Setting the Stage for Crowdfunding Success: Building an Engaged Investor Waiting List.

Jeff "fuzzy" Wenzel
4 min readMay 10, 2023

As an entrepreneur planning an equity crowdfunding campaign, one of your key strategies should be to build a strong and engaged investor waiting list. This list, essentially a database of potential investors who have expressed a genuine interest in your business, can be an invaluable asset when it comes to launching your campaign. These potential investors, already acquainted with your vision and business model, are primed for the opportunity to invest once your campaign goes live. In this blog post, we’ll dive deeper into the effective strategies for building such a list, and we’ll shed light on some real-life examples of startups that have successfully navigated this route.

Photo by Per Lööv on Unsplash

Start Early: The Power of Pre-Launch Momentum

The process of cultivating an investor waiting list should start long before your campaign does. Think of this phase as a pre-launch campaign where you’re building awareness and enthusiasm for your startup. The more time potential investors have to understand your business, the more likely they are to invest when the opportunity arises.

For instance, you could start by teasing the upcoming launch of your crowdfunding campaign in your regular communications, whether that’s through blog posts, newsletters, or social media updates. The key is to share your startup’s story, vision, and progress updates, creating a narrative that potential investors can follow and get excited about.

Building a Robust Online Presence: Your Digital Storefront

In the age of digital connectivity, your online presence serves as the storefront of your business. It’s crucial to leverage this space effectively to catch the attention of potential investors. Your website, blog, and social media channels should all be utilized to share engaging content about your business.

This content could include a variety of formats, from behind-the-scenes videos showcasing your product development process, interviews with the founding team sharing their vision and journey, to thought leadership articles related to your industry. Consider the case of Elio Motors, who created substantial buzz around their upcoming campaign by revealing prototypes of their vehicles online.

Moreover, make it easy for visitors to express their interest in investing. A clear call-to-action directing them to join your investor waiting list should be prominently placed on your website and other digital platforms.

Engage with Your Audience: Building Trust and Excitement

Cultivating a relationship with your potential investors is crucial. The more they feel connected to your startup and the team behind it, the more likely they are to invest. To foster this connection, host webinars, Q&A sessions, or live events where you can directly interact with your audience.

For example, UK-based digital bank Monzo regularly engaged with their audience through newsletters and updates, answering their queries and keeping them informed about their progress. This regular engagement helped them build a waiting list of more than 20,000 potential investors before they even launched their equity crowdfunding campaign.

Leverage Your Network: The Power of Personal Endorsements

Your existing network, including friends, family, colleagues, and professional contacts, can be an invaluable resource when building your investor waiting list. Personal endorsements not only help to spread the word about your upcoming equity crowdfunding campaign but also build trust and credibility among potential investors.

Consider hosting a pre-launch event where your network can learn more about your business and the upcoming crowdfunding campaign. Encourage them to share this information within their networks, further amplifying your reach. Remember, every person in your network could potentially lead you to several more interested investors.

In the next section, we’ll dive deeper into real-life case studies of successful investor waiting list building:

Case Studies

Let’s look at some real-life examples of startups that successfully built up an impressive investor waiting list:

  1. Monzo: The UK-based digital bank Monzo built up a waiting list of more than 20,000 potential investors before launching their equity crowdfunding campaign. They engaged their audience by sending regular newsletters and updates about their progress and plans. When they finally launched their crowdfunding campaign, they reached their target of £20 million in just two days.
  2. BrewDog: This Scottish brewery has always been a master of crowdfunding, with multiple successful rounds under their belt. For their “Equity for Punks” campaign, they built up an investor waiting list by offering perks like discounts and exclusive event invites, creating a dedicated community of investors even before the campaign launched.
  3. Elio Motors: Before launching their equity crowdfunding campaign, American vehicle manufacturer Elio Motors created a buzz by revealing prototypes and offering reservation incentives. This strategic move helped them build up a substantial waiting list of potential investors.

In conclusion, building a waiting list of investors for your equity crowdfunding campaign involves a combination of early planning, effective online presence, consistent engagement, and strategic networking. Through these strategies, you can cultivate a community of potential investors eager to contribute to your campaign, thereby increasing your chances of crowdfunding success.

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Jeff "fuzzy" Wenzel

Startup Fundraising Re-Imagined 🤔 Retail Investor 💰 Startup Advisor 🏆 Innovation Enthusiast 🥳