Some of the best performing funds are not as successful as they should be at raising capital while other funds, with only moderate performance, are hugely successful at raising capital. Consistently, one of the major reasons for this paradoxical situation is the difference between good marketing and indifferent or non-existent marketing, in all its forms. Aggressive selling — pushing what you have got to sell to anybody who can be persuaded to listen is detrimental to both current and future capital raising phases.

In contrast, effective capital raising uses a well researched, planned, and focused marketing approach, based on a good understanding of which investors want to invest in what strategies and when.

With this basic understanding, combined with clear, consistent and professional communications, whether in person, in presentations, brochures or online, chances of success in sourcing capital can be considerably improved.