15 Fundraising Tactics for Cleantech Startups During Second Trump Admin

The cleantech, energy and climate tech funding landscape feels as if it is at a pivotal moment. The surge in AI-driven innovation has recently shifted capital toward the tech sector, and a second Trump Administration is signaling an intent to create headwinds that could make closing the next raise more competitive for the industry’s startup sector without strong fundraising tactics.

Galvanize Climate Solutions, a climate-focused global investment firm led by Co-Executive Chairs Tom Steyer, Katie Hall, and Secretary John Kerry, recently wrote a blog post pointing out that while the new Trump administration may approach energy and climate differently than the Biden-Harris administration, “the power of economics, prices, and markets cannot be repealed.” 

Galvanize also reminds us that the energy transition didn’t reverse in the first Trump administration, in fact, it expanded. The sector’s investment in the US more than doubled to $180 billion in 2020 (before the IRA was introduced), global renewable energy asset finance grew to $184 billion, and the Invesco solar ETF was up ~300% (vs. S&P 500 up 54%) under the Trump administration.

Meanwhile, in a recent LinkedIn post about a Bloomberg article, Prelude Ventures Managing Director Matt Eggers wrote, “AI isn’t the only investable megatrend, however. Climate change, and the global effort to avoid it, will completely reshape our economy in ways as profound as AI…Given the climate problem’s importance and the transformation opportunity’s scale, substantial venture capital is pursuing this opportunity…So, yes, AI is sucking up a lot of venture funding across all sectors. The truth is, I think society will do just fine without another round of HR SaaS, CRM systems, and payment apps. The climate is different, though. Given the scale and importance of climate change, it should be alarming for everyone to see climate tech investment shrinking.” 

According to an article in Latitude Media, $15 billion in venture capital funding went to climate tech companies in the first half of 2024, which was 16% less than in the same period in 2023. Meanwhile, AI-based technology companies raised $47 billion, a 60% increase compared to the previous year. BloombergNEF goes on to detail that global climate-tech companies raised roughly $10.3 billion in equity across public and private markets in the third quarter of 2023, “putting full-year funding on track to fall about 50% this year.” 

Despite these seemingly bleak statistics, the need for clean energy climate solutions isn’t going away. 

“AI isn’t the only investable megatrend, however,” continued Eggers on LinkedIn. “Climate change, and the global effort to avoid it, will completely reshape our economy in ways as profound as AI…Given the climate problem’s importance and the transformation opportunity’s scale, substantial venture capital is pursuing this opportunity.”

Brendan Bell, Chief Operating Officer at Aligned Climate Capital expects Trump 2.0 to shape up in similar ways to Trump’s first administration. 

“Everyone focuses on the Federal government, but the States are the most important drivers of energy policy in the US. We have 50 different electric utility markets around the country, and those regulators are really the ones setting clean energy, energy storage, and electric vehicle mandates.  We saw their power during the last Trump administration.  Despite hostility from the Federal government, multiple states passed 100% clean energy standards, building efficiency standards, electric vehicle incentives, and other clean energy policies.  That resulted in some of the biggest years of growth for the industry.  I think the coalition of the willing will step up once again and continue to push the clean energy transition forward.”  

Startup founders expect funding opportunities to still be available, as interest rates stabilize in 2025, but the competition for those funds might be more intense, especially since there are many more cleantech startups in existence now, than there were eight years ago.  

On the floor of the recent Trellis Group VERGE event in San Jose, Carolin Funk, a Partner at Blue Bear Capital, said, “As long as the business fundamentals are there, cleantech startups are still securing financing, even in a more competitive environment.”

Strong business fundamentals include a solid financial position, a viable business model, and a clear market opportunity. However, if a startup cannot communicate those fundamentals clearly and compellingly at the beginning of an interaction with a VC, its fundraising efforts could lag behind others. That means amping up its marketing and PR efforts and targeting its messages to appeal to VCs and other investors. 

“Startups in fundraise mode can think of their stock like a product and use marketing and PR to drive both lead gen and brand awareness, combined to support customer segmentation, strategic selling and direct sales techniques,” said Neal Dikeman, Partner at Energy Transition Ventures. “Suffice it to say, us VCs are just as susceptible to both basic marketing and PR techniques, and social or guerilla marketing tactics, as a 14-year-old. And we really don’t mind being marketed to. Yes, I said that.”

