This document provides an overview of a presentation given by representatives from Fractured Atlas and IndieGoGo about using fiscal sponsorship through Fractured Atlas and crowdfunding on IndieGoGo. The presentation covers the benefits of fiscal sponsorship, how the Fractured Atlas and IndieGoGo partnership works, tips for running successful crowdfunding campaigns, and step-by-step instructions for artists and organizations to set up campaigns on IndieGoGo integrated with their Fractured Atlas fiscal sponsorship.

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Fractured Atlas & IndieGoGo - Spacetaker
Dianne Debicella, Fractured Atlas
Danae Ringelmann, IndieGoGo March 10, 2011

2. Agenda
1. Overview of Fiscal Sponsorship & Crowdfunding
2. Taking advantage of fiscal sponsorship program and the
IndieGoGo platform
3. Fundraising for artists and small arts organizations
4. Tips on Successful Fundraising campaigns
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3. But first… Nice to meet you!
• Fractured Atlas & IndieGoGo
• Dianne Debicella and Danae Ringelmann
• Fractured Atlas staff IndieGoGo Staff
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4. Who Is Fractured Atlas?
Fractured Atlas is a non-profit organization that serves a national
community of artists and arts organizations. Our programs and
services facilitate the creation of art by offering vital support to the
artists who produce it.
We help artists and arts organizations function more effectively as
businesses by providing access to funding, healthcare, education, and
more, all in a context that honors their individuality and independent
spirit.

5. What is Fiscal Sponsorship?
• Fiscal sponsorship is a legal agreement between an artist or arts
organization and a 501(c)(3) charity (like Fractured Atlas)
• It allows the sponsee to raise tax-deductible contributions through
individuals and grants
• Funds are given to the sponsor and are restricted to the specific
purpose and use of the sponsee
• Without getting tax exempt status, you can use fiscal sponsorship
to solicit contributions from individuals and institutional funding
agencies.

6. Benefits of the Fractured Atlas
Fiscal Sponsorship Program
• Fundraising: having the ability to give your donors a tax-deductible
receipt for their contribution of cash (checks or credit card) or tangible
items
• Grants: having access to foundations that only allow tax-exempt
charities to apply
• Also, with FA fiscal sponsorship, you can gain access to:
• IndieGoGo partnership – more on this in a few
• Nonprofit rates with vendors and companies who offer them
• Review of all grants and solicitation materials

7. Arts Fiscal Sponsors:
Best Practices
• All fiscal sponsors charge a fee, usually between 5 and 10%. FA's fee
is 6%
• The sponsor provides oversight for the funds that are raised and how
they are spent (May request receipts, invoices, contracts)
• Most sponsors, including FA, will never own any of your work, or any of
the rights to it
• Many sponsors, including FA, will review grant proposals to make sure
that they are appropriate and that the foundations are good matches
• All fiscal sponsors should have some sort of written agreement for the
fiscal sponsorship arrangement

8. Who Can Use the FA Fiscal
Sponsorship Program?
• Individuals and organizations with a US social security number or
Federal Tax ID (also called an EIN)
• The individual or organization must have an artistic focus or strong
arts component
• Individuals must have a project in mind or ongoing work and creative
development
• Organizations that are waiting on their own 501c3 status, or who are
not planning on filing for their own status
• The potential sponsee must NOT have investors or commercial intent;
they should be nonprofit and have a charitable purpose (But please
pay yourself if you can!)

9. Applying for Fiscal Sponsorship
1. Become a member of Fractured Atlas
2. Carefully review the agreement, eligibility, benefits, and policies
and procedures
3. Submit the application
4. Deadline is the last day of the month, approvals are sent no
later than the 15th of the following month
5. We do not judge the quality of your work and simply need to
see that it is artistic and nonprofit in nature

10. Post-Original Productions – Hulk
Raised $239,396 through fiscal sponsorship
$69,396 of that through IndieGoGo

11. NEA Breakdown of Revenue
• The 2007 NEA publication “How the U.S. Funds the Arts”
provides a clear, statistical analysis of how arts organizations
fund their operations and programs.
• www.nea.gov
• They surveyed both large and small arts organizations in a
variety of disciplines and found that money is raised from the
following sources in the following percentages:

