HUMANITY’S’ CHILD

at the

2019 NEW YORK THEATER FESTIVAL

PARTICIPANT FUNDRAISING: Q & A

 

Why are we raising funds?

We are raising money to first cover the costs of producing our show in the festival, and then to provide financial assistance to participants as well as support the continuing development of the show.

 

What this means to you: The “costs” of production are currently paid by personal loans from Jack and Patricia Tierney. While it is the intention and goal to repay these loans from fund-raising revenues, the production will still go forward even in the absence of repayment. That said, the secondary goals of “financial assistance” and “continuing development” are entirely dependent on fundraising revenues.

 

How are we raising funds?

We are launching a multi-faceted fundraising campaign with four sources in mind:
Donors, Advertisers, Sponsors, and “Angel” Investors.

 

What this means to you: You are expected to participate, as appropriate to your situation,
in all four of these strategies. (See below for more.)

 

When are we raising funds!

We will “officially” launch our fundraising campaign March 1st. We have a “support us” page active on our website with links to donate, advertise, sponsor, and/or invest.
 

What this means to you: You will need to have a “personal marketing plan” in place before the March 1st launch. You will be provided with all the help and resources you’ll need, but it will be up to you to make contact with your people.

 

How much “funds” are individual participants expected to “raise?”
We are suggesting a minimum goal per participant of $500.00, raised though any combination of the aforementioned strategies. And, we are challenging participants to match the $1,500.00 (and more) goal that Patricia and Jack have set for themselves.
 

What this means to you: You will be contacting people in your network: family, friends, classmates, teachers, co-workers, business you support, service providers you employ, and organizations you belong to. You will be, over the next several weeks, engaging their interest in our show and, more to the point, in you! And, then, building on that interest, you may choose to offer them the opportunity to donate, advertise, sponsor, and/or invest in you by supporting our production.

 

 

Why should I actively participate in fundraising?

As a young person aspiring to a career in the theater, it is vitally important you understand that theater is a business and you must be a business person if you are to succeed.

 

What this means to you: At the entry level, being in “business” means being all things to you: manager, accountant, media rep, agent, financial backer. By actively contributing to our group fundraising effort, you will be learning and growing essential skills that may serve you for years to come.

 

How can people in my network support our production?
There are four easy ways for your people to support our production in general and,
more specifically, support you!

  1.  Make a tax-deductible donation to The Peaceful Educator Foundation,
    our sponsoring 501c3 non-profit charity;
  2. place an ad in our playbill (program) that will appear in print and digital media;
  3. become a sponsor of our production; and/or,
  4. become an “Angel Investor.

What this means to you: You will need to know who “your people” really are. You will never ask people for what the cannot comfortably afford, be it a $10.00 “good-luck ad,” or a $10,000.00 “angel investment.” And, knowing who they are, you will approach them appropriately, respectfully engaging their interest and support.

 

Can “my donors” claim their donation and sponsorships on their taxes?
Yes! Our production is an activity of The Peaceful Educator Foundation. As a 501c3 Charity, we can receive tax-deductible donations. When your people support you by donating on GoFundMe (at the donor or sponsor levels), they will automatically be issued a receipt that will allow them to claim donations on their taxes. Donations may be dedicated to individuals...for example, you!

 

What this means to you: Again, it will be important that you know your people. Some will not care about tax-deductions, others will. Generally the higher the donation, the more deductions are of interest. You should always let people know about the tax-deduction, but only emphasize it when you deem it appropriate. If your donor wants to acknowledge you, you ask them to write in the comment section, “In the name of [your name]” and, if they wish, a note to you. Your people can donate/sponsor at: gf.me/u/qnsrx2

 

 

How, specifically, are donations structured?|
We have established six “donor-levels” from $10.00 to $1,000.00+.  Your retired Uncle Joe would love to chip in ten bucks and cheer you on! At the same time, your brother-in-law Sid might actually benefit from a $10,000 tax deduction and the good public relations for his company that would surely follow such a generous gesture.

 

Donor Level

“Just For the Fun of It Name!”

Suggested Donation

LEVEL I:

The Balcony

$10 - $99.00

LEVEL II:

The Second Mezzanine

$100 - $249.99

LEVEL III:

The First Mezzanine

$250.00 - $499.00

LEVEL IV:

The Orchestra

$500 - $749.99

LEVEL V:

The Band

$750 - $999.99

LEVEL VI:

The Stage

$1,000.00 or more


What this means to you: Again, know your people. Who do they work for? There are many companies who have a budget for “community service projects” and non-profit donations. What resources might they know about?
Ask them! Your people can donate at:
https://www.humanityschild.com/support-us/tax-deductible-donation/.

