Years ago, I left a meeting with a Program Officer who managed about ten different family foundations. As I rode down the elevator, something struck me: those foundation board members—the actual decision-makers—came to this building regularly to meet with him about grant allocations. They rode this same elevator.
I thought: What if there was a sign right here? Just a simple poster showcasing my client's incredible work with at-risk youth. Those board members would see it, realize this organization exists, and understand it aligns perfectly with their philanthropic goals.
It wasn't a crazy thought. It was actually smart. Because here's the truth about funder relationships that nobody talks about: It's not pushiness to make sure the right people know your organization exists. It's strategic visibility.
"Just build relationships with funders" is common advice in grant writing. But what does that actually mean? And more importantly, how do you do it when you can't exactly put up an elevator sign—even though, honestly, that would work?
Reframing Relationship Building
Let's be honest about what makes funder relationship building feel awkward: we're trying to get noticed by people who control resources we need, and there's an inherent power dynamic there. It can feel like we're being pushy or manipulative.
But here's what changed my thinking about that elevator sign fantasy: those foundation board members actually wanted to find organizations doing great work. That's why they had a foundation. That's why they hired a consultant. They were actively looking for worthy causes to support.
My client's youth program was exactly what several of those foundations funded. The board members just didn't know the organization existed.
Funder relationship building isn't about pushiness. It's not about schmoozing or becoming best friends with program officers. It's about being visible in the right places so that when funders are looking for organizations like yours, they can find you.
Think of it this way: If that elevator sign had been smart marketing (and it would have been), then strategic visibility online and in professional spaces is equally smart. You're not being pushy—you're making it possible for the right funders to discover the work you're doing.
Where ARE the "Elevators"?
So if I couldn't put a sign in that actual elevator, where CAN I be visible to funders today?
The good news: there are far more "elevators" now than there were back then. The challenge: you need to be strategic about which ones matter.
LinkedIn Is Your Primary Elevator
I'm connected with quite a few funders on LinkedIn, and if you're not actively building your professional network there, you should be. Hint: connect with me on LinkedIn! This is where program officers, foundation consultants, and even family foundation board members show up regularly.
But here's the key: LinkedIn isn't about constantly posting or promoting your organization. It's about being professionally present. Engage thoughtfully when program officers share updates about funding priorities, new initiatives, or highlighted grantees. Comment when you have genuine insight to add. Share relevant content from your field.
Foundation Websites and Newsletters
Many foundations now publish regular newsletters, blogs, and updates. Subscribe. Read them. When they announce new funding priorities or highlight successful projects, you're learning what matters to them—and sometimes, there are opportunities to engage (application webinars, information sessions, feedback surveys).
Your Grant Proposals Are Your Best Billboard
Here's something people forget: every grant proposal you submit is an opportunity for visibility. Even if you don't get funded, you've introduced your organization to a program officer. A well-crafted proposal demonstrates your professionalism, your mission alignment, and your capacity. That's relationship building.
Building Professional Relationships on LinkedIn
LinkedIn is where you build professional relationships with program officers and foundation staff. This is about you, as a grant professional, connecting with program officers as fellow professionals in the grants ecosystem.
Connecting with program officers:
When you send a connection request to a program officer, keep it simple and professional:
"Hi [Name], I'm a grant writer working in [sector/issue area]. I've been following [Foundation's] work in this space and would value connecting with you as a colleague in the field."
That's it. You're two professionals working in related roles. No pitch. No organizational promotion.
After you're connected:
Engage occasionally and authentically. When they share updates about funding priorities, sector trends, or successful projects, that's valuable intelligence for your work. A thoughtful comment demonstrates you're paying attention to the field.
Think of it like any professional network: you're building name recognition and demonstrating you're a serious, engaged professional in the grants community.
But when you're ready to pursue funding, follow the foundation's directions. If they welcome inquiries or pre-application contact, use it—send your LOI or make that call with your full pitch through their approved channels. Don't just say "hi, see me!" Give them what they need to decide if there's a fit.
Making First Contact: Phone, Email, or Contact Form?
Now we get to the actual outreach—when you've identified a foundation that's a strong fit and you're ready to explore a funding opportunity.
First step: Follow their directions.
Check the foundation's guidelines carefully. Do they say "inquiries welcome" or "contact us before applying"? Do they list a phone number, email address, or only have a contact form? Some foundations explicitly say "no contact before submitting application." Respect that.
If they DO welcome pre-application contact, here's how to approach it:
The Phone Call Approach
If a phone number is listed and they welcome calls, this can be the most efficient way to determine fit quickly.
Before you call: Read through their guidelines and application form thoroughly. Nothing wastes a program officer's time—and damages your credibility—more than asking questions that are clearly answered in their materials.
During the call: Have your Letter of Inquiry and budget information in front of you. Program officers will ask questions to understand your project and assess fit. Listen carefully, answer confidently, and be prepared to ask your own clarifying questions.
This is a conversation, not a pitch. They're trying to be helpful.
(For detailed guidance on phone calls with program officers, see my article: [link to phone call article])
The Email Approach
If they provide an email address or contact form, here's where my approach might surprise you: Don't just introduce yourself and ask if they want more information. Give them the information.
Write a brief, friendly email in the body:
"Dear [Name],
I'm reaching out from [Organization] because I see strong alignment between your foundation's focus on [specific priority] and our work with [population/issue].
We're seeking funding for [brief project description], and I've attached a Letter of Inquiry with full details about our organization, the project, and why we believe this is a good fit.
I'd welcome the opportunity to discuss this further and learn more about what
Thank you for considering this inquiry."
