I have a connection to a company who raised funds for company's in the past and am wondering if founders think this a good tool.
The answer is that it depends greatly on what exactly it is you are trying to sell and to whom. Some products are ideal for the DRTV media channel while others would really struggle to be sold in that way for a whole long list of reasons.
If I had a choice, I would choose never to raise any money. I would assume that everything I did would need to be self-funded. And I would have a conservative plan that was based on never receiving an outside dime, since that's most likely what will happen. You can have secondary plans of what you would do if you did get some financial support, but starting with the hardest option really makes you look at how you structure your marketing strategy, product development, and overall plan in a way that will give you a much more reliable path towards profitability. And if you've started from that perspective, you've really worked hard at reducing risks, which will appeal to anyone considering lending you money.