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You are here: Home / imp / Why Do Donors Hate Me?

Why Do Donors Hate Me?

Many small, grassroots, and start-up NGOs eagerly look for their first grant to grow their program. But after sending out dozens of request for funding by post and email to scores of donors they either never hear back or are rejected.

Here are some of the main reasons you get ignored or rejected:

Donors get a high volume of applications and can only fund a fraction even of those who meet all their requirements.

When we researched funding by the UN Democracy Fund (UNDEF), we found that in 2015 they received over 2,300 applications but only awarded 50 grants. This means only 2 of every 100 applicants were successful. A success rate of 2% is quite usual with the larger, more well-known donors – so you are not the only NGO getting rejected. The success rate for smaller or less well-known donors is often much higher, so keep this in mind when applying.

You didn’t follow the instructions.

Most donors have specific instructions on how to apply. This includes countries and topics funded, the minimum and maximum amount of the grant; the type of application form; page limits; submission deadlines; and much more. If you don’t follow these exactly you will be rejected.

You apply to the wrong donor.

Many NGOs think they can send any donor they have ever run across an application and some of these will stick. This is the so-called “shotgun” approach. In reality, nothing could be further from the truth. With over 300,000 institutional donors around the world, you will only reach a very small percentage of all donors and most of the ones you do reach will not be a good match. Your chance of success using this approach is basically zero. Much better would be to spend the time and effort to research donors that are a good fit with your NGO and focus your energy on those select few.

You ask for money in an introductory email.

Short one-line emails asking for funding will never be successful. Cold emails to a donor you have never met that attach 30-page proposals also are unlikely to ever be read. Make sure you only contact those

donors that are a good fit. Don’t ask for money immediately, but rather first ask some questions and develop a relationship.

You give up after the first try.

If you have an NGO doing great work and a donor is a good fit, it will still not ensure funding. Getting a donor to fund you takes time, effort and a lot of persistence. Don’t give up too quickly. Contact them again a bit later. See if there is a different approach that might work. It can sometimes take years before you succeed with a specific donor.

You have low capacity to fundraise.

If you don’t know the basic techniques of fundraising like proper donor research, engaging and networking, and developing high-quality proposals, you will not succeed. There are many resources available online or even in your community that can build your capacity and put you on a road to success. Fundsforngos.org is one such online resource, but you can also ask your successful peers in other organizations how they succeed.

You think you deserve funding.

While your project may be very important and worthwhile, it is competing with many other fantastic projects around the world. There are no guarantees for any NGO that they will be funded, no matter the project. The donor does not owe you anything. Putting effort and dedication into your fundraising efforts is required.

You are not putting in the hard work.

Fundraising is not rocket science, but it does require constant effort. You may be tempted to take the easy way out or focus more on other things. There are no shortcuts in fundraising and you will have to allocate significant time and effort to it to get a grant. You can also not outsource the hard work to someone else.

In reality, donors do not hate you. But donors may overlook the value your NGO offers because you have not effectively proven to donors that your NGOs does indeed have value. This is a tough lesson to learn, but one which will greatly advance your fundraising success.

Can you give an example of a Personalized or Sophisticated Scam carried out with tailored communication?

What are sophisticated scams? Can NGOs be targeted with sophisticated scams?

74. How can the NGO ensure that its digital fundraising strategies remain authentic and aligned with its mission while embracing innovative trends?

73. What online fundraising tools (e.g., crowdfunding platforms, peer-to-peer fundraising) can the NGO leverage to maximize contributions?

72. How can the NGO use data analytics to optimize digital fundraising campaigns and target specific donor segments?

71. What strategies can be used to convert social media followers into recurring donors or long-term supporters?

70. How can the NGO create a seamless donation experience on its website and mobile platforms to encourage online giving?

69. What role does email marketing play in the NGO’s overall digital fundraising strategy?

68. How can the NGO leverage influencer partnerships or brand ambassadors to amplify its message and fundraising efforts?

67. What metrics (e.g., engagement rates, follower growth, click-through rates) are used to measure the success of social media campaigns?

66. How can the NGO use paid advertising (e.g., Facebook Ads, Google Ad Grants) to increase visibility and attract new donors?

65. What is the NGO’s social media content strategy, and how often are posts made to keep followers engaged?

65. What is the NGO’s social media content strategy, and how often are posts made to keep followers engaged?

64. How can the NGO craft a compelling digital story to engage supporters and inspire donations online?

63. What social media platforms are most effective for reaching the NGO’s target audience (e.g., Facebook, Instagram, Twitter, LinkedIn)?

62. What mechanisms are in place for stakeholders (e.g., donors, beneficiaries, staff) to provide input or feedback on governance and leadership decisions?

61. How does the NGO promote diversity, equity, and inclusion within its leadership, board, and organizational structure?

60. What succession planning strategies are in place to ensure continuity in leadership during transitions?

59. How are conflicts of interest managed within the board and leadership team to ensure ethical governance?

58. What is the process for evaluating the performance of the board, executive leadership, and the NGO as a whole?

57. How does the board work with the executive leadership to establish clear boundaries between governance and management?

56. What is the role of the executive leadership (e.g., CEO, Executive Director) in driving the organization’s operations and achieving its goals?

55. How does the board ensure that the NGO is adhering to its mission, values, and strategic objectives?

54. What governance policies and procedures are in place to ensure accountability, transparency, and ethical decision-making?

53. How often does the board meet, and what processes are in place to ensure productive and effective meetings?

52. What is the process for selecting, appointing, and renewing board members to maintain a strong and diverse leadership team?

51. How is the NGO’s board structured, and what skills or expertise are required from board members to ensure effective leadership?

50. What are the roles and responsibilities of the board of directors, and how do they contribute to the NGO’s overall governance?

49. How does the NGO balance quantitative (e.g., numbers, statistics) and qualitative (e.g., stories, experiences) data in its evaluations?

48. What role do donors and stakeholders play in the M&E process, and how are results communicated to them?

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