This is the story of the Leica User Forum Book project, a collaborative exercise to showcase the photography of members of the Leica User Forum whilst at the same time raising money for the Association for International Cancer Research (AICR). So far this project has raised more than £10,000 for the AICR - and counting!

1. The story of the Leica User Forum Book 2010
Bill Palmer
November 2010

2. Statement of Copyright and Intellectual Property Rights
All images, logos trade names and trademarks used throughout
this presentation remain the sole property of their owners of
record.
This presentation may not be reproduced, stored in a retrieval
system or transmitted in any form or by any means, either in
whole or in part, without prior written permission of Bill Palmer
save within the limits provided by English legislation.

3. • Who’s who
• How it all started
• Making it happen
• The long slog…
• Generating interest
• Using social media
• The end result
• Lessons learned
• What next?
• Q&A
• Close

4. Who’s who

5. Who’s whoWho’s who
The Leica User Forum: The world’s largest online
community of Leica users, with nearly 70,000 members
worldwide.
Leica Camera AG: Makers of fine cameras and lenses
since 1925. Today the world’s only manufacturer of
Digital Rangefinder Cameras.
The Association for International Cancer Research:
an independent charity whose aim is to support
fundamental research by eminent and promising
scientists throughout the world, into the causes,
treatment and prevention of cancer.
Bill Palmer: Middle-aged bloke and self-styled
“Gentleman Amateur” photographer. User of Leica
cameras and long time member of the Leica User forum.
Previous experience of publishing - nil.
Previous experience of fundraising - not much more.

6. How it all started

7. How it all started…How it all started…
“In the past there have been some great examples of what the
members of this Forum can achieve when we pull together in a
common cause. The M8 book masterminded by Bill Parsons and
One Leica Day spring to mind. Worldwide, interest in Leica is high at
the moment, following the recent introduction of the M9 and the
announcements of the S2 and X1. I propose that we lend our own
voices to this momentum by producing a Leica User Forum Book. I
have gained Andreas' approval and active support for this project,
and thanks to Brett have made contact with Blurb books to facilitate
the production of the book.”
Forum posting: 9th
October 2009

8. How it all started…How it all started…
Overview:
A book, that showcases the very best work of contributors to the
Leica User Forum, both amateur and professional, taken with
Leica cameras and lenses. The book will be produced with the
aim of showcasing the Leica User Forum and Leica in general.
Entry fees and proceeds from the sale of the book will go to
charity.
Structure:
Chapter headings will take as an inspiration the Photo Forum headings
here, and the photos in each chapter should be aligned with the
heading. That would give us chapter headings as follows:
People
Nature and Wildlife
Landscape and Travel
Architecture
Sports and Leisure Time
Technology and Industry
Other
Submission terms:
Anyone wishing to contribute must have been a member of the
Leica User Forum for at least 90 days. A Forum member may
submit a total of three images overall. Submissions may be in a
single chapter or multiple chapters. Any image entered will have to
have been taken with Leica equipment - both camera and lens.
Copyright will remain with the photographer at all times - all that is
required is a single-use agreement for the purposes of publication
in the book.

9. How it all started…How it all started…
Editing:
A panel of editors will be required to administer the content and layout of
the book. The editorial panel's decision will be final. Editors will be
volunteers, but each volunteer will have to be seconded by a minimum of
two other Forum members. Editors may enter their own photos but cannot
decide on their inclusion or positioning. Submission and donation does not
guarantee inclusion in the final book.
Donations to charity/fundraising:
Each submission will require a donation to charity - suggest 10 Euros/Dollars/Pounds -
up to a maximum of 30 Euros/Dollars/Pounds. A selling price will be fixed for the book,
of which any profit goes directly to charity. A mechanism will be set up to administer
and account for donations and ensure that they go directly to charity. UK participants
will be encouraged to use Gift Aid to maximise the benefit of their donation.
The charity or charities to benefit from this project will be nominated and agreed in
advance. My own suggestion is the Association for International Cancer Research
(AICR) which is international in scope and hence appropriate to the international reach
of this Forum.
What happens now:
At this stage I would like to invite expressions of interest, in order to gauge
how big this is going to be. Please put your name below. This is a major
project, and will take time and effort to bring to fruition, but I believe that it is
truly worthwhile - there is a tremendous amount of talent here that we can
tap into and showcase, and doing so for a good cause is the icing on the
cake.
Let's show the world what we - and Leica - areLet's show the world what we - and Leica - are
capable of. Are you in?capable of. Are you in?

10. Making it happen

11. Making it happenMaking it happen
Volunteers needed!
- 8 “sub-editors” – one per chapter
- Other helpers – translations, proof-reading, etc
- Two key people:
Andy Barton
Sub-editor & Gift Aid
“administrator”
Steve Unsworth
Sub-editor & front-
line photo-gatherer

12. Making it happenMaking it happen
Chapter Editors
• People: Steve Unsworth
• Nature and Wildlife: Mike Kirkinis
• Landscape: Andy Barton
• Travel: John Amiet
• Architecture: Brian Parkes
• Sport and Leisure: Reiner Wandler
• Technology and Industry: Carl Bretteville
• Abstract: Nick de Marco

13. The long slog…

14. ProofingProofing
Book CreationBook Creation
JudgingJudging
Call for EntriesCall for Entries
The long slog…The long slog…
MobilisationMobilisation
PublicityPublicity
9 months

