"Create Your Own Project" series - Writing a Fundraising Letter

Speaking at a fundraising event for Alaska Dance Theatre (2013)

(Be sure to read to the bottom for a complete example of my recent fundraising letter)

In my first post of LOFD's Create Your Own Project series, I talked about the importance of fiscal sponsorship (which allows you to accept tax-deductible donations). Now that we are clear on the benefits of funneling your funds through a non-profit organization in hope of increasing the chances of more generous donations, your next step is to write a fundraising letter. Read on to find out how to fine-tune your initial asking campaign.

I don't know many dancers who outright enjoy asking people to donate money to their cause. Too often, artists live on the edge of poverty. So, when it comes to asking for money, many dancers shy away from this fearful act. Dancers are hard workers and often prefer to achieve their accomplishments through their own grit and determination. But there is nothing wrong with asking for assistance in creating your art and having the ability to survive financially throughout the creation process. Where is one to start in preparing correspondence with potential donors?

This may seem counterintuitive, but the first place any inspired artist should begin is with a business plan (the next topic in my Create Your Own Project series). To gain fiscal sponsorship, you will likely need to complete a loose proposal for your project; which should include your mission, project description, goals, budget, etc. By this point in the game, you need to have a more solid plan in place. You never want to be lacking in data when a potential donor asks you where their money will go. If a prospective sponsor catches you off guard and you aren't immediately prepared to explain the finely tuned details of your project, you will likely lose that prospect.

After your business plan is in place, it is time to begin writing. Of course, always start with a simple greeting, like"Dear Mrs. Johnson" or "Dear Dance Supporter." If you know their name, make sure to address the letter directly to them. But if you are going to ask a friend to share your letter with other potential donors, you may want to use a more general greeting to allow them freedom to send the letter on to their connections. Keep the length of your message down to one single-spaced page using a 12-point font of your choosing.

Now that you have the structure of your letter down, it is time to work on your content. When I first started writing my current fundraising campaign, my natural inclination was to prove my value to my audience and tell them why they should support me. Luckily, a great friend and supporter of mine, who just happens to be a professional dance writer, stepped forward and offered to mentor me through this process. Without their advice, I would have been lost. Throughout the editing phase, I learned that a first asking campaign usually goes out to people that love and support you. Therefore, less time needs to be invested in writing about your worthiness of their support. My friend kept returning to this statement,  "Why does this project matter to your audience?" Essentially, patrons are more likely to support your work when your subject means something to them.

Your letter should be very concise and to the point. Start the body of your letter by drawing your reader into the subject matter of the project and ask why it is relevant to your audience. Next, speak directly about the project. Only include key details, as the finer details may cause the reader to lose interest before they get to the ask. Since most projects are deeply personal to the creator, it is easy to go on a rant about aspects of the work that are only important to yourself. This is why it is pertinent to have a neutral party edit your first drafts. The last thing you want is to offer information that is meaningless to the person reading.

After sharing the details of your hopeful creation, you need to ask for an exact amount of money and explain why you need that amount. If you need $500, ask for $500. If you need $10,000, ask for $10,000. If you are shy about asking and somebody does decide to give, you will receive the lower amount. But if you ask for what you need, and they choose to invest at a lower level, you are still ahead of the game. Be sure to include clear details on the allocation of their donation.

Now that you have talked about money, you should give a short summation of your background and qualifications. This helps to build trust in the integrity of the final product and shows your ability to follow through with your promises. Keep in mind that a donation is an act of trust. People give out of trust that you will be honest about your intentions and follow through with a quality product. Again, don't go overboard, as most of the people you reach out to already know your achievements and work ethic.

The final paragraph of your letter should restate the need for public support and offer information on how to donate. If you plan to correspond via email, be sure to include links to your past work and donation page. Also, check with your fiscal sponsor to see if you are required to include any fine print, as many do. Be sure to mention that you are willing to accept any level of donation if they are not able to meet your exact request.

