“A lot of people have found [the campaign] by ear, but for a lot of people it’s because they know someone who does it. A lot of them are parents, people who work in schools,” Zinn said.
One donor contributed because of self-harm in her own family.
“My daughter had her own self-injuring behavior for many, many years, but much better now. We spent way over $60,000 out of pocket, so I wish I could give more,” the donor wrote on Indiegogo’s page.
Despite her targeted marketing efforts, hours before the campaign ended last week, Zinn had only secured about $6,200 from almost 200 donors. If she didn’t reach her goal by midnight on March 1, she’d have to pay a 9 percent fee to the platform on the funds she did raise.
A final push
On March 1, Zinn uploaded a video plea on her campaign page, asking contributors to reach out to their own personal networks to help her reach her goal. She asked them to make short videos — one or two minutes long — about why they donated, or why others should donate, and then to promote the videos on Facebook, Twitter, or other social media platforms.
Only a few people made videos, Zinn said, but within a few hours of her plea — and about three and a half hours before the campaign ended — “Self Inflicted” reached $7,000 in donations. A few hours after that, it had reached $7,240, from a total of 208 donors.
Though she said she wasn’t sure if she’d use Indiegogo again, she said it helped her connect with other artists looking to collaborate.
“I’ve never shared this much of a project with someone. Normally it’s pretty private, just me and the subjects. It's been cool to see how many people are willing to contribute their time, artwork and music. People are truly volunteering their work for free,” she said.
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