Yes, Relationships Still Matter in Fundraising

When we think about fundraising, especially grants, it’s tempting to picture it as a paperwork exercise. You identify a funder, complete the application, upload your documents, and hit submit; and with the introduction of digital portals and AI-generated grant language in your workflow, it can start to feel like fundraising is more about systems than people.

But even in the most formal grantmaking processes, real humans sit on the other side of those applications. They’re program officers, reviewers, and trustees—people who bring their own values, experiences, and questions to the table. And just like donors, they want to know the organizations they support, trust the leaders behind them, and feel confident that their investments will make a lasting impact.

A perfectly polished application cannot replace the power of a strong, human-centered relationship.

Relationships Build Trust in Fundraising

At its core, fundraising and development are about trust. Funders want to know that you'll not only deliver on your proposal but also steward their resources responsibly and adapt when challenges arise. That trust doesn't come from clever wording or flawless formatting. It's rooted in authentic, ongoing relationship-building.

This deeper understanding makes your application stronger, because it's read through the lens of a relationship that already demonstrates credibility.

The Limits of AI

There's growing buzz around AI tools that promise to streamline grant writing. While AI can certainly help organize ideas, summarize reports, or polish language, it cannot build relationships. It can't shake hands or share unique community stories.

Over-reliance on AI risks stripping proposals of their human voice, and worse, it may create the illusion that a well-written application is all you need. But no algorithm can replace the confidence that comes from funders truly knowing you, your leadership, and your track record.

Context Matters

One of the biggest mistakes nonprofits make is treating grant applications as a one-time transactional moment. In reality, your application is just one piece of a much bigger story you should be telling funders over time.

Think about it: grantmakers often manage dozens (if not hundreds) of proposals. Without context, your application risks blending into the pile. But when you've invested in relationships, your application rises above. It shifts from a cold submission to a continuation of a conversation.

Through relationship-building, funders gain insight into:

• Why your methodology works in your community

• How local trends shape the challenges you face

• What strengths, opportunities, and limitations your organization is navigating

This context doesn't always fit neatly into a grant form. But it can be conveyed through calls, site visits, and genuine connections that bring your work to life.

Relationship-Building in Practice

So how do you build stronger relationships in fundraising, especially when your time and resources are stretched? It doesn't require grand gestures, just intentional, consistent effort.

Here are a few best practices:

1. Engage before you apply. Don't wait until a deadline to introduce yourself. Reach out months in advance to ask thoughtful questions or share updates about your work.

2. Invite funders into your story. Host site visits, share short impact videos, or invite them to community events. Let them see your work in action.

3. Communicate consistently. Send regular newsletters or short email updates that highlight wins, challenges, and lessons learned. Keep funders in the loop, not just when you need funding.

4. Be transparent. Share your challenges and how you're addressing them. Funders value honesty and adaptability.

5. Express gratitude. Go beyond transactional thank-yous. Personal notes, updates on impact, and genuine appreciation go a long way in strengthening relationships.

The Human Side of Fundraising

At the end of the day, fundraising (grants, individual donors, or corporate partners) is about people. Yes, applications matter. Yes, clear and compelling proposals matter. But without the foundation of trusting, human-centered relationships, even the most perfectly crafted application can fall flat.

So as you sharpen your grant writing skills and experiment with new tools, remember: the strongest strategy will always be leading with relationships first.