How to Build a Strong Investor Book for a Successful Seedrs Campaign

How to Build a Strong Investor Book for a Successful Seedrs Campaign

Introduction

Equity crowdfunding platforms like Seedrs have revolutionised how startups and scale-ups raise capital. Instead of relying solely on venture capital or angel investors, founders can now tap into a large community of retail investors alongside their own networks.

However, the most successful Seedrs campaigns don’t rely on luck. They start strong, often hitting 30–40% of their funding target in the first few days. This early momentum is no accident — it’s the result of building a strong investor book before going public.

In this guide, we’ll break down exactly how to prepare, pre-market, and launch your Seedrs campaign for maximum impac

What Does “Building a Book” Mean?

In investment banking, “book building” means gathering interest and commitments from investors before an official offering goes live.
On Seedrs, the same principle applies: you secure soft commitments ahead of launch so that when your campaign opens, it already looks active and credible.

Instead of launching to an empty page, you’re launching with visible investment already in place. This approach increases your campaign’s discoverability on Seedrs and instils confidence in potential backers.

Why Early Traction Matters on Seedrs

Seedrs’ algorithm promotes campaigns that are trending or popular. When you hit a large percentage of your target quickly:

• You rank higher in Seedrs’ listings

• You’re featured in Seedrs’ investor newsletters

• You benefit from social proof — new investors see that others already believe in your business

The result? More organic traffic and a higher chance of overfunding.

Step 1: Get Your Campaign Investment-Ready

Before you start approaching anyone for investment, your campaign needs to be polished, credible, and ready for scrutiny.

Essential Components

1. Pitch Deck

   • 10–15 slides max

   • Clearly explain your problem, solution, traction, market size, and business model

   • End with your investment ask and terms

2. Pitch Video

   • 60–90 seconds

   • Founder-led, energetic, and authentic

   • Include a mix of story and key business facts

3. Valuation Rationale

   • Justify your pre-money valuation using market comparables or traction metrics

4. Financial Model

   • Three-year forecast with assumptions explained

   • Include cash flow and break-even analysis

5. Lead Investor (Optional but Powerful)

   • Even a small lead investment from a credible figure can build trust

Step 2: Build Your Target Investor List

Contrary to popular belief, most early crowdfunding investors come from your existing network.

Segment Your List

• Personal Network – Friends, family, old colleagues

• Professional Network – Business associates, mentors, industry peers

• Angel Investors – Members of local angel syndicates, LinkedIn connections

• Customers/Fans – People who already love your product or service

• Seedrs Community – Will join in later, once momentum builds

Tools for Tracking

Use a spreadsheet or CRM like HubSpot, Pipedrive, or Notion to log:

• Contact name

• Relationship type

• Investment potential (£)

• Contact status (Not contacted / Contacted / Interested / Committed)

Step 3: Pre-Market to Secure Soft Commitments

This phase is where you turn warm leads into pledged investors.

Timeline

Start 6–8 weeks before your Seedrs launch.

Approach

• Reach out 1-to-1, starting with your strongest connections.

• Ask for feedback on your pitch first (low-pressure).

• Once engaged, offer early access to invest.

• Secure a soft commitment — an indicative amount they’ll pledge when the round opens.

Example:

“We’re launching our Seedrs campaign next month and offering early access to people we know. Would you be open to supporting us with around £X?”

Target: Secure 30–50% of your raise in soft commitments before launch.

Step 4: Use Seedrs’ Private Launch to Your Advantage

Seedrs offers a private phase before going fully public.
This is your moment to convert soft commitments into real investments.

• Send your private link to pre-committed investors.

• Share progress updates to create urgency.

• Offer incentives for early investment (exclusive updates, VIP perks).

Aim to raise 25–40% of your target here.

Step 5: Public Launch With Momentum

By the time you go public:

• You have visible traction (ideally over 40% funded)

• You’re more likely to appear in Seedrs’ “Trending” section

• You attract organic investors from Seedrs’ network

Continue outreach through:

• Social media announcements

• Email newsletters

• Press releases and blog posts

Step 6: Keep Momentum Until the End

Crowdfunding campaigns often follow a U-shaped curve — strong at the start, dip in the middle, spike again near the end.

Keep the Energy High:

• Post weekly updates on Seedrs

• Share behind-the-scenes content

• Promote new wins (partnerships, awards, press)

• Answer investor questions promptly

Step 7: Follow Up Relentlessly

Many investors won’t commit without a reminder.

• Contact all soft commitments who haven’t invested

• Send personal messages, not generic emails

• Use urgency: “Only 5 days left to invest”

This final push can make the difference between hitting your target or falling short.

Bonus Tips for Crowdfunding Success

• Activate Seedrs AutoInvest – Once you have momentum, AutoInvest allocates capital from investors who match your criteria.

• Host Webinars/Q&As – Build rapport and trust with potential backers.

• Secure Press Coverage – Industry blogs, podcasts, or newspapers can bring fresh investors.

• Plan a Stretch Goal – Show how you’ll use extra capital if you overfund.

Common Mistakes to Avoid

• Launching cold without pre-commitments

• Unrealistic valuations that deter investors

• Overly complex pitches that confuse rather than convince

• Neglecting updates during the campaign

Final Thoughts

A strong Seedrs campaign is built long before you click “Launch”.
By focusing on building your investor book, you ensure your campaign has the momentum, credibility, and visibility to succeed.

To recap:

1. Prepare your pitch materials and financials

2. Build and segment your investor list

3. Secure 30–50% in soft commitments before launch

4. Use the private phase to convert those commitments

5. Launch publicly with strong traction

6. Maintain momentum until close

7. Follow up personally with all prospects

With preparation and persistence, you can turn your Seedrs raise into a powerful funding round that accelerates your business growth.

Need help getting investor-ready?
FD Capital specialises in connecting ambitious businesses with experienced CFOs who can guide you through every stage of the fundraising process — from valuation modelling to investor outreach.
Contact us today to see how we can support your Seedrs campaign.