Organising the Imperial Goldwork Course during the lock-down posed a real challenge. I couldn't send out course materials due to international mail not going out. I needed to invest in a high-spec webcam and software at a time when our household income was low due to the pandemic. Teaching live on Zoom for an international crowd in which often three languages were spoken, was new for me too. But I tremendously enjoyed sharing my knowledge and skills. And I learned a lot. Which changed the way I will do similar things in the future.
As my husband lost 40% of his already meagre income at the start of the lock-down, I was very aware of the struggle many people were in. Especially those who do not live in a welfare state like Germany. That's why I came up with a donation payment structure for the course. The idea is that people with disposable income donate when they take the course and those who lost (part) of their income can join for free (as explained in this blog post). As the warmth and the solidarity of the embroidery community is so often praised, it should not have been a problem for me to draw an income from my efforts. But it was and still is.
Of the 108 stitchers who have taken the course to date, 30 made a donation. Donations range from €10 to €265, with an average of €59. Producing each lesson and supporting students via email took me to date about 3,5 days per lesson. If we subtract the cost for the webcam and the software, I am left with €484. If we divide this by the working hours I invested, I worked for €2,16 per hour before taxes.
As most people took the course during or immediately after the live zoom classes, I sent out a survey to those who downloaded the PDF-handouts. After all, I wanted to learn from my mistakes. And I thank all who took the trouble to respond and provide me with valuable feedback.
One of the questions asked why people did or did not pay for the course. And the replies where illuminating. Reasons for not paying in order of their frequency: 1) others don't pay so why should I?, 2) when I cannot attend (all) of the live zoom classes and need to watch (some of) the recordings, I am not really participating in the course so I do not need to pay and 3) only wanted to see how you do it so that I can use your format for my own offerings/report format back to my organisation.
From the above, it becomes clear that the donation payment structure does not work. Thanks to Social Media, I could watch people, who took my course without paying, showing-off their latest buys and sign-ups for embroidery courses. I will thus not use this payment structure again. For all future courses, I will make a proper costing. If you want to take the course, that is what you will need to pay. I am aware that some will probably not be able to afford my future courses. However, if all 108 students, who have taken the course so far, would each have donated €32,64, I would have earned the German legal minimum wage of €10 per hour. That's for a person without qualifications and experience, by the way.
Before the pandemic, but certainly now during the pandemic, some colleagues and stitchers have started to 'shop' for ideas from my blog, Instagram and YouTube channel. Thank you to those of you who have warned me. I had seen it with my own eyes too. As you probably have noticed, I am posting very sparingly on Instagram and I am not sure if I will make more FlossTube videos. I am also struggling with how much detail to post on my blog. It is a real dilemma. On the one hand, I need to be engaging so that I keep myself in the picture and sell my products and services. But on the other hand, it is soul-destroying to see others turn your ideas into blockbusters.
My academic background and language skills should give me an edge over many of my colleagues. But this only works if the potential costumers are able to distinguish the difference in quality. But fake news and alternative facts show that increasingly people are unable to do so. Quality news outlets suffer and so do quality embroidery tutors.
I took the course off-line on the 31st of December 2021. Although the course was still regularly downloaded, I only received two donations during 2021. As explained above, the donation model sadly does not work.
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