Crowd funding is growing as a means to support creative projects. Back in January I discussed the theory and practice of crowd funding through a critique of Larry Towell’s ‘Crisis in Afghanistan’ project, followed by an update on my experience as a contributor. Here I want to provide a review of how crowd funding is currently working for photography and photojournalism, with an analysis of Kickstarter and a look at emphas.is.
There are a number of new crowd funding sites, such as WeFund in the UK, and Norwegian-based New Jelly, though they have few if any photography projects. In contrast, IndieGoGo, which was established in 2008, and says it has raised millions of dollars for over 20,000 campaigns, across 173 countries,” has more than 100 photography pitches. However, only four have been successful (see here, here, here and here), raising a total of US$15,000 between them.
Kickstarter by numbers
In photography circles it is Kickstarter that is best known. Founded in April 2009, contributors have stumped up more than $35 million in the last two years, and the money is coming in at the rate of $1 million/week. In a review this February, GigaOm detailed the figures:
- more than 600,000 supporters come to the site
- 5,000 projects have been funded and 2,500 are currently pitching
- 250-300 proposals are submitted daily, though Kickstarter rejects 45% of these because they do not meet the requirements
I’ve done my own analysis of successful photography projects on Kickstarter between 17 June 2009 and 17 April 2011. These include much more than photojournalism. Here are the numbers:
- 284 projects
- $1,295,803 raised in total
- Average of $4,563/project
The amounts funded range from $25 to $50,000, with the latter for a non-photographic part of Zana Briski’s “Reverence” project. Briski’s large total is very much an outlier, as the average/project above suggests. Of the 284 projects, there were only 19 that bid for and raised between $10–20,000, only three in the $20–30,000 bracket, another three in the $30–40,000 range, with Briski’s the single one beyond that.
Significantly, many of the best known photojournalism projects – by Ashley Gilbertson, Bruce Gilden, Krisanne Johnson, Gerd Ludwig (who raised twice what he asked for), and Larry Towell – are in the $10,000+ category of success.
This has encouraged the Magnum Emergency Fund to set up its own Kickstarter page. The MEF states that “funds raised will be used to cover actual costs and a per diem.” The latter is a controversial point. Are these platforms a way to make a living, or do they provide project expenses only? I’m firmly of the view that it should be expenses only. If by per diem the MEF means a personal fee from crowd funding, that would be unacceptable in my view. If by per diem they mean travel and subsistence costs, that would be legitimate. The doubt around this arises from the fact that most if not all of these pitches remain opaque as to their detailed budget. More transparent accounting is still needed to clarify issues like this.
The promise of emphas.is
Emphas.is is the crowd funding platform focused on visual journalism, and after launching in early March with a few understandable teething problems, it has just seen more than $40,000 raised to fully fund four of its nine opening projects. Of the remaining five, one should succeed, one has failed, and three are precariously placed. That’s not a bad start – though the platform will need to react faster once projects are funded. As I write, Matt Eich’s project has been fully funded for a few days yet remains in pole position as the site’s ‘featured project’.
Aside from its focus, Emphas.is differs from Kickstarter in two important respects. First, it has a board of reviewers that determine which pitches are accepted for the site. With a likely 55:45 funding success rate on the first batch, the review process is no guarantee of success (not that it was intended to be).
The second difference is that as a platform emphas.is both enables and encourages community engagement through its “Making of Zone” where backers get project updates. While this rewards contributors, it also helps the projects. As Tomas Van Houtryve, whose project was fully funded, notes:
Backers have started to pose relevant questions. As my project proposal has made its way through social networks and attracted support from strangers, I’ve made some really fruitful new connections. In addition to generous funding contributions, several individuals have stepped forward with key contacts and very precise and helpful advice. I have already managed to make stronger photos due to their input. This is a pleasant shift over the lone-wolf existence.
What can we conclude so far?
I think the performance of Kickstarter and the promise of emphas.is give us some pointers to crowd funding photojournalism:
- Successful bids require careful preparation, and the likes of Frank Chimero have good advice on how to make an effective pitch.
- While the macro-level figures are impressive, the most likely level of project funding is in the US$5,000 – $15,000 range
- Achieving above $10,000 requires a previously established professional reputation and an active community of support to call on
- Even with that community of potential support, generating support requires considerable planning and effort, pursuing connections, publicity and pledges. As Rene Clement told PDN recently, “Don’t think money will pour in. You have to work really hard for it.”
Above all else, turning crowd funding into a sustainable source of project revenue for photojournalism requires those how have recently been funded to deliver on their promises. If backers are engaged and see their support enable projects that would otherwise not have happened, then continuing assistance could be forthcoming.
Update 23 April/5 May
The British Journal of Photography (4 May 2011) has a good report on crowd funding with some UK examples.
They discuss three UK-based crowd funding sites I had not previously heard of: Crowdfunder, Sponsume and WeDidThis. Sponsume is interesting because it has a ’50 per cent’ rule – if pitches get backing for half the total they ask for they can keep the money pledged. Most other sites require the target to be reached in full before funding is made available.
The report also discusses two ‘DIY’ crowd funded projects – the well-known Sochi Project, and the less known appeal by Andy Sewell, in which he has raised over £6,000 for a book by pre-selling a limited edition version.
The most important observation in this BJP report comes towards the end:
With crowdfunding there is a notable correlation between the size of the project leader’s online social network and the amount of money raised – the bigger the network, the greater the chance of reaching the target.
Photo credit: Genista/Flickr, used under a Creative Commons license