Day 7 Of “$25k in 25 days”

By February 15, 2012 Blog No Comments

(Make sure you read all the way through for the exciting bits.)

I would certainly call the first leg of our “$25k in 25 Days” campaign a success.

Here is the 7-day tally:
65 merchandise orders for $1622
4416 frames bought for $4416
Four Corporate Sponsorship Inquiries for $?
A fundraiser at the Ann Arbor office of Google on March 2: $?

We’re overwhelmed by the support so far. Thousands of dollars (not to mention the tweets and FB updates) is a huge initial accomplishment.

But we still need more – much more – to reach our goal. Like any microfunding campaign, there’s always an initial batch of excitement, then a lull, and then a surge as the deadline approaches. But this deadline is only a couple of weeks away, and there’s no time for an extended lull.  We NEED to raise an additional $19k in a little more than two weeks.


  • If you haven’t already, buy some merch.
  • As before, the best possible thing you can contribute is a few moments of your time to help spread the word. If you bought a shirt, wear it in public. If you’re on Twitter, tweet about it. If you’re on Facebook, tell people that way. If you tell two friends, they’ll tell two friends, and on and on it goes.
  • If you want your name up in lights, become a producer for as little as a dollar and as much as infinity.
  • And if you work for an organization that can match individual contributions, email me. We even have a fancy PR engine that will make sure it is money well spent. (More of which I’ll tell you about when you email.)

I also want you to know about a personal commitment I made literally five minutes ago.

Yesterday, I was offered a two-week freelance opportunity in NY that would have kept me extremely busy right up until the day I leave to film in Detroit. It would have meant late nights at an ad agency, virtually ignoring everything else in my life. Including the preparation to film Joe Faris and Fashion in Detroit.

Financially, I’m in no position to be turning down gigs. But I did, because the film requires it. Why am I telling you this? I want you to know that I’m all in. And because for the last three years, time and time again, the decision that felt right but created the most uncertainly was, universally, the right one. I’m jumping with absolute faith the net will appear.

And your support in this endeavor means everything.


The last announcement (and the one I’m most excited about) is that in the coming days we’ll be asking our producers to make a little video telling us why they contributed to “Lemonade: Detroit.” When we get the first batch submitted, I’m going to edit the best ones into a broadcast-able format. At the very least, there will be an extended video for the website. But you could also see a 30-second commercial air on TV. (Late night buys are dirt cheap.) Perhaps there will be a pre-roll commercial on Hulu. Who knows?

At the heart of it, “Lemonade: Detroit” boils down to amazing stories. And the stories of why people contribute are amazing in and of themselves. Stay tuned in the next day or two for more about that.

That’s it for now. Thanks again everyone.

Erik Proulx
Director, “Lemonade: Detroit”

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