15. Generating interest

16. Generating interestGenerating interest
Book
Team

17. Generating interestGenerating interest
„...we at Leica have read about your book project
benefiting the Association for International Cancer and
would like to offer our help / co-working for anything you
´d find relevant to help this happen efficiently.
Even after a couple of years at Leica I still wonder how
creative and practical our users are. We could use our
social networks to communicate about the book, we
could have an official introduction written for that book,
etc....
We however, do not want to step onboard something
which is already running fine without us but would be
honored if we could do something organically useful for
that project.“
The result:The result:

18. Using social media

19. Using social mediaUsing social media
+
“We are continuously inspired by Leica Camera enthusiasts and today, because of
the momentum started on the Leica forum, we are happy to announce that we will
be helping raise awareness and funds for AICR.
The primary focus of our initiative will be on Twitter. We are donating €0.50 to
AICR for every new follower to our account, @leica_camera. Upon reaching
10,000 followers by Friday, July 9, an additional €1,000 will be donated to
AICR!”
=

20. “We simply wanted to showcase the talent of the photographers on the forum, whilst simultaneously raising money for a good cause,” said Bill
Palmer of the idea he shared on the International Leica User Forum last year. “The response was overwhelming, both in the number and quality of
images submitted from contributors worldwide.”
One year later that idea has come to fruition with “The Leica User Forum Charity Book 2010,” which features 143 images made by 101 Leica Forum
members chosen from 600 submissions and includes a foreward from Rudolf Spiller, Chief Executive of Leica AG. Proceeds from the sale of the
book benefit the UK-based Association for International Cancer Research (AICR). Nearly €9,000 have been raised so far through the creation and
publication of the book.
We are continuously inspired by Leica Camera enthusiasts and today, because of the momentum started on the Leica forum, we are happy to
announce that we will be helping raise awareness and funds for AICR. The primary focus of our initiative will be on Twitter. We are donating €0.50 to
AICR for every new follower to our account, @leica_camera. Upon reaching 10,000 followers by Friday, July 9, an additional €1,000 will be donated to
AICR!
We need your help! Simply follow us on Twitter to contribute to AICR. To participate, you need a Twitter account and then go to
http://www.twitter.com/leica_camera and click the “Follow” option. If you’re already following us or just want to help spread the word more, please
tweet, “Help @AICR & follow @Leica_Camera! Every follower=€.50 donation. 10K followers by July 9=extra €1,000 donation! #LEICA4AICR”
In addition to the funds being raised on Twitter, we will also be posting special blog posts dedicated to the ‘Leica for AICR’ initiative throughout
July. Each blog post will have a special banner so that readers will know that it is part of the special series which will include exclusive interviews
with the instigators of the ‘Leica User Forum Book’ and photographers whose photos are featured in the book.
For those who are connected with us on Facebook, today we are also launching a photo contest on our page as part of the ‘Leica for AICR’ initiative.
Fans can upload pictures to the Wall dedicated to AICR with a special badge and caption. Every week there will be a different theme inspired by a
chapter from the ‘Leica User Forum Book’ for the photo contest. One photo from each week’s theme will be selected to be featured in the Leica
profile picture on Facebook! For details on how to participate, visit our page on Facebook.
If you’re interested in purchasing the book it is available through the online publishing company Blurb. Stay tuned for more about Bill Palmer, “The
Leica User Forum Charity Book 2010” and Leica’s fund raising efforts throughout July.
THE LEICA CAMERA BLOG
Using social mediaUsing social media

21. THE LEICA CAMERA BLOG
Using social media…Using social media…
……to get the word outto get the word out

28. The end result

29. 600+ entries whittled down by…
8 editors into…
143 photos, taken by…
101 photographers Worldwide using…
29 different cameras of which…
50% were digital…
50% film and over…
60% monochrome, contained in…
170 pages, all making up…
One bookOne book
The end resultThe end result

30. £7200…..............…….........……………...….raised through entry fees
£2500…………....donated by Leica AG following the “Twitter Drive”
£1200 (and counting)……through book sales and “Blurb for Good”
£???............................from auction of a signed copy of the book
The end resultThe end result
…adds up to OVER £10,000OVER £10,000 for Cancer research
……and counting!and counting!

31. "As you know AICR currently has 234 projects on
the go in 23 different countries and the next round
of applications will see 125 hopefuls applying for
funding at the end of September. With the help of
this campaign and our other fundraising efforts we
should be able to fund 25-27 new projects so thank
you again for all the hard work and commitment to
our cause it is very much appreciated and I wish it
continuing success in the months ahead."
Norman Barrett, Chief Executive, AICR
The end resultThe end result

32. Lessons learned

33. Lessons learnedLessons learned
• This is not a one man job!
• Get the basics right
• Set out the vision
• “Benevolent dictatorship” is needed (sometimes!)
• Make a plan – and stick to it
• It will take longer than you think…
• Communicate, communicate, communicate…
• Get the right people on your side
• Collaboration does not mean compromise
• Print proofs and read them carefully

34. Lessons learned – and pitfallsLessons learned – and pitfalls
• 8 people have 9 opinions – at least!
• People don’t listen – expect problems
• Don’t let up – get the job done
• Don’t underestimate editing time
• Don’t underestimate computing power
• Don’t underestimate storage
• Take a backup
• Take a break!

35. What next?

36. Auction of signed book
There’s always 2012…!
What next?What next?

37. Q&AQ&A