Don't Forget the "Family" in Family Foundations

By Heidi Herron, Consultant

While the funding is typically small, there are perks to asking family foundations for support. The materials are easy to prepare because they tend to prefer smaller proposals and simplified language.  Like families, they tend to be loyal and prefer personal stories – which we all love to tell about our missions. However, it is also common knowledge that approaching a family foundation in the wrong way, leads to a high rate of recycling-bin action for proposals. 

According to Access Philanthropy, there are many new family foundations jumping into philanthropy. A third of the 48,000 small family foundations in the US were created after 2007. Furthermore, very small foundations are growing at the rate of 35% every two years. This is important to understand, because now is the time to start laying the groundwork and building relationships while small family foundations are adding to their grantee list.

It helps to think of small family foundations as being as different as families are from each other. For instance, my husband grew up on Navy bases around the US, spending time in all but two American states. His extended family met annually for a family reunion. It was small – less than a dozen folks – and they came from various parts of the country, bonding over discussions of traveling and politics. I am from a farming family, tracing my ancestors back seven generations in the same area. My family – on both sides - viewed my grandparents’ houses as revolving doors, where you were always welcome.  Conversations happened organically over coffee, playing cards, fishing in the river, or working in the garden. 

Imagine if each of our families had created family foundations (I wish!), the focus, geography, and approach would look quite different. For these reasons, it is important to do your homework when approaching a new family and their foundation. The histories, focus, and passions are deeply embedded in generational ways that connect them to each other – and to their grantees.

1. Get to know them. Learn their history and geography. 

For instance, a Navy family would likely support veteran causes and not be bound to a geographic location for their philanthropic giving. The farm family would likely be highly bound to a specific area and would have broader giving priorities, likely focused on the environment and social services.

2. Apply what you learned.

Speak their language while presenting a high-level overview, simple impact, and clear connection to their “family” in authentic ways.

3. Be persistent. Be patient. 

It often takes time to be accepted into a new family. The same is true when approaching a family foundation for support. It may require several attempts before someone takes notice or trusts you.  However, if the focus and geography are in alignment, patience and persistence typically pay off. Add a dash of luck, and perhaps your proposal will avoid the recycling bin.