Many times, the difference between a winning pitch and a missed opportunity isn’t what you say, it’s how you say it.
You know your field inside out. Your solution works, you’ve got the numbers, and you’re ready to share them. But somehow… it just doesn’t land.
Often, the problem isn’t the message itself. It’s not taking the time to shape it around what your audience actually cares about.
If you want your pitch to land, don’t just present facts. Step into your funder’s shoes. Different types of funders speak different languages, follow different priorities, and make decisions in their own way.
The real skills?
- First, cracking that code so they see their goals reflected in your solution;
- And second, telling your scale journey in a way that commits them to the cause: explain the problem you’re tackling, where you are now, and what support you need to unlock impact at scale.
Mastering these two aspects could shift the conversation from ‘interesting’ to ‘when do we start?’
The goal is to align your mission with their interests, so your impact becomes their impact too.
Do you know what motivates your donor?
Before every pitch, ask yourself:
- Why now? What makes your work urgent right now? Is it rising demand, political momentum, or social shifts?
- Why you? How does your solution fit into the donor’s strategy, and why is it the right bet?
- What do they actually care about? Measurable results, systemic change, brand alignment, or a personal connection to the issue?
Tailor your pitch so it’s easy to understand how you meet those strategic goals.
This doesn’t mean change what you’re doing or create alignment where there isn’t. It means adapting how you tell the story of what you’re doing so people can easily see that alignment.
How can you make your message stick?
1. Show your human side
Stories cut through stats. Share real examples of people whose lives you’ve changed. Make it personal, memorable and warm.
2. Demonstrate results and impact
A nice story won’t do all the work. Data still matters. Build a solid case that proves your work delivers and also aligns with what the donor wants to see.
3. Segment your audiences
One size doesn’t fit all. Even within a single funder, different teams care about different things.
For instance, say you’re running a school-based hand-washing programme:
- Ministry of Health? Talk about how your model is reducing waterborne disease rates and share what you’ve learned about changing hygiene behaviours.
- Ministry of Education? Lead your story with how your solution has improved school attendance and learning outcomes by keeping children healthier.
4. Finish with a clear call to action
No story is complete without a clear takeaway. And in a pitch, that’s the next action you want your audience to take.
Make your call to action crystal clear. If it’s too open-ended, it will feel confusing, and people are less likely to act. Even if they loved your story.
So be razor sharp: Who exactly are you asking, what for, and why now? What’s the cost of action and, just as importantly, inaction?
Ready to put this into practice?
To help you plan your scale messaging, shape your pitch, and make sure it truly resonates with different audiences, download our guide: ‘Creating a compelling pitch’.
When using it, bear in mind your pitch isn’t just about explaining what you do. It’s about connecting what you do to what your audience cares about most.
