How to Understand Grantmaker Priorities: Align Your Proposals.

Securing grant funding isn’t about luck; it’s about making sure your project is a perfect fit. I’ve seen so many great ideas stumble, not because they weren’t good, but because they just didn’t quite line up with what the grantmaker was looking for. Understanding grantmaker priorities isn’t some fuzzy concept; it’s a careful blend of really looking at the data, putting yourself in their shoes, and then meticulously crafting your proposal. In this guide, I’m going to pull back the curtain on the often-confusing world of grant funding, and I’ll share actionable strategies to help you figure out what they want and position your project for success. Forget the generic tips; we’re diving deep into the specifics.

How Grantmakers See Things: It’s More Than Just the Application

That Request for Proposal (RFP) or Notice of Funding Opportunity (NOFO) you see? That’s just the tip of the iceberg. To truly understand a grantmaker’s priorities, you need to dig into their past investments, their organization’s mission, and even the subtle language they use in their publications. Think of it like being a detective meeting a marketing strategist.

Breaking Down the RFP: It’s Deeper Than Just Keywords

Yes, keywords matter, absolutely. But simply finding terms like “youth empowerment” or “environmental sustainability” isn’t enough. You have to grasp the context in which these terms are used. Is “youth empowerment” about job training, civic engagement, or mental health support? Those little differences are crucial.

• Here’s what I do: I create a super detailed spreadsheet for every RFP. The first column lists the stated priority. The second column asks: “What specific problem are they trying to solve with this priority?” The third: “What type of solution do they seem to prefer?” And the fourth: “What metrics do they emphasize for success?”
  • Let me show you an example:
    • Priority: “Promote equitable access to quality education.”
    • Problem: Disparities in literacy rates among underserved communities.
    • Solution Type: After-school tutoring programs, teacher professional development, integrating technology in low-income schools.
    • Metrics: Improvement in standardized test scores, high school graduation rates, post-secondary enrollment.

This detailed breakdown forces you to move beyond just buzzwords and really get into the grantmaker’s way of thinking.

Finding Those Deep Priorities: The Grantmaker’s Digital Footprint

Grantmakers, just like any big organization, leave a trail. Their websites, annual reports, press releases, and even their social media are loaded with clues about what really drives them and their strategic direction.

The Power of “About Us” and Their Mission Statement

These sections aren’t just filler; they’re the foundation. Every grant they make, every initiative they fund, is ultimately rooted in their core mission and values. I pay close attention to:

• Specific language: Do they use words like “catalyze,” “innovate,” “scale,” or “sustain”? Those verbs tell you what kind of interventions they prefer.
• Target populations: Are they focused on specific groups (like single mothers, veterans, rural youth) or particular geographic areas?
• Emphasis on impact type: Are they looking for direct services, policy change, research, or capacity building?

• Here’s my actionable tip: I try to rewrite the grantmaker’s mission statement in my own words, then I pick out 3-5 keywords or phrases that really line up with my project. If I can’t find a strong connection, it might mean my project isn’t a great fit for them.

  • For instance: If their mission heavily emphasizes “fostering self-sufficiency through economic development,” and my project is purely arts-based, I know I’ll need to create a really clear and convincing argument about how it connects to economic impact (maybe through creative entrepreneurship, job creation, or cultural tourism).

Annual Reports and Strategic Plans: A Map to Their Future

These documents are pure gold. They lay out past successes, future goals, and very often, their funding priorities for the upcoming years.

• What I look for: I scan the “Highlights,” “Impact,” or “Program Areas” sections for:
  • Financial allocations: Where did they put most of their money in previous years? This shows continuous, significant commitments.
  • Case studies/success stories: What kinds of projects do they highlight? What aspects of those projects are emphasized (like an innovative approach, measurable impact, or collaborative partnerships)?
  • Challenges and opportunities: How do they see the current situation in their focus areas? This insight helps me frame my project as a solution to problems they’ve already identified.

  • An example: If an annual report consistently features projects that show multi-sector collaboration and data-driven outcomes, I know my proposal needs to highlight those exact aspects in my own project design and evaluation plan.

Press Releases and News Archives: What’s Hot Right Now

Recent news tells you what they’re focusing on right now. A grantmaker’s press releases often announce new initiatives, partnerships, or shifts in their philanthropic strategy.

