How do you leverage the announcement of your fundraising?

Following months of hard work, demanding conversations, and financial negotiation, you manage to convince investors about the potential of your business. Isn’t it the time to let others know that you will be up and running fullsteam hereon?

With many considerations to factor in, there is one thing you can’t forget: timing is critical when communicating about your fundraising. It requires careful consideration of market conditions and strategic objectives, and what type and level of information needs and should be disclosed in the lead-up, during and after your success.

“It’s like announcing a blockbuster film: you need a launch strategy with a compelling story that further captivates your audience, creates anticipation, generates excitement, and leaves people eager for the sequel — you cannot aim only for the selling of tickets.” — Diane Gaillard, Communications Director, Co-Founder of Consultancy32

Positive outcomes from sharing news of successful fundraising include the value of transparency, the trust you develop with investors and partners, and most importantly, the signals of growth potential you send to the market. Thus, when crafting fundraising communications, clarity, authenticity, storytelling are paramount to create an emotional connection that inspires support from investors and clients. Using your and your company’s platforms and channels will help reinforce key points presented in your press release, and echo a sustainable image.

Most importantly, today, just announcing your fundraising itself to journalists is not enough. You also need to give a more macroeconomic vision that attracts journalists attention. Think specifically about the journalist you target. What really interests them?

Key steps to bear in mind include:

Having a communication kit ready, which usually includes: a press release, a written and an oral pitch. The press release remains the same for different media but the pitch and your hook need to be adapted to each publication.
Listing publications by priority.
Creating a domino effect by giving information to publications with audiences you want to attract the most. Sharing the press release under embargo for the most important media.
Giving priority to journalists you have already worked with. Be very clear about the date and time of the embargo in your email and on the phone. It’s unusual for journalists not to respect embargos but it sometimes happens, so better to be safe.
Using social media in your favor to echo your story. Share your press coverage and feel free to like posts or retweets of your stakeholders on their pages. This should be done after media relations, once journalists have published the news.

“Succeeding a fundraising announcement requires tactful coordination. Planning 3-4 months before the launch is essential to gather the right information, coordinate with the investors and stakeholders, strategise the social media launch, contact journalists and organise interviews under embargo.” — Diane Gaillard

One thing is clear: your fundraising is an opportunity to leverage your business and build relationships. To do that, coordination and communications skills are needed. Considering these elements into your communication strategy for your fundraising efforts will help you pave the way as you propel your company toward future triumphs.

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Here are some of the successful fundraising announcements C32 has supported: