How to Find the Right Grants for Your Nonprofit (Without Getting Overwhelmed)

By Willie Finklin, CFRE, The Grant GOAT

You’ve got the passion. You’ve got the programs. You’ve got the vision.
Now, all you need is the funding.

If you’re like most nonprofit leaders, you’ve probably spent hours scrolling through grant databases, typing things like “grants for nonprofits,” “funding for community programs,” or “top grants for small organizations.”

And what happens?
You get a list of hundreds—sometimes thousands—of grants.
But here’s the reality: more isn’t better. More is just more.

If you’re ready to stop chasing every dollar and start finding the right grants that actually align with your mission, keep reading.

Stop Searching—Start Strategizing

Most people start their grant hunt by diving headfirst into Google and plugging in keywords.
And while that can sometimes work, it’s not a strategy—it’s a shot in the dark.

Before you search, ask yourself three critical questions:

1. What is my nonprofit’s specific focus? (e.g., education, homelessness, youth development)

2. What stage are we in? (Startup, growth, or expansion?)

3. What’s our capacity? (Can we manage a federal grant, or are we better suited for local opportunities?)

When you know exactly what you’re looking for, the process stops being a hunt and starts becoming targeted research.

Find Your Funding Sweet Spot

Not all grants are created equal, and not all grants are right for your organization.
You want to find the sweet spot—grants that fit your mission, capacity, and timeline.

Here’s how to find them:

1. Local and Community Foundations

Most new nonprofits skip right over local funding, trying to jump straight into federal grants.
Big mistake.
Local funders are often more approachable, have less competition, and are more willing to fund new ideas.

Where to Look:

• Community Foundation Locator (Council on Foundations)

• Local United Way chapters

• City and county government websites

2. Corporate Grants and Sponsorships

Did you know companies like Walmart, Target, and Home Depot have community grant programs?
Corporate funders love to invest locally—and many have straightforward application processes.

Where to Look:

• Company websites (search “Corporate Social Responsibility” or “Community Giving”)

• Local business coalitions

• Chamber of Commerce

3. Private and Family Foundations

These are goldmines for nonprofits who want to build long-term relationships.
Many private foundations are looking for organizations to fund year after year.

Where to Look:

• Foundation Directory Online (Candid)

• GrantStation

• Instrumentl

Learn to Read Between the Lines

One of the biggest mistakes I see nonprofits make is applying to everything without actually understanding the funder’s goals.
You have to learn how to read between the lines.

When reviewing a potential grant, look for:

• Funder Priorities: Are they interested in what you do?

• Past Grantees: Have they funded similar organizations before?

• Grant Amounts: Are you asking for $50K from a funder that typically gives $5K?

• Deadlines and Requirements: Are you realistically able to meet them?

If it doesn’t fit, move on.
Chasing the wrong money is like rowing with one oar—you’re just going in circles.

Build a Funder Pipeline

Most nonprofits look for grants when they need money.
That’s like planting seeds when you’re already hungry.

You need to build a funder pipeline—a list of potential grants that you research, qualify, and track year-round.

How to Build One:

1. Create a spreadsheet with columns for:

   • Funder Name

   • Grant Name

   • Average Grant Amount

   • Application Deadline

   • Priority Areas

   • Notes and Next Steps

2. Research and list at least 10 funders you can approach in the next 6–12 months.

3. Set reminders for deadlines and follow-ups.

A funder pipeline isn’t just a list—it’s a strategy.

Get Comfortable With Rejection (It’s Part of the Process)

Here’s what I need you to understand: You’re not going to win every grant.
And that’s okay.

Most successful nonprofits get funded by winning some of the grants they apply for, not all.
The key is persistence and learning.

• Read your rejection letters.

• Ask for feedback.

• Apply again.

The only failed grant application is the one you don’t learn from.

Final Word: Right Money Over Easy Money

I know it’s tempting to apply to everything you see. But if you really want to build a fundable, sustainable nonprofit, it’s not just about finding any money—it’s about finding the right money.

That means:

• Research, not just random searches.

• Building relationships with funders.

• Being selective so you can be strategic.

Because the right grant isn’t just a check.
It’s a partnership. And that’s worth doing right.