Fundraising is personal.
Too often, founders launching an equity crowdfunding campaign assume the platform itself will do the heavy lifting—attracting investors, generating buzz, and securing the capital needed to hit their goal. While platforms help, the most successful campaigns are the ones where founders take control of their own network and drive investments themselves.
I’ve seen it firsthand in just the last 6 months. Twice, I’ve watched issuers secure $150,000 from a single investor—someone they already knew—who chose to invest via the crowdfunding platform. That investor didn’t just stumble across the campaign online. They invested because the founder picked up the phone, had a real conversation, and got them excited about the opportunity.
Fundraising is Personal—Act Like It
One of the biggest mistakes I see founders make is relying too much on emails and social media posts. People are bombarded with messages all day long. An email might get skimmed and forgotten. A LinkedIn post might get a few likes but no action.
But a phone call? A real conversation? That’s where deals happen.
When you’re raising money, you’re not just selling your business—you’re selling yourself. People invest in people they trust. A one-on-one conversation allows you to answer questions, address concerns, and create a real connection.
How to Get Your Network to Invest in Your Crowdfunding Campaign
1. Pick Up the Phone & Have Real Conversations
Start with the people who know you best—friends, family, mentors, former colleagues, business associates. Call them. Tell them what you’re building, why you believe in it, and why you want them to be part of it.
Example:
“Hey [Name], I wanted to personally tell you about something big I’m working on. We just launched an equity crowdfunding campaign, and I’d love for you to be part of it. Can I send you some details and chat for a few minutes about it?”
That kind of direct, personal outreach gets real results.
2. Meet in Person When Possible
A phone call is great. An in-person meeting is even better. If you have potential investors in your city, take them to coffee or lunch. Face-to-face meetings create trust and give you a chance to walk them through the investment process in real time.
3. Leverage Direct Messages and Follow-Ups
Not everyone picks up the phone on the first try, but don’t let that discourage you. Send them a direct message focused on reconnecting.
Example: “Hey [Name], it’s been a while! Would love to catch up and hear what you’ve been up to. Do you have 15 minutes for a call this week?”
Be persistent but friendly. Follow up if you don’t hear back. This approach keeps the door open and feels more authentic – after all, you’re reaching out to someone you know. Once you get them on the call, that’s when you can naturally bring up your campaign as part of the conversation.
4. Don’t Just Ask for Money—Invite Them to Join the Journey
Instead of saying, “I need investors”, frame it as:
- “I’d love for you to be part of this before it takes off.”
- “I value your insight and wanted you to see this first.”
- “This is a unique chance to invest early in something big.”
People want to feel like they’re being invited into something special—not just being asked for cash.
5. Make It Easy for Them to Invest
Most people have never invested in an equity crowdfunding campaign before, so make the process as smooth as possible:
- Send them the direct link to invest.
- Walk them through how it works.
- Answer any concerns about risk, returns, or legitimacy.
6. Ask for Referrals
Even if someone isn’t interested, they might know someone who is.
Example:
“I totally understand if this isn’t the right fit for you, but do you know anyone who might be interested in investing in a high-growth startup? I’d love to connect with them!”
Referrals can unlock unexpected sources of capital.
Your Network is Your Secret Weapon
Raising money is about relationships. The investors who will write the biggest checks are often people you already know. But they won’t invest unless you ask—and ask the right way.
So pick up the phone. Make it personal. Be real.
At Potomac Capital Growth, we’ve helped founders turn warm connections into six-figure investments. If you’re launching a crowdfunding campaign, don’t wait for investors to come to you. Go out and get them.
Want to learn more about how to supercharge your equity crowdfunding raise? Let’s talk.
