The StitchCrew Guide to Fundraising: Build Real Relationships, Not Just Pitch Decks

Raising capital isn’t just about who says yes to your pitch, it’s about who you’re inviting into your business. And that starts long before you send the deck or ask for a check. For a lot of founders, especially those outside traditional networks, figuring out how to approach investors can feel unclear or intimidating. It’s easy to assume you need the perfect pitch or the right intro before you’re even allowed in the room.

But investors don’t just bring money. They bring expectations, influence, and a long-term presence in your business. That’s why building relationships matters more than just nailing a pitch. When you take the time to get to know someone, you start to understand what they care about, how they communicate, and whether they’re the kind of partner you actually want. And it gives them a chance to understand how you work and what drives you. That kind of trust takes time and it’s a lot easier to build before you’re under pressure to close a round.

Start Sooner Than You Think

Once you know what kind of capital fits your business, the next step isn’t pitching. It’s showing up. That means spending time in the communities, conversations, and networks where those types of capital are flowing, whether that’s VC, angel, crowdfunding, or non-dilutive sources. The more familiar you are with how they work, who’s involved, and what they expect, the more informed and strategic your approach becomes.

This also isn’t just about getting in front of investors and capital providers. It’s about building relationships with people who can help you navigate the process, like founders who’ve raised from the same sources, advisors who understand the landscape, or peers who can share what they wish they knew earlier. These connections often lead to better insights, warmer introductions, and clearer expectations about what it actually takes to raise from a given source. But those conversations take time to find and even more time to build trust. That’s why it helps to start long before you need anything.

When you’re visible, engaged, and genuinely curious, you learn more, and people start to pay attention. You’re no longer showing up as a stranger with a cold ask, but as someone already contributing to the conversation. That’s what makes the difference when it’s time to raise.

Make Your Outreach Count

By the time you’re reaching out, your message has to do more than just explain what your business does. But how you show up still matters. Cold intros aren’t always avoidable, especially if you don’t come from a well-connected network. What you can control is the way you approach people. You don’t need to be flashy or over-polished. You just need to be intentional. Here’s what that looks like in practice:

• Start with your angle. What makes your story timely or different? Is there a shift in the market, a customer insight, or a trend you’re seeing that connects to your work? Make that connection easy to spot. It’s easier for someone to agree to meeting or learning more when they can immediately see why your story matters right now.

  
  

• Be specific. Skip the vague vision and focus on what you’re actually doing. Share real traction, clear numbers, or a sharp insight that helps someone understand where you are and where you're headed. But don’t just talk about your product or surface-level wins. Share the deeper “why” behind your work. What problem are you solving? Who are you solving it for? And how does this tie into a bigger opportunity or shift happening in your industry or community?

  
  

• Make it personal. Your pitch should feel like a person wrote it. Not just a spam message. Do your homework and show them why you’re reaching out to them. Mention something they’ve shared, whether it’s a portfolio company, a tweet, or a past conversation, and explain why you think your work fits into their world.

  
  

• Keep it short. People’s inboxes are full. The clearer and tighter your message, the more likely it is to be read. Most people you’re reaching out to are reading your message in between meetings, so don’t bury the ask. Be clear about who you are, what you’re building, why it matters, and what you’re looking for, whether that’s feedback, a quick intro, or a chance to share more.

Remember, this is only the first step. Most investments don’t come from an outreach or pitch decks alone. They come from conversations. From follow-ups. From trust built over time. Your initial outreach is about opening a door. The goal is to start a relationship, not secure a yes on the spot.

What Happens After the Intro

Getting a foot in the door is only the beginning. Once someone expresses interest the next phase kicks in. This is where the real conversation starts. It's less about selling, and more about seeing if there’s alignment. And just like investors are evaluating you, you should be evaluating them too. Here's what to potentially expect:

Investor Meetings Are a Two-Way Street

This isn’t just your chance to pitch, it’s your chance to listen. Pay attention to what kinds of questions they ask, how they engage with your story, and whether they seem aligned with your vision. Are they only focused on short-term returns? Are they curious about your customers or your team? The best conversations feel like a collaborative exchange, not a one-sided interrogation.

Due Diligence Isn’t Just for Them

Investors will likely ask for follow-up info, think financials, customer data, projections, legal docs. That’s normal. But diligence goes both ways. Ask to talk to founders they’ve invested in. Look at how they’ve supported other companies. Ask what kind of involvement they typically have and what kind of reporting they require. The goal isn’t just to get a check, it’s to make sure you’re bringing in someone who can actually support your growth.

Stay Grounded in Your Non-Negotiables

It’s easy to lose yourself in the energy of a promising conversation. But don’t ignore red flags. If someone pressures you to move faster than you’re ready, dismisses your mission, or downplays concerns you raise, pay attention. The right capital comes with alignment. You don’t need to say yes to anyone who makes you question your own instincts.

Don’t Be Afraid to Slow It Down or Create Urgency

Not every investor will move at the same pace. Some will ask for multiple meetings, want to loop in partners, or take weeks to follow up. That doesn’t always mean they’re not interested, but it can slow you down if you’re not intentional. If someone is dragging their feet, it’s okay to set clear timelines. Giving people a heads-up like, “We’re hoping to close this round by [date]” can help create urgency without pressure. And for you, having a clear deadline keeps the process moving and prevents you from getting stuck in endless limbo. At the same time, if someone’s pushing you to move faster than you're comfortable with, trust your gut. You’re allowed to slow things down, ask more questions, and get the clarity you need before moving forward.

Stay Focused on the Relationship, Not Just the Result

Fundraising can feel like a high-stakes game of pitching and proving yourself. But the strongest investor relationships aren’t built off perfect pitch decks or warm intros. They’re built off real connection, mutual respect, and a shared belief in what you're building. That takes time and that’s okay. Because this process isn’t just about raising a round. It’s about finding the people who see your vision, back your leadership, and want to grow with you. So even if the answer is “not right now,” the relationship doesn’t have to end there. Keep showing up, keep building, and keep choosing connection over transactions. That’s what opens doors.