The Fundraiser's Playbook: Writing High-Converting Email Appeals

The Fundraiser's Playbook: Writing High-Converting Email Appeals

So, you're getting ready to reach out to investors, but let's be honest – their inboxes are pretty hectic. Writing the perfect fundraising email can be a bit tricky. You've got to grab attention, share your vision, and seal the deal, all in a short email.

Perfecting the art of emailing investors is a crucial skill for startup entrepreneurs. The effectiveness of your communication can determine the success and speed of your fundraising efforts.

A subpar performance in this aspect could significantly increase your entrepreneurial journey's difficulty, duration, and expenses. 

On the flip side, executing well-crafted investor emails has the potential to secure substantial funding from your preferred investors, propelling your business to unforeseen heights and aiding in overcoming challenges.

email fundraising is the channel that inspires investors the most to invest

Now, the burning question is: How do you craft and send those perfect emails to investors?

Let's get into it! 

How to write a good fundraising email?

Homework Pays Off

Do your homework – it's the foundation for crafting compelling cold emails to investors. Utilizing advanced cold emailing software can streamline this process, ensuring your messages are personalized and delivered at the optimal time to increase open rates and engagement. Your mission involves achieving three crucial goals:

Demonstrate Your Company's Growth Readiness: An intriguing business idea is a good starting point, but investors want more. They need evidence that your idea has growth potential, such as a consistent revenue growth track record, a stable customer base, or an endorsement from a reputable industry player.

Confirm Your Company's Alignment with the Investor: Venture capital investors often have specific criteria, from geographic preferences to industry focus and preferred funding rounds. Before reaching out, research their investment thesis online and ensure your startup meets their requirements.

Personalize Your Email through Research: Beyond knowing their name (avoid generic "To whom it may concern" emails), go deeper.

Donors value messages that are pertinent to them. According to a study by Double the Donation, personalized emails are observed to achieve average open rates surpassing those of generic emails by over 82%. Connect with a past Twitter post or highlight an investment of theirs that you admire. Every cold email should be personalized, showing you've done your homework. So, before drafting that email, shut down Gmail and tick off these essential steps.


Stand Out in a Busy Inbox

Investors are busy, and so are you. 

Ever wonder about the inbox struggle as a founder? Maybe it's 200, 500, or even 1,000 emails a month – and we know it can be pretty challenging.

Now, picture the life of the average investor. They're not dealing with just a few hundred emails; we're talking about thousands flooding their inbox monthly. Quite the email overload, isn't it?

You have to be clear with the business's purpose to grab attention. The primary lesson here is to be concise and direct. The recipient might be inundated with similar emails, so there's no time to spare.

After a brief introduction (for instance, "Hello, I'm Sarah from ABC Tech Solutions"), swiftly delve into your company's core function. Avoid embellishing with intricate startup terminology; simply state what your company does.

For example, if your platform offers a user-friendly project management tool, articulate this directly instead of using vague phrases like "We're revolutionizing the workflow management space, creating the next generation of collaboration tools."

Keep it straightforward and to the point. Subsequently, outline the market problem your startup addresses and how you provide a solution.

Here's a sample:

fundraising email template

Subject Lines that Hook Investors

The subject line is your golden ticket – 47% of people decide to open an email based on this tiny snippet. It's your first and best chance to catch an investor's eye.

Without a captivating subject line, the chances of an investor even considering opening the email diminish significantly. It serves as the initial hook, influencing the recipient's decision-making process and setting the tone for their perception of the email's content. If the subject line fails to grab attention, the email risks being overlooked amidst the flood of messages in the investor's inbox.

Furthermore, the subject line's importance extends beyond getting the email opened. It directly impacts other key performance metrics. Without strong open rates, subsequent metrics, such as click-through rates and overall engagement, will likely suffer. A poor subject line immediately diminishes the email campaign's effectiveness, jeopardizing the outreach effort's success.

Avoid the pitfall of dull and vague subject lines like "investment opportunity," "10 minutes of your time," or "investment idea." These clichés won't make you stand out because every other founder uses them.

Instead, make your subject line a powerhouse that tells the investor who you are and why you're a valuable investment.

