What do donors look for most when deciding to fund an organisation?
Question submitted by: Therese Juakali, Rural Urban Partnership for Africa, Democratic Republic of the Congo
Many organisations assume donors fund the strongest ideas or the most polished proposals. In practice, donors are deciding something deeper: whether an organisation is ready for partnership and worthy of trust. Proposals help make that decision visible, but they are rarely the starting point.
As one recent sector report notes, “Being ‘fundable’ requires more than just great fundraisers.” Research and learning across philanthropy consistently show that funding decisions are shaped by organisational credibility, relationships, and confidence in execution, not technical merit alone. Ultimately, fundraising is about relationships, not just proposals. When donors decide who to fund, they are not simply choosing between documents; they are choosing organisations they believe in.
In most cases, four factors shape that decision.
1. Alignment with donor priorities
Donors want to fund organisations whose mission and programmes clearly align with their strategic focus. Clarity of purpose and consistent positioning reassure donors that the organisation is focused and strategic, not simply chasing funding.
2. Relationships and trust
Donors often fund organisations they know and trust. Familiarity, consistent engagement, and transparency, especially when challenges arise, build confidence over time. Strong relationships frequently influence not only initial funding decisions, but also renewal, flexibility, and long-term partnership.
3. Accountability and organisational capacity
Donors need assurance that resources will be managed responsibly. Strong governance, financial controls, safeguarding, and risk management systems reduce perceived risk and signal readiness to manage investment at scale.
4. Evidence of impact and learning
Donors want to see that their investment will make a tangible difference. Organisations that can clearly articulate outcomes, track progress, and learn from experience are more likely to attract sustained support.
“Proposals may open the door, but trust, accountability, and impact are what keep it open.”
For organisations that want to explore this question further, the ImpactEd Philanthropy report, Be Fundable: Bridging the Gap Between Charities and Funders, offers valuable insights into what funders really look for beyond proposals.
(This answer was provided by Lucy Njue, a Kenyan fundraising and sustainability strategist, and Founder and Executive Director of Realtime Insights)
