You're seeking funding for a new program. How can you effectively pitch your idea to potential funders?

Knowing your audience is key when you want to pitch to potential funders. Take some time to study their mission, priority areas, and funding history. This is important step that will guide you in your preparation. With the knowledge garnered, this will help you pitch to the right funders whose priorities and mission are in alignment with yours. Get this right it will save you time, effort and resources.

To effectively pitch to potential funders, it is important to clearly articulate in the proposal how the new program will help the organization achieve its outward-facing mission. To start, look at the mission page on your organization's website; how does this program directly shape itself to fit what you find on there? Really answering the "why" and the "how" will strengthen the new program's credibility significantly to those who can financially make it happen.

Leave time for funders to ask questions. It's important for them to feel involved. Your pitch is only half the equation. A founder is a person first, usually their ego has helped get them part of the way on that side of the table. These are successful people who often but not always want to be involved.

A story conveys the impact of the work and helps funders understand how their investment will be used and the impact it would make. Storytelling is one of the best tools to use to get support.

It’s important to decide the tone you want to use in your proposal. A personal approach will mean that you write using “we” and “our” whereas in a less personal approach you will refer to your agency in the third person. Factors such as the sponsor and the size of the project impact this decision. For instance, a federal proposal of a complex nature lends itself to a formal approach. A proposal to a local bank for a local project favors a personal touch.

It’s important to know your organization’s theory of change and to present it clearly and succinctly. I recently had the pleasure of engaging in a one sentence theory of change creation exercise with Kevin L. Brown and it was extremely helpful. You must be able to distill the myriad amount of information in your head about your organization down to a simple why, where, who, what, how and when. In Kevin’s words, a confused donor always says no. Create your own one sentence theory of change for your organization and make your purpose and impact crystal clear.

A solid plan often requires a clear pathway to “wins” in the short term, medium and long terms. It must clearly specify the outputs and outcomes the Donors can expect within the first year of their contribution, then in the next 2-3 years and finally at the end of the program period.

The plan will be strengthened with a focus on sustainability. Funders want to know that the money used to start and build a new program will be for that and not the beginning of a dependence on the funder. So identifying strategies for ensuring long-term sources of revenue to maintain the program demonstrates fiscal responsibility.

To secure funding for a new program, you must present a solid plan. Outline clear, achievable goals and objectives for your program and include detailed steps required to reach goal - including timelines, milestones, and key deliverables. Provide a thorough and comprehensive budget that includes all projected costs and revenue sources. Remember to include risk management strategies showing you've identified and consider potential challenges (every program has them). Use data and facts - evidence to support your plan's feasibility and potential impact. Make sure your plan is well-structured and detailed to convey professionalism, which gives funders the confidence to believe in your ability to successfully execute the program.

As many grants are submitted months ahead of the award date, presenting a solid plan may scare you. Circumstances doing change quickly, and your plan might change. Don’t worry about it. If you have a good project, the outcomes are most important. Most sponsors will offer opportunities to deviate from your proposed plan if it is in the best interest of the project. Present your plan as it is at the time of your submission.

You must build credibility to effectively pitch your idea to potential funders. Begin by showcasing your expertise and experience, highlighting past successes and relevant achievements. Show testimonials and endorsements from respected figures or organizations. Providing evidence and research shows a deep understanding of the issue your program addresses. be open and transparent when discussing challenges you foresee and explain how you plan to overcome them. Showcase your strong, capable team and the skills they have which are necessary to execute the program. By establishing credibility, you reassure funders that their investment is in competent and reliable hands. And you build trust. Treasure it!

The best way to make a big difference in your funding efforts is to personally engage with potential funders. This can make your pitch more impactful. Find common ground or shared interests to establish a connection. Show enthusiasm for your program. Listen to their questions and concerns, and respond thoughtfully. You can share your personal stories or experiences that illustrate your passion. Follow up after meetings with personalized messages, thanking them for their time and reiterating key points from your discussion. By building a personal rapport, you show commitment and that makes your pitch more memorable than others, which will create a stronger foundation for a lasting partnership.