How to create an investor lead list for your campaign

Equity crowdfunding has emerged as a powerful way for businesses to raise funds while building a deeper connection with their communities. It's important to gauge their level of interest to understand the potential investor pipeline. Additionally, capturing their email and knowledge level allows you to share educational and anticipatory content before the launch. A well-crafted survey can provide valuable insights and guide your decision-making process. Here's how to create an effective survey to assess community interest in equity crowdfunding.

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Sample community survey created by one of our past companies.

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Key steps for creating your survey 

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1. Define your objective

Be clear about what you want to learn. For example:

• Are people interested in becoming investors?
• How much are they willing to invest?
• How knowledgeable are they about investing?

2. Choose your survey platform

Use platforms like Google Forms, Typeform, or SurveyMonkey to design and distribute your survey. These tools make it easy to analyze responses and track trends.

3. Keep it short and focused

Respect your audience’s time. Aim for 5-10 questions that can be completed in under five minutes.

4. Craft clear and engaging questions

Use a mix of multiple-choice, scale-based, and open-ended questions. We’ve put together a sample survey which you can view here. 

Please note: If the company is raising funds under a SAFE or Convertible Note, it cannot promote the idea that investors will directly receive shares in the company. Instead, focus on communicating that there is a potential path to future ownership once the terms of the SAFE or Convertible Note are met.

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5. Offer context where needed

Include brief explanations for less familiar terms. For instance: “Equity crowdfunding allows individuals to invest in a business in exchange for shares or co-ownership.”

6. Incentivize participation

Offer a small reward, like early access to the campaign to encourage responses.

7. Distribute strategically

Share your survey through your email list, social media channels, and community groups. Target audiences who already support your brand.

8. Send a confirmation email

Create a confirmation email that automatically sends once the survey has been completed and states that they will be notified once the campaign goes live. See an example template below:

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Hello [Insert Name], 

We've received your survey submission. We will keep you updated on the campaign and notify you once it’s live. If you have any questions in the meantime, please contact [insert email address or phone number].

Thank you! 

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‍Interpreting the Results

Once your survey closes, analyze the data to identify trends. Based on pipeline size, take the following actions. 

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If Your Pipeline is Low:

Prioritize activities to generate and nurture leads for your crowdfunding campaign.

1. Share Survey Results and Refine Strategy
   • Work with your campaign manager to analyze data from investor interest surveys.
2. Assess Potential Pipeline Opportunities
   • Analyze Gaps: Identify weaknesses in your current outreach efforts, including underperforming channels or insufficient visibility.
   • Expand Channels: Explore partnerships, industry-specific platforms, social media groups, or events where your target investors are active.
   • Leverage Advocates: Encourage early supporters or advisors to share your campaign to broaden your reach.
3. Launch an Anticipation Nurture Series
   • Educational Content: Share blog posts, whitepapers, or videos explaining the market opportunity, your product, and the investment benefits.
   • Resources for Investors: Offer guides like “What is equity-crowdfunding?” to help your investors understand the opportunity. 
   • Community Tips: Highlight the importance of being part of a growing community, showcasing examples of impact or success stories.
4. Create a Lead-Gathering Landing Page
   • Build a simple landing page with:
     • A strong CTA (e.g., “Invest Today in X Company”)
     • An easy-to-complete form to collect names, emails, and investor preferences.

If Your Pipeline is High:

Focus on keeping your audience engaged and preparing for a successful launch.

1. Share Survey Results and Refine Strategy
   • Work with your campaign manager to analyze data from investor interest surveys.
2. Develop an Engaging Nurture Series
   • Use email sequences to share:
     • Milestones your company has achieved.
     • Exclusive sneak peeks (e.g., new product features).
     • Testimonials from existing investors or customers.
3. Prepare Launch Materialssome text
   • Finalize promotional assets like:
     • Social media posts 
     • Detailed FAQs addressing common investor questions.
     • Prepare any events/webinars 
4. Send Anticipation Emails
   • Build excitement with updates such as:
     • Countdown emails leading up to the launch. This should either include a general estimate or an exact target date, which can be added once you have completed due diligence and finalized a date with our team.
     • Announcements of high-profile supporters or partnerships.
     • Highlights of unique selling points or traction achieved.

By implementing these strategies, you can attract and retain investor interest, ensuring a stronger pipeline and more successful equity crowdfunding campaign.

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Next Steps

A survey is just the beginning. Use the insights you gather to build a compelling equity crowdfunding campaign that aligns with your audience’s expectations. Share your journey transparently and continue engaging your community every step of the way.

By involving your audience early on, you’re not just raising funds—you’re strengthening relationships and building a community of passionate stakeholders.

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Thanks so much for reading our guide! As always, reach out to us at any time if you want to chat further about how to best articulate your company for an effective crowdfunding campaign. 

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