What are under-exploited sources of funding?
Question submitted by: Jackson Kiptanui, Director, Finance and Innovation, Jenga Future Initiative, Kenya
Donors fund impact, not activities, and as such, it is not always advisable to identify the “under-exploited,” which many may misinterpret as the “most lucrative” funding sources. During the 2025 and 2026 AfricaXChange convenings, organised by the Rockefeller Foundation in Nairobi, donors unanimously emphasised that they fund “what works,” not the “work”. And this is something they do as long as proposed projects align with their strategic mission, underlying values and objectives.
Having said that, we have seen a growing number of companies complaining of a mismatch between what they want to achieve with their resources vis-à-vis the needs of many NGOs. This complaint reflects weaknesses in NGOs’ project design. I would propose a strong, strategic engagement with corporates as part of a more mutually reinforcing approach, developing projects that deliver greater impact to the community while also addressing the visibility most companies desire.
This twin approach will provide greater interconnection and trigger more sustainable funding opportunities. There is also a need to understand the intersection between empathy and marketing, given this is what many corporates fund. Evidence confirms that companies that respond to social causes resonate positively with customers.
To achieve this outcome, one must understand the two underlying philosophies in corporate giving. Firstly, align your NGO’s projects with the company’s identity, i.e. applying for grants to support child-friendly activities targeting companies that make child-focused products. Secondly, identify the programmes that advance a company’s sustainability strategy.
This dualistic approach has been successfully used to generate resources for organisations. With proper application, you should be able to secure support for your organisation.
(This answer was provided by Wycliffe Nyafuanga, a Kenyan resource mobilisation expert and grant funding strategist)