 

How will my donors and sponsors be acknowledged and thanked?
The following will appear on a page in our Playbill: “This performance of Humanity’s Child made possible through the generous support of the following individuals and organizations”.....followed by lists of donors at various donor levels.

What this means to you: You will also thank your donors in as direct and personal a manner possible!

 

How does the “advertising piece” work and what are the prices?|
We will be producing a high quality Playbill in the Broadway style and soliciting advertisers. Friends and family, business you frequent, and organizations you belong to can all make a strong statement of support for the show as a whole or just for you!

 

Prices Per 8.5 X 5.5 Standard Playbill Page are:

One-sixteenth Page

$10.00

One-eighth Page

$62.50

One-quarter Page

$125.00

One-half Page

$250.00

Full Page

$500.00

Inside Front Cover

$750.00

Inside Back Cover

$750.00

Back Cover

$1,000.00

 

What this means to you: And once again, know your people. Most companies have a budget for “advertising” in support of “pro-bono”(for the good) non-profit projects such as ours. Reach out to your network and identify the folks who may be in a position to help you. (Advertising is not tax-deductible.) Your people can “buy an ad” at: https://www.humanityschild.com/support-us/advertise/

 

How does the “sponsorship piece” work and what are the prices?
Sponsors
 are people, businesses, and organizations who recognize the long-term implications of our production and our mission and that neither will end at the 2019 New York Theater Festival! Sponsors are with us for the long-haul, providing on-going financial* and in-kind** support  that help us on the continuing journey. Sponsors are always indicated prominently in print and digital publications and on our website. And, because we are a 501c3 non-profit charity, sponsorship dollars are tax deductible as a charitable donation (when not in the form of direct advertising). *Financial Support: One-Year: $2,499.00; Life of the Production: $2,500.00 - $25,000.00 (or more)**Examples of “In-Kind” Support: Rehearsal Space, Equipment, Costumes, Posters & Programs,  “Swag”

 

What this means to you: And yet, once again, know your people. Many companies have a budget for “sponsorship” in support of “pro-bono”(for the good) non-profit projects such as ours. Reach out to your network and identify the folks who may be in a position to help you. (Advertising is not tax-deductible.) Your people can become a sponsor at: https://www.humanityschild.com/support-us/sponsor/

 

How does the “investor piece” work and what are “angels?
“Angel Investors” are individuals and groups who recognize the long-term profit-making potential of our production and want to get in on it. The capital (money) that angel investors provide may be a one-time investment to help the business propel or an ongoing injection of money to support and carry the company through its difficult early stages. Investing in the theater is a high risk/high return proposition. While most shows do not generate a profit for investors, some shows generate enormous profit. By December of 2017, “Hamilton” had already returned 600% to investors, continues to do so today, and will likely continue to do so for many years to come.

 

What this means to you: Angel investors are people with “expendable income.” People who can afford to lose  but relish the opportunity to win.  Considered "honorary co-producers," they enjoy invitations to exclusive shows and special events, discounts on tickets, frequent public appreciation on social media, and other perks! Do you know people who fit this description, or does someone in your network know people? Track them down!
Your people can become angels at:
https://www.humanityschild.com/support-us/angel-investors/

 

 

What is the “rule of seven” and how does it apply to us?
The “rule of seven” is a general guide as to just how many times you may need to tell somebody something to actually get them to do something. Conventional wisdom says that most people need to engage with information at least seven times before it really registers. That “engagement” may come in many forms: a face-to-face chat,
a personal phone call, a personal email, a group email, a Facebook or Social Media post, even a brochure or poster pinned to a refrigerator! (How do you “pin” anything to a refrigerator? Well, you get the idea.) 

 

What this means to you: Your personal marketing plan must include at least seven ways of engagement, offered over time to build awareness and motive action (donating, advertising, sponsoring, investing, or just buying a ticket to our show!). We can help with that.

 

What is “a pitch,” and why do I need one?
A “pitch” in marketing lingo is a prepared statement that engages the listener’s emotions and interest very quickly. You never know when you might find yourself in a position to “pitch” the show or you! MY version of a classic story is finding yourself in an elevator with tony-award winning Broadway Producer Ken Davenport. You have from the top to the bottom floor of his building to engage his emotions and interests. How are you going to do that? We will help you construct your “pitch.”

 

What this means to you: You must have not only “a” pitch, but also many variations on your pitch for the many kinds of “clients” you might encounter. Uncle Joe and Cousin Sid mentioned above should not hear the same pitch. And, you should have several timed-pitches: 10 seconds; 30 seconds; 1 minute; and of course an “elevator pitch!” And, like all good actors and salespeople, you should practice your pitch until it flows forth like a sonnet from Shakespeare.

