Fund Marketing & Advertising
Fund Marketing & Advertising
It’s crucial that any advertisement is accurate and complete. You can share as much detail regarding your funds' terms as you see fit. The goal is for the investor to have a clear picture of your fund.
Having a marketing consultancy that understands the complexities of fund formation and the importance of delivering the key message (accompanied by the right disclosures or disclaimers) for emerging fund managers and private equity funds is the difference between being over-subscribed and becoming unviable.
— About Us
Creating world-class Presentations that make All the
DIFFERENCE.
Sulfur is the design partner of choice for building a strategic partner within venture-backed, hyper-growth startups. We work directly with founders, entrepreneurs, and visionaries who are pioneering the transformative companies of the future.
— Design
how we
work.
We are absolutely fearless in the pursuit of extraordinary design. We never underestimate the impact that our well thought out and designed deck can have for a company, and we only work with clients who champion this same vision. We reach high and never compromise on the quality.
DOT CAPITAL
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
— Featured Client
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
— Functions
What
makes us
When developing a great design, less is more and quality matters. We never confuse effort with outcome.
Our obsession is creating high-impact design for companies around the world span Enterprise B2B and Consumer B2C Startups.
Unique.
Few agencies understand the complex regulatory framework around private fund marketing & solicitation. Sulfur does. When you hire us, we help guide your team and work directly with your counsel or leads to ensure you can raise confidently and with peace of mind.
In the meantime, here are some FAQs to help guide you (until we come on board):
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What is general solicitation?
There is no precise definition of general solicitation. Things like newspaper, radio, or internet ads or mentioning your fund at a seminar or meeting where the audience was invited via a general solicitation would be considered a general solicitation.
To avoid general solicitation, you should refrain from advertising or publicizing in venues that include people you do not personally know.
To determine if a social media post, email, etc., is a general solicitation, we consider:
Is the communication to a widespread and anonymous audience?
Does it constitute an “offer” (i.e., does it contain a link to invest or a specific call to action)?
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For 506(b) funds, you must not engage in any practice which might be viewed as “general solicitation” or “general advertising” of partnership interests in your fund.
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Unlike their 506(b) counterparts, 506(c) funds may engage in general solicitation, but also require additional steps to verify the accreditation status of the investors.
Most Rolling Funds are 506(c) funds.
As with any fund advertisements, it is crucial that these general solicitations are not misleading or inaccurate in any aspect.
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It’s crucial that any advertisement is accurate and complete. You can share as much detail regarding your funds' terms as you see fit. The goal is for the investor to have a clear picture of your fund.
It may be useful to speak with fund counsel to determine if any disclosures or disclaimers should accompany your advertisements.
Provided that your advertisements satisfy the above, the way you advertise your fund is up to you. You have a wide range of options, including:
• Social media campaigns (either paid or organically driven through your network)
• Speaking engagement plugs
• News reports, write-ups, blogs
Best practices would also include waiting for a round to officially close before discussing it and verifying with the founder(s) that it is okay to mention the round.
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Do not mention the performance or returns of past deals. Unless all past deals are included, examples of past deals should be selected based on non-performance based criteria.
If your past deals include investments made with other people, it is important to make that clear.
If you include any historical deals, you should always include a disclosure along the following lines:
“This list is only partial and these investments are not representative of the entire portfolio. Most early-stage investments fail. A complete list of past investments is available upon request.”
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Testimonials. Do not include third-party quotes that could be viewed as endorsing your investment advice. This is an explicit point of emphasis for the SEC.
Consistency. All materials should be consistent with all disclosures made on the AngelList platform.
Archive. Create a folder where you save all of your marketing materials (ads, pitch decks, etc.). This folder should be the source of truth for all your marketing materials. In the event of an audit, the SEC or other regulators will ask to see all your marketing materials.
If in doubt, save a screenshot of any moments where you publicly mention your fund in this archive folder. It is better to be overly inclusive.
Do not make false or misleading statements or omissions. Promoting your Fund to LPs is a securities offering and any false or misleading statements or omissions are subject to enforcement action by the SEC.
Factual Claims. Ensure any factual claims you make can be substantiated and maintain accurate records to support them.
And, of course, engage Sulfur so you can focus on your fund 😁.