12. How do the Arts Fund Operations?
• Earned Revenue 44% (e.g., ticket sales, selling your work)
• Individuals 31% (e.g., your family, friends, and donating
patrons)
• Foundations 9% (e.g., The Puffin Foundation and The
Rockefeller Foundation)
• Governmental Sources 13% (e.g., your state arts council)
• Corporations 3% (e.g., The Altria Group, Citibank, and Target)

13. Individuals
Economics
Altruism/Personal Connection
Donor recognition (thank you letters, invitation only events, newsletters,
periodic company updates
Earn it, ask for it
The creative economy is a social economy

14. Individual Appeal Letters
• Write in simple, straightforward English
• Format your letter so it’s easy to read
• Ask for money, not support
• Give them a reason to send money now
• Use “I” and “you,” but mostly “you”
• Base the appeal on benefits and not needs
• Use online resources to search for examples of amazing
appeal letters.

15. Crowdfunding – what is it?
• Is the collective cooperation, attention and trust by people who
network and pool their money together, usually via the Internet,
in order to support efforts initiated by other people or
organizations. (from wikipedia)
• Use an online community to solicit pledges
• It uses word of mouth and wisdom of the crowd to generate
interest and donations
• Engages donors as part of a community of donors that provides
transparency on who is giving and how much is being raised

16. IndieGoGo: quick overview
• Credit Card Contributions – People contribute to your project on
IndieGoGo via credit/debit cards. All funds raised for your project
via IndieGoGo go directly to Fractured Atlas and are treated like
online donations.
• No Double Fees - Because your project is fiscally sponsored by
Fractured Atlas, IndieGoGo is available at no additional charge.
• Opt-in for IndieGoGo - To launch an IndieGoGo campaign that is
integrated with your Fractured Atlas fiscal sponsorship, activate
IndieGoGo in the Manage Fundraising Campaigns section of the
Managed Sponsor Fund Page.

17. What is IndieGoGo?
IndieGoGo is a funding platform for ideas.
Anyone with a project
(creative, cause, or entrepreneurial)
can raise money, offer perks, and keep 100% ownership.

18. Crowdfunding: Let’s Define
What is it?
Funding
People pooling their money
together to support an idea or
effort initiated by a person or
organization
Complementary funding channel Crowdfunding
that helps you jumpstart funding,
Marketing Distribution
marketing & distribution:
all in one.
Involves?
Personal pitch
Online community
Proactive outreach

19. Crowdfunding: Let’s Define
What it is What it is NOT
Sharing & Inviting Advertising
Telling Selling
Goal & Deadline Driven Open-ended & Infinite
Sound It Out: shoot
BY: Jeanie Finlay
Thank you!! Please visit our new Audience-Building Audience-Buying
page to see more and support
our independent documentary
Contributions Just donations
DIWO DIY
(Do It With Others) (Do It Yourself)

20. 5 Benefits of Crowdfunding
1. Money Money is just
That’s clear. You get funds to help you make your film. ONE Benefit!
2. Market Validation
A Successful crowdfunding campaign shows that people want
it to happen because they are voting with their wallet.
3. Marketing
Authentic “Word of Mouth” marketing is most authentic. Takes
multiple impressions before people act on a call to action.
4. Monetization Hava Nagila, What Is
It?
Crowdfunding jumpstarts distribution (pre-sells) and allows BY: Roberta Grossman
you to monetize “outside your copyright” (via perks) IS CONNIE FRANCIS JEWISH?
Click on “GALLERY” below to
find out!
5. Mojo
Let’s fans and followers participate in the exclusive world of
filmmaking – a world they’ve always been locked out of.

