Lights, camera...fundraising!

Hello friends,

I hope you had a wonderful and relaxing Labor Day weekend.

In this week’s preview from Fundraising for the Rest of Us, we’re talking about something that is a joy to some founders and a nightmare to others: pitch videos.

You can’t always get 1:1 time with investors. In those cases, a pitch video puts control of your narrative back into your hands. It's a powerful tool in your fundraising toolbox, and I’ll show you how to create one with confidence.

Before we dive in, a quick thank you to the 12 new beta readers who joined this week! We’re still growing, and it’s not too late to get involved. Just fill out this interest form to become a beta reader and get full access to the book.

Why You Need a Pitch Video

Let’s start with a statistic that should make you feel slightly ragey: investors spend an average of just 2 - 3 minutes reviewing a pitch deck before deciding whether to meet with a founder. 

That’s barely enough time to skim a takeout menu, let alone digest a business opportunity. It’s certainly not enough time for someone to get a sense of you – your vision, your drive, your “why.” If your only tool for getting in the door is a static deck, you’re being evaluated in the least human way possible, which is inefficient for everyone.

The Rest of Us are often judged more harshly and given less benefit of the doubt. If you don’t already have a warm intro to the investor, your pitch deck has to fight uphill. But your presence - your voice, your energy, your story - is often your greatest asset. A pitch video lets you lead with that.

Two Types of Pitch Videos (And Why You Want Both)

When I say, “pitch video,” I’m actually talking about two different tools, each with its own purpose. 

1. Your Introduction Video (Origin Story Clip)

Length: 1-2 minutes max
Purpose: Spark curiosity and build connection

This is your hook. It’s the clip you send with cold outreach, post on LinkedIn, or include in your Scroobious profile. It’s short, authentic, and emotionally resonant. You’re not explaining your entire business. You’re giving the viewer a reason to care.

Focus on your why:

• Why you started this company.

• Why this problem matters to you.

• Why now is the moment to solve it.

Think of it as your movie trailer, not the full film. You want investors to say, “I want to learn more.”

2. Your Pitch Video (Full Deck Run-through)

Length: ~5 minutes
Purpose: Clearly communicate the business opportunity

This is the more comprehensive pitch video, where you walk through your slides as if you were presenting live. It includes all the critical elements, including the Core 10 sections. The investor can watch it asynchronously, on their own time. This is not a replacement for a live meeting, but it’s often what gets you the meeting. If they watch a pitch video before you meet, it often sets the tone for a more conversational and productive meeting because you don’t have to run through the deck – you already have! Now you can get down to questions and discussion.

You might use this pitch video when you:

• Reach out cold to an investor and want to give them more than just a deck.

• Apply to an accelerator, angel group, or pitch competition.

• Have had an introduction, and they asked to “see the deck” – you can offer a richer first impression.

• Want to control your narrative before someone clicks through slides without more context (which, again, takes 2 minutes).

How it’s Different for The Rest of Us

For The Rest of Us, showing up on camera can feel like more than a lot. Maybe you're self-conscious about how you sound, or worried that you don't look like the founders in the pitch competitions that go viral. Maybe you're wondering if investors will take you seriously if you record your video in your kitchen with a toddler toy in the background.

I’ve been there. Most of the founders I work with have been there. And here’s what I’ll tell you:

None of that disqualifies you.

In fact, it’s your secret weapon.

When you show up as yourself, with clarity, confidence, and conviction, you give the right people a chance to connect with you. Not the performative version of you. Not the overly rehearsed version. Just you.

A pitch video isn’t about being perfect. It gives those of us who are so often overlooked in this ecosystem a chance to be seen and remembered by the people who can open access, which is visibility that can change everything.

Don’t let fear or imposter syndrome keep you from hitting record. Your story matters. Your vision matters. And someone out there, the right someone, is just waiting to see it.

That’s it for this week. We’re down to just a couple of chapters left. These emails contain snippets from the full chapters. To read everything, you’ll need to apply to become a beta reader.

At this point, I’d love to hear from you: What’s been your impression of the book so far? What are your biggest takeaways? Is there anything else I could add to make it more valuable for you?

Thank you again. Talk next week!

-Allison