{"id":11332,"date":"2016-08-03T05:00:11","date_gmt":"2016-08-03T11:00:11","guid":{"rendered":"https:\/\/tested-neuron.flywheelsites.com\/?p=11332"},"modified":"2016-08-03T00:05:22","modified_gmt":"2016-08-03T06:05:22","slug":"3-battle-tested-keys-to-fundraising","status":"publish","type":"post","link":"https:\/\/unreasonablegroup.com\/articles\/3-battle-tested-keys-to-fundraising\/","title":{"rendered":"3 Battle-Tested Keys to Fundraising"},"content":{"rendered":"<p><strong>Back in 2009 when we were first<\/strong> getting started, I attended a fundraising bootcamp hosted by <a href=\"http:\/\/www.forimpact.org\/\" target=\"_blank\">For Impact<\/a>. That\u2019s where I met Unreasonable Mentor <a href=\"http:\/\/unreasonableinstitute.org\/profile\/tsuddes\" target=\"_blank\">Tom Suddes<\/a>, a wisecracking, self-deprecating founder of 19 companies who can do 1,000 push-ups in a day, used to be a pro boxer, and never seems to run out of energy. He\u2019s raised $1 billion himself, coached entrepreneurs to raise a total of $1 billion, and is currently coaching his third billion.<\/p>\n<blockquote class=\"right\"><p>Fundraising takes up at least 50 percent of a CEO\u2019s time.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;Fundraising takes up at least 50 percent of a CEO\u2019s time&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<p>Tom\u2019s got three keys to fundraising, which are relevant to both for-profit and for-impact (what the IRS calls non-profit) fundraising. They may sound simple, but do not be fooled. I used them to raise our most recent round of $1.2 million in a few months. This blog post details the three keys and offers you templates and example emails to implement them.<\/p>\n<h2>Key #1: Be with the right person.<\/h2>\n<p>This is the most frequently overlooked part of fundraising and perhaps the most important one to get right. Here are the steps to hone in on the right people:<\/p>\n<ul>\n<li><b>Come up with an ideal profile.<\/b> What does your dream funder look like? What are their characteristics? Write them down and ask people in your network if they know anyone who fits your description. For example, if you were running a venture providing employment to people with disabilities in India you might look for someone who:<\/li>\n<\/ul>\n<div style=\"margin-left: 2.5em;\">\n<ul>\n<li>Has a loved one with a disability.<\/li>\n<li>Believes in dignified solutions, like job training or livelihood creation, that allow people with disabilities to move out of poverty, rather than charity.<\/li>\n<li>Is someone who you would enjoy having a beer with every week.<\/li>\n<li>Is someone you\u2019d want as\u00a0a mentor.<\/li>\n<li>Is of Indian descent or has traveled to India several times.<\/li>\n<\/ul>\n<\/div>\n<ul>\n<li><b>Come up with at least 50 prospects who match your ideal profile.<\/b> Put them in a \u201cprospective funder tracker\u201d <a href=\"https:\/\/docs.google.com\/a\/unreasonableinstitute.org\/spreadsheet\/ccc?key=0AvUr0dNOzKDwdFJHZGVoSEhlUnpPazYxbjRGeFNPd0E&amp;usp=drive_web#gid=4\" target=\"_blank\">like this one<\/a>. Keep this funder tracker regularly updated with all the conversations you have with potential funders (Note: Thanks to Unreasonable Mentor, Billy Parish, for sharing the first version of this template).<\/li>\n<\/ul>\n<ul>\n<li><b>Prioritize your prospects based on the 3 Cs.<\/b> The funders who are most likely to give you money are those who meet the three Cs. They <i>care<\/i> about what you\u2019re doing. They have the <i>capacity<\/i> to support you (which you can assess by looking at other funding they\u2019ve done, looking up their personal background on Google for a sense of their affluence, or simply having an honest conversation with them). They have a personal <i>connection<\/i> to you. The funders who meet all 3 Cs are your top targets and the first ones who you should ask. Many funders will care about what you\u2019re doing and have the capacity to support you. Build a personal connection with these funders and ask. Don\u2019t bother with those who don\u2019t care about what you\u2019re doing, and de-prioritize those who don\u2019t have the capacity to fund you (although, it may be worth it to let them know you\u2019re looking for contacts who could help you raise the amount you\u2019re looking for). Your goal is to have 25 prospective funders who care about what you\u2019re doing and have the capacity to support you. You should assume roughly two of them will give you funding (Note: Thanks to former teammate Ian Kim for teaching me the three Cs).<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>Do your homework and explain why you believe you have a unique connection with the funder.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;Do homework and explain why you believe you have a unique connection with the funder&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<h2>Key #2: Predispose prospects in your favor.