What Funders Really Look For
- Dr. Andrew Jenkin
- 2 days ago
- 3 min read
Securing funding is one of the biggest challenges for sports clubs. With rising costs, competing demands, and the need to grow and modernise, external grants and donations can often make the difference between just surviving and truly thriving. But what do funders actually look for when deciding where to put their money?
Recent research from ImpactEd Group sheds light on the factors that matter most to funders – and the lessons are highly relevant for sports clubs of all shapes and sizes.
1. Show the Difference You Make
One of the clearest messages from funders is that charities (and by extension, clubs) are often much better at explaining what they do than the impact they have. Funders want to see how your work changes lives.
For example:
Don’t just say you run weekly coaching sessions. Show how those sessions improve young people’s health, confidence, and community belonging.
Share evidence – testimonials, participation growth, improved retention, or even wellbeing measures.
Impact matters more than activity.
2. Strong Leadership and Good Governance
Funders emphasised that poor governance is a red flag. Missing budgets, unclear financial plans, or an inability to explain funding needs all undermine confidence.
Sports clubs should:
Keep up-to-date budgets and accounts.
Have a clear financial plan for the next 1–3 years.
Make sure committee members and leaders can confidently talk about the club’s strategy, finances, and long-term goals.
This doesn’t mean producing complex reports for every application – but demonstrating transparency and fluency is essential.
3. Align With Funder Priorities
Another frustration for funders is receiving applications that don’t match their criteria. Many funders report that charities (and clubs) apply in the hope of a lucky break, even when they’re told they’re ineligible.
For clubs, the lesson is simple:
Read guidelines carefully.
Highlight directly how your project aligns with the funder’s stated priorities.
Use the funder’s own language where appropriate.
4. Build Relationships, Not Just Applications
Many funders are open to conversations before applications are submitted – yet few organisations take up the offer. This is a missed opportunity. A quick phone call or email can save time, prevent wasted effort, and help shape a stronger bid.
Equally, funders value honesty. Keep them updated not only on successes but also on challenges. Trust builds stronger long-term partnerships.
5. Fundraising Is a Whole-Club Effort
One of the biggest takeaways is that fundraising cannot just sit with one person. Funders want to see that the whole organisation is committed to impact, sustainability, and good leadership.
For sports clubs, this means:
Involving committee members, coaches, and volunteers in telling the club’s story.
Making sure everyone understands how funding helps deliver the club’s mission.
Embedding fundraising into the culture, rather than leaving it to one overburdened volunteer.
What This Means for Your Club
Funders aren’t simply handing out money to “good causes” – they’re investing in organisations that can demonstrate strong leadership, clear strategy, and measurable impact. For sports clubs, this means getting the basics right: good governance, solid financial planning, alignment with funder priorities, and a clear story about the difference you make in your community.
At Club Development Solutions, we help clubs strengthen these foundations so they can approach funders with confidence – and with the evidence funders want to see.
If your club is ready to take the next step in fundraising success, get in touch with us today.
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