Seasoned crowdfunders know that it takes months to put together all the materials you’ll need to pass the platform’s due diligence, engage investors and help you hit all the key milestones.
To run a successful campaign, you’ll need to carefully plot the journey ahead. So we’ve designed a helpful roadmap….
Phase 1
Consult existing investors
Investors can spot an investment opportunity a mile away, so use their expertise to help write your pitch materials. Begin with a quick ‘elevator pitch’ and memorise all the key numbers and market stats.
Produce pitch materials
Prepare to produce:
A pitch page
A marketing plan
A press release, distribution list. and thought-leadership articles
A financial forecast, business plan and executive summary
A pitch video
Gather evidence for due diligence
Every crowdfunding platform will thoroughly check each and every claim you’ve made in your pitch page and video. So, make sure you have irrefutable proof for each one, from sales history, to team background, to market behaviour.
Phase 2
Start pre-marketing
Set up a landing page on your website, inviting visitors to subscribe for more information about your campaign’s launch. Alert all of your contacts and direct them to your landing page.
Encourage them not only to invest, but to help promote your campaign. Get the word out via social media, and seek prospective investors on LinkedIn and Angel Investment Network, with the aim of securing a cornerstone investor.
Design a content plan
Once your campaign has launched, you’ll need to act fast. So, make sure you write the bulk of your platform updates, social media posts, and PR articles well in advance to make sure you’ve got an arsenal of content to help attract investors to your campaign page.
Phase 3
Launch in private live mode
Private mode lets cornerstone backers invest before your campaign is live to the public. This helps to propel you towards your fundraising target, and gives other investors confidence in your proposition.
You’ll want to encourage those who signed-up via your landing page to invest. Contact everyone who has shown interest and emphasise that the campaign will only be private for a short while!
Launch your campaign; issue a press release
Now your campaign is live, alert the masses. You can also send out a press release to publications whose readers are likely to be interested in your business. You can’t simply plug your own idea or crowdfunding campaign – you’ll need to explore a newsworthy subject that will be of genuine interest to a specific audience.
Unless you have PR experience, find a professional to help. It might be pricey, but it’s essential to have someone who’s well versed in this area, has press contacts, and knows how to get an article published.
Phase 4
Hold a webinar
Expect the action to die down after your campaign’s first week or so, once the initial hype has worn off. To re-engage investors, host a webinar, and give them an informative presentation followed by a Q&A. Promote it well in advance, and record for those who can’t make it.
Send a second press release
Another press release, with a new and different angle, will also give a boost to a stagnant campaign. This might be a news piece written in typical third-person journalist style, or an advice-based opinion piece written in first-person. Again, research any publications who might be interested, and write around their audiences.
Prepare for one final push
With the end of your campaign in sight, broadcast a message about this via all your digital channels, and personally nudge all who have expressed interest. Alert any others who might be interested, and kindly ask your network to do the same.
Close campaign and collect funds
With your campaign closed, you’ll need to collect the money pledged. As all platforms are first required to check there’s no money laundering from investors and perform the final due diligence checks on your company, this can take a while.
Bonus tips
Ask for help
Crowdfunding campaigns are a lot of work. So, recruit at least four people to help with everything from writing pitch materials to answering investor questions. You'll also need to make sure your colleagues have time to support you, or recruit an agency for some backup.
Use social tools
We swear by Trello and Slack. Trello lets you assign tasks, set deadlines, and store and sort all your crowdfunding materials. Slack is best for instant messaging your colleagues via multiple chat channels for each aspect of your campaign.
The equity crowdfunding process is long, challenging, but hugely rewarding. It takes a remarkable amount of planning, but follow the above roadmap and you’ll certainly find it easier to meet all those crucial milestones.
Ready to Elevate Your Crowdfunding Journey?
Embarking on a crowdfunding campaign can be an exhilarating yet daunting task. But fear not, we're here to guide you through every step of the way. Your success is our priority, and we've got the expertise and resources to make it happen.
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