Then attach a proper LOI (1-2 pages) with the full picture: who you are, what you do, what you're seeking funding for, budget range, and why you're approaching them.
Why this approach? Grantmakers invented Letters of Inquiry. They want a quick snapshot so they can make decisions efficiently. Don't make them ask for basic information—give them what they need to say yes, no, or "tell me more."
(If you need guidance on writing a strong LOI, I've written a comprehensive guide here: [link to your LOI blog post])
If They Don't Respond
Here's the reality: many foundations don't respond to inquiries, especially if it's not a fit. That's not personal—they're managing dozens or hundreds of requests.
Wait two weeks. Send one polite follow-up. Then move on.
If guidelines say you can apply without pre-approval, you can submit your proposal directly. Your proposal itself becomes your introduction.
What Strategic Visibility Is NOT
Let's talk about the line between strategic visibility and being annoying, because it matters.
Strategic visibility IS:
· Having a professional LinkedIn presence
· Engaging thoughtfully with foundation content when relevant
· Sending a well-researched inquiry email
· Submitting strong grant proposals
· Being known for quality work in your issue area
· Making information about your organization easy to find
Strategic visibility is NOT:
· Repeatedly emailing program officers with "just checking in"
· Connecting on LinkedIn and immediately pitching your project
· Commenting on every single foundation social media post
· Asking for meetings without a clear reason
· Ignoring stated communication preferences
· Taking up program officer time when you haven't done basic research
The difference? Strategic visibility is about being in places where funders naturally look. Being annoying is inserting yourself where you're not wanted.
Think of it this way: that elevator sign would have worked because foundation board members were already in that elevator. I wasn't chasing them down. I was simply being visible in a space they occupied.
Online relationship building works the same way. Be present where funders already are. Make your work visible. Let them discover you.
Your Reputation Is Your Elevator Sign
Here's what I've learned after 25+ years in this field: Your reputation is the most powerful form of strategic visibility.
That elevator sign I fantasized about? It would have worked for one building, one set of foundation board members, for as long as it stayed up. But your reputation as a grant professional—and your organization's reputation for quality work—follows you everywhere.
How reputation builds visibility:
When you submit strong grant proposals, program officers remember your organization. When you're professional in your communications, they remember that too. When your organization delivers on what you promised in a grant, that matters.
Program officers talk to each other. Foundation staff move from one foundation to another. Consultants who advise multiple foundations take note of which organizations do excellent work.
You don't control all of this, but you influence it every single time you interact with a funder.
What this means practically:
· Every grant proposal is an opportunity to demonstrate your professionalism
· Every email to a program officer reflects on your credibility
· Every report you submit to a current funder builds (or damages) your reputation
· Every conversation at a conference or webinar is relationship building
You can't put up a physical sign, but you can be consistently excellent. That's strategic visibility that compounds over time.
The long game:
Funder relationships aren't built in one phone call or one email. They're built over time, across multiple touchpoints, through consistent professionalism and quality work.
Some foundations will fund you on your first application. Others will take years of building familiarity before they're ready to invest. Some will never be the right fit, no matter how good your work is.
That's okay. Keep doing excellent work. Keep being visible in the right places. Keep building your reputation.
Your elevator sign is being built every single day through the quality of your work and your professional presence. That's the kind of visibility that actually moves organizations forward.
Frequently Asked Questions
How do I start building relationships with funders?
Start by being professionally visible where funders already are: LinkedIn, foundation webinars, and sector conferences. Connect with program officers as fellow professionals in the grants field. When you're ready to pursue funding, follow the foundation's guidelines for pre-application contact—whether that's a phone call, email, or contact form.
Should I connect with program officers on LinkedIn?
Yes, but approach it as professional networking between colleagues, not as a way to pitch your organization. Send a brief, professional connection request mentioning your shared interest in the field. Engage occasionally with their content when you have genuine insight to add.
What should I say in my first official contact with a foundation?
Give them the information they need to assess fit: who you are, what you're seeking funding for, and why you think there's alignment with their priorities. If calling, be prepared with your project details and budget information. If emailing, include a Letter of Inquiry so they can make a quick decision about whether to invite a full proposal.
How often should I contact foundation staff?
Only when you have a legitimate reason: an inquiry about a funding opportunity, a question that's not answered in their guidelines, or required grant reporting. Don't send "just checking in" emails. Respect their time and communication preferences.
What if a program officer doesn't respond to my inquiry?
Wait two weeks, send one polite follow-up, then move on. Many foundations don't respond to inquiries that aren't a good fit. If their guidelines allow direct application without pre-approval, you can still submit a proposal.
Is it okay to call a foundation directly?
Times have changed—more often than not, foundations actually want to hear from you before you submit a grant application. If they list a phone number, use it! But first: read their guidelines thoroughly, read the application form, and do your research on their funding priorities and recent grants. Of course, never call if they explicitly state "no contact before application" in their guidelines.
Closing
Building funder relationships isn't about tricks or shortcuts. It's not about becoming best friends with program officers or having some secret insider network.
It's about strategic visibility: being present where funders naturally look, making it easy for them to discover your work, and building a reputation for excellence over time.
You can't put up an elevator sign. But you can be the kind of grant professional and organization that funders notice, remember, and want to fund.
Want to strengthen your grant writing skills and professional presence? Check out our Certificate in Grant Writing Course to build the expertise that makes you stand out in the field.
Now I want to hear from you: What's been your most effective way to get on a funder's radar? Have you had success with phone calls, emails, or something else entirely? Share your experience in the comments below.