Let's skip the usual and check out some subject line examples that work:

subject line examples

A Picture of Your Vision and Growth Potential 

It's an opportunity to articulate the overarching goals, initial traction, and vast market potential. However, it's crucial to approach this section with conciseness and strategic placement within the email, following a clear statement of what the company does.

In this section, founders should aim to encapsulate the dream in a few impactful sentences, highlighting the following key elements:

Company Goals: Clearly articulate the long-term objectives and aspirations for the company. 

For instance: "Our goal is to revolutionize the healthcare industry by providing accessible telemedicine solutions to underserved communities worldwide."

Initial Traction: Briefly mention any early successes, milestones, or user adoption demonstrating traction. 

For instance: "With a 200% month-over-month user growth, we've gained significant traction, securing partnerships with key healthcare providers in our target regions."

Total Addressable Market (TAM): Provide a snapshot of the identified market size and potential. Keep it concise yet compelling.

For instance: "We've identified a $5 billion total addressable market in the rapidly growing digital health sector, with projections showing sustained expansion over the next five years."

The key is to convey the startup's aspirational aspects while maintaining brevity and a logical flow within the email. By effectively selling the dream, founders aim to capture the investor's imagination and convey their company's immense potential to achieve significant success.

Timing is everything

Perfecting the timing of your email outreach is as crucial as the content itself. Recognizing the optimal moment to deliver your message can significantly impact its reception. Here's how you can enhance the timing of your emails:

Test and Experiment: Conduct thorough testing to identify the time slots when your emails receive the highest engagement. This involves sending emails at different times and days of the week to assess when your audience is most responsive.

Seek Professional Guidance: Consult with email marketing professionals who can provide insights into industry best practices and the most effective timing strategies. They may offer data-driven recommendations based on broader trends in your sector.

Understand Prospect Preferences: Utilize your existing research and insights to understand the preferences and schedules of your target audience, especially investors. Consider time zones, industry norms, and individual preferences when scheduling your outreach.

Tailor Timing Accordingly: Once armed with data and insights, tailor the timing of your email outreach to align with the habits of your prospects. This personalized approach to outreach increases the likelihood of your message being seen and engaged.

Experiment with Automation: Explore automation tools that allow you to schedule emails at specific times. Experiment with different scheduling options and analyze the results to identify patterns and trends.

Personalized Scheduling: Leverage personalized scheduling features that some email platforms offer. This allows you to send emails at times that align with each recipient's historical engagement patterns, increasing the probability of your message being opened and read.

Remember, the goal is to send emails consistently and strategically time them for maximum impact. By combining research, experimentation, and automation, you can refine your outreach's timing to enhance the effectiveness of your email campaigns.

The “Write” Choice

As an entrepreneur, you have so much on your plate already. You might not always have time or the perfect mental state to write that ideal mail. Choosing the most suitable person to write your emails to investors is crucial for your business. This decision matters when you're starting out and as your company grows. While founders are essential, having someone else handle this task is often beneficial.

Consider outsourcing the job to a skilled writer, in-house, or a virtual assistant. This investment can pay off in terms of time savings and better results. A professional writer can craft compelling messages that resonate with investors and tell your company's story.

virtual assistant for email fundraising

As your business goes through different funding stages, having a consistent and effective communication style becomes even more critical. The correct email writer will understand each stage and adjust the messages to keep investors engaged.

Key Takeaways

Writing compelling emails to attract investors for your startup is crucial. It's the best way to grab their attention and build partnerships. To boost your chances, avoid typical email mistakes and follow proven tips. Take the time to learn how to write perfect emails that connect with potential investors.

Or, simply hire a virtual assistant to help you craft the best emails that are well-researched and perfectly aligned with the investor. Talk to us today! Book a free consultation or email [email protected]


What do entrepreneurs want to know?

How do you write a letter to an investor?

Keep the letter concise and focused. Start with a compelling introduction about your startup, followed by crucial details like the problem you're solving, your solution, market potential, and team expertise. Highlight milestones and achievements. Clearly state what you seek from the investor, and end with a solid call to action.

What should be the subject for investor email?

Craft a succinct yet compelling subject line. It should grab attention and communicate the value of your proposition. For instance, consider "Seize the Opportunity: Investing in [Your Startup Name]" or "Transformative Investment Potential: [Your Company Name] at the Forefront of Innovation." The goal is to pique interest and prompt the investor to open your email for more details.