Many NGOs think that when a proposal gets rejected, the problem is the proposal. So they spend more time improving it. They add more data, write better stories, improve the design, and make the language stronger.
Most of the time, the proposal isn’t the problem. The real problem is that it was sent to the wrong funder. For example, if a funder usually gives grants of ₹10–15 lakh, they are very unlikely to approve a proposal asking for ₹50 lakh. It doesn’t matter how well the proposal is written.
This is why the first step in fundraising isn’t writing. It’s qualifying the funder ie checking whether they’re actually the right fit for you before you write a single word.
Why this happens
Small NGOs almost always have a funding gap, so the instinct is to apply everywhere and hope something comes through. That instinct is understandable but even when resources are tight, applying without a strategy usually costs more time than it saves.
Part of this comes down to capacity: usually one person is managing programmes, writing reports, meeting donors, handling paperwork, and writing proposals, all at once. But it isn’t only about being short-staffed. It’s also about approach, no one has told most NGOs that there’s a different way to do this. When a funding opportunity comes up, the question that gets asked is “Can we finish the proposal before the deadline?” The more useful question like “Should we even apply?” rarely gets asked at all.
Taking a few minutes to answer that second question can save days of work.
What does “qualifying a funder” mean?
Qualifying a funder means checking, before you apply, whether they’re actually a realistic match for your organisation, not just whether they fund your broad sector.
Think of a funder like a college you want to apply to. Before you fill out the application, you check:
- Do they offer the course you want?
- Can you afford the fee? Are there scholarships?
- Is your score high enough to make the cut off?
If the answer is no, you probably won’t spend hours filling out the application. Fundraising works similarly. Before writing a proposal, check if the funder is the right match for you.
Five simple questions to ask
Before you write a proposal, ask these questions.
- Do they fund work like ours? If your NGO works in education but the funder mainly supports healthcare, there may not be a fit.
- How much do they usually give? If they normally fund large, established programmes but you’re seeking a small grant, your chances are low.
- Where do they fund? Some funders only support certain states or districts where they have presence or relevance to them. Make sure find out where they work before applying.
- Can organisations like ours apply? Some funders are specific about years of work or type of entity they fund. Others are happy to work with smaller organisations or new projects. Know where you fit.
- Who have they funded before? Look at the NGOs they have already supported. Are they similar to your organisation in size, stage, or type of work? If yes, that’s a good sign. Feel free to reach out and ask for the NGOs experience.
Don’t decide based on the funder’s homepage alone. Spend a little time looking at:
- Their social media channels
- Projects they funded recently
- The NGOs they support
- Their current priorities
Make a simple funder map
You don’t need fancy software. A simple spreadsheet is enough. Add columns like:
- Funder name
- What they fund
- Where they fund
- Typical grant size
- NGOs they have funded before
- Your fit (High, Medium, or Low)
Over time, this becomes your funder map. The more you update it, the easier fundraising becomes.
The real goal
Researching funders won’t guarantee funding. But it will stop you from spending hours writing proposals that were never likely to succeed. Good fundraising isn’t about applying everywhere, it’s about knowing enough about a funder to tell, before you write a word, whether you’re actually a fit.