<\/h2>\n<p>If someone cares about your mission, has the capacity to fund you, and is positively inclined in your direction before you ask them for money, odds are in your favor that they\u2019ll agree to fund you. Predisposition, or the process of getting someone to feel like they want to support you before you even ask, is an incredibly important part of fundraising. Here are the most powerful ways to predispose someone.<\/p>\n<ul>\n<li><b>Get introduced by someone they trust.<\/b> If you don\u2019t know this prospect, but someone they trust can connect you, ask for that introduction! Ideally, you want the connector to say, \u201cSarah, you <i>have<\/i> to meet [<i>insert your name here<\/i>]! What she\u2019s doing with [<i>insert your company here<\/i>] is beyond inspiring and amazing and I think it\u2019s one of the most impactful organizations I\u2019ve seen. No pressure, but I\u2019d love for you to sit down and learn about their model. If it\u2019s the right fit, it might make a great addition to your portfolio.\u201d<\/li>\n<\/ul>\n<ul>\n<li><b>Write a thoughtful email explaining your intentions upfront.<\/b> Funders know why startups\/early-stage organizations approach them. Yet, so many of these organizations mask their intentions by saying, \u201cI just want to chat and get to know you.\u201d That sort of line annoys funders. It makes them feel like they can\u2019t trust entrepreneurs who approach them, who carry a secret agenda (that\u2019s actually obvious to everyone). Be upfront with them and start off on the right foot.<a href=\"https:\/\/docs.google.com\/a\/unreasonableinstitute.org\/document\/d\/1oZowi7YWyLsiWTKLr5cA46n8a2uzDTgC7vTaNdrkZQs\/edit#heading=h.yduqcmvzus3y\" target=\"_blank\"> Here are a few email examples of how to do that.<\/a> Seek permission to have a conversation with them about funding, rather than tricking them into having the conversation with you.<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>In your initial conversations with a prospective funder, get to know what you could do to help them.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;In initial convos with prospective funder, get to know what you could do to help them&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<ul>\n<li><b>Tell them why you chose them<\/b> (source: Adam Grant in <a href=\"http:\/\/qz.com\/97281\/the-secrets-to-getting-important-people-to-email-you-back\/\" target=\"_blank\">this blog post<\/a> on how to get important people to email you back). Sure, funders have money. That\u2019s why everyone wants to talk to them. But why do <i>you<\/i> want to talk to <i>this particular funder<\/i>? Make them feel special. Show them you\u2019ve done your homework and explain why you believe there\u2019s a unique connection here. Tell them you\u2019re aware of their funding criteria and patterns (if they have any) and that you fall in those criteria.<\/li>\n<\/ul>\n<ul>\n<li><b>Show, don\u2019t tell.<\/b> The single best way to predispose a funder to saying yes to you is to let them experience your work first hand. For example, we just received a large grant from a foundation. The reason they were willing to give us this grant is that they came to the Unreasonable Institute, participated in our Investor Days and Unreasonable Climax events, got to meet our entrepreneurs, connected with mentors in our network, began working with our lawyer to help make deals, visited the work of several of our ventures, funded four of them, and got to know our entire team on a 2-day retreat in the mountains. By the time we asked them for funding, they were already huge fans of Unreasonable Institute. If you can\u2019t get a prospective investor to come see your work, get them as close as you can with videos, testimonials, and traction.<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>The single best way to predispose a funder to saying yes to you is to let them experience your work first-hand.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;The best way for a funder to say yes is to let them experience your work first-hand&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<ul>\n<li><b>Be of service to your prospect.<\/b> Funders are always looking for connections to people they can co-invest\/co-fund with, well-aligned deals, lawyers to help them disperse cash well, chances to learn about new funding models, etc. In your initial conversations with a prospect, get to know what you could do to help them. Then make sure that you do it.<\/li>\n<\/ul>\n<ul>\n<li><b>De-risk the idea of funding your venture by showing \u201csocial proof.