Marketing strategy

## The momentum game From watching hundreds of rounds, the pattern is clear: the ones that succeed build momentum early. Here's why: when investors see that other people are already investing, they're more likely to invest too. It's just how people work. If you're looking at a campaign and see $100k raised already, you feel like you're joining something that's actually happening. What we've learned from watching hundreds of rounds is well-managed rounds raise about 30% of their total funding in the first week and another 30% in the last week. That's intentional. ## Plan your big first day Your launch day matters. That initial wave of investors sets the tone and gives your round momentum right out of the gate. **Build a real outreach list** You need a list of people who actually care about what you're building. Not a spray-and-pray email list - real people. This includes: - Friends and family who genuinely believe in what you're doing - Your customers (if you have them) - Colleagues who know your work - Relevant journalists and bloggers **Reach out personally** When you contact these people, write actual personal emails. Not a template. If you know someone was interested in your space, mention it. "I remember you were passionate about sustainable fashion and that's what we're building" is way more compelling than a generic message. The same goes for press. Write personal emails to journalists who cover your industry. They're used to generic pitches from PR firms. A genuine email from you, the founder, will stand out. **Time your launch with news** Try to start your raise when you know something good is coming. Closing a key customer? Perfect timing. Launching a new feature? Even better. Having real updates to share keeps people engaged and gives them a reason to check back in during week two. Check out our [fundraising playbook](https://guides.wefunder.com/) for more ideas on how to execute.