ECF Bootcamp
Module 7: Campaign Strategy
Understanding Equity Crowdfunding
Equity crowdfunding is a hybrid of equity investment and traditional crowdfunding. Campaigns benefit from two types of investors:
Those seeking financial opportunities
Those who want to support something they believe in
Creating a campaign that appeals to both groups is essential to convert interest into investment.
Your Community Is Key
For an equity crowdfunding campaign to succeed, companies must actively reach out to their existing community—both digitally and in person.
Important: Companies should aim to bring in 100% of their investors through their own networks. Investors already on the Equivesto platform are a bonus, not the primary source.
Think of the Platform as Your Launchpad
Crowdfunding platforms like Equivesto serve as legal gateways, not as marketplaces full of eager investors. Regardless of platform size, founders should expect minimal direct engagement from existing users and plan to attract investors through their own efforts.
Build Your Audience Before You Raise
Equivesto provides support and education on how to grow your digital community before and during your raise. This is a perfect time to build brand awareness and market your business—even before your campaign starts.
Estimating How Many Investors You Need
The average investment in an equity crowdfunding campaign is between CAD $500–$700.
Example:
If your goal is to raise $500,000, you may need around 1,000 investors contributing $500 each.
Launching Your ‘Coming Soon’ Page
Equivesto will set up a free Coming Soon page for you. This waitlist allows you to gather early interest and assess community engagement. There’s no time limit—you can take your time growing your list organically.
Important: Due diligence begins once you’ve reached 30% of your raise target on your waitlist.
Budgeting for Marketing
Successful campaigns often work with equity crowdfunding marketing firms and set aside 10–20% of their raise for marketing.
For example:
A $1,000,000 raise may require $100,000 in marketing spend.
If you decide to raise with Equivesto, we will work closely with you to provide further marketing coaching and advice.
Core Factors
Crucial components of a successful campaign.
Your Why
Share what events led to your company’s birth. Tell a story highlighting what your company stands for and why you are passionate about it.
Your Impact
Let potential investors know how your company aims to create positive impact, or talk about your proven track record of success.
Your Community
Connect with those who matter most to your brand — your community — and win them over by involving them in your journey.
Your Model
Continuity of your company is dependant on a strong business model. Investors want to know you are, or will be profitable.
Your Potential
The bigger your business gets the more people you can help. Let investors know you have growth plans and how you intend to get there.
Key Campaign Elements
Running a successful equity crowdfunding campaign on Equivesto requires careful strategy and execution both on and off the Equivesto Portal. Having a well thought through plan can strongly improve your chances of getting funded. Below are some campaign elements we recommended you focus on.
OFF PORTAL
Digital Strategy
Equity crowdfunding is a 30–90 day sprint, with most funds typically raised in the first two weeks. Early momentum is key—nothing deters investors like a $0 campaign start. Build excitement before launch by confirming interest from at least 100 community members and encouraging them to invest on Day 1.
Plan to work with a marketing firm and allocate around 10% of your target raise for marketing. Strategically timed spend helps sustain campaign momentum.
**Note: there are specific conditions for marketing or advertising security offerings in Ontario. In general, you cannot advertise specifics of a deal, only notify your community and link to a registered portal. For more details contact one of our Dealing Representatives**
Community Building
It’s important to note that the majority of equity crowdfunding investors (90%+) tend to come form a company's existing community. Building strong engagement with your community leading up to a campaign can go a long way. Don’t worry if you feel you don’t have a community—often you’re wrong - people such as friends, clients, and vendors can act as access points to find ‘believers’ who are passionate about what you do.
We recommend working with a marketing firm to attract and grow this community prior to launch. Pre-build an email list of interested people and get keep them excited for your campaign launch!
ON PORTAL
The Offer Card
The offer card highlights the main details of your equity crowdfunding deal and is the only public element non-approved investors can see prior to being vetted by Equivesto. It catches their attention and informs investors how much equity is given, the minimum and maximum investment amounts, and the number of days left until the campaign ends. The image you chose to be your banner can affect your ability to attract investors browsing the platform. Choose wisely!
The Campaign Page
Your campaign page is where you pitch your business to potential investors. It includes your offering details, financials, management team, pitch deck, product video, and deal structure.
This is often your one shot to make a strong impression, so keep the Core Factors in mind when crafting your content. Video is especially effective—it quickly builds excitement and conveys key information.
We strongly recommend creating a compelling product or service video and refining your page copy. If you're working with a marketing firm, they can support you with design and video creation.
We Work With You
The Equivesto Team provides marketing and finance support, and helps you determine the details of your offer, fill out the campaign page, activate your community, and launch your Equivesto campaign.
We are with you every step of the way — pre, during, and post campaign.