How to write a funding announcement people will read

So you've just closed a round. Congrats! Now you've got to tell people, and that's where a lot of founders get stuck. If you're wondering how to write a funding announcement that people read past the headline, this guide's for you. We'll cover the press release, the blog and LinkedIn post that goes with it, and the mistakes that make so many announcements sound the same.

First, who are you writing for?

A funding announcement has a few different readers, and they each want different things.

• Reporters want the facts, fast. Who raised, how much, from whom, and what the money's for.
• Customers want to know what changes for them. A better product? More support? New cities?
• People you'd like to hire want to see that you're serious and that there's a plan.

The press release is mostly for the first group. Your own post is for everyone else. Try to make one piece of writing do both jobs and you'll end up with a stiff announcement nobody shares.

How to write a funding announcement press release

Reporters get lots of these. Your job is to make it easy for them to say yes.

The headline

Keep it plain. Company, amount, round and what the money's for. Here's a made-up example:

Brightleaf raises ₹12 crore seed round to bring its billing app to clinics in Pune and Nagpur

Save the clever wordplay for social. A headline that makes a reporter guess what you do usually gets skipped.

The first paragraph

This is the most important bit. In two or three sentences, say who raised, how much, what kind of round, who led it, what your company does and what you'll do with the money. If a reporter only read this paragraph, they should have enough for a short news item.

What the money's for

"To accelerate growth" doesn't tell anyone what you'll do. Be specific. Are you hiring engineers? Opening in a new market? Building the feature your customers keep asking for? Name it. Two or three clear plans beat a paragraph of big words.

Proof that people want what you've built

Your investors backed you for a reason, so share what you can. That might be customer names (with their OK), growth you're happy to make public, or a product milestone. If you'd rather keep revenue private, that's fine. Just don't fill the gap with vague claims like "explosive growth".

Quotes worth reading

A lot of funding quotes read like this (we made this one up):

"We're thrilled to partner with XYZ Ventures as we enter our next phase of growth."

That line won't make it into anybody's article. A better founder quote says why you started, or what you can do now that you couldn't before. A better investor quote says why they invested, in plain words. Keep each one to a sentence or two. And get your investors to sign off on their quote, and on how you describe their fund, before you send it.

The bits at the end

Finish with a short "About" paragraph, a press contact whose inbox someone checks, and a link to your logo, founder photos and product screenshots.

Your funding announcement post for the blog and LinkedIn

The press release is for the press. Your own post is where you get to sound like yourselves. Put the full version on your blog, then share a shorter funding announcement post on LinkedIn from the founders' own accounts.

Here's a simple shape for it:

• Start with the customer's problem. What were people struggling with before you came along?
• Say what you've built so far. Keep it short and specific.
• Share the news. The round, the investors and a genuine thank you.
• Explain what's next. The same plans from the press release, in friendlier words.
• Ask for one thing. Try the product, apply for a job, or get in touch.

That last step is the one people skip. Give readers somewhere to go. If you're hiring, link to your careers page, and check it's up to date before you post.

If it's a seed round announcement

For a seed round, your own post may do more for you than the press release. Smaller rounds don't always get picked up by the press, but your post will still reach customers, people you'd like to hire and friends of the company.

When to announce your funding

Wait until the round has closed. That means the paperwork's signed and the money's in. A term sheet on its own isn't enough. Then agree a date with your investors so everyone posts on the same day.

If you're raising in the US, keep the filings in mind. Companies raising under the SEC's Regulation D rules generally have to file a short notice called a Form D within 15 days after the first sale of securities in the round, and those filings are public. So your news can get out before you're ready. Plan your timing around it.

If you're pitching reporters, you can share the news a few days early under embargo. That just means they agree not to publish before a set date and time.

Mistakes that make announcements sound the same

• Leading with the money and nothing else. The amount is news for a day. What you'll do with it is the story.
• Buzzwords. "Disrupting", "next-gen", "world-class", "cutting-edge". Words like these make you sound like every other startup.
• Hiding what you do. If a stranger can't tell what your product does after the first paragraph, rewrite it. Our guide to keeping your brand voice consistent can help with that.
• No next step. Every version, from the press release to the LinkedIn post, should end with a clear thing to do.

Funding announcement FAQ

Should you announce a seed round?

It's usually worth it if you're ready for the attention. Maybe you're hiring, you've got a product people can try, or you'd like to meet more investors. If you're still figuring out who your customers are, it's fine to wait.

What should a funding announcement include?

The amount (if you're sharing it), the type of round, the lead and other investors, what your company does, some proof that it's catching on, what the money's for, a quote or two and a press contact.

Do you have to say how much you raised?

No. Some companies keep the amount private. If you do, say so plainly instead of dodging the question, and lean harder on your plans and your proof.

Should you write a press release or a blog post?

Ideally both. The press release gives reporters the facts. The post on your own site lets you tell the story your way, and it stays there for anyone who finds you later.

Want a hand with yours?

Our Launch Kit is made for startups that have just raised. It covers website copy, a press release for your funding news and a launch-week social set. If you'd like help with your announcement, email hello@markivasolutions.com with a few lines about your round and when you're planning to share it. We'll come back with a few questions or a clear quote.

And if you'd like to keep publishing after launch week, here's what a monthly content retainer gets you.