I use the strategy to start with a whitepaper, see team member details and the roadmap.
What strategy you adopt to make sure the ICO is not a scam/fraud?
team: usually, the scammers do not want to show their true identity, I'll check about team information such as Linkedin, twitter, and so on
and and check about their seriousness in promoting the project, usually serious teams will participate in public events such as Blockchain conferences
advisors: verify their claims about project advisors, eg the project claims that their project advisor is John McAfee then I will ask the truth about it on John McAfee's official twitter
partners: verify their claims about project partners, for example, the project claims that they have partnered with Bancor, so I will verify it by asking the truth to Bancor through official contact