Six ways to pitch your fund effectively during private equity fundraising
March 01, 2017
Updated 10 November 2025
At a private equity event like SuperReturn, the room is full of general partners and private equity firms all chasing capital for their new funds.
You’ve got limited time and limited access to the people who matter most — the LPs who could transform your next raise.
The challenge? Standing out and making a strong connection fast.
Meet the Author: Benjamin Ball
Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London. Follow Ben on LinkedIn or visit the contact page.
Six ways to pitch your fund effectively during private equity fundraising
At Benjamin Ball Associates, for 15 years we’ve been helping PE firms and venture capital teams improve every stage of their PE fundraising process. Clients include Permira, CVC-DIF, AXA, ECI, Westbridge, Ufenau, Crane amongst others.
Whether you’re launching your first vehicle or approaching final closing on your fifth, these six actionable steps will help you pitch your private equity fund with more impact.
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How to Improve Your Private Equity Fundraising
1. Tell stories that investors remember
Stories are your most powerful fundraising tool.
A story about how your team turned around a struggling portfolio company says far more than a list of numbers. You might talk about a potential investment you walked away from and why, or how your fund structure has evolved from past performance.
The best private equity funds and senior fundraisers use stories to help LPs visualise how they operate — and to demonstrate values, judgement and discipline.
In an industry driven by data, stories create the personal connection that builds trust.
2. Skip the PowerPoint – have a conversation
No private equity investor wants to sit through slides. They want a discussion that helps them understand your approach, your people and your results.
Start with a clear top-line summary of your investment funds — what you do, what’s changing in your deal activity, and why your fund agreement offers an attractive opportunity. Then stop and listen.
Your goal is a two-way conversation, not a performance.
You can follow up with a concise, investor-ready private equity pitch deck that reinforces your message without repeating it.
3. Start by asking questions
Before you talk about your fund, learn about theirs.
Ask about their private equity investor intentions, allocation shifts, or how their exposure to private equity assets and infrastructure investor deals has changed in recent years.
Understanding these priorities lets you adapt your story on the spot. You’ll show genuine interest, respect their process and make your pitch far more relevant.
The best fundraisers don’t just talk about themselves – they help LPs achieve their goals.
4. Nail your 20-second elevator pitch
If you can summarise your fund in 20 seconds, you’re already ahead of most private equity firms.
Your elevator pitch should distil your investment strategy, track record and differentiator into one crisp message. For example:
“We build market leading tech companies in Poland and we’ve been doing this for 10 years.”
That single line tells investors who you are and why they should keep listening. Our Messaging Cracker Sessions help teams refine this kind of message until it works perfectly.
5. Test investor interest and welcome tough questions
A good pitch is a dialogue. Check regularly that investors are following and interested.
When questions come – especially the difficult ones about due diligence, past performance or exit activity – see them as progress, not problems. They show real engagement.
Tough questions also reveal what matters most to that global investor or private wealth allocator.
The more feedback you gather, the more precisely you can shape your message for future meetings.
6. End with clear next steps
The end of your conversation matters as much as the start.
Agree what happens next — whether it’s sharing your materials, arranging a follow-up with the senior fundraiser or scheduling a meeting with the investment committee. Make it easy for LPs to continue the dialogue.
Psychologists talk about “recency”: people remember the last thing you say.
Ending confidently keeps momentum in your private equity fundraising and helps you stay top of mind.
Make your PE fundraising process more effective
The private equity fundraising environment is more competitive than ever, with deal activity at an all time high and investors becoming more selective about new funds. A clear message, a confident team and a personal relationship with LPs can make all the difference.
At Benjamin Ball Associates, we’ve spent over 20 years helping general partners communicate their value clearly to private equity investors. We’ll help you sharpen your story, improve delivery and strengthen your PE fundraising process — from first meeting to final closing.
Speak to our Client Services Director, Louise Angus, on 020 7018 0922 or email info@benjaminball.com
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You may also be interested in our Little Green Book for Private Equity Fund Managers. This short guide details what we do at each stage of the process and how we can help you overcome your challenges with investors.
Watch: How private equity funds can pitch, present and persuade more effectively
In this short video from SuperReturn US East, Benjamin Ball Associates Partner Paul Farrow shares the key communication lessons for private equity funds. He explains the common mistakes general partners make during private equity fundraising, and the qualities new investors are really looking for.
(Click play below to watch the video.)
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Why Choose Us:
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We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.
“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”
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For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.
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Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.
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Frequently asked questions about private equity fundraising
1. What is the private equity fundraising process?
The PE fundraising process is how a private equity firm raises capital from investors (LPs) to create a new fund. It typically involves developing a strong investment strategy, preparing marketing materials, meeting with private equity investors, and completing due diligence before reaching a final closing.
2. How long does private equity fundraising usually take?
Most private equity funds take between 12 and 18 months to raise. That depends on the firm’s past performance, the strength of its fund structure, and market sentiment. In recent years, some PE firms have raised faster due to strong deal activity and returning LPs, while others face longer timelines due to investor caution.
3. What do LPs look for in a private equity fund?
LPs – or limited partners – look for a clear and credible investment strategy, a disciplined team, strong track record and evidence of alignment. They also value a good personal relationship with the general partners and confidence that the fund can deliver attractive returns within its investment period.
4. How can I improve my private equity fundraising pitch?
Start with a compelling story that highlights what makes your fund distinctive. Keep your message concise and conversational, and avoid hiding behind slides. Ask questions, test investor interest, and always end with clear next steps. These simple but actionable steps can make a big difference to your private equity fundraising results.
5. What role do storytelling and communication play in fundraising success?
Strong communication is critical. The best private equity firms use stories to explain their strategy and values. A story about how your team added value to a portfolio company or made a tough potential investment decision can make your fund more memorable to LPs. Storytelling also helps you build trust during due diligence.
6. What are common mistakes private equity firms make when pitching?
Many general partners rely too heavily on presentation slides or jargon. Others forget to tailor their message to the investor in front of them. A lack of clear structure, poor storytelling and unclear next steps are other common pitfalls. Improving these areas can transform your PE fundraising process.
7. How can a presentation coach help private equity fundraisers?
A specialist presentation coach can help you refine your message, improve delivery and make your private equity fundraising meetings more persuasive. At Benjamin Ball Associates, we work with private equity firms, venture capital teams and senior fundraisers to strengthen their communication and increase fundraising success.
8. How is private equity fundraising changing?
The market has evolved. There’s more competition for capital, more global investors, and greater scrutiny of ESG factors and fund agreements. New investors are also entering the space, including private wealth and family offices. With deal activity at a time high, a clear and confident message has never been more valuable.
9. Is it a good idea to work with external fundraising experts?
Yes, if you want to improve how you communicate with LPs and manage your fundraising meetings more effectively. External experts can bring objectivity, help refine your fund structure presentation and prepare your team for tough questions. Many PE firms find this support shortens the fundraising process and helps them secure commitments faster.
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