of pushing on social media

Private investment from friends and family:

If you are lucky to have family and friends that believe in your ambitions enough to invest in them or that have a better understanding of how the industry works, this might be an option for you. I can already hear a lot of you laugh at this point because pitching a filmmaking business proposal to most Swazi folks is like speaking gibberish. However, if your people are open minded or have connections that are, it will save you a lot of headache. Your investors can be paid back in equity or have their initial investment returned to them plus a cut of the project's earnings.

Fundraising events:

Car washes and raffles aren’t just for school plays. If you’re looking to raise a small amount of money (or simply

covering gaps in your budget), traditional fundraisers can give you the boost you need. Launch parties, opening night galas, and auctions can all be great ways to bring in money after a production or film premieres. Host a fundraising event and give collaborators, investors, and donors the chance to meet and socialize while raising funds for your project. You can challenge various prominent individuals and company executives to pledge in different amounts. We know how power hungry men are always looking for opportunities to outshine their counterparts, let them battle it out on your bank account.

However, do note that private events cost some money to pull off, and are not guaranteed to bring in all of the funds that you may need. It all depends on your marketing and negotiation skills.

Angel investors:

Unlike donors, investors provide funding with the expectation of returns—their

initial investment plus a cut of the project’s earnings. This means that if the project makes money (and hopefully it will), they will be paid back before the filmmakers or theater-makers. This is a good option for larger budget projects or when working with high profile talent. Even though it may be currently difficult to convince finance institutions and companies to fund film projects in Swaziland, there may be some individuals with enough money (or rather just rich) and have love for the arts or creative media that may be willing to invest in you and your project. Do your research and see who you can find. You are not limited to local investors only either. Find international business people that are looking to invest in the industry and sites that link angel investors with entrepreneurs might help.

Remember though that investors are in the business of making money and expect you to be as well, so you’ll likely need a body of highly creative and unique work that will get their attention. And you will need to present your proposal as a business. If the project does turn a profit, investors will be seeing that money first.

Grants:

Hundreds of artistic grants are awarded to individuals and organizations each year, from small boosts for niche projects to five or six-figure sums. While countries with established film industries may have domestic institutions that give out grants to their local filmmakers, a privilege that filmmakers in Swaziland do not have, there are also various sources that provide funds to global creative. If you have an idea or project of an international standard, go on and research different international grants that you may be eligible for and apply.

Aside from the monetary value, earning a grant represents a vote of confidence in the overarching value—monetary, intellectual, emotional, or otherwise—of your work. Be warned that the grant application process can be grueling and competitive, requiring tons of research, preparation, attention to detail, and clarity of purpose.

Sponsors and advertisers:

It’s no secret that advertisements keep the entertainment industry up and running, but you don’t have to be a major network to boost your budget with ad sales. Advertisements can work to your favor on a small scale (like using Samsung gadgets only in your film), or a very large scale (letting people view your film for free on an online channel, getting it to go viral and selling ad space to companies). Get companies to provide your production with wardrobe or props and get a chance to have their products showcased on the film and seen by many when it is finally screened. This will save you money on your budget and it can be invested in other areas. New brands are most likely to willingly work with unknown names than established brands, however, a great marketing plan can help you convince them otherwise. Other companies may also be willing to give you money in return for credits. Try and find companies that are used to sponsoring arts and media projects. Advertisers can provide large upfront funds that do not have to be returned if the project makes money.

It can be a bit hard to secure this kind of funding as a new filmmaker, without proof of your work or star names behind your project. Allow time (most companies only approve sponsorships during a certain time of the year so research when their financial year starts or ends) and be persistent. Advertisers want a return just like investors — more attention on their product or service—so you are accountable for driving traffic towards their brand. Therefore you will need to put in as much work on marketing as you will on production.

It can not be emphasized enough that raising funding is a lot of work that requires time and patience. Some productions may take years to get off the ground. Be prepared to put in the work and practise patience.

(credit: http://www.backstage.com)