Funding Formula Stage 5

How (not) to impress a donor

When you contact or meet a donor for the first time, what are easiest ways to ruin your chance at getting funded? First impressions count, and avoiding these mistakes will help you put your best foot forward.

1. Mistake #1: Not introducing yourself

Do not send an email to a donor without any introduction. Donors see many emails that only contain a funding request like this: ‘Can you fund our work with children in Uganda?’ – without so much as an introduction or explanation. Explaining who you are and what the purpose of contacting the donor is will be much appreciated. Here is a better introduction:

“Dear Mr. James,

My name is Mary and I am the Director of ‘Children First’ in Kampala, Uganda, a nationally recognized NGO. For the past 10 years we have managed a successful program covering 100 children orphaned by HIV-AIDS.

This introduction is still short and to the point while setting the proper tone for the rest of your communication.

2. Mistake #2: Spelling and grammar errors

When sending a letter or email to a donor, check and double-check your writing. And then ask someone else check it again. Most donors will make allowances for non-native speakers, but glaring errors in spelling and grammar will make you look unprofessional. Good communication plays an important role in implementing successful programmes, so do not give the donor and reason to doubt your ability to communicate effectively.

3. Mistake #3: Being impolite

Follow the rules for basic etiquette and manners:

• do not send an email that does not have a salutation
• don’t show up to a meeting chewing gum
• dress appropriately
• introduce yourself
• treat the donor the way you wish to be treated: set the stage for a fruitful partnership

Being late is also a big no-no. When meeting with a donor (whether in person or on the phone) be punctual. Lateness can often be interpreted as a lack of respect and professional courtesy, and donors often have very little flexibility in their full schedules. Being too pushy or aggressive in your approach can also backfire. Typically, funding success takes time and requires the development of a relationship. Slow and steady wins the race.

4. Mistake #4: Not listening

Do not send a lengthy email or start on a long monologue about your ‘great programme’. First ask questions and listen to what the donor has to say: you can find out whether your NGO is a good fit and you can direct discussions around topics that the donor is interested in. By listening first, you can grasp what problem the donor is trying to solve, and then pitch a project that solves that problem.

So, instead of: Let me tell you in detail about this great program that we are running

Try: I would be very interested to learn more about your goals over the next few years.

5. Mistake #5: Only going for the money

Aggressively asking for money can turn off even the most generous of donors. Most donors see grant agreements as a partnership between donor and grantee, so make sure it is clear that you want to build a relationship, not just receive money. Money is secondary and only a tool to support projects that can solve a problem that both partners agree on.

Obviously, money is essential for NGOs to implement programs, but you do not want the reputation of a partner that only takes and never gives back. Make sure to consider what you can do for the donor in addition to what the donor can do for you. Mainly the donor wants a partner who can manage an effective programme, but to further reciprocate the relationship you can also:

• strive to be a good communicator
• be transparent
• share expertise and lessons learned
• give thanks and recognition for their support: don’t forget the donor once the money is in your account!

6. Mistake #6: Wasting time

The easiest way to show you respect someone is to value their time. Wasting donor time by being late, poorly communicating, making unnecessary requests, etc. are all great ways to annoy a donor.

Do not contact a donor without researching them first. Put in the time and effort to understand the donor and evaluate if they would be a suitable partner. Sending a proposal to a donor that is uninterested in what you do is just a waste of everyone’s time.

7. Mistake #7: Not following directions

When you are asked by a donor to follow certain rules or guidelines, pay attention! Some donor applications are long and complicated, but it is important to stick to the rules or you risk not even being considered for funding. If there is a deadline, hold yourself to it. If you are asked to submit a one-pager, don’t send five. If the donor requires a certificate of registration, make sure it is included. If in doubt, ask the donor! They are often happy to give you direction.

8. Mistake #8: Writing unprofessional emails

An email is often the first form of contact you initiate with a donor, so make it a good one. Have a clear and relevant subject line, use a formal letter format, professional writing and grammar, and keep your email short and to the point. Follow general email etiquette, and do not try to try to attract the donor’s attention with ‘tricks’ like writing in ALL CAPS or using larger, colourful font, etc.

9. Mistake #9: Being unprepared

When you meet with a donor make sure you show up prepared. Think of the questions the donor could ask. Take printed materials that might support your case. Being unprepared shows a lack of knowledge and expertise. Make sure to send a knowledgeable representative or team.

At the same time, don’t make things up. Be honest when you do not have an answer. Do not make things look rosier than they are. Tell the donor you will investigate and let them know later.

10. Mistake #10: Not following up

After a meeting with a donor, always thank them for their time. Then make sure you actually send the follow-up information or do the follow-up activities you promised the donor, and do it quickly. Are you supposed to send a summary of a proposal? A copy of an annual report? Are you expected to schedule a follow-up meeting? There is always a to-do list that requires follow-up.

By avoiding these mistakes, you already become an above-average candidate in the eyes of a donor. Beyond this also remember to be persistent, and do not give up too quickly. It often takes time and effort before a donor will fund your work. Good luck!