Fundraising happens when you are not fundraising

While at a conference last month, I heard the line, “fundraising happens when you are not fundraising” in some form or other from speakers from members of at least three different panels. There is no chance I would have heard that statement come out of even a single panelist’s mouth five years ago.   The…

Marketing decks & current events

Writing marketing decks is hard, regardless of what the strategy is. A few immediate points. First, there is no gold standard template. Trust us, we have looked long and hard for such a thing. Second, don’t get flustered by the word institutional. There are no written rules. For marketing decks to be considered “institutional” it…

Build brand equity in a tag line

When the words “Just Do It” were first written down, they meant nothing. Today, they are obviously extremely valuable. Tag lines like “Just Do It” are nothing more than the entry point to a given company’s story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this…

The one thing alts managers get wrong in building their pitch book

Doesn’t matter the role, skillset, or experience, practically every investment professional seems to have an opinion on the “right” way to build their pitch book (a/k/a “marketing deck,” “pitch deck,” etc). And it’s because of that we see so many of them doing it “wrong.” You know the saying, “put 10 economists in a room…

5 key takeaways to raising capital more effectively

If you execute the 5 tactics below, you will have more success raising capital. 1. Build rapport before you assess interest You will only receive an allocation from an institution that you have a relationship with – so build one. Amazingly, this is oftentimes overlooked or forgotten about. Don’t ask if someone is interested in…

Stop marketing performance

Not marketing performance is a very hard concept for the industry to grasp. Some people just can’t get there, regardless of the logic. And the logic is hard to refute. Can anyone out there guarantee returns? The answer, a resounding no. Should you build messaging and brand around something you can’t guarantee? The answer, a…

Three exercises to help make your firm more distinctive

“My firm has a distinctive and recognisable brand and voice.” This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés…

Differentiated strategy – You’re not as special as you may think

Any Pepsi employee can go out and try a Coke. Any GM marketing executive can walk into a Ford showroom they want. They have access to the exact same information about their competitors as any other consumer. They have access to the exact same information about their competitors as any other consumer. Competitor or not,…

The trap of being conservative

Our industry has a habit of instinctively being conservative. This is understandable. If one is flippant or impulsive with a $50m dollar commitment, bad things happen. Because of this, those looking to solicit allocations from institutions naturally want to come across as serious, conservative, and refined. This can be a trap. Yes, institutions want to…

Take risk – Get a reaction

Most PMs are considered to have Type A personalities. Many have strong opinions and tend not to mince words. So why is it that their materials – websites, decks, blog posts, whitepapers, whatever – are typically devoid of strong statements? Look at the typical website homepage… “We are a registered investment advisor that seeks high…

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