"When I started, I thought, 'Why not? I’m asking people to give me their hard-earned cash. It’s the least I can do.' Then, after I’d made several dozen, I realized that 'facing' my potential backers was more difficult than I'd thought. Every video required me to imagine that person, remember them…talk directly to them.
“The more videos I made, the more deeply I thought about my film. As I asked for his or her support, I envisioned each person watching it. And that was very powerful. It’s made me think about my audience as a collection of individuals rather than rows of blithe faces staring at a flickering screen.”
The effort may be considered a rousing marketing success (25% of sent videos resulted in a pledge...making up nearly 60% of the total amount raised). But White insists it wasn't his most valuable discovery.
“My ‘video asks’ yielded an invaluable result: I really do know my audience now. And this has made me a better filmmaker.”