5 Ways to Foster Warm Contacts with Funders

The best grant proposal is the one that a funder knows is coming. Sure, it’s tempting to shoot off as many applications as possible into cyberspace. However, “cold” proposals have much lower rates of success than those that begin with conversations with foundation staff. There are a few reasons for this. For starters, foundations receive far more applications than they can fund, and a warm connection with a program officer can help ensure that yours doesn’t fall quietly to the bottom of the pile. Also, the conversations you have provide an invaluable opportunity to get information that isn’t on their website or 990, allowing you to refine your pitch to better match their current priorities and values. Over time, you can build trust and begin to shape proposals together–you may hear things like, “You know, our board is really focused on X,” or “I would be sure to emphasize Y,” insights that can make your proposals even more likely to get funded.

How do you get started? Here are five simple strategies for building a connection with a funder.

1. Reframe your fear of cold calling.

Does the idea of picking up the phone to make a cold call make you sweat? One of the best pieces of advice I received when starting out as a fundraiser what this: Remember that you are helping funders. They want to give away money, and you are helping them find a cause that resonates with them and their priorities. Reframe the task as an opportunity to connect, learn, and discover–a key piece of detective work in your quest for broadening your circle of support. Leading with questions will not only demonstrate your genuine interest in their work; it will also help you quickly identify synergies that can shape your conversation, meanwhile taking the pressure off you to hit the ground running. Before the call, outline the key questions you have after doing your research (see point 3 below). Start with more open-ended questions that will help break the ice and allow you to make connections with your organization’s programs. Let the conversation unfold naturally without stressing about communicating every bullet point on your list! Show them that you’re not just looking for a handout but are genuinely committed to building a mutually beneficial partnership.

2. Customize your cold emails.

Let’s face it, no one likes receiving generic, cookie-cutter emails. Instead, take the time to personalize your outreach to foundation staff. Show them that you’ve done your homework and genuinely believe your organization aligns with their mission and values. Keep it short and sweet, and be clear and concrete in your ask. Are you asking for a 15-minute phone call? A coffee chat somewhere close to their office? Make it easy on them. Go ahead and provide possible dates/times to minimize the back-and-forth over email.  

3. Do your research.

As mentioned above, channel your inner Sherlock Holmes and do your detective work about the funder. Dive deep into their past grant awards, annual reports, strategic plans, and any other publicly available information to gain insight into their funding priorities and preferences. Armed with this knowledge, you’ll be better equipped to tailor your pitch and ask insightful questions that demonstrate your organization’s suitability for funding. Also, take the time to find the right contact. Look at the foundation’s website to see if you can identify which program officer falls within your focus area. Check out their LinkedIn profile to glean pertinent information about their background and passions within your field. Finally, be sure to do some thinking about your potential grant request. It’s helpful to have a general ballpark of a reasonable request amount as well as concrete sense of the impact their funding would have on your program.

4. Lead with your organization’s strengths.

When engaging with funders, focus on highlighting your organization’s unique strengths and accomplishments. What sets you apart from the crowd? Whether it’s your innovative programs, stellar track record, strong partnerships, or passionate team, be sure to showcase what makes your organization worthy of support. What are the top 2-3 outcome metrics that your organization is most proud of? Highlight metrics that align with the funder’s intended impact, and don’t hold back your genuine pride and excitement about what your organization has been able to accomplish!

5. Follow up.

After your initial contact with a funder, don’t let the conversation fizzle out. Follow up with a thank-you email or handwritten note that reiterates your appreciation for their time and interest. Take the time to share any resources (e.g. marketing collateral, short video) that highlights programs you discussed. Don’t be afraid to check in every once in a while. Remember, building warm relationships takes time and effort, so don’t be afraid to keep the momentum going!

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By approaching your outreach with confidence and a genuine curiosity, you’ll be well on your way to securing the funding your organization deserves. You’re the expert in your organization and you have a story to tell. So, pick up the phone. Send the email. With some advance preparation and a little detective work, you can pique that program officer’s interest and start building a warm connection.

Cover photo by Annie Spratt on Unsplash