MUCRAT - Faster Foundation Funding
What foundation CEOs confessed behind closed doors
Dear Impact Star,
A few years ago, I created an open-source resource: a directory of 194 foundations funding regenerative ag, oceans, climate, sustainability, and biodiversity.
Stories poured in from both sides of the funding equation. They revealed a hidden world few people ever see. Let me take you behind the scenes.
The Reality Check
"We met [redacted] foundation at COP. Great talks. Exciting emails. Then? Radio silence. Two years of it."
Ocean Nonprofit CEO
"Mission-Related Investments by small to mid-sized foundations seemed perfect for us. VCs weren't the right fit. But so far, not a single bite."
Regenerative Ag CEO
I got curious. Could we speed up the path to YES? OR at least a quick “It’s never going to happen?”
This long sales cycle was killing innovators with limited time and resources.
Time for an experiment.
A client came to me with the same ol’ pattern: Great first meetings. Enthusiasm all around. Then? 18-24 months of limbo before hearing "not a fit."
The Breakthrough
We tried something different. Built a completely new pitch.
The result? The foundation said YES. In one meeting.
(Full disclosure: Getting that pitch right was brutal. The client probably wanted to kill me. Several times. But it worked.)
The Hidden World
Then came the really interesting part.
I got invited to a Zoom call with a dozen foundation leaders. What they shared behind closed doors? Mind-blowing.
"I lie awake at night worrying about approvals. Family board members all have different priorities. Projects sit in limbo for years. Grantees must think I'm either incompetent or arrogant."
Foundation CEO
"Every grant must navigate 15 inter-connected entities in our family office. One overlap? Dead in the water."
Foundation Executive
Patterns started emerging. Clear ones.
The Hard Truth
Here's what I learned:
Your first contact rarely has final say
Reputation beats everything
The right assets can flip a NO to YES overnight
Timing isn't just important - it's everything
The MUCRAT Framework
These stories lit a fire.
I started seeing patterns. Hidden rules. Predictable roadblocks.
So I built something new: MUCRAT.
It's a framework that spots potential slowdowns before they happen. A way to take control of the things you actually can control.
Here's how it works:
M - Map the Decision Matrix (Know exactly who needs to say "yes" and why)
U - Understand Hot Buttons (Learn what makes them move fast)
C - Craft Resonant Narratives (Tell the story that travels up the chain)
R - Reputation Building (Become the "safe yes")
A - Assets Assembly (Stack the deck in your favor)
T - Timing Strategy (Match their rhythm or create urgency)
Is it perfect? No. Does it work? Hell yes.
You can't control everything in foundation funding. But when you take charge of what you can? Magic happens.
Think of MUCRAT like a diagnostic tool.
Every foundation has its own DNA - unique decision processes, risk tolerances, and internal dynamics.
And every innovator has different gaps. Some need stronger narratives. Others need key assets. Many are sitting on reputation gold mines they don't even see.
That's why the magic happens in the customization:
Which elements matter most for your specific situation?
Where are the hidden leverage points?
What subtle shifts could speed everything up?
MUCRAT can cut decision times in half or more when applied precisely. And I've seen people waste months focusing on the wrong elements entirely.
The difference? Understanding the nuances.
This isn't about following a formula. It's about pattern recognition. Reading between the lines. Knowing which levers to pull and when. This is what I help with.
Sometimes, the smallest shift in approach makes all the difference. And it’s often right in front of your nose, but hard to see when you’re in the weeds.
Case-in-Point
A climate innovator / friend who almost landed a huge program-related investment… At the last minute? "Sorry, we love this but PRIs are tricky and we don't have the right legal counsel."One missing asset (a lawyer) killed the deal. Sadly, he was not a client. My advice would have been to create this asset upfront.
The ocean CEO who waited two years for approval. Why? "Not enough confidence in his business experience and acumen." They never mentioned that to him because they didn’t want to offend him.
Here's the wild part: Everyone in this system is trying to do the right thing.
Foundation executives lose sleep over decisions
Boards protect decades of trust
Innovators pour their hearts into world-changing solutions
But the system? It's slow-as-molasses. Unless you apply the MUCRAT rubric to speed things up best you can.
Leading a Foundation?
We're building something to make the system better for both sides.
Something... spicy.
For most, too spicy. But if you're that rare foundation leader who:
- Is the type to lead the pack and innovate on the bleeding edge
- Is ready to move at the speed of the problems we're trying to solve
- Wants to be part of something exponential in a crucible moment
We should talk.
Warmest,
Neesha
P.S. Thanks to David Witzel for reviewing the draft.
P.P.S. Let me know if you need help applying MUCRAT to your situation.
Legal stuff: Not financial advice. Talk to your advisors before doing anything.
Sent from Raleigh, NC with ❤️ Share it with someone who needs it today. We are stronger together.