Investors are increasingly cautious, and in an economic environment with tighter capital, they prefer to invest in companies demonstrating evident traction, growth, and resilience. This article outlines 15 fundraising tactics climate tech startups can adopt to maximize their efforts at the most opportune moments. Let’s dive in.

Fundraising Tactics

1. Ratchet up the VC FOMO to Create Urgency

Investors are drawn to consistently growing companies, even when the overall market is tough. They cannot resist the FOMO. In a recent TechCrunch article, Pae Wu, general partner at SOSV, noted that substantive traction, including partnerships and collaborations with larger organizations, is important for investors. It gives them confidence that your industry peers want to align with you. 

Regularly issuing press releases and highlighting growth metrics like user acquisition, revenue milestones, and new partnerships can show that your company is gaining market share and people are buying what you are selling. This frequency helps create a narrative of steady success, positioning your startup as a sound investment. Public announcements also build credibility and validate your solution by highlighting third parties who have decided you are worth their time, money and reputation.

For example, former Technica clients eMotorWerks and ZeroAvia leveraged this fundraising tactic to secure deals. For each brand, various types of press releases, from new customers to partnerships, were promoted regularly. These fundraising tactics were designed to create a sense of urgency for investors, encouraging them to finalize deals quickly.

2. Build Investor Confidence Media Exposure

Coverage in outlets like Bloomberg, The Wall Street Journal, and The New York Times is highly sought after for a reason. Securing media coverage in top-tier outlets will significantly boost your startup’s visibility and credibility. These articles will also validate your company in the eyes of potential investors, reassuring them that your business is gaining the right kind of attention and is worth their consideration with referenceable material.

Technica’s client, Fortera, a green cement manufacturer, exemplified this approach in April 2024 by announcing its first commercial plant in Redding, CA, with an exclusive in the Associated Press (AP). This AP coverage and other strategic media placements helped the announcement reach a unique audience of over 1.2 billion, generating more than $11 million in advertising value equivalency (AVE). That’s the estimated amount of money they would need to spend on print and digital advertising to secure the same level of visibility as the publications that covered the news.

Being featured in a reputable source reinforced Fortera’s credibility, demonstrating market relevance and innovation. Five months later, the company closed its $85 million Series C funding in August. 

Media exposure may or may not help you close a raise, mentions Mary King, a Vice President at Aligned Climate Capital, but she says, “They do get your foot in the door. Getting on well-trafficked podcasts is a great way to tell your story, and you’re able to get much deeper into the business model and market thesis than in a press release. A lot of investors, including me, listen to podcasts to stay on top of sector developments.”

3. Create Time Pressure at Industry Conferences

In an environment where investors are more selective, it’s crucial to time your announcements to align with significant industry conferences. This strategic move can amplify your visibility and introduce a sense of urgency, as investors won’t want to miss out on a company gaining momentum. The key is finding industry events that investors or strategic partners value enough to want the news of the deal promoted.

While they might be significant energy transition events like RE+, ACT Expo, or CES, they could also be specific industry conferences that the corporation values more.

This fundraising tactic not only adds an element of time pressure but also showcases your deal on a larger stage. It also gives you something big to talk about on the conference floor, piques the interest of reporters covering the show (if they weren’t already interested in you before), and makes you the talk of the conference among attendees. By the way, a quality PR team will have those reporters on the hook, just in case your deal closes before the show, to ensure it gets amplified.

4. Get Social to Drive Interest 

According to JP Morgan Wealth Management, nearly 80% of institutional investors use social media as part of their workflow, and 30% report that information found online has influenced their investment decisions.

With investors consistently risk-averse, maintaining a visible and dynamic presence on social media is essential. While you might not have milestone achievements worthy of media coverage, many company activities and developments are shareable. From the unboxing of components for your pilot project, customer site visits, the first day for a new hire, a speaking slot, or other activities, sharing these small but mighty milestones can add to a body of work that demonstrates your company is moving forward, despite an open funding round.

To maximize impact, build a network of influential industry investors by following, engaging with, and commenting on their posts. This active engagement, through thoughtful comments, lays the groundwork for visibility, establishing a rapport with potential investors who may recognize your value and reach out for opportunities.

Investors want to see that you’re aware of the broader economic landscape and are making strategic decisions accordingly. Engaging early and often ensures that when you do start your fundraising efforts, the groundwork has already been laid.

