Listen Like a Doctor in Endowment Meetings

Adapted for fund managers pitching endowments from Chapter 4 of Capital Raising by Richard C. Wilson.

If you go to a doctor because your leg hurts, they don't hand you a prescription in two minutes. They ask where it hurts, what it feels like, when it started. They spend most of the visit asking questions and the last couple of minutes on the fix.

Raising capital works the same way. In my book I suggest spending the first 60% to 80% of an investor meeting asking questions, taking notes and confirming you understand them. Only then do you pitch.

With endowment staff, the questions count for even more. They have a process, a committee and a policy. If you don't know those, your pitch is a guess.

Questions to ask an endowment allocator

Adapted from the list in the book:

  • What experience have you had investing in this asset class?
  • What went well, and what didn't?
  • How does your investment committee work, and how often does it meet?
  • Other institutions we work with follow certain steps before investing. What is your process?
  • What do you look for before you commit?
  • Where do you want this part of the portfolio to be in two or three years?
  • What does your due diligence look like?
  • What is usually the biggest roadblock to investing in a fund like ours?

Listen for the hidden constraints

Endowment answers often reveal limits they won't lead with. Liquidity floors. A cap on new managers each year. A consultant who has to approve. An OCIO who actually decides. Write those down.

Then pitch to what you heard

Your pitch should answer their roadblock directly. If they said the committee worries about lockups, start with liquidity terms. If they said they lack lower middle market exposure, lead with that.

Frequently asked questions

Won't staff get annoyed by questions?

Not if they are good questions. Most appreciate a manager who listens.

What if they won't share their process?

Some won't. Ask what a typical path to approval looks like instead.

Should I send a recap after?

Yes. A short note of what you heard and the agreed next step.

Sources

  1. Capital Raising, Chapter 4, Richard C. Wilson .

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Richard C. Wilson

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Endowments.com is a research resource on university, college and foundation endowments. It profiles 775 endowments, including university, college, foundation and hospital endowments, built from each institution's own reports and public filings, and runs the Endowments by Size Band benchmark study. Every figure carries its source and date.

Richard C. Wilson, founder of the Family Office Club

I started Family Office Club 19 years ago at 26, as my 12th startup and the first one that worked. All three of my daughters are in the business with me now. My father raised $1 billion for non-profits before I ever started, so I grew up watching this.

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