• My suggestion: Set up Google Alerts for the grantmaker’s name. I regularly check their “News” or “Press” sections on their website. I pay attention to:
  • New programs launched: This points to emerging areas of interest.
  • Partnerships formed: Who are they working with? This reveals their preferred types of organizations or strategic alliances.
  • Public statements on current events: How do they connect their work to broader societal issues? This gives me context for how they might view my proposed intervention.

  • Consider this: If a grantmaker recently put out a press release about dedicating significant funds to tackling climate resilience in coastal communities, and my project is about inland water conservation, I know I need to draw a very clear, compelling connection between my work and that broader climate resilience agenda to capture their attention.

Looking at Past Grantees: Learning from What Worked

The most direct way to understand what a grantmaker likes is to see who they’ve funded before and why. Most grantmakers publish a list of their past grantees.

Analyzing the Grantee List: The “Who, What, Where, When, How Much?”

Don’t just skim this list. Getting the data down and finding patterns is key here.

• My process: For each past grantee, I note:
  • Organization Type: Are they mostly big national NGOs, small community-based groups, academic institutions, or government entities? This helps me see if my organization type fits.
  • Project Focus: What were the specific goals of the funded projects? (For example, not just “education,” but “early childhood literacy intervention in rural areas”).
  • Geographic Reach: Were the projects local, regional, national, or international?
  • Funding Amount: What was the typical grant size? This helps me figure out an appropriate budget request.
  • Duration: Were grants usually for one year, three years, or longer? This informs my project timeline.
  • Keywords/Themes: What common themes or innovative approaches show up across the successful projects?

  • Example from my experience: If 80% of a grantmaker’s recent grants went to direct service organizations providing mental health counseling to at-risk youth in urban centers, and my project proposes a national policy advocacy campaign, I know I’m fighting an uphill battle unless I can show a very clear, compelling link to the grantmaker’s historical area of investment. On the flip side, if I am a direct service organization working with urban youth, I’ve likely found a great opportunity.

Case Studies and Testimonials: The “Why” Behind the “What”

Many grantmakers feature success stories or testimonials from past grantees. These stories often reveal the values and impact metrics they care about most.

• What I do: I read these testimonials very carefully. I highlight phrases that point to:
  • Types of impact achieved: (e.g., “transformed lives,” “systemic change,” “increased access,” “fostered collaboration”).
  • Qualities of the successful project/organization: (e.g., “innovative approach,” “strong community partnerships,” “sustainable model,” “demonstrated cost-effectiveness”).
  • Overcoming challenges: How did the funded project handle obstacles, and what did the grantmaker value in their resilience?

This gives me the right words and concepts to use in my own proposal, showing them I understand their definition of success.

Getting to Know the People: The Program Officers

Program officers are both the gatekeepers and the guides. They are the human face of the grantmaking organization, and understanding their background and interests can give you invaluable clues.

Bio Reconnaissance: What Makes Them Tick?

Program officers are individuals with their own professional journeys and passions. Their past experience often shapes their current priorities.

• My method: I look up program officers on the grantmaker’s website, LinkedIn, and sometimes, academic or professional association websites. I pay attention to:
  • Educational background: What did they study?
  • Previous work experience: Did they come from direct service, academia, policy, or a different sector? This tells you about their practical understanding and what they believe in.
  • Publications or presentations: Have they written articles or spoken on specific topics? This reveals their intellectual interests.
  • Board memberships (if public): Do they serve on the boards of other nonprofits? This highlights their specific philanthropic interests.

  • An illustration: If a program officer has a background in public health policy, they’re probably going to appreciate proposals that clearly connect to systemic health improvements, data-driven outcomes, and maybe even policy advocacy, more than a purely direct service model without a broader policy context.

The Art of the Pre-Proposal Inquiry: When and How

Not all grantmakers accept inquiries, but when they do, it’s a golden opportunity. Your goal isn’t to sell your project, but to learn and refine it.

• What I do before contacting: I prepare 2-3 very specific, insightful questions that show I’ve done my homework. I avoid questions that can be answered by just reading the RFP. I focus on the subtle details of their priorities.
  • Ineffective Question (don’t ask this): “Do you fund education projects?” (That’s in the RFP.)
  • Effective Question (do ask this): “We noticed your emphasis on STEM education for middle school students in rural areas. While our project also targets middle schoolers, its primary focus is on developing critical thinking skills through humanities-based curricula. Could you clarify if your definition of STEM encompasses interdisciplinary approaches that integrate humanities to enhance critical thinking, or if the focus remains solely on traditional STEM fields?”

