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.

“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.”

Minova’s 5 Tips for Writing Your Own Grant

 

  1. 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?
  2. 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?
  3. 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.
  4. 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.
  5. 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.”

“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.

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