This is the fifth fundraising blog in a series aimed at helping musicians find the different paths towards achieving funding for their recordings. This is primarily to assist those involved in the Freedom Solutions Recording Plan or FSRP.

It takes a creative approach to fundraise money. Ask any professional fundraiser or non-profit organization. You have to have the drive, creativity and the ability to take a lot of no's before even a single yes.

There are a lot of other avenues to finding funding besides just going directly to individuals. This is key since most people will exhaust all options with the individuals they go to directly before they have achieved their full budget.

Visit the previous fundraising blogs that are posted each Wednesday for different ideas and approaches on how to obtain the capital you need for your project.

The assertive / confident approach is the best but also the hardest approach for people to use when going after money. This is also known as the direct sale. Using the steps to reach this level both as far as being comfortable and using the right pitch is the most challenging because it requires you to be direct, assertive and confident.

As much as people talk about having confidence, security, assertiveness and overall fortitude if you will, when it comes to asking for money, many find out exactly how little they have or how much they are lacking in those departments.

The best approach for direct is the practiced approach. Refer to the blog about the passive approach if you need to understand the contrast between the two approaches.

Remember if you are a part of the FSRP plan, you are not just asking for money to make your album. That is the worst approach and pitch you can take. For starters remember these major selling points of the FSRP for your pitch

1. A business plan is set in place to outline every step of the recording and marketing process clearly and concisely.

2. The artist is in sole control of their music, image and likeness.

3. The FSRP Helps the artist sustain their success by introducing them to the full spectrum
of sales, licensing and performance options in the industry.

4. Empowers the artist with the solid industry knowledge and problem-solving skills necessary to make responsible career decisions.

5. Enables the creation of a recording and all related marketing, branding and promotional materials at a level of quality that meets or exceeds industry standards.

6. Outlines and specifies a production package that saves an average of 80% over what artists spend on production in Los Angeles or New York.

7. Positions the artist favorably by donating a percentage of the recording’s profits to a charity they believe in.

8. Allows artists to go forward as musicians, philanthropists, and role models while achieving self-sustainable success.

These are all selling points that can be part of your pitch. You are doing more than asking for money to make an album. You are asking for money to help set a new standard and benchmark in the approach to music.

You are bringing new ideas to the table with a charitable approach to something you believe in, and you are taking the most organized and concise steps with a solid plan of action to see it through to completion.

Read through your FSRP Blueprint package and read through the other blogs, the Protectomatic website and myspace. Gain an understanding of what you are doing from a number of different approaches.

This in turn will help you to refine and create your pitches. As you practice them and as you individualize them, you will gain the confidence you need to come off assertive and strong.

Believe in yourself, your career path, and the plan you are taking part in. Use strong body language when you are talking to people too. Speak in a tone that shows you care about what you are doing without being overbearing.

Don’t yell or be too loud. That can display a cockiness that will push people away.

Don’t speak too soft or stumble on your words. This will make you seem more nervous and less confident.

Individualize your pitch to the person you are speaking with.

If you are speaking with someone that used to be in the music industry and got screwed over, bring up the elements about you having total control of your music and all your rights.

If you are speaking with someone that feels strongly about the charity you are donating to, then address the element of the percentage that you are giving to that charity. Mention it early and often in the pitch.

You want to go with a quick pitch delivered in a confident, assertive tone and tempo. Remember to take the attitude that you are doing this and would love to have their help, but it will be done with or without them. Confidence brings security to the listener or potential donor or investor.

Try to explain an overview of your plan that hits on the marketing points of the music, what you are doing and how you are doing it. Explain in a way that is like a brief presentation. Allow for questions, (and) remember to write these questions down to have those answers prepared in advance, for the next person that may ask them.

If they give you a look of doubt and don’t know what to say, offer the confidence to them. Ask them what they feel questionable about or what they feel is not clear or addressed well.

Regardless of a no or a yes, treat them both like yeses. If someone says no, thank them for their time, never losing the confidence in yourself or your ability to achieve the budget for the project. Many times these “no’s” will watch you from a distance and potentially donate later.

Go to the numerous fundraising websites that are out there, even if once a day. Find out the tips, quotes and approaches that are shared by these professional fundraisers that do this for a living everyday. Simply search fundraising and you will see hundreds come up that may be helpful.

Address the questions that are asked of you afterwards and with each pitch, think about how it went well and how it didn’t go as you hoped. By treating each pitch as a potential donor or investor, but also an opportunity to learn, you will find more people feel confidence in you.
Eye contact is a big plus as well. Look directly into the eyes of the person you are speaking with. If you are sitting down with a number of people, casually address points to each person. Do not try to look across every one or only focus on one person.

Wear clothes that are clean. Dress well, but don’t go over the top. Look well dressed for how you dress. Basically, if you are not a suit and tie guy and more of a casual type, you don’t have to go suit and tie, but wear something that shows you care about yourself and your appearance.

Bring along the Fundraising Press Release, The Fundraising Letter and your FSRP business plan blueprint binder. Leave them with the release and the letter and scan with them through the business plan. Don’t stop or spend too long on a section, run them through it and allow them to stop or ask about sections.

Most of all, deliver your pitch like you are talking to someone that is helping to make your dreams come true, because in a sense they are!

You are looking for people to help fund your recording, the release, and the necessary materials to give you the best shot and best chance in reaching that goal

Think of what you are going to be able to make, and the improved chance, as well as the spectrum of opportunities that will be allowed that most never get. This can help you build your confidence and your assertiveness.

You have played on stage before to people that didn’t like your music, but that didn’t stop you. You kept playing because you knew you could reach new fans and the more you played the better the band and the songs got. This is the same thing. Some people might not give or might not like the plan, but if you view it as a chance to make your pitch that much better, to be able to deliver it in a stronger fashion to someone else who will donate or invest, then you still win whether it is a no or a yes.

Be assertive and confident, if you're not, learn and practice the skills to gain those traits. It will not only help you in the fundraising but also give you the tools to handle many other facets of the industry that you will be faced with down the road.

 

© Loren Weisman