21. Faces of Success
Raise $ from Friends, Followers, Customers Offer Unique Perks Pre-sell Your Work
Let those who love your goods can now help you grow. “Dancing lessons Brother Finian? Sign me up!” Start selling your product before you even build it.
Emmy’s Organics $13,412 63 Makepeace Brothers $5,810 114 Satarii Star $10,635 54
FOOD RAISED FUNDERS MUSIC RAISED FUNDERS TECHNOLOGY RAISED FUNDERS
Engage strangers! Gauge Interest & Demand Do It With Others and Have Fun!
Those who share your passion, can now take action. When people vote with their wallets, you’re good to go. Project “for the people” brought to you “by the people.”
Rebuilding Haiti $10,185 55 New Left Media $21,837 363 Walking Audio Tour $7,281 69
CAUSE RAISED FUNDERS JOURNALISM RAISED FUNDERS COMMUNITY RAISED FUNDERS

22. How IndieGoGo Works
1. Post a Project
2. Engage Audience
Social media integration
Campaign tools
3. Get Funded
4. Track Analytics
5. Collect Money
6. Fulfill Perks

23. KEYS TO SUCCESS: 5 P’s
Pitch
Clear Goals. Transparent. Personal. Right-size
financial target & deadline.
Personal!
Perks
Unique. Creative. Not “copyable.” Pre-sell your
work. Offer financial discounts & scarcity
incentives (i.e. limit supply).
Promotion
Start with core base (friends, fans & followers).
Use email, facebook, twitter. Engage through
UPDATES.
Partners
Connect with influencers (bloggers, organizations,
reporters, & facebook group/online forum leaders)
whose readership/membership mirror your target
audience.

24. INDIEGOGO BENEFITS
Start Immediately International
There is no fee or application process to post No restrictions on locations for campaigns.
a project. Currently IndieGoGo is in over 130 countries.
Keep Your Funds Fiscal Sponsorship
You keep all the money raise (after fees), Integrate fiscal sponsorship with your crowd-
even if you don't meet your funding goal. funding campaign via our Fractured Atlas & SF
4% fee when you reach goal (9% if don’t). Film Society partnerships. No double fees.
PayPal Integration & Flexibility Customer Service
Contributors can pay via their PayPal accounts We have a 24-hour response policy for any
or credit cards (no PayPal account required!) questions. Every campaign gets a FREE
All you need is a bank account to get started. 1-on-1 Coaching Call pre-campaign launch.
Campaign Analytics and Info Strong Partnerships
Analytics dashboard shows who is referring MTV New Media partnered with IndieGoGo
people and dollars contributed. Fulfillment to source new projects. Every campaign on
dashboard keeps track of contact information IndieGoGo is eligible for MTV selection.
and perks owed.

25. Fr. Atlas & IndieGoGo Partnership
Single platform solution integrating fiscal sponsorship with
audience-building, engagement and crowdfunding tools
IndieGoGo
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Fundraising X X X
Fiscal
Sponsorship X X
Campaign Tools X X
Social Media
Integration X X
Analytics X X
Save
Fees 6% 9% 6% 9%

