The cover story of this issue revisits the age-old question: what do funders really want? It’s a debate that has raged ever since London businessman Henry Smith put his name to a pot of funding to help those facing poverty, through Victorian philanthropy, to modern day multi-million-pound concerns such as the Garfield Weston Foundation. The question might be the same, but the answer has changed radically throughout the ages.
There was a time when the focus was on data; proving impact, yearly accounts. Further back it was about getting a foot in the door – meeting the right person at a function or tapping up a wellconnected trustee. Things are different now. There has been a shift in focus over recent years to new levels of engagement that show commitment, passion, honesty and a willingness to learn from your mistakes.
Our cover story highlights research that shows that funders are no longer looking for reams of data to show impact or lists of services. They want to know the stories behind what you do, the people whose lives your charity is changing and what it means to them. In short, they want to understand your humanity.
This is why reliance on AI isn’t the silver bullet some people think it is. The grantmakers I talk to are saying that they are overwhelmed by the number of AI-generated applications. Yes, grammatically perfect, not a typo in sight, ticking all the boxes, but ultimately heartless. If there is one thing that unites all funders it is that they want to know you care; and that is something that AI can never do, no matter how skilful you are at prompting ChatGPT.
Stephen Cotterill is editor of Fundraising Magazine
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