I was asked to speak to UC Berkeley’s Goldman School of Public Policy master’s students about how to shape their grant-seeking strategies for high-impact social change projects. Since I want to help them all get good grades, I took the challenge of helping these emerging leaders break through and secure support, even in a crowded, fast-changing environment.
Here’s my essential playbook, outlining what we think top funders are prioritizing based on news coverage and conversations. It features real-world actions from foundations like Meyer, Spencer, MacArthur, Marguerite Casey, Kresge, Island, and the “Meet the Moment” coalition. If I were a nonprofit CEO or communications lead in 2025, here’s how I’d approach my messaging.
1. Lead with Urgency and Relevance
Your calls to action must feel immediate and tied to what’s happening now. Meyer and Spencer Foundations jumped in with rapid-response grants when shifts in federal policy left nonprofits in the lurch. When new immigration rules hit, a legal aid nonprofit rallied:
“Without emergency funding, 2,000 clients will lose access to legal services by next month.”
That’s the kind of nonprofit messaging that gets attention and resources quickly.
2. Quantify Need, Prove Adaptability
Funders want specifics and signs of nimbleness. Facing a funding freeze, one rural health initiative seamlessly shifted to telemedicine:
“Doctors saw 500+ patients remotely in one week, up from 80. With a $25,000 grant, we’ll reach 3,000 more this quarter.”
And the MacArthur Foundation didn’t just talk about urgency. They raised their payout to 6%, actively looking for organizations delivering real, scalable solutions.
3. Spotlight Solutions and Collaboration
Show that you’re proactive and partnering for bigger results. Several youth orgs banded together under “Meet the Moment,” pledging:
“This alliance will serve 1,200 at-risk teens, more than double our solo capacity.”
Today’s major funders want to see systems thinking, cross-sector partnerships, and long-term strategy, not just one-off fixes.
4. Keep Centering Equity, Don’t Be Afraid
Private philanthropy is stepping up even as public funding for DEI gets pressured. The Marguerite Casey Foundation committed $130 million to racial and economic justice, taking a public stand. A smart grant proposal spells it out:
“Seven new diverse faculty. A mentorship program for students of color. Addressing disparities with transparent metrics.”
Funders need to see you mean it, not just say it.
5. Be Proactive with Media Visibility
Own your story and amplify your impact. An arts nonprofit secured a grant and turned its summer mural project into a media moment:
“20 teens employed, downtown transformed.”
Proactive media strategy gets attention. Press kits, strong visuals, and ready quotes help your cause and your funder partners stand out. That’s something Kresge and the “Meet the Moment” coalition amplify well.
6. Practice Radical Transparency
Honest, regular communication builds trust. Even with political backslides, Kresge publicly reaffirmed its equity focus. Health nonprofits are going public with wins and real-time setbacks through town halls, digital communications, and social posts. When you show both grit and humility, you earn lasting support.
7. Build Capacity
This is a moment of significant change for nonprofits, where many are directly under fire in the media and impacted by severe federal and state cuts. Now is the moment for funders to expand general operating support, and for nonprofits to ask for help with communications, legal, HR, board development, and fundraising.
The Island Foundation and others are already exploring these avenues with grantees. Smart nonprofits are naming their needs and making the case clearly.
Bottom Line
If I were leading a nonprofit now, my strategy would be bold, succinct, and laser-focused on what today’s top funders and partners value: urgency, adaptability, collaboration, equity, visibility, radical transparency, and capacity building.
By looking to foundations like Meyer, Spencer, MacArthur, Marguerite Casey, Kresge, Island, and the “Meet the Moment” coalition, we see that great storytelling, tangible outcomes, and honest connection are the keys to standing out and securing support when it matters most.
📣 Want Help with Crisis Communications and Nonprofit Messaging?
At Full Court Press Communications, we specialize in helping nonprofits, foundations, and public agencies craft messages that break through. Whether you’re responding to a crisis, navigating federal cuts, or seeking greater funder visibility, we can help you build a strategy rooted in clarity, confidence, and impact.
👉 Let’s talk. Contact us to learn how we can support your next move.