Fundraising Expectations and Etiquette 101: The Unwritten Rules

Build Volume, Build Momentum

Fundraising isn’t glamorous — it’s a grind. With a 95% rejection rate, it’s a numbers game. Success comes down to building volume, creating meaningful connections, and getting your pitch in front of enough people to find the ones who say “yes.”

You don’t get there with cold emails and no plan. You get there by being prepared, intentional, and persistent.

Successful fundraising takes 4–6 months of preparation and another 4–6 months to close a round. As a founder, you’re the ultimate driver — always be selling.

This article covers:

• Networking: Making lasting impressions and keeping leads warm.
• Emails and Introductions: Writing forwardable emails that open doors.
• Scheduling and Meetings: Respecting investor time while staying in control.
• Pitching: Nailing your first meeting and refining your pitch.
• Building Momentum: Navigating the fundraising process with persistence and strategy.

Here’s how to build relationships, craft frictionless emails, and stand out in a crowded VC inbox — all while playing by the unwritten rules of the game.

Networking: The Foundation of Fundraising

Networking is where the magic begins. It’s not just about meeting people — it’s about leaving a great first impression and staying top of mind. Investors rarely write checks the first time they meet you. Instead, they want to see you do what you say you’re going to do. Over time, your consistency earns trust — and trust earns funding.

Network like a pro:

• Add everyone on LinkedIn. Your network is your net worth.
• Vet events. Prioritize events with angels and VCs if you plan to fundraise in the next six months.
• Research attendees. Know who’s who and come prepared with questions or talking points.
• Refine your pitch. Your 30-second intro should be so polished you could say it in your sleep.
• Skip government contracts. They’re slow and don’t excite investors. Stick to scalable opportunities.
• Ask for feedback first. Want money? Ask for advice. Want advice? Ask for money.
• Start PR early. No one knows what you do. Shout it from the rooftops. Use press, social media, and events to build excitement about your vision.
• Collect email addresses. Use them to send monthly updates and keep leads warm.

Monthly Email Updates: Keep Them Hooked

A monthly update reminds investors you’re executing like a boss. It’s a quick, no-fluff summary of your progress, key wins, and what’s next. Done right, it keeps you on their radar and builds trust.

Tips:

• Keep it tight. Two or three lines per section, max.
• Use bullet points. Nobody wants to read paragraphs.
• Lead with your biggest wins. Make them feel your momentum.
• Include clear metrics and milestones. Show measurable progress.
• Wrap it up with a killer ask. Ask for help, advice, or connections.

Pro Tip: Consistency is everything. Send it on the first of the month, every month.

Introductions: Get Warm Leads the Right Way

Introductions are the holy grail of fundraising. A warm intro from someone credible can open doors you didn’t even know existed. But there’s a right way to do this — and a wrong way. (Spoiler: Make it as easy as possible for the person making the intro.)

How to nail introductions:

• Use a forwardable email. Write as if it’s going straight to the investor. Include context, your company intro, and a link to your deck.
• Be concise. Use bullet points to keep it scannable.
• Stay in control. Never delegate investor interactions to advisors or directors. It makes you look disengaged or overwhelmed.
• Make it easy to say yes. Be specific about what you want and why you’re reaching out.

Key Elements of a Forwardable Email:

• Clear subject line. Direct and specific (e.g., “Introduction to [Your Company Name]”).
• Who you are. A one-liner about your company and why it matters.
• Why you’re reaching out. Explain your interest and relevance.
• The ask. Be specific — meeting, advice, or feedback.
• Supporting materials. Include a link to your website and attach a concise pitch deck.

Scheduling Meetings: Respect Their Time

Once you’ve got a warm intro, how you handle scheduling matters. Respecting an investor’s time sets the tone for your relationship.

Tips for scheduling like a pro:

• BCC the introducer immediately. They don’t need the back-and-forth.
• Offer times in their time zone. Highlight options in bullets to make it easy.
• Avoid Calendly links. VCs often see them as impersonal or presumptuous.
• Plan carefully. Rescheduling or canceling is a huge no-no unless absolutely necessary.

The First Meeting: Show Up Prepared

Your first meeting with an investor is usually 30 minutes, so every second counts. This is your chance to make a strong impression and leave them wanting more.

How to ace your first meeting:

• Have your pitch deck ready. Keep it clean, concise, and visually appealing. Avoid overloading slides — use 30 words or less per slide.
• Tell your story. Clearly articulate the problem, your solution, and the size of the opportunity.
• Leave time for Q&A. Questions reveal what’s on the investor’s mind. Use their input to refine future conversations.
• Time your pitch. Practice until you can deliver it in under 8 minutes. Longer pitches lose attention — focus on the essentials.
• Prepare for interruptions. Questions during your pitch are a good sign. Be ready to pivot.
• Stay in control. If a question will be addressed later, politely ask them to hold off.
• Optimize as you go. Look for recurring questions or interests and refine your pitch and deck to address these upfront.

Building Momentum: The Path to Yes

Fundraising is a process, not a single event. From first meetings to due diligence, the journey requires persistence and resilience.

What to expect:

VC Funds:

• First meeting. A 30-minute pitch and Q&A with an associate.
• Follow-ups. Deeper dives with additional team members, often with pre-shared questions.
• Due diligence (DD). Data collection and research for the Investment Committee (IC).
• Investment Committee. Partners vote based on a detailed investment memo.

Angel Groups:

• Find a champion. Convince a member to bring you to the broader group.
• Pitch night. Deliver an 8-minute pitch followed by Q&A.
• Follow-up Q&A. Engage interested angels one-on-one to address concerns.

Play the Long Game

Fundraising takes time, persistence, and volume. Build momentum by adding new leads, keeping connections warm, and continuously refining your pitch. Network strategically, craft standout emails, and respect investor etiquette. Treat every interaction as a step toward closing your round — and remember, every “no” brings you closer to the “yes” that matters.