It takes more than an idea and charm to win over funders. You need to know what they’ll ask before they ask it. Essential to successful fundraising is understanding what investors want. Judy Robinett provides a roadmap in her soon-to-be-released book Crack The Funding Code: How Investors Think and What They Need to Hear to Fund Your Startup. Equity investors fund about 1% to 4% of the deals they see. “You must package your business to make it easy for funders to say yes,” writes Robinett.