How should first-time fundraisers approach family office investors?
Short answer: Richard C. Wilson says first-time fundraisers should listen to what investors say they want, then tailor a concise one-liner and one-page summary to that audience (1:26, 2:21, 2:48). He also says to build trust by listening first, adding value and structuring deals so investors eat first (6:55, 4:11).
In a video on Richard C. Wilson's channel, he shares mistakes he sees from first-time capital raisers at a family office event in New York City.
Richard on listening before a pitch
Richard C. Wilson says asking people if they're investors can put their guard up before they know or trust you. He advises listening to investors on stage so you hear what they invest in and can bring them a relevant offer. (at 0:32)
Richard on tailoring the message
Richard C. Wilson says a one-liner should explain what you do in a clear, concise sentence and fit the investor audience you're targeting. He says the wording should differ for cardiac surgeons, angel investors, institutional investors or family offices. (at 2:21)
Richard on the one-page summary
Richard C. Wilson says an investor club organizer told him he wouldn't review a deal without a one-page summary. Richard says to use the best visuals from the pitch deck and include the strategy, team, potential returns, risks and process. (at 2:48)
Richard on putting investors first
Richard C. Wilson says trust came up repeatedly at the event and describes a speaker who said he eats last so investors eat first. Richard calls it a common mistake to structure a deal so the fundraiser eats before investors. (at 4:11)
"make sure you don't miss investors on stage saying exactly what they want."
Richard says even families focused on private equity often invest in real estate, so fundraisers at family office events may hear it come up.
From Richard's exclusive Billionaires.com interviews
Lessons from Richard C. Wilson's one-on-one interviews, as published on each interview page.
- Michael Lee-Chin: Learn from the best role model. Find the best role model in the world and ask how they did it. Then follow their recipe exactly without changing it.
- Serg Bell: Success comes from many decisions. He does not see business as one winning bet. He sees it as a long game, like poker or bridge, built on many smart choices over time.
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Frequently asked questions
How should first-time fundraisers approach family office investors?
Richard C. Wilson says first-time fundraisers should listen to what investors say they want, then tailor a concise one-liner and one-page summary to that audience (1:26, 2:21, 2:48). He also says to build trust by listening first, adding value and structuring deals so investors eat first (6:55, 4:11).
Why does Richard recommend a business domain email?
He says a professional domain name helps a business look properly set up, and asks why someone should invest time reading emails from a Yahoo or AOL address.
Why does real estate come up at family office events?
Richard C. Wilson says families with large exits or high annual earnings often put some money into real estate and hard assets. He gives examples ranging from 5 or 10 percent to 20 or 40 percent, depending on the family or individual.
Sources
Quotes are copied from the video captions and checked against the transcript. Timestamps link to the moment in the video. General information only, not legal, tax or investment advice.