Want to raise money from foundations? It’s not just about persistence—it’s about speaking their language.
When I first started seeking foundation support for Mongabay, I faced a wall of silence. No responses. When I was lucky, I got a “No thanks.”
At the time, I thought I was taking the right approach. I targeted foundations aligned with our work in journalism and conservation. But I quickly learned that good alignment isn’t enough. The way I framed our work needed to change.
Program officers aren’t just looking to support great causes; they want to achieve impact. Once I shifted my outreach to focus on how Mongabay could help them achieve their goals, my success rate increased—though there are still far more non-responses and nos than yeses.
Here are a few lessons I’ve learned:
1/ Focus on their objectives, not yours.
↳ Foundations are often trying to solve complex challenges. Instead of leading with what Mongabay does, I began emphasizing how our work supports their mission.
2/ Be concise and clear.
↳ Program officers are busy. Long-winded pitches didn’t get me far. Clear, succinct messaging worked better.
3/ Cold outreach is tough.
↳ The reality? Most cold messages go unanswered. Whenever possible, I leaned on introductions where I could get them.
4/ Relationships matter.
↳ In philanthropy, as in life, trust is built over time. Regular updates, even when not tied to an ask, help maintain connections.
5/ Measure impact.
↳ Reporting back on how foundation support has translated into tangible results has been key to securing renewals.
Even now, I don’t have all—or even most—of the answers. But over the years, I’ve seen Mongabay’s foundation support grow from zero to several million dollars annually. This increased support has allowed us to expand from a team of two to about 120, dramatically scaling our impact. It’s clear proof that refining your approach can lead to meaningful results.
For those navigating the fundraising landscape, remember: Foundations aren’t just writing checks; they’re investing in outcomes. Speak to that, and you’re on the right path.
