Attracting a Crowd

Crowdfunding - go fund yourself. Helen Baxter looks at the who, what, when, why and how of crowdfunding campaigns.


Crowdfunding - go fund yourself. Everyone seems to be doing it - with different degrees of success. In the latest Generator, we look at the who, what, when, why and how of crowdfunding campaigns.

And it needs thinking about.

Helen Baxter says of crowdfunding, “Without a good promotional strategy across old and new media to back up your campaign, it’s like putting a poster on your bedroom wall and hoping the world will see it.”

Among the key things to consider are

  • What you are fundraising for?
    There are specific platforms that cater for creative sector projects, for social innovation/community projects, as well as some which are specifically focussed on a niche creative area – such as film, music/bands, playwrights/getting plays to stage, writers aiming to get books published.
  • Where is your project based?
    If your project is taking an NZ stage show to Sydney, and you are trying to find a new audience in a new country, then you’d perhaps be best to choose an Australian located platform as chances are it’s got a large Australian resident user base.
  • Who are your givers and why should they give?
    If, as in the previous example, you are offering rewards such as tickets to a play in Sydney then chances are a funder living in the US is going to be less interested in investing, so again best to find a platform that will have the maximum number of Sydneysiders who are interested in stage performance.
  • How are you going to plan and deliver?
    If your reward(s) need to be physically sent/posted, then you need to think about the cost of packaging and international postage as this can be eye wateringly expensive, especially if the folk live in parts of the world far from where you are located – this may affect not only the reward offered but also the platform you choose. Think about the cost of those real life experiences too, and include them in your budget.

Helen says there are critical things that should be on your 'to-do' list to increase your chances of success. Her exercises take you through how to choose a crowdfunding Platform, Planning your crowdfunding campaign and then making it Perform.

We've also been talking to New Zealand creatives about their crowdfunding experiences, with case studies so far on publishing a comic book, an exhibition to China, a dance tour to Europe and staging a original New Zealand musical.

Now you've seen what is possible; plan and prepare and then put your crowdfunding skills to use!

Generator: Crowdfunding, it's all the rage. Tell me about the nuts and bolts.


Million Dollar Ideas


Creative crowdfunding: A Webcomic collection

Creative crowdfunding: A musical

Creative crowdfunding: An exhibition

Creative crowdfunding: Moving Image

Creative crowdfunding: A tour


Givealittle purchase supports Kiwi generosity


Ask your crowdfunding Qs


Crowdfunding: Planning

Crowdfunding: Platforms

Crowdfunding: Performance


Crowdfunding Toolkit

Crowdfunding Bible on those campaigns that succeeded and those that failed

How to crowdfund your film

Kickstarter School

Infographics Crowdfunding

Crowd Funding Help

Pozible Video Tips

Indiegogo Insight

Kickstarter stats

Written by

Arts Regional Trust

4 Sep 2012

The Arts Regional Trust : Te Taumata Toi-a-Iwi is an arts and creative industries development agency and a leading investor in growing entrepreneurship in Auckland’s creative sector.

2016 ART Venture recipients. Photo / Vinesh Kumaran Photography
The talent, passion and drive of 12 creative entrepreneurs was recognised and celebrated at the 2016 ART Venture Awards event in Auckland on 31 August 2016.
Sarah Longbottom
Framebreaking educator, founder and director of Ngā Rangatahi Toa, Sarah Longbottom has been awarded the ART Emerging Creative Entrepreneur 2016 Award.