Constant Capital Raising
Why Constant Capital Raising is Critical to Success
One mistake made by private equity firms and other capital-raising firms is that they will set a specific month reaching a capital raising goal.
For example, management will decide, "We have to raise $1.2 million by May." It is great to have a capital raising goal, but setting a specific date is the wrong mentality. Fund marketing is about having a system in your private equity firm for raising capital
all the time.
Sure, you may have a target you'd like to reach but that implies that once you reach that target you can slack off and focus on other areas such as finding investments for that capital and executing deals. This is a natural progression, when an investor agrees to give your fund X amount of his money the manager is expected to put that money to use (i.e. to invest the money). So the fund will immediately focus efforts away from raising capital and toward setting up deals and managing current portfolio companies or investments.
Fundraising should always be an integral part of your fund's day-to-day operations and not just a concern when you want to launch a new fund or for fundraising rounds. No matter what is happening in your firm's other projects and responsibilities, you should always be searching for new clients, keeping up with new capital raising strategies and practices, improving investor relations, educating potential clients and designing high-quality marketing materials. By taking your eye off the ball, your firm will fall behind those competitors that understand the value in constantly improving your capital raising efforts.
Additionally, by abandoning your capital raising efforts as soon as you reach a specific goal you will lose out on those other clients that you were communicating with. For example, you are reaching out to a potential investor (a
big client which would invest in other funds and is expected to grow along with your firm) but before he agrees to commit any capital, your firm reaches its capital target. A firm consistently committed to fundraising despite timeline or goals will still reach out to this investor and make sure it has another investment opportunity for that investor. Even if the firm does not require any more capital, the firm's marketing team will continue to build ties with this client to ensure that the client will be on board for future capital raising campaigns. A firm which abandons its focus on capital raising after reaching a target will likely lose contact with this client and may not be able to regain that investor's interest or loyalty.
I hope that this has given you some reasons why continually maintaining your capital-raising efforts is essential to succeeding in fund marketing.
Disclaimer: consult a legal professional before following any of the preceding suggestions.
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Link to This Resource: Constant Capital Raising
http://privateequityblogger.com/2010/02/constant-capital-raising.html