Once you have completed a few drafts of your letter and let another pair of eyes edit your work, you need to determine your audience. Look at how much you are asking for and be practical. If you know somebody has been having financial difficulties or recently encountered a major expense (medical, car repairs, etc.), wait until later in the campaign to reach out to them when you are seeking smaller amounts to cover lesser costs. Try not to ask for money around big holidays or in the midst of tax season. Don't be shy, but ask yourself, "Would this be a big or small stretch for Mr./Mrs. ______?" From there, determine whether you'll send this letter via email or physically. Keep in mind that sending a letter in the mail is more professional, but will incur greater cost before you have received funding. You will need to retroactively put this into your budget. If you are trying to cut down costs, send your letter via email. I actually prefer email because it allows me to add a link to my choreography and donation page.

Now that you better understand the art of writing a fundraising letter, keep scrolling down to check out the letter that I recently developed for my upcoming project. With that said, readers of Life of a Freelance Dancer, please allow me to introduce my upcoming project, Core-ography.

(I am offering this as a tool. This letter/project is my property and can/should not be replicated or reproduced in any way, part, shape, or form. I retain the rights to the letter/project/intellectual property below)

Greetings Dance Supporter,

We’ve all been through times when immense growth and significant challenge seem to go hand-in-hand. Commonly, we look back at these experiences as positive building blocks in our lives. But did you feel you had to keep private and deal with things all on your own? Did you worry how people would judge you if you admitted that you were less than happy and content all the time?

My new project, Core-ography, tackles these questions through dance. We’ll travel the globe to tell dancer’s defining stories and promote the idea that it can be positive to share life’s most revelatory moments. Our Core-ography channel will be easily accessible on Youtube, making it available to audiences worldwide. I am writing you to ask for your help in making this unique project come to fruition.

Each artist will be interviewed to pinpoint their most defining experiences. After, we will collaborate to create a choreographic expression of their personal story as public art. This project brings superhuman dancers down to their most human qualities and inspires people to share without judgment.

Here is where your support is crucial. The initial phase of Core-ography costs $50,000. I am seeking 12 Core-sponsors to make a tax-deductible donation of $2,000, which will give us solid footing to work from for our first 12 artists.  Dancers from companies in New York City, London, Philadelphia, Los Angeles, Seattle, Atlanta, Washington D. C., Richmond, and more are already prepared to work on this project.

My experience spans more than a dozen years working with some of the nation’s most prestigious dance organizations. I have choreographed for the National Choreographers Initiative and won an Outstanding Choreographer award at the Youth America Grand Prix international ballet competition. I am excited to use my skills to offer mental health awareness through dance and film.

Your generous gift will cover the cost of travel, accommodations, facilities, legal fees, compensation, and more. Core-sponsors receive direct acknowledgement in artist videos and insider updates. Your support gives us legs to lift this project off the ground and into the studio. The remainder of costs for Core-ography will be covered by grants and a crowd-sourced funding campaign.

Please help me make Core-ography possible by sponsoring an artist today! If you are unable to be a Core-sponsor, donations of any amount are welcome and greatly appreciated. Donations can be made online via this link or by check (see below). Checks can be mailed to: Barry Kerollis, PO Box 63723, Philadelphia, PA 19147.

Choreography Sample
 

Barry Kerollis is a member artist of New York Live Arts, Inc., a non-profit tax-exempt organization. Contributions in support of Barry Kerollis’ work are greatly appreciated and may be made payable to New York Live Arts, Inc., earmarked for “the New York Live Arts member project of Barry Kerollis.” A description of the work and current project activities for which such contributions will be used are available from Barry Kerollis or New York Live Arts, upon request. All contributions are fully deductible to the extent allowed by law. (Note: A copy of New York Live Arts’ latest annual financial report filed with New York State Department of State may be obtained by writing to the N.Y.S. Dept. of State Charities Registration, 162 Washington Avenue, Albany, NY, 12231, or to New York Live Arts, 219 West 19^th Street, New York, NY, 10011)

Warm regards,

Barry Kerollis

Core-ography Founder/Choreographer

http://barrykerollis.com/

http://lifeofafreelancedancer.blogspot.com/

Greetings Dance Supporte

"Creating Your Own Project" series - Fiscal Sponsorship

"How Philly Moves" photo shoot (Photo: JJ Tiziou

Freelancers are more likely to start their own projects than company dancers. While those with company contracts spend much of their time focusing their energy towards getting promoted, freelancers often have extra time to flex their creativity muscles. For many years, I have been focused on simulating the season of an annually contracted dancer through my freelance career. As I traveled the world from company to company, I watched many of my other freelancing friends create their own projects. Well, now that I've settled down in Philly for the past 3 months, I've had more time to develop my own ideas and see where they take me. In a handful of coming posts, I'll be sharing more about a project that I am creating. But for the time being, I'd like to discuss fiscal sponsorship, an important aspect of raising funds for your own projects. 

