1. Fundraising 101 ( "Free as in Freedom So Who Pays for the Beer?")
Cat Allman
Google
OSCON 7/28/2011

2. Who Am I to Talk? Both sides of the desk
Former Director of Sales, The USENIX Association
Currently distribute funds to open source projects,programs and events at Google OSPO

3. Standard Disclaimer These are my opinions
Not those of any past, present or future employer
Based on my experiences - yours may vary
I am not a lawyer, accountant, or tax professional: take with plenty of salt and listen at your own risk

4. Goal of Talk
Give you the basics of how to create a plan to source financial support for your project.
Plus some things to consider
And some things to avoid

5. FOSS Projects Do Need $ Bandwidth / hosting Hardware Travel
Meeting in person
and the all important tee-shirts

6. Asking for money is hard
Some wise person once said that jumping out of a perfectly good airplane is not a natural act. The same can be said of asking people for money. Most people, myself included at least at first, would rather do practically anything. So if you can do it or are willing to try – GOOD for YOU! You are doing your project a huge service.

7. Basics of a Plan Scope your needs Do a project budget
Set your goals: quarterly, annual, long term
Have a cushion
Decide what you're willing to sell
Consider your resources
Assign responsibilities
Prearrange how the money will be accepted and managed
Decide on record keeping and activities tracker
Develop materials

8. Types of potential sponsorship
Small $ amounts
Larger $ amounts
“In-kind”
Grants
Employers
Code for hire

9. Are “bounties” or per-feature fundraising ever a good idea?
Sometimes
Be careful!

10. Types of potential sponsors
Individuals: contributors, friends, fans
Small businesses in your community(s)
Businesses that use your software
Staffing vs marketing vs engineering groups
Local, State, Federal Government
Foundations

11. What do sponsors want to buy?
Visibility and/or access
Name/logo on project website
Ads on site
Help wanted vs product/company
Sponsored content
list
Event sponsorships
Membership in community

12. And - what are you prepared to sell?
Decide collectively
Aim for consensus
Do not do anything that will hurt your community
Do not sell to the wrong customer

13. Big or small: deciding on a strategy
A mix is most likely

14. The devil is in the details: paperwork & time management
Crucial responsibility!
Get organized before raising funds!
Be super organized and keep meticulous records
Have oversight
Don't procrastinate
Plan for slow payment

15. Some ideas on how to accept funds
First and foremost – ask an accountant
Through a fiscal agent, foundation, school, company
Paypal, et all for small amounts

16. Does your project need to have a Foundation?
HUGE and important topic
Fiscal agents
Software Freedom Conservancy
Software in the Public Interest
Apache Foundation
Source of info
FLOSS Foundations list
IRS issues

17. How to find sponsors First and foremost – connections
Ask everyone you know
Ask all your contributors to do the same
Ask every professor
Search engines
Download logs
Mailing list/project communication channels
Be creative
Be brave
Be tenacious

18. Prepare your Pitch Always put yourself in your sponsor's shoes
Complete info on materials
Project name & URL,
brief background with more details available if asked
What your projects does, who it helps, why it matters to the world – and the prospect
Number of people involved and where
No one owes you a pony

19. Prepare your Pitch - Events
Always put yourself in your sponsor's shoes
Complete info on online materials & PDF
Event name & URL
Where & when
Brief background on project with more details available if asked
Event audience with estimated attendance
Program committee or organizers with contact info
Organizing body or fiscal agent on contract/price list
Did I mention contact info?

20. Making the Ask Always put yourself in your sponsor's shoes
Make it easy to give you money
Complete info on materials
No proprietary communication methods
Be nice
Ask for help and offer help

21. Special considerations for events
Conference networks
Insurance
First aid
Unexpected costs
also
Anti-Harassment policy
Bathroom capacity

22. Pitfalls to avoid Don't sell your soul
Putting donations in personal bank accounts
Inflated asks
Over-promising
Failing to invoice
Baby ducks
Don't oversell
Don't sell your soul

23. Basics of a Plan Scope your needs Do a project budget
Set your goals: quarterly, annual, long term
Have a cushion
Decide what you're willing to sell
Consider your resources
Assign responsibilities
Prearrange how the money will be accepted and managed
Decide on record keeping and activities tracker
Develop materials

24. Thank you for coming!
Q&A
Cat Allman