Trust Fundraising: How to Find & Approach the Right Funders
Trust fundraising can feel like a minefield. With thousands of funders out there—each with different priorities, application processes, and restrictions—it can be hard to know where to start. How do you find the right funders? How do you assess whether they’re a good fit for your charity? And what’s the best way to approach them to maximise your chances of success?
The good news? You don’t have to figure it all out on your own.
The Challenge of Finding the Right Funders
Not every funder will be the right match for your charity, and applying to the wrong ones wastes time and effort. A successful trust fundraising strategy isn’t about sending out as many applications as possible—it’s about targeting the funders that align with your mission, values, and project needs.
A scattergun approach leads to more rejections, but a carefully researched, strategic approach ensures you’re investing your time where it counts. That’s why understanding how to research funders effectively is one of the most valuable skills a trust fundraiser can develop.
What You Need to Know Before Applying
Before you even start drafting an application, you need to assess whether a funder is the right fit. Here are some key questions to consider:
Does their funding focus align with your work? If you’re running a youth project, there’s no point applying to a funder that only supports elderly care.
Do they fund charities of your size and structure? Some funders exclude organisations over a certain income threshold or won’t fund CICs.
Is their grant size appropriate for your needs? If you need £100,000 but they only give £1,000 grants, they may not be the best fit.
Do they accept unsolicited applications? Many trusts won’t accept direct applications, so you need to explore alternative ways to engage with them.
What’s their application process? Understanding deadlines, eligibility criteria, and funder preferences is crucial before you start writing.
Why a Strategic Approach Matters
The most successful trust fundraisers don’t just focus on finding and applying to funders—they build relationships, tailor applications, and develop a structured approach. This means:
Having a clear funding priorities checklist to help you match funders to your charity’s needs.
Researching and identifying funders who are most likely to support your work.
Understanding when and how to make contact before applying.
Creating a system to track applications, deadlines, and outcomes for ongoing development
Structure your research more effectively
Our free Proposal Matrix helps you assess funder fit and structure your case before you start writing. Used by fundraisers across the UK.