26. Partnership Benefits
 Single platform solution to streamline fundraising
 Tax deductions for contributions on IndieGoGo
 Integrated social media and community management/
tracking tools
 Automatic IndieGoGo pitch page creation upon opt-in
 Cost savings: No double service fees & no processing fees
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27. How It Works
Set-Up
1. Fractured Atlas Projects opt-in to IndieGoGo tool from FracturedAtlas.com
2. IndieGoGo campaigns are automatically started
3. Project owners receive instructions on how to complete and promote their
IndieGoGo campaign
4. All Fractured Atlas campaigns on IndieGoGo receive a Fractured Atlas
badge
Fundraising & Disbursement
1. All funds contributed to on IndieGoGo are deposited to Fractured Atlas
2. For each contribution, IndieGoGo issues a confirmation receipt to the
project owner and contributor, and Fractured Atlas issues a tax receipt to
the contributor
3. Fractured Atlas disburses the funds to the project per project’s request.
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28. How to Opt-In
Projects With Fractured Atlas Fiscal Sponsorship
Step 1 Login into Fractured Atlas & go to Managed Sponsor Fund page
Step 2 Go to Your “Managed Fundraising Campaigns” section
Step 3 Activate IndieGoGo in the External Tools section
New to IndieGoGo? Click: “Create a new IndieGoGo Campaign”
Already on IndieGoGo? Click” Connect my IndieGoGo Account”
Projects Without Fractured Atlas Fiscal Sponsorship
Step 1 Become a member of Fractured Atlas
Step 2 Apply for Fiscal Sponsorship
Step 3 Once accepted, follow the steps above
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30. How to Get Started on IndieGoGo
Projects New to IndieGoGo
Step 4 Receive set-up emails:
1. Welcome message with login details
2. Fractured Atlas opt-in confirmation
Step 5 Head to your project’s campaign page:
1. In your Welcome message, clink the link to activate your IndieGoGo account
and login.
2. Click on your name in the login area to be taken to your individual profile
3. Click EDIT MY PROFILE to fill in your personal info and your picture
4. Click DONE EDITING to return to your individual profile page
5. Click on your project listed in the “PROJECTS I’M ON” area
Projects Already on IndieGoGo
Step 4 Receive Fractured Atlas opt-in confirmation email
Step 5 Return to your Project Page
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31. How To Create Campaign
Projects New to IndieGoGo
Step 6 Click EDIT in the upper right
Step 7a Update INFO & TEAM
Set Appearance to “Hidden” in Info section to remain in DRAFT mode
Set Appearance to “Visible” in Info section to go LIVE to public
Step 7b Complete FUNDING section
Set Funding Goal, Deadline & Use of Funds
Determine Perks
Step 7c Complete GALLERY and EVENTS sections (optional)
Projects Already on IndieGoGo
Step 6 Click EDIT in the upper right
Step 7 Fill in Non-Deductible Portion for each +
of your Perks

33. How To Launch a Campaign
All Projects
Step 8 Click on VIEW
Launch an email campaign
Step 9
Use your Gmail, Yahoo, Hotmail Invite Tool
Include your GoGoWidget in any email campaign your do
Use Social Media
Step 10
Facebook
Twitter
MySpace
YouTube
Step 11 Reach out to Influencers with followers
Bloggers
Organizations
Press
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35. How To Track your Campaign
All Projects
Step 12 Click on DASHBOARD
Review your ANALYTICS
Step 13 Track which fans are driving the most traffic and dollars to your campaign
Step 14
Click on FULFILLMENT tab
Export your contributor details (perks,
amounts, emails, addresses) to fulfill
PERKS
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36. How To Get Paid
All Projects
Step 15 Return to Fractured Atlas and your Managed Sponsor Fund Page
Step 16 Request a Fund Release
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37. TIPS & RESOURCES
DIWO Live Tips http://www.indiegogo.com/blog/tips
No restrictions on locations for campaigns.
"10 Places to Promote Your IndieGoGo Project ONLINE“
Currently IndieGoGo is in over 130 countries. http://www.indiegogo.com/blog/2010/09/10-places-to-promote-your-
indiegogo-project-online.html
"10 Places to Promote Your IndieGoGo Project OFFLINE“
1-on-1 Coaching Calls http://www.indiegogo.com/blog/2010/09/10-ways-to-promote-your-
Every campaign can sign-up to have a indiegogo-project-off-line.html
1-on-1 Coaching Call with one of our
campaign experts. "Reaching the Media: Smart Tactics for Getting Your
Project into the News“
http://www.indiegogo.com/blog/2010/10/reaching-the-media-smart-
tactics-for-getting-your-project-into-the-news.html
DIWO Download
Blog to help people run a successful Insights http://www.indiegogo.com/blog/insights
campaign. http://www.indiegogo.com/blog
You’ll find: “IndieGoGo Insight: More Team Members Means More
• Tips Money“
• Insights http://www.indiegogo.com/blog/2010/10/diwo-tactics-using-your-whole-
team.html
• Case studies
• 6Q interview series w/ successes
6Q http://www.indiegogo.com/blog/6Q
“6Q with Jeanie Finley of Sound it Out“
http://www.indiegogo.com/blog/2010/11/6q-with-jeanie-finlay-of-sound-it-
out.html

