"You never get a second chance to make a good first impression." -- American humorist Will Rogers

That saying is true for foundations, too. Many grantmakers tell us the main reason they say no to a funding request is that it doesn't match what they care about most.

You're wasting time and effort--for you and the grantmaker--if you call a funder or write a proposal without doing your research first. It's also unprofessional. And that's no way to make a good first impression.

So, what is the first step to building a lasting grantee-funder relationship? And what can you do when a funder says it doesn't accept unsolicited proposals?

Research Grantmakers

The more you know about your funding prospect, the better you can tailor your proposal to their passion. Learn more about how to research grantmakers.

The best way to research grant prospects is with Foundation Directory, Candid's application that provides unsurpassed levels of comprehensive and accurate information on grantmakers. See how you can use Foundation Directory to build your network:

Foundation Directory is available by subscription and free in person at Candid partner locations. Eligible nonprofits with revenue or expenses under $1M can get one free year of Foundation Directory Online Essential through our Go For Gold program.

Other resources to learn more about a foundation include:

• Its website, if one exists (Roughly 90% of U.S. foundations don't have websites)
• News sources, like Philanthropy News Digest, local media, or databases through your public library
• Internet searches
• Your own networks of peers and colleagues

Build Relationships

After you have researched your prospects, reach out to them! Before you start that first phone call or email:

• Follow a funder’s contact instructions.
• If the grantmaker has not stated any preferences, it generally is safe to call them.
• Use your research and be ready with your talking points.
• Show that you've spent time learning about them.

Your research means you can ask deeper, detailed questions, beyond what's readily available online. That’s a better use of time for both you and the funder. It also makes for a better first impression.

Use your personal and social media networks. If a funder's network intersects with yours, ask your supporters if they are willing to introduce your organization to that funder. This is the most effective way of getting the foundation's attention. Social media is a very easy way to interact with a funder, keep up with their activities and interests, and share highlights of your work with them.

Can I cold call a foundation?

In many cases, yes. But not without caveats attached! First of all, check their Foundation Directory profile and/or website to make sure it doesn’t say “no phone calls” anywhere. If you’re confident that your organization shares similar interests and values with the funder, and they don’t say outright not to call, you can proceed. Next, come up with a couple of good questions to ask them, preferably questions that aren’t easily answerable on their website.  

Once the conversation begins, treat it as a two-way dialogue, and resist the temptation to deliver a formal, rigid elevator pitch. You want to listen at least as much as you talk, as every word can potentially provide you with crucial information. As you introduce yourself and your organization, and ask any questions, the funder may also have some follow-up questions for you, and this can often be a way for them to figure out how good of a fit you are as an applicant. Make sure you have all the basic facts about your organization and programs handy, so you’re ready with answers! Try to relax, summon your passion for the mission to give you enthusiasm, and be both clear and concise (don’t keep them on the phone all day!).  

When a call like this goes well, it can often go a long way in starting a positive relationship with a funder that can be beneficial for you both in the long run. 

Funders That Don’t Accept Applications

You will probably come across some funders that are good matches for your work but they don’t accept unsolicited proposals. You should still approach them. Here’s why.

If you don't have personal connections, send a letter that introduces your organization:

• Explain how your organization connects with the foundation's giving interests
• Do NOT ask for money
• Ask how the foundation selects who receives its grants
• Ask if you can meet with them or give them more information about your organization

See also our related Knowledge Base article:

- How do I find foundation grants for my nonprofit?