As the AFI Life Achievement Award Tribute Gala honoring Francis Ford Coppola approaches this April, we sat down with Peter Indall, Director of National Advancement, to discuss his role in helping to organize the highly anticipated event. A seasoned professional, Peter has combined his passion for the arts with his expertise in individual giving, previously working at the LA Opera, the Natural History Museum and the Wallis Annenberg Center for the Performing Arts. After rejoining AFI last spring, Peter reflects on his journey, the exciting new AFI membership levels, what he’s most looking forward to about the AFI Life Achievement Award and more.

AFI: Tell us a bit about your background and if there was a moment early on that made you realize mission-driven work in the arts was your calling?

Peter: I grew up in Santa Fe, New Mexico, which is a very culturally rich place that’s home to a vibrant arts community. I ushered at the Santa Fe Opera for six years, which is how I first developed a love for the performing arts and live theater. Then in college, I worked for the development office and, when I graduated, I got a job for a British company in the UK, helping them emulate the American model of annual fund campaigns to encourage people to give charitably to their alma maters. The reason Americans are so charitable is from originally having to come together to find solutions on the frontier because we didn’t have established institutions like Europe did to fall back on. Trying to get them on the American model took some time, but it was a really good experience. Eventually, I decided to return to the U.S., and when a former boss of mine joined the LA Opera, I followed and spent six years there before coming to work at AFI.

AFI: As National Director of Advancement, what are your key goals and responsibilities at AFI?

Peter: Our collective goal is to raise the resources needed to sustainably accomplish AFI’s nonprofit mission while also thinking big picture of how we can build for the future. We want to dream big because at the end of the day the only limitation is resources. My focus as Director of National Advancement is individual giving and helping to oversee all the programs for thousands of individuals who believe in AFI and include us in their charitable giving. Most of AFI supporters are not filmmakers or related to the industry; they’re just people who love the art form and think it really matters. I’ve never found an AFI donor to be completely casual. They’ll say, “I would watch the AFI top 100 lists with my grandmother,” or “I used to watch the AFI Life Achievement Award every year.” Donors here will call you up and tell you what they think about the AFI AWARDS. There’s a passion that is undeniable and it goes back to the art form. I feel really connected to our supporters, so when the opportunity arose, I decided to return to AFI and continue to partner with them.

AFI: What makes the new AFI membership benefits unique and how do they enhance the experience?

Peter: When we removed our membership benefit tiers a few years ago, we heard the feedback from donors that they missed having some structure or some way to be more involved with AFI. Taking these lessons into consideration, we decided to find more of a middle ground and have a streamlined program with fewer levels and more mission-relevant benefits that try to always focus on AFI’s programs that people love like AFI FEST, the AFI Life Achievement Award, master seminars and other Conservatory programs. We ultimately want to give members something that reflects what AFI is accomplishing through their philanthropic support.

AFI: With the Life Achievement Award coming up, how is the Advancement team making this evening a memorable experience for AFI members and supporters?

Peter: The AFI Life Achievement Award Tribute is our annual gala, which directly supports AFI’s programs. Our team is very involved with AFI Productions and AFI Special Events and helping to oversee all aspects. The orchestra level of the Dolby Theatre is transformed into a ballroom for the gala portion, which includes a lovely dinner catered by Wolfgang Puck. Premiere Circle Members and $1,000 donors enjoy complimentary seats in Mezzanine One. We also have opportunities for members to purchase tickets in the Mezzanine, and this year we’re offering a member pre-sale for early access. Mezzanine Two is reserved for AFI Alumni who have specially priced tickets to be a part of the event. We have supporters flying in from all over the world, and I’ve talked to several who say, “I’m looking through all my tribute books from the past Life Achievements that I’ve attended.” That aspect of it makes you realize it’s more than just a gala; it’s part of people’s lives. I think Francis Ford Coppola is the perfect person for the 50th because he represents such a great era of American film and, since it is an anniversary, some people have made special gifts in honor of this milestone, which is really nice.

AFI: Working in Advancement means you often see the direct impact of individual giving. Is there a moment you’ve experienced that stands out as a reminder of why this work matters?

Peter: What’s been really rewarding and encouraging is that the Premiere Circle program hit its goal at the end of January, about five months early. We have had such an upswell of support and we’re still going, which is great to see. Donors are passionate about AFI’s mission. I was so encouraged from reaching out to people and trying to refocus the program with mission-centric events like the Bogart and ONE FROM THE HEART screenings and creating an experience for members at FEST. Now with the 50th Life Achievement Award and the surge of excitement around that, we’re going to be able to take our membership program to new heights.

AFI: How does the Advancement team’s work directly support AFI’s educational programs?

Peter: A priority for us is increasing the scholarships for AFI. We recently welcomed Veronica Monteyro to the team and her main focus is building the scholarship program. Everyone understands that in order to expand access and bring filmmakers from all backgrounds, this is a top priority for the Conservatory. Advancement also supports DWW+, the Cinematography Intensive Workshop and hosts several initiatives, such as the Thesis Pitch event, which I’ve always really enjoyed. We fundraise and then have AFI Fellows practice their pitching skills to win grants that go toward their thesis projects – and it’s a great way for donors to have a direct impact.

AFI: What are some of your interests outside of AFI?

Peter: I first volunteered with the Art Deco Society of LA and was a member for many years before joining the board. We are dedicated to promoting public awareness of the Art Deco era through advocacy for historic preservation and celebration of its art, architecture, fashion, design and culture. We host events including tours of the Hollywood Forever Cemetery, architecture walks and our annual Avalon Ball on Catalina Island, which helps fund our ongoing historic preservation efforts. This year marks the 100th anniversary of Art Deco, and the Biennial World Congress on Art Deco will take place in Paris – and I am going! One of the joys of working as part of the Art Deco Society board and in the arts is the constant opportunity to learn. I think if you can find a way to work in an area that aligns with your interests, it’s just so fulfilling, and if you really appreciate what you’re raising resources for, that makes it much easier to do.