38. Helpful Resources
Keys to Crowdfunding Success
http://www.indiegogo.com/blog/2010/01/keys-to-crowdfunding-success-on-indiegogo.html
5 Benefits of Crowdfunding
http://www.indiegogo.com/blog/2010/01/benefits-of-crowdfunding.html
Things I Relearned While Crowdfunding (Insightful customer blog!)
http://ventriloqui.posterous.com/things-reaffirmed-to-me-while-crowdfunding
Audience-Building 101
http://www.indiegogo.com/blog/2009/06/audiencebuilding-101-stepbystep-guide-from-indiegogo.html
Fractured Atlas Support
support@fracturedatlas.org
GoGoSupport
support@indiegogo.com

39. Additional Resources
• Chronicle of Philanthropy: www.philanthropy.com
• Philanthropy News Digest: www.fdncenter.org/pnd
• Wikipedia on 501(c)(3): www.en.wikipedia.org/wiki/
501(c)(3)
• IRS Website on Exempt Organizations: www.irs.gov/
eo

40. Our Staff is Here to Help
• Call us at 212-277-8020
• Email us at support@fracturedatlas.org
• Tara, Theresa, and Brittany answer the phones, process
donations and mail fund release checks
• Kara processes donations, deals with text approvals and
answers many questions
• Juliana and I review grants, provide fundraising
consultations, and develop the program

41. Check out the FA webinars
offered monthly online:
1. Introduction to Fiscal Sponsorship
2. Orientation for Newly Accepted Fiscally Sponsored Projects
3. Overview of Individual Donors and Online Campaigns
4. Proposals and Grants for Fiscally Sponsored Projects
For more information on these webinars visit
www.fracturedatlas.org/site/fiscal and check out the
schedule under “Upcoming Info Sessions”
Please email us at support@fracturedatlas.org for all
questions.

42. Appendix
Keys To Success
4 P’s
How to Set Your Funding Goal
How to Set your Deadline
Importance of Updates
More On How IndieGoGo Works
Steps to Launch
Optimized Funding User Experience
How Sharing Works
How to Track Your Analytics
How to Check Your Funds’ Status
How to Fulfill Perks
MTV New Media Partnership

43. How To Set Your Funding Goal
How To Set Your Funding Goal Helpful Tips
1. Breakdown your total funding need into
specific “Use of Funds” chunks (i.e. budget IndieGoGo Blog
items) www.indiegogo.com/blog/tips
2. Assess the size of your community “Value of Transparency & Specificity
• Email list in Raising Money”
• Facebook friends
• Twitter friends
• Audience reach through influencers
• Audience reach through press
3. Set a Goal to cover one or a few budget items at a time, knowing your
community will grow over time and multiple campaigns.
• IMPORTANT: You DO NOT need to raise 100% of budget in one campaign.
You can launch multiple campaigns if needed.
• KEEP MONEY: On IndieGoGo you keep the money you raise whether you
reach goal or not.

44. Keys to Success: 5 P’s
Pitch
Clear Goals. Transparent. Personal. Right-size
financial target & deadline.
Personal!
Perks
Unique. Creative. Not “copyable.” Pre-sell your
work. Offer financial discounts & scarcity
incentives (i.e. limit supply).
Promotion
Start with core base (friends, fans & followers).
Use email, facebook, twitter. Engage through
UPDATES.
Partners
Connect with influencers (bloggers, organizations,
reporters, & facebook group/online forum leaders)
whose readership/membership mirror your target
audience.

45. Multiple Campaigns
1 Campaign one
Specific Use of Funds:
To cover costume and FX
costs
Campaign two 2
Specific Use of Funds:
To cover editing, post-
Production & distribution

46. How To Set Your Deadline
Pick a Deadline that: Helpful Tips
1. Gives you time to reach your target
audiences IndieGoGo Blog
• Just friends, family & followers? 30 www.indiegogo.com/blog/insights
days is probably fine
• Plans for influencers & press? Allow “IndieGoGo Insight: More Time
2- 3 months for activity Doesn’t Always Mean More Money”
3. Ends right after a major milestone so
there’s urgency to fund NOW
• Fundraising party
• Screening / premiere
• Principle photography launch
Insight:
On IndieGoGo campaigns that set a
funding deadline between 60 and 70 days
raise, on average, 141% more money
than shorter or longer campaigns
IndieGoGo: Campaigns are 1 to 120 days

