As you move into follow on raises, the focus of communications is a little different. We are seeking to activate the latent awareness built in the launch, and build trust in how the investment is delivering, to enable us to broaden out reach into less engaged audiences.

You can get support on building messaging for a follow on raise here.

Skeleton comms plan

Here is an example skeleton communications plan that you might run across a 3 month follow on raise. Obviously the specifics depend on the assets you have available - specific guidance on channels and best practice can be found in the marketing channels section on the homepage.

There are many elements in common with the comms plan for a first raise. However messaging can be more targetted around broader themes and actual delivery as indicated.

Month 1 - focus on launch messaging

• Investment back again press release
  • It is less likely this will receive wide pickup than an initial raise, unless you have met (or are meeting) a larger programme goal, or have a particularly compelling delivery story to tell
• Email lists - push investment reopening via standalone emails / email newsletter insertions
• Social media - focussing on project delivery and headline investor messaging
• Broad reach channels start - investor magazines, physical posters, Google ads (if using)
• Follow up businesses
• Internal comms channels

Month 2 - milestones and building the narrative

• Social media - pivot into reiterating programme goals
• Consider producing rich content to bring use of funds to live
• Followup emails to specific interest lists (e.g. green / environmental update lists)
• This is a good time to host a webinar

Month 3 - reiterate benefits and closing soon

• Social media - pivot back into delivery messaging and ‘closing soon’
  • Remember that, in a programme of raises, the ‘closing’ milestone is less relevant, seeing as another raise will soon be launching
  • So the purpose of this messaging is more functional - letting interested parties know that they do not have long left to invest
• Closing soon emails to email lists