What Grant Funders Are Really Looking For

It’s about more than just a great idea.

If you’ve ever poured your heart into a grant application only to be met with silence, you’re not alone. Many nonprofits and small business owners assume that having a compelling mission is enough to secure funding.

But here’s the truth: Grant funders aren’t just looking for passion—they’re looking for preparation.

Through my work at J Creative Consulting and in building the Grant Search Toolkit, I’ve seen firsthand what separates a strong proposal from one that gets passed over.

1. Clear Impact

Funders want to know: Who will benefit from this funding, and why does it matter?It’s not enough to say your program is “helping the community.” Be specific:

• Who are you serving?

• What need are you addressing?

• What change will this grant make possible?

Use numbers, stories, and outcomes to help funders visualize your impact.

2. Strong Planning

Funders want to see that you’ve thought everything through. This means:

• A realistic timeline of your project activities

• A detailed, balanced budget

• A clear strategy for how the work will be executed

They’re asking themselves: Can this team actually pull this off?

This is where templates like project planners, logic models, and work plans become essential. It’s not about fluff—it’s about confidence.

3. Sustainability

Here’s a big one: What happens after the grant ends?

Funders want to know:

• Will your program continue?

• Will it become self-sustaining?

• Will you build partnerships or explore other revenue streams?

Sustainability shows you’re not dependent—you’re strategic.

Final Thought: Funders Invest in Trust

At the core, funders are looking for one thing: trust.They want to fund people and organizations who:

• Know their needs

• Plan strategically

• Deliver results

• Communicate clearly

You don’t need to have all the answers—you just need to show that you’ve done the work to plan for them.

🎧 Want more? I break this all down in Episode 1 of my MicroCast, Talking Heads:👉 What Grant Funders Really Look For

About the Author:

Jasmine Guest-Sanders is the founder of J Creative Consulting, where she helps nonprofits and women-led businesses simplify their grant search, strengthen their planning, and grow with confidence. Through tools, workshops, and strategy sessions, she supports purpose-driven leaders ready to make their vision real.