47. Deadlines: Aim for 60-70 days
Pick a Milestone:
Antoinette chose the
deadline to be the day
she had to leave for
Africa where she was
going to complete her
photo project
Sweet Spot:
Campaigns between
60 and 70 days raise, on
average, 141% more
money than shorter
or longer campaigns

48. How to Communicate with Funders
Frequent & Creative Updates Helpful Tips
1. Advantages of Updates IndieGoGo Blog
• Build trust www.indiegogo.com/blog
• Builds community
• Builds GoGoFactor “How To Use Updates on IndieGoGo”
“IndieGoGo Insight: Campaigns that send
2. When To Use Updates 11 or more updates raise 137% more
• To celebrate success money”
• To keep people posted on progress
• To inform on news/events relevant to topic
• To share press & other news
• To post images & videos
3. How Updates Work
• Automatic emails
• Gallery Archive
Insight
Campaigns that send 11 or more updates raise
137% more money than campaigns that don’t.

49. Updates
Celebrate Success
Recognize key milestones
Thank funders publicly – big
and small
Automatic Email
All updates are aggregated
from the day and packaged
into one email to all funders

50. Updates
Share Progress
Preview perks
Ask questions & engage funders
Gallery Archive:
All video & images
Shared in updates get
archived in the Gallery.

51. Updates
Share Your Press
Press is exciting &
validates to funders
that they’re a part
of something super
cool. It gives them
another reason to
share with more
friends too!
Inform & Give Free Info
You’re an expert!
People appreciate
it when they’re kept
informed of relevant
info & news. Getting
free stuff / info
makes people more
likely to want to help when asked.

52. Updates
Create a Campaign.
1 Successful campaigns start with a great idea. Post a campaign
and make your pitch. Share your vision, and answer the
question: “why should I care?”
Set Your Goal & Deadline.
2 Think smartly about how much money you need to raise, how it
will be used and how long it will take to reach your goal.
(Note, You don’t need to raise 100% of your funding need in one campaign. You can launch
multiple subsequent campaigns.)
3 Make Some Noise!
Tell people about it. Share. Update. Inspire.

53. Optimized Funding User Exper.
Enhance Contributions
Most people prefer to be above
average. So IndieGoGo helps
them, and you benefit from higher
contributions.
Sharing Made Easy
Funders are mobilized into
promoters instantly.
Data is Power
All sharing activity is tracked &
given to you so you know who is
driving referrals & dollars to your
campaign.

54. More on Sharing
Share From the Campaign Page
People don’t have to wait to fund to be prompted to share.
FAN SHARE CAMPAIGN
TOOLS TEAM SHARE
TOOLS
Share via Widgets Gmail/Yahoo Invites
You and anyone can share your As campaign owners, you and team
widget on their website or blog. members can import & invite any/all your
No coding required. gmail & yahoo contacts seamlessly TOO!

55. HOW TO TRACK YOUR CAMPAIGN
DASHBOARD: Your Campaign Title CAPTURE REFERRAL
& FUNDING DATA
TRACK YOUR
CAMPAIGNERS’
SHARE
RESULTS
“Kaleena referred 4
people who then
contributed $226”

56. HOW TO CHECK YOUR FUNDS STATUS
DASHBOARD: Your Campaign Title CHECK YOUR
CONRIBUTED
FUNDS’ STATUS
CHECK
CONTRIBUTOR
DETAILS

57. HOW TO FULFILL YOUR PERKS
EXPORT
DASHBOARD: Your Campaign Title YOUR DATA
VIEW YOUR PERK
FULFILLMENT DATA
NAMES, EMAILS &
ADDRESS INFO
HIDDEN FOR
CONFIDENTIALITY

58. MTV NEW MEDIA
Get Discovered by MTV New Media
Create a campaign. The greater the DIWO
The greater the consideration
Monthly Selections
Each month, IndieGoGo shares a selection of
projects with MTV New Media that meet their
criteria.
Target Content
Web series, documentaries, features, shorts for
online, VOD, Mobile, DTV & DTO