 

How much time will I need to devote to fundraising (separate from rehearsal time)?
How much time you’ll need depends on how good a sales person you are! You might achieve your challenge goal with one $1,500.00 donation and a ten minute phone call, or you might achieve your challenge goal with 150 $10.00 donations and as many calls. The action plan offered below can be implemented in one or two hours a week over the five months.

What this means to you: Please review the plan below and adapt it to suit your style and schedule. Or, come up with your own plan if you believe it will better achieve the goal.

 

WEEK
OF THE MONTH

ACTION PLAN

GOAL: ENGAGE TWENTY PEOPLE TWICE A MONTH FOR FIVE MONTHS

 

1 & 2

 

  • Speak in person to five or more people, deliver your “pitch,” solicit response,build interest.
  • Place a personal telephone call to five or more people, deliver your “pitch,”solicit response, build interest.
  • Send an email to five or more people, paste and attach your “pitch,”links to our website, solicit response, build interest.
  • Share your pitch on Facebook and Social Media where you know your people might be found. Send personal FB messages to five or more people, deliver your “pitch,” solicit response, build interest. Post regular updates and respond to people who comment.

 

3 & 4

 

  • Follow-up with all above in the same manner where possible.
  • Share your experiences and excitement as well as your frustrations and challenges with them. Your goal is to first engage emotionally (They  love it!), and then logically (They buy a ticket!).

 

What is the fundraising goal and budget for our production?
We have set a fundraising goal of $30,000.00 and we have produced a two phase budget: first, covering “Necessary Expenses” (as described below) and then, to the extent possible, covering “Enhancement Expenses.” Within the category of “Enhancement,” an effort has been made to give appreciative consideration to Jon, Caitlin, and Keena in the form of modest honorariums; and, to not only make the project “free” to participants (Cousins), but to pay for their personal expenses and to meaningfully support their individual professional development prior to and following the NYTF. This Budget does not include compensation to Jack or Patricia Tierney other than for legitimate reimbursements as described below. While this budget clearly imagines a future beyond the NYTF, participants must understand that such a future is totally dependent on our ability to fund it.

 

I: NECESSARY EXPENSES

Necessary Expenses are costs associated with the production required for the production to proceed. This category of expenses is personally guaranteed by Jack and Patricia Tierney, to be reimbursed, fully or partially, as revenues generated by the production may allow.

 

 

ITEM

EST.  COSTS

NOTES

 

Rehearsal Space

$4,000.00

Up to 10 rehearsals at Ripley-Grier Studios, NYC

 

Graphics & Printing

$1,500.00

Brochures, Posters, Swag, etc. Promoting the whole company.

 

Advertising & Marketing

$1,000.00

Print and Digital ads

 

Agency Fees

$500.00

Davenport Theatrical Enterprises: Five-Month Support Services

 

Accounting/Legal

$2,000.00

Professional services as may be required.

 

Sound & Lighting

$500.00

Fee charged by the Festival Technical Director to design and run sound and lighting for performances.

 

Props & Costumes

$250.00

As needed

 

Festival Fees

$250.00

Paid

 

TOTAL

$10,000.00

 

 

 

 

 

II: ENHANCEMENT EXPENSES [In priority order]
Enhancement Expenses
are costs, while not required for the production to proceed, enhance the overall efficacy of the production to succeed. This category of expenses is not guaranteed but contingent on the ability of participants to generate sufficient revenues.

 

PRIORITY

EST. COSTS

NOTES

 

I. Honorarium Fund

$3,000.00

Senior Staff  [Kruk, Dwyer, McDonald]

 

II. Company Transportation

$4,000.00

Bus fees to and from potential Preview Performances if scheduled.

 

III. Personal Transportation

$1,000.00

Reimbursement Fund for individual participant transportation to and from production related events.

 

IV. Show Development Fund

$7,000.00

Forms a financial base with which to go beyond the NYTF.

 

V. “Cousins” Development Fund

$5,000,00

Reimbursement fund supporting on-going professional development, training, and education for continuing participants.

 

TOTAL

20,000.00

 

 

 

REVENUE GOALS

 

To cover Necessary Expenses, 20 individual participants will need to
generate an average of $500.00 per person.

 

To cover Necessary Expenses
AND to cover “Priority I” of Enhancement Expenses,
20 individual participants will need to
generate an average of $650.00 per person.

 

To cover all expenses,
20 individual participants will need to
generate an average of  $1,500.00 per person.