\u201d<\/b> Funders are often herd animals. They have to make high-stakes bets (worth thousands or millions of dollars) on stuff they know very little about, surrounded by uncertainty (startups\/early-stage organizations). So they rely heavily on the opinions of other people who have investigated your venture. When you share what you\u2019re doing with a funder, give them some insight into who else is supporting you. For instance, we just got a $256,000 grant from Rockefeller Foundation. You better believe we are sharing this with prospects! We also share a few examples of our mentors, press we\u2019ve received, and results to date.<\/li>\n<\/ul>\n<h2>Key #3: Just ask.<\/h2>\n<p>If you have connected with the right person and effectively predisposed them toward you, all you have to do is ask. This is where a lot of people struggle. But, if you\u2019ve predisposed properly and declared your intentions form the start, all you have to do now is be direct. Here\u2019s how to do it:<\/p>\n<ul>\n<li><b>Show them the levels they can come in at.<\/b> You may not know what capacity a funder has. So present various levels they could come in to fund you (e.g. $50,000, $100,000, $500,000).<\/li>\n<\/ul>\n<ul>\n<li><b>Show them what they get for their money: return or impact.<\/b> Explain to a funder exactly what she\u2019s going to get for giving you her capital. If that\u2019s financial return, walk her through your projects and your strategy for how you\u2019ll provide liquidity for investors. If that\u2019s impact, show a funder what their dollars will do. For example, 2013 Unreasonable Venture <a href=\"http:\/\/mananutrition.org\/\" target=\"_blank\">MANA Nutrition<\/a> showed prospective funders that every $60 invested in MANA could forever cure a child of severe acute malnutrition. A $60,000 investment, therefore, would cure 1,000 kids!<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>Funding is not a one-way relationship; they want benefit from the funding they provide.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;Funding is not a one-way relationship\u2014they want benefit from the funding they provide&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<ul>\n<li><b>Give them a 2-pager.<\/b> For our raise, I started by sending funders a 27-page document to read. Guess how many read it? Zero. Funders get tons of requests for money, so respect their time and start by sending them a two-pager. They\u2019ll ask for more detail if they want it. We have raised the bulk of our funds to date nothing more than having funders visit Unreasonable, a 2-pager, a budget, and a few phone calls and in-person meetings.<\/li>\n<\/ul>\n<div style=\"margin-left: 1em;\">\n<p><a href=\"https:\/\/docs.google.com\/a\/unreasonableinstitute.org\/file\/d\/0B_Ur0dNOzKDwYXRBMTRVTmpQLTQ\/edit\" target=\"_blank\">Here\u2019s our two-pager as an example<\/a>. It should include the following elements:<\/p>\n<div style=\"margin-left: 2.5em;\">\n<ul>\n<li>Your mission and company description in 1-3 sentences.<\/li>\n<li>Amount of funding you\u2019re raising and deadline for raising it.<\/li>\n<li>A visual of what you do.<\/li>\n<li>Your traction to date.<\/li>\n<li>The strategy you need to funding to make happen (ideally visually).<\/li>\n<li>Use of funds and high level budget (ideally visually).<\/li>\n<li>Timeline for implementation.<\/li>\n<\/ul>\n<\/div>\n<ul>\n<li><b>Follow up with them regularly.<\/b> They are going to take time to get back to you\u2014they get a lot of requests, and it takes time to do diligence. Make sure that you stay in touch regularly. Typically, funders move more quickly if you impose a deadline and create a sense of urgency. Even as a non-profit, you can establish a final date for raising your \u201cround.\u201d <a href=\"https:\/\/docs.google.com\/a\/unreasonableinstitute.org\/document\/d\/1oZowi7YWyLsiWTKLr5cA46n8a2uzDTgC7vTaNdrkZQs\/edit#heading=h.ryjqyavmkgz\" target=\"_blank\">See the follow up email that I sent to a funder as an example<\/a> (third email in the doc).<\/li>\n<\/ul>\n<ul>\n<li><b>Know your budget cold.<\/b> Be able to justify your amounts. One of the first questions that funders asked me is, \u201cWhy do you need this much? How do you know it costs this much?\u201d I was once discussing a grant of several hundred thousand dollars with a prospective funder, and as we were going through the funds needed, I couldn\u2019t account for $40,000. She still gave me the money, but she subtracted $40,000 from the amount I requested. I learned the hard way to make sure I do my homework. Now, we include examples of past initiatives we\u2019ve run that have similar costs as evidence, or we cite how much other organizations spend to do something analogous.<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>If you have to choose between building your company and fundraising, prioritize building your company.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;When choosing between building your company and fundraising, build your company&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<ul>\n<li><b>Give them an easy out so you can get clarity.