By the time you reach Part 3 of the grant prospecting funnel, you’ve already done your homework. You’ve identified a pool of potential funders and narrowed them down to the best fit grants for your organization. But before you start writing your proposal, there’s a crucial step that often gets overlooked: cultivation and engagement.
This phase focuses on building relationships. While it may not seem as urgent as meeting an application deadline, these early connections can significantly impact your success in grant seeking.
In this article, we’ll explain what cultivation and engagement mean, why they are important, and how to do them effectively—even if you don’t have existing connections.
What Is Cultivation and Engagement?
Cultivation is the process of starting and developing a relationship with a potential funder before you apply for a grant. It includes introducing your organization, asking important questions, attending events, and sharing relevant updates.
Engagement is the ongoing communication and interaction that helps maintain and strengthen that relationship over time. Engagement may involve follow-up emails, invitations to events, or sharing impact stories—even if you don’t receive funding right away.
Think of it as networking for funding. You’re not just trying to be seen; you’re building trust, learning more about the funder’s goals, and setting the stage for a more personalized and successful proposal.
Why This Step Matters
Have you ever received a cold call from a salesman who immediately launched into a pitch for their product? Did they succeed in getting you to buy it? That’s how some funders feel when they receive a grant application from an organization they’ve never contacted or heard of before.
Good proposals are essential, but relationships often tip the scales. Here’s why cultivation and engagement are so important:
- They help you confirm that your project aligns with the funder’s priorities.
- Funders may offer guidance or tips that strengthen your proposal.
- You show initiative and professionalism and build trust by engaging early and appropriately.
- Funders are more likely to remember organizations they’ve previously interacted with.
Even if a funder declines your proposal, strong engagement can keep you on their radar for future opportunities.
How to Cultivate Funders: Step by Step
You don’t need a fundraising team to start building relationships. Here’s a step-by-step guide anyone can follow.
1. Do Your Homework
Before reaching out, study the funder’s:
- Mission and vision
- Funding priorities and guidelines
- Past grantees and award amounts
- Public events, webinars, or office hours
- Newsletters, blogs, or press coverage
This helps you avoid asking questions that are already answered on their website—and ensures your outreach is meaningful and informed.
2. Make a Warm Introduction
If the funder allows or encourages pre-application contact, consider reaching out with a short, personalized email. Keep it respectful and brief.
Example:
Dear [Funder’s Name],
I’m writing on behalf of [Your Organization], a nonprofit serving [brief description]. We’re exploring opportunities that align with your foundation’s focus on [area], and I wanted to ask if a brief introduction or project overview would be welcome at this time.
Thank you for your time and consideration,
[Your Name]
[Your Contact Information]
A few rules of thumb:
- Don’t ask for funding directly.
- Don’t send a full proposal.
- Do offer a one-pager or summary if requested.
3. Attend Events and Webinars
Many foundations host events to introduce their priorities or explain how their application process works. Attending these gives you:
- Insights into what they care most about
- Opportunities to ask questions
- Names and titles of key staff members
Take notes. If there’s a Q&A, consider asking a clarifying question related to your work.
4. Keep the Conversation Going
After your initial contact or event attendance:
- Send a thank-you note.
- Share a brief update on your work.
- Invite the funder to a community event or site visit.
- Reach out when you have relevant progress or outcomes to share.
Be strategic. You don’t need to check in constantly; just do so when you have something meaningful or timely to offer.
5. Track Your Touchpoints
Create a simple cultivation tracker to log your interactions with each funder. Include:
- Contact name and title
- Dates of communication
- Topics discussed
- Any follow-up or next steps
This will help you stay organized and ensure no relationship slips through the cracks.
To help, we’ve created a simple touch point tracker google sheet template, get it here. If you are tracking a lot of different funders, we recommend using a CRM or grant management software instead. If you are already using a CRM or donor management system, you can use it to track funder relationships the same way you track donor relationships by setting up a donor profile for your grant contact person. If you aren’t using a CRM yet, you can check out Little Green Light, DonorPerfect, Keela, Bonterra or Bloomerang for some versatile and affordable options.
Common Pitfalls to Avoid
Building relationships is valuable, but it can backfire if done poorly. Here’s what to avoid:
Don’t send generic emails.
Personalize each message based on the funder’s mission and recent work.
Don’t ignore boundaries.
If the funder clearly states “no contact before applying,” respect that.
Don’t treat cultivation as a transaction.
Focus on building trust, not just checking a box before submission.
Don’t give up after a ‘no.’
Many grants are declined for reasons unrelated to project quality. If a funder invites you to reapply, stay in touch.
What If a Funder Doesn’t Allow Contact?
Some funders prefer a blind review process and discourage pre-application outreach. In those cases:
- Study their materials closely to understand their goals.
- Clearly demonstrate alignment in your proposal narrative.
- Use engagement strategies after you apply, like sending updates if you’re funded or expressing appreciation even if you aren’t.
You can still build a relationship over time—it just starts later in the process.
Real-Life Example
Let’s say you run a workforce development nonprofit in Eastern Kentucky. You’ve identified a foundation focused on economic mobility and education.
You start by attending a webinar they’re hosting next week. Then, you follow up with an email thanking them for the insights and asking whether a new pilot program you’re launching fits their interests.
Over the next few months, you send a brief program update along with a one-page overview. You also invite the program officer to an upcoming open house. By the time you apply for funding, your organization is already familiar to them, and you’ve shown your commitment to partnership.
Final Thoughts: Relationships Build Readiness
Cultivation and engagement aren’t about playing the game. They involve treating funders as partners, not just sources of money. By investing in relationships early, you lay the groundwork for stronger proposals, clearer alignment, and more sustainable funding opportunities.
Take your time. Ask good questions. Be generous with information, and always say thank you.
Quick Tips Summary
- Research each funder thoroughly
- Personalize your outreach
- Ask clear, respectful questions
- Track all interactions
- Keep the conversation going when appropriate
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