If At First You Don’t Succeed, Try, Try Again: The Long Game of Grant Fundraising 

Last week brought us some wonderful news that perfectly illustrates why persistence pays off in grant fundraising. A long-standing client of ours was overjoyed to learn they had been successful with a Heritage Lottery multi-year, six-figure grant – a true game-changer for their small charity. 

But here’s the thing: this wasn’t an overnight success story. This triumph was the result of 18 months of dedicated work building grant readiness, and it came after two previous unsuccessful attempts with the same funder. Their perseverance has paid off spectacularly, and their story reinforces one of our core messages: you must be in it for the long game when it comes to grant funding. 

The Power of Persistence 

This isn’t the first time we’ve witnessed clients getting lucky on their second or third attempt with a major funder. Time and again, we see organizations that maintain their commitment to excellence, learn from feedback, and keep showing up eventually breakthrough to success. 

Funders Are Watching 

During our conversations with funders, we’ve learnt something fascinating: they’re often watching potential grantees long before they make their first investment. One funder told us they had been receiving newsletters and updates from a charity client for a full year before spotting something in one particular newsletter that made them feel ready to invest in their work. 

This revelation should give hope to every organisation that sometimes feels like they’re applying into a vacuum or sending updates into the abyss. The truth is, this isn’t always the case. Funders can have remarkably long memories, and they may not be ready to fund a project or cause for numerous reasons – from being oversubscribed to your application just falling short of their criteria, or perhaps they already have a similar project underway. 

Why Funders Say “Not Yet” 

Understanding why funders might decline your application can help you maintain perspective and motivation: 

• Timing issues: They may be oversubscribed in your area of work 

• Near misses: Your application might be strong but just fall short of their specific criteria 

• Portfolio management: They may already be supporting similar work 

• Capacity constraints: Internal limitations on their ability to take on new grantees 

• Strategic shifts: Changes in their funding priorities 

The Relationship-Building Approach 

This insight here is that grant fundraising is fundamentally about relationship building. Every interaction with a funder – whether it’s an application, an update, or even a rejection – is an opportunity to demonstrate your organisation’s professionalism, impact, and commitment to your cause. 

You never know what will tip a funder to invest in your work, so it’s crucial to keep going (unless you clearly don’t fit their criteria due to priority changes). Here’s how to stay visible and valuable: 

Keep sending warm updates that showcase your impact, progress, and learning. These shouldn’t be generic newsletters but thoughtful communications that demonstarte how your work aligns with their interests.

Take feedback seriously and apply it rigorously. When a funder takes the time to provide feedback, they’re giving you a roadmap for improvement. Show them you’re listening and evolving. 

Maintain professional relationships even after unsuccessful applications. Thank them for their consideration, ask for feedback if none is provided (and they are willing/ able to give it!), and keep them informed about your progress. 

When to Keep Going (and When to Stop) 

While persistence is crucial, it’s important to be strategic about where you invest your energy. Keep pursuing funders when: 

• Your work still aligns with their stated priorities 

• You’re receiving constructive feedback 

• You’re seeing engagement with your updates and communications 

• You have a clear path to address previous concerns 

Consider stepping back when: 

• Their priorities have clearly shifted away from your work 

• You receive no engagement despite multiple attempts 

• Feedback suggests fundamental misalignment 

• The cost of pursuit outweighs potential benefits 

The Third Time’s the Charm 

Sometimes, it really can be a case of “third time lucky.” Our client’s Heritage Lottery success is proof that persistence, combined with continuous improvement and relationship building, can lead to transformational outcomes. 

For small charities especially, these breakthrough moments can be a real game-changer. The key is maintaining faith in your mission, staying committed to excellence, and remembering that every “no” is could just be a “not yet.” 

Grant fundraising is rarely a sprint – it’s a marathon that rewards those who pace themselves, stay consistent, and never give up on their mission. Your breakthrough moment might be just around the corner, so keep going, keep improving, and keep believing in the change you’re working to create. 

After all, as our client’s story proves, sometimes the best things really do come to those who wait – and persist.