<\/b> My good friend Ross Baird, Executive Director of <a href=\"http:\/\/www.vilcap.com\/\" target=\"_blank\">Village Capital<\/a>, uses the line, \u201cNo is my second favorite answer\u201d to show prospective funders they should be honest about their interest. You want clarity so you can focus your time on the prospects most likely to fund you. <a href=\"https:\/\/docs.google.com\/a\/unreasonableinstitute.org\/document\/d\/1oZowi7YWyLsiWTKLr5cA46n8a2uzDTgC7vTaNdrkZQs\/edit#heading=h.ryjqyavmkgz\" target=\"_blank\">See an example of an email I sent to a funder<\/a> after about 3 months of chatting with her about it (fourth email in the google doc).<\/li>\n<\/ul>\n<ul>\n<li><b>Make sure you commit to getting them what they want out of the relationship.<\/b> Funding is not a one-way relationship. Funders want benefit from the funding they provide. It\u2019s imperative you ask them why they\u2019d consider funding you and what they want out of the relationship, whether that\u2019s return, recognition, learning, a chance to be on your board, or a chance to be associated with your inspiring work. Discuss this early with the funder and devise a plan to fulfill their expectations.<\/li>\n<\/ul>\n<\/div>\n<h2>A few other considerations:<\/h2>\n<ul>\n<li><b>Fundraising is really, really hard.<\/b> To an entrepreneur, funders are erratic, random, and slow to move. It\u2019s important for entrepreneurs to understand that their job is to predict the success of ventures without evidence. They are frequently wrong, and when they\u2019re gambling their hard-earned personal funds or hard-raised funds from others, they have a tough job. So expect that funders will be erratic, random, and slow to move.<\/li>\n<\/ul>\n<ul>\n<li><b>Fundraising is at least 50 percent of a CEO\u2019s time.<\/b> That\u2019s 2.5 days out of every week focused on only fundraising. If you have to choose between building your company and fundraising, prioritize building your company (because a better company is more likely to attract funding). But, ideally, entrust building your company to your team and make fundraising your focus (source: Paul Graham).<\/li>\n<\/ul>\n<blockquote class=\"center\"><p>It\u2019s important for entrepreneurs to understand that a funder&#8217;s job is to predict the success of a venture without evidence.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/2aySzd7&amp;via=unreasonable&amp;text=&quot;A funder's job is to predict the success of a venture without evidence\u2014that's hard&quot; @tejuravi\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<ul>\n<li><b>You can\u2019t do it alone.<\/b> Fundraising is emotionally grinding. It takes a long time, you don\u2019t usually know where you stand, you put in a lot of effort for a delayed payoff, and it\u2019s harder than you expect\u2014much harder. Therefore, you are unlikely to progress without support from a \u201cfundraising committee\u201d or a \u201cfundraising mentor\u201d checking in with you once every week. The role of this fundraising committee\/mentor is to go through your list of targets with you and ask you where each relationship stands, what progress you\u2019ve made since last week, and ask you what next steps you\u2019re going to take. Their job is really to serve as a mirror of your progress and hold you accountable. If you leave it to yourself to fundraise, you\u2019ll put off making asks, drop key next steps, and focus on smaller urgent tasks that pop up. (Many thanks to Unreasonable Mentor Scott Leonard for being my fundraising committee and believing in me through our raise!)<\/li>\n<\/ul>\n<p>In summary, as you prepare set forth and raise the capital you require, remember:<\/p>\n<ol>\n<li>Be with the right person.<\/li>\n<li>Predispose them in your favor.<\/li>\n<li>Just ask.<\/li>\n<\/ol>\n<p>You just may surprise yourself&#8230;<\/p>\n<hr \/>\n<p><em>A version of this article originally published in May 2014. It&#8217;s been updated and reposted to inspire further conversation.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You can\u2019t start a company without money. If you need to raise that money from outside sources, this post offers proven techniques on how to do it.<\/p>\n","protected":false},"author":6,"featured_media":31101,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[476,1552,403,1514],"tags":[2247,450,185,350,290,17,156,435,383,119,993,371],"class_list":["post-11332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-fundraising","category-invest","category-relationships","tag-article","tag-career","tag-communication","tag-fundraising","tag-leadership","tag-money","tag-relationships","tag-skills-2","tag-starting","tag-success","tag-ravilochan","tag-wisdom"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Battle-Tested Keys to Fundraising<\/title>\n<meta name=\"description\" content=\"You can\u2019t start a company without money. 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