What Funders Really Want and How to Give It to Them

If there’s one thing I’ve learned, it’s that money rarely comes without strings attached. Whether it’s a loan from the bank of Mom and Dad or from the actual bank, there are always expectations. It might come in the form of interest, pressure to succeed, or subtle guilt. Whatever it is, unless you’re winning the lottery, money is never truly free (and even then, you’ll owe tax!)

The same is true of grant funding. We should never think of grants as free money. What they really are is partnerships.

When we apply for funding, we’re not just asking for money, we’re inviting funders to join us in achieving a shared goal. Every grant has a purpose behind it, and every funder has a motivation driving their giving.

So, if we want to persuade funders to support our work, we need to step into their shoes and understand why they give. Because when we can show that our project helps them achieve their vision, we move from asking for help to offering alignment.

And that’s where the magic happens, baby. ✨

Why Funders Give

Most grant funders fall into three broad categories: corporate, foundation, and government (with a few exceptions). Each type of funder has different motivations and expectations. Understanding them can help you create a proposal that resonates on a deeper level.

1. Corporate

Corporate giving is often driven by brand alignment and social impact. These funders want to support causes that make them look good and do good, ideally at the same time.

Fun fact: In a Canadian survey, 70% of Canadians said they’re more likely to purchase from companies that support charities, and 48% said they’d even pay more for products from companies that give back (The Upside Foundation, 2018).

Corporate funders might sponsor and donate to programs that align with their products or services, demonstrate community leadership, or create positive press opportunities.

Think about it this way: corporate giving isn’t just generosity, it’s storytelling. Companies want to be able to say, “We helped 1,000 youth find safe housing this year,” or “Meet Sarah, she’s thriving thanks to a program we fund.”

They’re looking for tangible stories and numbers they can proudly share in their marketing, social media, and annual reports. Every partnership becomes part of their public image, proof that they’re not just selling products but doing good in the world.

So, when you write your proposal, don’t just talk about your impact. Show how partnering with you helps them tell a story that makes people feel good about buying their cereal, banking with them, or shopping in their stores.

2. Foundations

Foundations are organizations that exist to give money away, usually through grants that support charitable causes. They’re often structured as trusts or charitable entities established by families, corporations, or communities. Many are funded by endowments, where the investment income is used to make grants year after year.

Family foundations are heart-centred. They’re motivated by stories that tug at their heartstrings and align with the legacy they’re creating. These foundations are often established to honour a loved one or reflect family values, and they tend to support causes with personal meaning, such as a hospital that cared for a family member, a community where they grew up, or their alma mater.

Community foundations are hyper-local. They pool donations from individuals, families, and businesses to support charities within a specific geographic area. Their goal is to strengthen the community where their donors live and work by investing in projects that improve quality of life, foster belonging, and build long-term resilience.

3. Government

Government grants are usually the least emotional and the most data driven. They’re motivated by public priorities and measurable outcomes. They want to see numbers, evaluation plans, and systems that prove your project can deliver impact at scale. While storytelling can still help, the focus here is on alignment: does your project advance their stated policy goals or community priorities?

Let’s break that down further:

• Municipal (City or Regional) Funders: Local governments want to strengthen community well-being, belonging, and safety. They often prioritize projects close to home. The key here is to tie your project to what’s happening right now in your community. Why do they need this program? How will it build neighbourhood connections, improve livability, or address local social issues?

  
  

• Provincial Funders: Provincial grants typically focus on systemic issues like housing, mental health, education, and employment. They want to see evidence that your project addresses provincial priorities and can demonstrate measurable results.

  
  

• Federal Funders: Federal programs typically fund initiatives with national impact or alignment to federal mandates, from innovation and accessibility to equity and reconciliation. They’re motivated by scale, policy alignment, and results that can be replicated across Canada.

The Key Takeaway

When we understand what drives each funder, we stop writing generic “please fund us” proposals and start writing compelling partnership stories. Your goal isn’t just to get the grant, it’s to show how your organization brings the funder’s vision to life.

Great grant writing isn’t about convincing someone to give you money, it’s about helping them see themselves in your mission.

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