How Do You Crowdfund A Niche Tribal Dance Production?
Kularts, the nation’s premier presenter of contemporary and tribal Pilipino arts, is producing Maség. This ambitious project uses Shakespeare's Tempest as a framework to tell a magical tale of a power, intrigue, and witchcraft through indigenous Philippine dance and original choreography. They came to Plinth to help crowdfund the production of their show.
- Draw people into the storyline through video and social media
- Find strategic partnerships
- Create a reward structure that encourages backers to give more
HOW DO YOU PIQUE INTEREST FOR SUCH NICHE PRODUCTION?
CREATE A VIDEO THAT DRAWS PEOPLE IN WITH THE STORYLINE OF THE SHOW NOT JUST THE GREAT PEOPLE BEHIND IT
For such a niche dance production we decided that the crowdfunding video for Maség had to do more than just rally people behind a good cause. We had to intrigue people with the story they were going to support. Along with information about the producers and choreographers, we gave the historical context to the Maség storyline by placing it in the grand time scale of Philippine history. We gave a preview of the mythical story that would unfold in the choreography.
LEVERAGE SOCIAL MEDIA TO BUILD EXCITEMENT ABOUT THIS UNIQUE INTERPRETATION OF SHAKESPEARE
To create further interest in the historical context of the Maség story we art directed shareable flip books to on social media highlighting remnants of the lost history of Pre-Hispanic Philippines. We also created blog posts from the perspectives of the characters of Maség to build intrigue around Kularts' re-telling of the Tempest.
PARTNERING WITH GOVERNMENT AGENCIES, START-UPS, NON-PROFITS
Plinth and Kularts partnered with Local Lift and the Philippine Consulate General to sponsor a kick off party drawing together many influential community members. These influential community members became some of the project’s best evangelists and ultimately led to reaching 20% of their funding goal on the first day.
INCENTIVIZING BACKERS TO GIVE MORE
In the past, Kularts fundraising efforts drew donations of $20-$40. By researching similar projects, Plinth devised a pricing plan that would draw more backers and lead them to the higher tiers. Plinth also helped design reward offerings and strategically bundled them to maximize backer donations.
With the correct strategy, planning and execution, Kularts was able to reach 126% of their goal, 20% of which was reached on the first day of the campaign.