How to Improve Your Trust Success Rates

The question I get asked most often and one I've recently been exploring in depth with fundraising teams is some version of: "How do we get more trusts to say yes?" 
 
It's a good question. Funding is competitive, and really strong projects are being turned down — not because they're not worthy, but simply because demand outstrips what's available. 
 
But after twenty years in this space, I've really come to know that success rates have nothing to do with the volume of asks you’re putting out there, and everything to do with being more strategic and mindful in your approach.  
 
Relationships matter more than ever — and they shape your fundraising long before an application is submitted, and long after.  Fit matters more than volume 
 
A well-matched application has a far better chance than ten hopeful ones. Before you start writing, it's worth being honest: does this funder genuinely care about what you do? Are you applying at a realistic level? If your answer isn’t 100% certain, it might be worth pausing. 
 
Relationships bookend the application — not just the grant 
If a funder's guidelines allow for it, a brief conversation before you apply can tell you more than any website. And how you handle a rejection matters just as much as how you handle a yes. If you're well-aligned and plan to reapply, a gracious, curious response to a no — rather than silence — can quietly strengthen your position for next time. And getting feedback, where possible, is essential for planning your next steps with that potential funder. 
 
Think about who's actually reading your application 
Most applications are first seen by an administrator summarising your work for trustees who may only glimpse a snapshot. That means clarity isn't just nice to have — it's essential. Can someone skim your proposal and quickly understand who you are, what the problem is, what you'll do, and what you're asking for? If not, that's the place to start. Consider adding an “Executive Summary” to your proposals – 2 or 3 short paragraphs that really summarise your bid. 

Activity isn't the same as impact 
A common pattern I see is applications that describe what will happen — workshops, sessions, support — without clearly explaining what will be different as a result. Funders are funding change, not just activity. Demonstrating your impact explicitly makes proposals feel more purposeful for those who might want to fund it! 

Lead with the ask 
State what you're requesting upfront. It might feel counterintuitive, even bold, but it signals confidence and makes life easier for the person summarising your bid. State the amount, what it will fund, and over what period — and don't apologise for it. 

And after the grant... 
How you report and communicate once funding is in place shapes how your organisation is perceived over time. Trust fundraising is a long game, and good stewardship is part of what builds a sustainable pipeline. 

Often, it's small adjustments — a tighter summary, clearer outcomes, being more selective — that move the needle. Not a complete overhaul. 

What's one thing you could change in your next proposal?