Let’s keep it real: when only a few grants or investments are up for grabs, things get spicy. Creatives start seeing each other as rivals instead of collaborators. The hustle gets harder, and “art for art’s sake” risks being replaced by “art for the funder’s sake.” At last week’s Creative Economy Conference by Arterial Network Zimbabwe, Ojoma Ochai— the Managing Partner at CcHub’s dropped some serious wisdom about unlocking funding for African creatives through a video presentation. And if there’s anyone worth listening to, it’s her: under her leadership, CcHub has helped channel over $60 million into African startups and creative projects since 2010. From Lagos to Nairobi, they’ve built a blueprint for creative funding that actually works.
But here’s the good news, straight from Ojoma: if we all understand what funders care about, we can unlock more funding for everyone. It’s not about beating your neighbour—it’s about building better, more fundable projects.
CcHub’s Creative Economy Practice is living proof that African creativity, when matched with the right funding, goes global. Under Ojoma’s watch, everything from tech platforms, music brands, to visual art collectives has found room to grow. In a sector where “arts for art’s sake” is always noble—but where keeping the lights on matters, too—Ojoma’s approach is refreshingly practical: understand what funders want, and build for impact. So, let’s get into what we took from her presentation.
Funders Don’t Fund What You Want—They Fund What They Want
Let’s keep it real: most creatives think, “If I just show how awesome my project is, the money will follow.” But here’s the ugly truth, according to Ojoma—if you don’t know why a funder funds, you’ll be stuck in the endless pitch-and-pray cycle.
The #1 Rule: Understand the Funder’s Motivation
Picture this: You walk into a meeting, pour your heart out, but if what you’re offering isn’t what the funder is looking for, it’s a hard pass. The most critical question to ask yourself before any pitch is: “What does this funder care about?”
The Five Reasons Funders Say “Yes”
From the conference, here’s a breakdown of why funders actually part with their cash. (Spoiler: None of them is “Because your project is cool.”)
- Impact: Does your project make a real difference? Social good, change, or community upliftment score big here.
- Return on Investment (ROI): Is there a clear chance to make money, or at least not lose it? Some (not all) funders are all about the bottom line.
- Innovation: Are you doing something new or disruptive? Creativity is currency.
- Alignment: Does your project fit the funder’s mission, values, or goals? Do your homework and tailor your pitch!
- Reputation: Will funding you make them look good, responsible, or ahead of the curve?
Stop Guessing, Start Researching
Before you draft that proposal or slide into a funder’s inbox, dig deep. Check out their past projects, read their mission statements, and see what gets them excited. Don’t pitch a music festival to a funder who’s only interested in clean water projects—no matter how lit your lineup is.
Speak Their Language
Frame your pitch in a way that connects with their priorities. If they care about impact, lead with the lives you’ll change. If they want ROI, show them the numbers. Make it painfully obvious that you “get” them.
The Takeaway
Funding isn’t really about money. It’s about fit. When you understand why funders fund, you unlock the secret to getting your creative dreams bankrolled—across Zimbabwe and the continent.
Ready to keep levelling up? In our next article, we’ll dive into the opportunities for creatives across Africa and how to spot your next big break.
