What I did on my summer vacation (a.k.a. last weekend)

To sate my hunger for all things documentary, I trekked to NYC last week to work the kickoff of Docuweeks on the east coast.  In two weeks I’ll be wrapping up Docuweeks in its third & final week in LA.

Once the tingles wore off from meeting the amazing, ambitious & gifted filmmakers (& often their families), interacting with the crew of enthusiastic volunteers & working out of the IFC Centre Theatres, I had a chance to learn about the business of fundraising, filmmaking & distribution (& more importantly Oscar nomination eligibility).

The International Documentary Association has been holding Docuweeks for 14 years, ensuring that the world’s top documentarians have the requisite number of screenings in the City of Los Angeles & the borough of Manhattan to contend for an Oscar nomination. The 2009 IDA ‘Finishing Fund’ grant-recipient, Summer Pasture, is one of the screenings this year; a success story reminiscent of the many talented musicians who’ve benefitted from Austin Music Foundation’s career-changing ‘Incubator’ fund, which ensured that artists could take their projects to the next level without mortgaging their lives away.

My personal favourite thus far (until I see a new batch in L.A., & handicapping the Finnish flick ‘Steam of Life‘ from my admitted bias for all things Suomi) was ‘Louder than a Bomb‘, a Spellbound-esque tale of rival slam-poetry teams facing off at the Chicago finals.   Strongly encourage you to keep this film on your radar, because it very well may tug at the proper Oscar judge heartstrings & sweep the world in a couple months.

Unfortunately I can’t embed the trailer, but if you check out their website: http://louderthanabombfilm.com/ you can watch 8+minute teaser for the film & get a sense of how compelling these kids’ stories are.

If you’re completely smitted by the pick, the filmmakers are savvy enough to link to a Pay-Pal-enabled donation prompt on their website & are offering tax receipts through a 501(c)3 NGO based in Chicago.  Smart cookies.

Another avenue for film funding came across my interwebs through Kickstarter’s heads up on the in-progress Bob Dorough doc, which is almost done & has a fantastic tiered donation scheme…I chipped in & so should you if you enjoyed School House Rock clips in your yoof &/or are a fan of Charlie Parker & Miles Davis collabs.  The filmmakers have been fantastic at pumping out email updates to the funders, explaining the process, being completely transparent about their financing & licensing challenges.

As documentaries become less of a niche market & more filmmakers start, ahem, documenting the filmmaking process itself, how can artists better use social media, digital video & online funding models to get into more film-loving homes & theatres?  Feel free to comment on your fav doc/fiction film case studies that’ve shown gusto in their business models online.

Summertime & the living is cheesy

Herein lies the sequel to the last post on humour & activism…some interesting case studies & words of encouragement have been ping’ed back.

Honourable mentions & fond reminiscing over LOLs of yore went to many American-election-related clips (Sarah Silverman’s Great Schlep, Barely Political’s Obama Girl meme) & last winter’s brutal Prop 8 melee in California, whose only silver lining/legacy is this over-the-top-star-studded-musical a melodic religious fundamentalist parody.

Celebrity aside, the juice that kept these URLs circulating was the humourous content - what many marketers/communicators love to call ’sticky’ messaging - transmitted thanks to a wry undertone, quirky theme or flat-out parody.

The need to be *truly* funny was driven home by this week’s Sunlight Foundation blog post about how ineffective standard mass emails are for political/advocacy campaigns.

We’ve become increasingly immune to receiving messages guiltily prodding us into action, making donations or heightening our awareness through this inbox-filling-platform.  Just think - how many emails with witty titles do you delete sight-unseen on the daily?

One of the great things about pumping out newsletter-style emails to your preaching-to-the-converted-list is the metrics that you can mine for unique hits, forwards, open-rates, etc.

Sadly, according to the folks at Sunlight, open rates ain’t what they used to be.  Jake Brewer echoed many consultant/client concerns musing:

“I have a confession to make, though. I really don’t like email that much. I see 30% open rate and think “70% delete rate.” I see 8% click through, and think… “oh jeez.”

Strongly encourage you to check out his entire post as he eerily accurately dissects what has now become the cookie-cutter template for all advocacy/NGO emails:

SUBJ: Something catchy/funny/intriguing/pun to get you to open the email

That prompted an ‘oh jeez’ of my own…guilty as charged.  Often.  Moving beyond cheeky wordplay, what other funny elements can campaign communicators whip out to stand out?

One recent example, which used cheeky language IRL & online, stands out because it focused on the mobile platform’s hottest PYT, Foursquare.

Earthjustice’s San Francisco campaign is now in metro stations to assist their legal efforts to prosecute the oil companies behind the spill. BART stations around SF are displaying this advertisement, prompting transit users to check into a location called “Earthjustice Ad“, which results in an Earthjustice donor chipping in $10.

Many reasons to love this campaign, let’s try to list most of’em here:

No onus on participants to donate

BUT campaign message lingers in user’s Foursquare stream…& Earthjustice hopes users’ll scratch curious itches by visiting the NGO’s site…& hopefully/eventually donating themselves…

By checking into the location, user’s friends’ streams are notified (the kids are calling this ‘viral’ these days)

More bang-for-buck on ad-buy

Metrics, metrics, metrics

Novelty & time-killing aspect of foursquare is a perfect fit for transit downtimes (types the mayor of three streetcar lines…)

Now Earthjustice isn’t about to bonus its staff with a foursquare-funded Faberge egghunt anytime soon.

A quick visit to the registered location page itself yields some underwhelming results:

But, hey, it’s early days & in the grand scheme of things it’s $3,100 that I’d bet Earthjustice wouldn’t receive otherwise from these transit users’ involvement.  (There’s also a ‘Various Locations‘ version, too, with similar uptake).

It’d be great to hear what your predictions are for the next wave of cheeky/funny/quirky advocacy work going & how big of a role will mobile/location-based apps play…