What Funders Are Quietly Prioritizing This Year (and How to Adjust Your Strategy)

Every year, funders publish new priority areas, refresh their websites, and update their guidelines. And every year, nonprofits spend countless hours trying to decode what those updates really mean.

But some of the biggest shifts in philanthropy don’t show up in bold headlines or revised mission statements.

They show up quietly in conversations, feedback calls, funding patterns, and decisions about what doesn’t get funded.

Here are a few priorities we’re seeing funders lean into this year, often without explicitly saying so and what nonprofits should do in response.

1. Fewer New Ideas, More Proven Execution

Funders aren’t tired of innovation, but they are wary of untested expansion.

Across the board, we’re seeing increased skepticism toward brand-new programs without a track record. Even foundations that say they’re open to pilot projects are asking sharper questions about staffing, timelines, and sustainability.

What this means for you: If you’re proposing something new, anchor it in what you already do well. Show how the idea grew out of demonstrated success rather than positioning it as a bold leap. Funders want confidence that you can execute, not just imagine.

2. Organizational Health Is Back on the Table

After years of restricted funding and program-first thinking, many funders are quietly re-centering organizational stability. They’re asking about leadership transitions, staff retention, systems, and internal capacity even when the grant is technically programmatic.

They may not call it “capacity building,” but they’re looking for it.

What this means for you: Don’t hide the infrastructure behind the work. Talk honestly about staffing, systems, and leadership. Frame capacity as mission-critical, because it is.

3. Clear Focus Beats Big Reach

There’s a noticeable shift away from proposals that try to do everything for everyone. Funders are responding more positively to organizations that know exactly who they serve, where they work, and what problem they are best equipped to address.

Depth is beating breadth.

What this means for you: Tighten your story. Be specific about your population, geography, and outcomes. A focused program with strong results is often more compelling than a sprawling initiative with vague impact.

4. Relationships Still Matter More Than the Portal

This isn’t new, but it’s more important than ever. Funders are overwhelmed with applications, and internal teams are stretched thin. Organizations that have taken the time to build relationships, ask questions, and stay in touch outside of deadlines stand out quickly.

Even minimal contact goes a long way.

What this means for you: If you’re treating grants as a transactional process, you’re at a disadvantage. Reach out early. Ask for guidance. Follow up thoughtfully. Relationship-building doesn’t require insider access, just consistency and respect for funders’ time.

5. Measurement Is Expected, Not Optional

Funders don’t expect perfection, but they do expect clarity. Organizations that can articulate what success looks like, how they track it, and how they learn from challenges are gaining an edge.

Vague outcomes and generic metrics are starting to fall flat.

What this means for you: Focus on a small number of meaningful measures. Be honest about what you’re still figuring out. Funders are more interested in learning organizations than flawless ones.

6. Stability Signals Confidence

In uncertain economic and political conditions, funders are paying attention to how nonprofits present themselves. Organizations that appear reactive, scattered, or overly dependent on a single funding source raise red flags.

Calm, consistent messaging builds trust.

What this means for you: Align your fundraising strategy, communications, and grant proposals. Make it clear you have a plan, even if circumstances change. Confidence doesn’t come from having all the answers. It comes from showing you’re paying attention and thinking ahead.

The Bottom Line

Funders aren’t radically changing what they care about. They’re refining it.

They want strong organizations with clear focus, capable leadership, realistic plans, and the discipline to execute well over time. The nonprofits that succeed this year won’t necessarily be the loudest or the most innovative. They’ll be the ones that feel steady, prepared, and thoughtful.

If you’re unsure whether your current strategy reflects these shifts, or if your grant pipeline feels scattered or reactive, that’s a solvable problem. A small amount of strategic recalibration now can make a big difference in how funders respond over the next year.

If you want help pressure-testing your grant strategy or refining how you’re showing up to funders, we’re always happy to talk. We are Team Kat & Mouse, grant writers, and consultants for nonprofits committed to helping increase you fundraising success!