This shows you’ve researched thoroughly and allows the program officer to give you clarifying insights that directly help you refine your proposal. Be brief, respect their time, and be ready to listen more than you talk.

The Language of Alignment: Weaving Priorities into Your Proposal

Understanding priorities is pointless if you don’t actually put them into your proposal effectively. This isn’t about forcing things; it’s about genuinely showing how you fit.

Framing Your Problem: Make It Their Problem Too

The problem you’re addressing should be one the grantmaker cares deeply about solving. Use their words, their statistics (if relevant), and their understanding of the issue.

• My advice: In your “Statement of Need” or “Problem Statement,” explicitly link your problem to the grantmaker’s stated areas of concern. Use their terminology.
  • For example: If the grantmaker emphasizes “bridging the digital divide in underserved communities,” don’t just say “lack of internet.” Say, “Our community faces significant disparities in access to reliable broadband, contributing to the very ‘digital divide’ that [Grantmaker Name] seeks to address, hindering educational attainment and economic opportunity for its residents.”

Solutioning: Mirroring Their Preferred Approaches

If the grantmaker consistently funds scalable models, explain how your project can be scaled. If they prioritize innovation, highlight the innovative aspects of your approach.

• What I recommend: Throughout your “Project Description” or “Program Design” section, refer back to the grantmaker’s preferred solution types. Use phrases that echo their strategic direction.
  • Picture this: “Our ‘Community Health Navigator’ program employs a peer-to-peer mentorship model, an approach that aligns with [Grantmaker Name]’s proven strategy of empowering local leadership to drive sustainable change within communities.”

Outcomes and Evaluation: Speaking Their Metric Language

Grantmakers want to see tangible results. Use the metrics they seem to value. If they’re fixated on longitudinal data, explain how you’ll collect it. If they prioritize community-level impact, articulate broad, systemic changes.

• My key step: In your “Evaluation Plan,” connect your proposed outcomes directly to the grantmaker’s stated or implied impact goals.
  • Instead of: “Participants will gain skills,” say, “We anticipate a 15% increase in participants achieving industry-recognized certifications within six months, a key metric consistent with [Grantmaker Name]’s focus on demonstrable workforce development outcomes and economic mobility.”

Budget Justification: Aligning Resources with Priorities

Every single line item in your budget should contribute to goals that align with the grantmaker’s priorities. Don’t ask for money for things outside their scope.

• My suggestion: In your “Budget Narrative,” justify each expense by explaining how it directly contributes to achieving prioritized outcomes.
  • An example: “Funds requested for bilingual outreach materials are essential to effectively engage the diverse low-income immigrant population, a demographic specifically identified by [Grantmaker Name] as a priority for equitable access to health services.”

Building Relationships: It’s a Marathon, Not a Sprint

Understanding grantmaker priorities isn’t a one-and-done thing. It’s a continuous process of research, refining your approach, and building relationships.

Post-Submission Analysis: Learning from Feedback

Whether you get the funding or not, feedback (if they offer it) is incredibly valuable. Ask for it, analyze it, and use it to improve.

• What I do: If my proposal is declined, and feedback is available, I try to understand if the issue was related to a misalignment. Did they perceive my project as not fitting their priorities? This insight is crucial for future submissions.

Cultivating Connections: Beyond the Grant Cycle

Grants are often about relationships. Stay informed about the grantmaker’s activities, attend any webinars they offer, and connect with program officers professionally (when it’s appropriate).

• My actionable tip: Subscribe to their newsletter. Engage with their social media posts. Show consistent interest in their mission, not just when you’re looking for funding. This builds goodwill and makes them aware of your organization’s work, which makes future alignment much easier.

Conclusion

Figuring out grantmaker priorities is absolutely fundamental to successful grantseeking. It turns a shot in the dark into a precise, targeted effort. By really digging into their digital footprint, analyzing their past investments, understanding their staff, and carefully aligning every part of your proposal with their strategic vision, you’re not just asking for money – you’re partnering in a shared mission. This isn’t about manipulation; it’s about genuinely showing you’re on the same page and maximizing your chances of getting the resources that will power your important work. The time you put into understanding this deeply will pay off, not just in grants secured, but in strengthening your organization’s strategic focus and its ability to create meaningful change.