In our series Inside the MFG Fundraising Programme, we explore the essential elements of the programme to help founders decide if it’s the right fit for your brand.
This programme is specifically designed to help founders secure media capital to fund their marketing and branding efforts.
This article explains what happens during the four weeks of the MFG Fundraising Programme. You might also be interested in:
The MFG Fundraising Programme is a four-week hybrid programme for growth-stage founders looking to accelerate their media capital funding rounds. The programme is tailored to revenue-generating brands with a growing presence in the UK and offers up to 10 selected companies the chance to access seasoned media investors and gain specialised advertising expertise.
Through a mix of online sessions, personalised one-on-one support, and in-person investor gatherings, founders are equipped to raise media capital effectively, extend their operational runway, and amplify their reach.
Coming to a 3rd edition starting on October 28th, MFG has been working with 17 international brands to scale in the UK. It has become the first port of call for founders to guide them through the decision-making process of integrating TV advertising and media capital partnerships into their growth strategies.
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How does the MFG Fundraising Programme work in practice?
Here’s a breakdown of what to expect, what a typical week looks like, and the kinds of activities you’ll engage in throughout the programme.
Week 0, Remote: Strategy Formulation
The week prior to the in-person meetings in London, the MFG team will work hand in hand with the founders to formulate their media fundraising strategy, discuss objectives and KPIs. This strategy session will serve as a compass for the coming weeks.
Week 1, London: Media Capital Bootcamp
In the first week, the selected companies kick off the programme with a deep dive into the fundamentals of above the line media and media capital fundraising. This week begins with an in-person session in London, where founders are introduced to their peers, mentors, and the MFG Programme team.
Day 1: Kick-off; Strategy Session on how to maximise media impact
Day 2: Media insights and workshop
Day 3: Media Capital Training
October 30th, Level39, Canary Wharf: MFG reversed Consumer Investors EventPitching to VCs takes a chunk of time and loads of energy. The last 18 months have proven difficult for founders, particularly for consumer startups. So we’ve structured rev to deliver fast, efficient insights to make the best use of founders' and investors' time.
Up to 15 consumer investors including VCs, CVCs, Family Offices will take the stage and present in front of founders. Followed by a Q&A session and networking opportunities.
MFG Alumni and Founders can attend the event free of charge. Discover the full programme benefit.
Some of the investors presenting at the MFG reversed Consumer Investors events include: Venrex, Rianta Capital, Five Seasons, Beringea, British American Tabbaco’s Fund - BTomorrow, Telefonica’s Venture Arm - Wayra, Active Partners, Piper, The Craftory, among others.
Day 4 & 5
This week is crucial for setting the stage for the rest of the programme, ensuring that every founder has a solid grasp of the media investment environment.
Week 2 & 3, Remote: Deep Dive into Select Media Topics
Week 1 is followed by online workshops designed to provide a comprehensive understanding of the UK and European mass-media landscape. Powered by RTL AdAlliance, the programme offers regional-specific as well as international media expertise to support brands both in their domestic market and the UK. The founders will also receive acess to market intelligence reports, competitiors analysis and their media spending behaviour worth of £26,000.
Key topics include:
- How can linear and digital TV supercharge small businesses?
- Making a TV Ad and How to Signal Success to Investors and Customers
- How to value media service, and what goes into a TV media plan
- AMA Session with MFG Fundraising Alumni.
Founders continue to work closely with mentors and the MFG team to refine their fundraising strategies, optimise business plans, and develop compelling narratives for their pitches. Founders begin scheduling personalised meetings with media investors, facilitated through MFG’s extensive network. These meetings are designed to ensure that each startup is matched with investors whose interests align with their industry and growth stage.
On average, MFG alumni schedule between 7-10 investor meetings during the programme.
Week 4, London: Network & Engage
The final week of the programme culminates in an in-person Investors and Startups Gathering in London, where founders present their businesses to over 100 investors and industry leaders. This event is designed to be both celebratory and strategic, providing a relaxed environment for founders to connect with fund managers, potential partners, and other key stakeholders.
Throughout this week, founders continue to have one-on-one check-ins with the MFG Programme team to ensure they are fully prepared for their final investor presentations. The programme concludes with an evaluation session, where founders receive personalised feedback and discuss the next steps for their fundraising journey.
What happens after the MFG Fundraising Programme?
The MFG team continues to support founders beyond the 4-week programme to close their first media capital fundraise as well as subsequent round as they expand internationally.
Even those who don’t make it into the programme get introductions to our 30+ media partners to explore investment opportunities in Europe, the UK, and the US.