01.05.26
WHAT DOES ‘IN-KIND’ SPONSORSHIP MEAN AND WHY IS IT SO IMPORTANT TO SUFFOLK SHORTS?
Claire Whittenbury looks at how in-kind support, from design and marketing to web development, helps power Suffolk Shorts behind the scenes.
The word “kind” in this context doesn’t mean “nice”, It comes from an older use of the word meaning type or form, so the sponsorship is “in the form of something.” But it really is very “nice” for us to have such amazing & Kind sponsors.
Over the last 4 years the festival has developed a small network of in-kind sponsors that donate skills, time and resources to make sure the team can focus on bringing the audience the best short films each year. They are the quiet engine behind us, reflecting what we do to the outside world, giving our filmmakers a stage before they hit the screen and making sure we attract an audience.
While financial donations are often seen as the primary driver of fundraising success, non-cash contributions such as marketing support, website design and build, printing, and consultancy can be just as transformative.
Winners of Narrative Short Film category for Blue in 2023 holding extra large Cheque, courtesy of Pb StudioOur primary in-kind sponsor is Pb Studio, a multi service production agency with hubs in East Anglia and Scotland (link to their blog). On their website they say:
“Whatever the brief, we relish the challenge – listening, advising, and delivering a solution with our trademark expertise, determination and drive.”
Tim in the office at Pb Studio.And for the last 3 years our dedicated Designer, Tim Biddle, has really proven that. He listened to us and quietly advised us, because he IS the designer - we aren’t! He’s given us solutions to branding, marketing, social media conundrums and has always delivered (on one occasion over delivering when we asked for giant cheques to give to the winners and they were so big we couldn’t transport them…)
This kind of marketing support helps us ensure the festival reaches the right audience. From campaign strategy and social media planning to programmes and cinema posters, professional marketing expertise can dramatically increase attendance and awareness. For a small festival with big ideas, this means not only fuller seats in the cinema, but also a wider reach for our mission.
At a recent Short Film Exhibitors Group meeting a group of Festival Directors were discussing whether any of us manage to pay ourselves a salary out of our festival budget (no) and The FHSE team encouraged us to make reference of our time as in-kind support in any funding bids. That was a revelation, but of course it’s a valid point. As we prepare our budget for this year’s funding rounds it will be fascinating to attempt to calculate how many days we’ve logged.
The true value of in-kind support lies in leverage. Every donated professional service reduces costs and increases the festival’s potential to generate funds to support filmmakers and generate awareness so that we can attract new audiences to the screenings. It allows Suffolk Shorts to channel any income directly into its mission, while delivering a high-quality, engaging festival experience.
For us there’s an additional benefit, which is less visible. Knowing that there are organisations and individuals out there that believe in what we want to achieve and are happy to help us get there is a huge boost to our tiny team.
In the end, when the lights dim and the programme begins, the audience sees a seamless event. Behind the scenes, however, it is often the generosity of in-kind sponsors that has made that moment possible.
Not forgetting Brad, who wrote this great blog on being our Technical Manager
A professionally designed and built website is another cornerstone of a successful event. A clear, user-friendly site allows supporters and filmmakers to learn about the festival, submit their films, view film details, book tickets, and make additional donations with ease.
In 2024 we were joined by Roisin McKenna Crick and Andrea Symeon who also happen to be film fans. They have worked hand in hand with Tim at Pb Studio to migrate our site and create this living, breathing entity, which encourages us to contribute content outside the event production phase, so that we can begin to create a hub of information for local filmmakers, creatives, students and our audience.
Their support in website development has elevated the event’s credibility, strengthened brand identity, and provided a seamless digital experience.
Author:
Claire Whittenbury
Claire is Festival Director and
Student Short Programme Lead of Suffolk Shorts