When I first started brainstorming ideas to give myself a platform to work more on my choreography, I knew that I would need to navigate the tricky technique of fundraising. I don't like asking people for financial support and have always had great pride in my ability to do things on my own. But when it comes to major arts projects, very few artists can execute their plans without a solid base of funding. Most people's first fundraising thought darts straight into the land of crowd-sourcing (like Kickstarter, Indiegogo, and Rockethub, which I will discuss in a future blog). While this method of fundraising can be a great supplemental tool, there are many more strategic and fruitful ways to fund a project. 

Initially, the people that are going to provide the base of funding for your work will be your friends and family, as well as people that have shown previous interest in you as an artist. But without the ability to offer tax-deductible donations, you are unlikely to field sponsorship beyond $100. Most people don't mind giving a small amount of money without much benefit for themselves other than the gratification of giving and seeing somebody else's passion project come to fruition. Anything over $100 will be difficult to field without a benefit for the donor. What is the best perk you can give somebody who wants to offer a substantial gift? A tax deduction.

How does a lone individual like me offer tax-deductible donations when I am my one single entity. I'm not prepared to start a non-profit organization or field a board for my very first try at self-producing my art. In all of my research over the past few months, I have found that there is a way that I can offer such benefits to anybody that is inspired enough by my work to help commission my process. I can do this through fiscal sponsorship.

Fiscal sponsorship is when a not-for-profit organization (often 501(c)3) offers a pathway for funds an individual raises to be filtered through their company back to the creator in order to help them offer tax-deductible benefits to donors, often for a fee of 5-10% of the donation amount. Essentially, donations are legally funneled through the organization to appear as if the company is receiving the gift.

Beyond the benefit of receiving tax credits on donations, fiscal sponsorship also allows an individual to apply for grants in a way that they couldn't have before. Again, using the umbrella of the sponsoring non-profit, one can reach out beyond seeking offerings for individuals and apply for grants that are only available to not-for-profit companies. Using fiscal sponsorship, you can open many more pathways to receive larger amounts of funding to make your project a reality.

How do you find an organization to fiscally sponsor you? I did a great deal of research on my path to funding my work. After checking out a handful of potential sponsors, I settled on New York Live Arts (often referred to as NYLA). In order to apply for sponsorship, I had to sign up as an Associate Artist ($100 fee). From there, I had to write a proposal. This included information about my project, its mission, a loose timeline, a budget, and how I planned on raising funds. Once I submitted all of this information, I had to travel to New York City for an in-person meeting to discuss specific details of my project. I was lucky enough that NYLA was happy to fiscally sponsor me with no further questions beyond my proposal.

While I set my sights on NYLA for sponsorship, there are many other organizations that help artists gain a non-profit-like status. Among those I researched were Fractured Atlas and The Field. These organizations regularly offer fiscal sponsorship to artists. Along my path, I also found that you can reach out to any non-profit organization and request that they allow funds to be allocated through their organization. If you have a relationship that could open up this door, be sure to have clear terms on how this set up will work in writing. Every organization will be different in the percentage of funds they keep for helping you out,  how long it takes for that money to be released, how you apply for grants, what type of grants you can apply for, and much more. Be sure that all of this is clear before you sign any contract. Also be aware that you will be responsible to pay taxes on the money that you raise. Keep tabs on your expenses to make sure that you deduct the expenses to minimize how much you have to pay back at the end of the year.

Fiscal sponsorship is a god-send to many self-creating artists like myself. It is very unlikely for most individuals to receive larger donations without offering something to funders beyond your final product. With fiscal sponsorship, you not only open up the possibilities of greater funding, you vastly expand your pool of grant applications. If you ever consider creating your own work; whether for one show, a tour, an installation series, or anything else that inspires you, definitely look into connecting with a respectable non-profit organization that will allow your funds to be stream-lined through their system.