Beyond your posts, engage with others, especially ones gaining engagement. The more you participate online and the more others engage with your posts, the more investors will recognize that your startup has real momentum behind it.

5. Engage Your Team to Boost Confidence

According to Sprout Social, companies that encourage strong employee advocacy and promotion on social media show investors that the entire team is committed to the company’s success. To signal a cohesive and aligned team and boost investor confidence, engage with your team and have them share company updates and actively participate on social media. Deputize others in the organization to represent the company and spread out your touch points.

6. Lead with Value

In a crowded market, the power of meaningful, non-transactional relationships can be a decisive advantage. Prioritize connecting with investors early and long before any funding is needed. Building relationships without immediate request for investment fosters genuine connections based on shared goals and vision rather than transactional exchanges. 

By engaging investors without an agenda, startups cultivate trust and credibility, paving the way for smoother and more receptive conversations when funding is eventually sought. These types of fundraising tactics position CEOs as thoughtful leaders who value long-term partnerships, a skill that serves them well throughout a business’s lifecycle. 

7. Link Up With Investors Without Asking for Anything

Direct, personal engagement on business networking platform LinkedIn is critical to fostering investor connections. According to an article from Business Money, using and sharing content that genuinely adds value can be the key to attracting investment interest on the platform.

Connecting with investors on LinkedIn without asking for anything can be a powerful way for cleantech startup CEOs to lay the groundwork for authentic relationships. CEOs position themselves as thoughtful and active industry members by engaging with investors’ content, sharing insightful posts, and contributing to meaningful discussions. This approach signals investors that the CEO is dedicated to their field and values genuine connections over quick gains.

Establishing a presence on LinkedIn helps build trust and awareness, ensuring that there is already a foundation of recognition and respect when the time comes to raise funds or collaborate. In a digital world where outreach often feels transactional, being a familiar, contributing voice makes all the difference.

8. Deepen Your Bench of Spokespeople

Yes, it’s great when the founder can represent the company, but they have a fund to close. One effective way for energy transition startups to capture more investor attention is to expand the roster of individuals who can act as spokespeople at conferences and networking events. When multiple team members are equipped to represent the company and share its vision, it significantly broadens the startup’s networking reach.

Different investors and industry players are naturally drawn to varying personalities, so having diverse voices helps the company resonate with a broader audience. These multi-pronged fundraising tactics increase visibility and demonstrates a strong, cohesive team—a critical factor that investors look for when evaluating the potential for long-term success.

9. Go Where the Investors Go

Participating in industry events is always critical for a company’s growth. If you can find your target audience at an event, in-person connections are always stronger than virtual ones. The trick is that many investors like to keep a low profile at conferences simply to avoid being bombarded by eager entrepreneurs seeking an audience. However, there are industry events where investors appear en masse and want to be noticed. 

Attending conferences and pitch competitions like Cleantech Forum, VERGE, CES, TechCrunch Disrupt, or the NREL Industry Growth Forum, to name a few, help you expand your network with your target audiences. Networking lays the groundwork for trust and credibility, which are vital in securing funding. Establishing personal connections can open doors to new opportunities and partnerships that might not be accessible through cold outreach or online interactions alone

10. Secure Accolades that Speak for You

The impact of third-party validation on investor decisions cannot be overstated, and having a robust awards program is one of the best ways to increase your credibility. Forbes notes, “A prestigious industry award makes a company stand out in a crowded marketplace, boosting competitiveness and creating opportunities for long-term business growth.” 

Winning an award is about more than just recognition. It’s a powerful tool that provides investors with tangible, reference-worthy material that builds confidence and credibility. While many prominent award programs from publications like Fast Company, TIME, and Inc. Magazine require a small investment to enter, it works as a gatekeeper to weed out the companies not qualified to win. A good mix of paid and non-paid award opportunities will significantly increase your standing in the cleantech marketplace. 

11. Highlight What People Are Buying From You 

Investors want proof that your product or technology works. Highlighting your project and customer success stories with case studies and solid metrics proves your solutions deliver real value.

According to CB Insights, investors need to see that a startup is solving real-world problems and that there’s demand for your product or service, which is often best conveyed through detailed case studies that outline customer challenges and how the startup’s solution solved them​. By showcasing successful projects and satisfied customers, startups can provide tangible proof that their technology matches the marketing claims and delivers value to customers.

