Networking on social media platforms key to crowdfunding

However, not everyone makes the cut despite their ideas or vision being deserving. This clearly indicates that such campaigns are not just about the subject but also a smart marketing strategy. With crowdfunding the go-to option for any fledgling entrepreneur today, how does one navigate the process successfully? 

Chennaiite Juhi Sharma was a cinematographer who got accepted into the prestigious Feirstein Graduate School of Cinema in the USA a couple of years ago. To fund her dream, the youngster resorted to a crowdfunding campaign. But she didn’t expect the brickbats that followed along with the warmth. Despite facing a stream of abuse and explicit proposals, Juhi stood firmly by her cause as her campaign went viral all over social media in Chennai, as more people stood up to her attackers. 

Today, Juhi is a master’s student and filmmaker in New York and has inspired quite a few aspirants to follow in her wake. However, she said, “People will not always be supportive. If you really want it and have tried every other avenue, then crowdfunding is the answer. It is not easy and requires iron will. But reaching out to people in the industry you want to work in, always helps. I reached out to some filmmakers and some of them helped me with scholarships for my next semester.” 

She added, “So don’t be afraid to speak honestly about why it is that you’re passionate about studying and why can’t you fund it yourself. Once these answers are clear in your mind, you can stand up to whoever tries to bring you down.” 

Anoj Viswanathan, co-founder of crowdfunding platform Milaap, says that it is important that the person or people involved have no social constraints in putting their story fully out there. “You can’t be half-hearted about what you’re doing. Those who are proactive in telling their story are the ones who make it. WhatsApp actually is better than Facebook or Twitter, as people forward the messages more,” he said. 

Only five to seven per cent of people visiting the campaign page contributes on average. If one lakh rupees is required for a project of any kind, then around 50 donors are required who contribute around Rs 2,000 each. “That means, over 600 people, at least, have to see the page. This should be in the minds of the campaigner, and they should advertise accordingly,” he added. 

Anoj also said that it’s not that people are hesitant to part with money, but they think twice to check if the cause is legit. “So in order to appear trustworthy, it’s good to ask friends and others to share the campaign amongst many networks. When it comes to India though, very rarely are campaigning frivolous. In the US though, there are drives to fund a potato salad and help Kylie Jenner become a billionaire,” he said.