First things first, project owners that just announced a seed sale should understand who the right investors are for their business.  When they have a clear persona in mind, they start reaching out to people and institutions that match their criteria and can provide significant funding for their venture.  Nurturing and communication with potential investors is a crucial part of the process that takes the most time and effort.  The investors that agreed to contribute to a project gain a portion of the company's ownership or tokens.