12. Create Visionary Narratives to Inspire Your Industry

Getting referenced by reporters and publishing thought leadership articles isn’t just about exposure; it’s about establishing your startup as a thought leader in your field. Investors are drawn to companies that consistently provide insights and add value to ongoing conversations in the media. When your startup is quoted or mentioned in trending stories, it signals to investors that you’re not just reacting to the market—you’re helping shape it. This presence can significantly boost investor confidence, making them more likely to believe in your long-term potential.

Publishing thought leadership articles is another powerful way to sell the vision of a new future. By sharing innovative insights and expertise in respected industry publications, cleantech startups can position themselves as pioneers. Thought leadership content showcases the company’s forward-thinking approach and deep understanding of market trends, making inspiring confidence among potential investors, partners, and customers easier. It helps articulate the company’s vision clearly and compellingly, demonstrating how their technology or solution will shape the future and solve pressing challenges. This builds credibility and reinforces the company’s reputation as a trusted innovator.

For instance, Technica client and energy storage startup ZAPBATT (now Proper Voltage) was a relatively unknown startup in 2022 when several thought leadership campaigns led to dozens of press interviews, podcast appearances, and article placements over two years. 

These thought leadership efforts increased the company’s visibility within the micromobility industry and positioned the company as a key player in the broader energy storage market. A strategic partnership with Toshiba further enhanced their reputation and influence. 

13. Showcase Data to Build Credibility

Release data and results through white papers to show that your startup is data-driven and credible. These documents can also serve as valuable resources for investors conducting due diligence.

Publishing white papers demonstrates your startup’s expertise and commitment to data-driven success. These documents provide in-depth insights into your methodologies, achievements, and industry knowledge. They showcase your company’s credibility and analytical capabilities for investors conducting due diligence. White papers can also serve as valuable resources that validate your claims and offer a comprehensive understanding of your startup’s potential. This level of transparency and rigor increases investor confidence, making your company more attractive as a potential investment opportunity.

14. Envision a New Future with Your Startup at the Forefront 

In the early days, SpaceX didn’t just sell the concept of reusable rockets; they sold a vision of more frequent and affordable space travel, challenging the limits of traditional aerospace and reimagining its future. Steve Jobs didn’t sell people on Apple’s hardware capabilities; he sold them on challenging the status quo with well-designed and intuitive machines.

This kind of forward-thinking vision, focusing on tangible results, is precisely what today’s investors seek. By positioning your startup as an industry leader, you’re sharing your vision and demonstrating the crucial role of resilience and innovation in navigating industry challenges. These qualities not only attract investor interest but also inspire and motivate them to be part of your journey.

Consider the case of Tigo Energy, a solar technology manufacturer that successfully transitioned to a publicly traded company on NASDAQ. They strategically shifted their messaging to emphasize the future of solar, spotlighting the critical roles of software, service, and quality in advancing the industry. This positioning, supported by thought leadership articles, has significantly bolstered their reputation.

15. Leverage Industry Affiliations to Fast-Track Growth

Affiliations with respected industry organizations and accelerators can be a lifeline for early-stage startups with innovative solutions but short on funding. These affiliations provide additional credibility and resources to help your startup reach the next level. Investors are also more likely to invest in well-integrated companies within their industry ecosystems, as these partnerships signal stability and potential for long-term success.

In addition, climate incubators can also reduce risk, helping founders transform inventions into technologies that meet societal needs, according to The United Nations Framework Convention on Climate Change.

“They act as local intermediary institutions, strengthening the national ecosystem that nurtures entrepreneurship and the growth of small businesses,” the report explains. “They facilitate linkages between entrepreneurs, other innovation actors and potential markets of suppliers and buyers, leading to the development of products that are marketable and enhance welfare. They also help entrepreneurs to connect with sources of finance, providing them with the means to innovate.”

Fundraising is always challenging, but raising funds at the right moment is even more critical in today’s economic climate—when you have traction, not when you’re running out of runway. As capital becomes more selective, your ability to show momentum through strategic public relations and consistent messaging is critical. There is a narrow window where your story, data, and market traction will align with investor interest—don’t wait until it’s too late to employ these fundraising tactics.

Technica Communications is here to help you navigate these uncertain times with proven fundraising tactics. Our tailored PR strategies  can elevate your visibility and credibility when needed, maximizing your fundraising potential in a challenging market. Contact us today to learn how we can help your startup push through the economic headwinds and thrive.