From Freelancer to Force of Nature
How Minova Gray turned 20 years of grant writing expertise into Kuinua Consulting Group — and why she’s on a mission to elevate Black-led organizations.
“Kuinua means to elevate. And that’s exactly what we do — we help our clients identify the gap between stagnation, transformation, and elevation.”
— Minova Gray, Co-Founder, Kuinua Consulting Group
Some careers are built in straight lines. Minova Gray’s was built in orbits — circling back, layering experience, picking up new skills on three continents before the full picture came into focus. Today she is a sociologist, non-profit sector coach, board director at Youth Without Shelter, and the co-founder of Kuinua Consulting Group, a Toronto-based firm that helps non-profits, public agencies, and small businesses access funding and strengthen the foundations needed to thrive. But long before any of that, she was just someone juggling a nine-to-five while quietly freelancing on the side — writing grants, sitting on review panels, and trusting that the work mattered.
“Early in my career I was also freelancing,” she recalls, “writing grants, working with different non-profit organizations, sitting on grant review panels for the United Way and others. I just realized there was a real need for grant writing skills and expertise, so I started to really hone in on those.” For roughly 15 years she operated as a sole proprietor, building a track record and a reputation one referral at a time. Then, about two years ago, she and her husband — and business partner — merged everything into something bigger: Kuinua Consulting Group.
The name says everything about the mission. Kuinua is a Swahili word that translates simply as to elevate.
A Full-Cycle Approach to Funding
Kuinua is not a boutique grant-writing shop that produces proposals on demand. It operates as a strategic partner across the entire arc of an organization's funding journey — from identifying opportunities, to crafting compelling proposals, to writing funding reports, to building the internal infrastructure that makes a funder feel confident investing in the first place.
"Any funder or investor who wants to partner with you needs to know that you have your act together," Gray explains. "They want to know their investment is going to produce something. If you don't have the internal capacity to manage that, a funder might really question whether to move forward." So before a single proposal is written, Kuinua conducts what it calls a readiness assessment — a candid look at whether an organization is truly positioned to win and manage funding. That assessment might surface gaps in mission and vision statements, program descriptions, board capacity, or monitoring and evaluation frameworks. Filling those gaps is part of the work.
“Sometimes folks don’t want to hear ‘you’re not ready yet.’ But our goal is to help our clients elevate — and that means being honest about where they are.”
What truly sets the firm apart, Gray says, is its collaborative model. No two client files are handled the same way, and clients are never handed a strategy they had no hand in shaping. “We co-create things with you. We don’t come in and dictate what you should do. When people are engaged in the design and building of something, they’re better able to take ownership of it and see it through.”
The Fight for Equitable Funding
Gray's passion for the work goes beyond client success — it extends to the systemic landscape those clients must navigate. When the federal government launched its Supporting Black Canadian Communities Initiative (SBCCI) following the national reckoning over racial inequality in 2020, Gray was among the voices paying close attention. The program promised meaningful investment in Black-focused, Black-led, and Black-serving organizations. The rollout, however, fell short.
Organizations began sharing experiences on social media, describing a process that felt adversarial rather than supportive. Some of Gray's own clients received conflicting responses from the intermediary assigned to administer the grant. Compelled to speak up, she published an op-ed in Policy Options that called out the racial bias baked into the application process itself.
"The way it was rolled out did not take into consideration the nuances of Black-led and Black-serving organizations," she wrote. Her core argument: broad change cannot happen without acknowledging that the grant-making process still operates within a system of inequity. She called on the government to consult and engage Black-led organizations from the very beginning of program design — not after the fact — and to build funding pathways that account for organizations at different stages of development, including grassroots groups without registered charitable status.
She also advocated for more unrestricted funding. "A lot of funding is program-specific. But our organizations, because we're already at a disadvantage, need unrestricted funding — to cover rent, salary, operational costs — that gives us a real opportunity to be competitive." Gray notes that the advocacy did not fall on deaf ears, and that the government has since made attempts to be more inclusive in its design processes. The work, however, is ongoing.
Grant Writing Tips for Entrepreneurs and Non-Profits
Not every organization can afford a grant writer. When someone wants to try it themselves, Gray offers clear, practical guidance — no jargon, no fluff.
Minova’s 5 Tips for Writing Your Own Grant
- Know who you are. Before you write a single word, get clear on what your business or organization is actually about. What problem are you solving? Who are you serving, and why does it matter?
- Understand why you need the money. Be specific about your funding needs. “We need resources to grow” is too vague. What program, product, or capacity do you want to advance — and how will funding make that possible?
- Ask yourself the whys. Keep asking why until you get to the real answer. This process will narrow your focus and help you build a skeleton outline for your application.
- Be specific, not exhaustive. Don’t throw everything at the wall. A focused, clear proposal is far more compelling than one that tries to cover every possible angle. Funders are looking for clarity of vision.
- Build, then fill in gaps. Start with an outline and build on it. Once you have the structure, you can fill in the details — program descriptions, budget rationale, community impact, evaluation plans.
And if you get stuck? “Whether you’ve started an application and need a second pair of eyes, or you need someone to find the funding and write it from scratch — reach out,” Gray says. “We offer a free consultation. We meet you wherever you are.”
Productivity Over Busyness
Balancing a consulting firm, board work, a global advocacy role, and family life with two daughters could easily become a recipe for burnout. Gray is candid about the fact that she doesn't have it all figured out — but she has found a philosophy that keeps her grounded.
"I don't desire work-life balance anymore. I'm not sure what that looks like. What I subscribe to and strive for daily is productivity over busyness." In an article she wrote on the subject, she outlined the distinction clearly: being busy is frantic; being productive is focused. Being busy is fueled by perfectionism and the need to be everywhere at once; being productive is fueled by purpose. "Being productive," she says, "is operating in your zone of genius — it allows you to work with a sense of peace and passion."
“Being busy is working harder. Being productive is working smarter — acknowledging your limitations, setting boundaries, and saying no unapologetically.”
She describes herself as a reformed perfectionist. When Kuinua was first taking shape, she was rushing to get everything done at once — the business plan, the website, the social media, the calendar. “What I failed to realize was that being intentional and purposeful is a strategic process. I had to step back and take it one thing at a time.” It’s a lesson she now builds into how she serves clients: slow down, build the foundation, trust the process of elevation.
What's Next
When asked where she sees herself in two years, Gray doesn't hesitate. "Continuing to elevate. Our goal is simple and ambitious: to run a multi-million dollar business. But it's not just about the business. It's about elevating as community members, as individuals, so we can show up confidently in multiple ways." She pauses, then adds something that captures the whole spirit of Kuinua: "And holding the door open for others who are coming along."
Kuinua Consulting Group serves non-profits, public agencies, and selected businesses throughout Ontario. Services include grant writing, readiness assessments, strategic planning, board development, program design, and capacity building. Follow them on Instagram and Facebook at @kuinuaconsulting or visit kuinuaconsulting.com for a free consultation.