Learn from unsuccessful applications
It’s disheartening for any fundraiser to receive a rejection but it is also a great opportunity to learn and improve. Don’t be afraid to ask for feedback from a funder when you receive a rejection. Some may only provide you with a few general points whereas others will provide you with detailed and useful notes on why they weren’t able to fund you. Collate this feedback and look for patterns to see if you’re regularly failing in certain areas or whether you are applying to funders which aren’t quite the right fit. This continuous learning approach will help build a better success rate over the longer term.
Build relationships
Funders may be more likely to support organisations they already know, so where possible try to start building relationships before you even start the application process. You can gain a better understanding of their priorities and make connections by attending events, webinars and networking sessions. Many funders have newsletters and subscribing to these will keep you informed of any upcoming events.
Think of your funders as partners, and like any partnership it is important to work closely and maintain good communication both during and after a grant. Beyond the usual reporting, keep the funder regularly updated on the positive effects their support is having on your organisation and its beneficiaries. Having a history of successful partnerships is always beneficial because some grant funders may request references from past or present funders when an application is being submitted.
Accounts count
A funder’s decision to accept or reject an application may by influenced by more than just your proposal. They may also consider how well your charity is managed and one key indicator of this is your charity’s account filing history with the Charity Commission.
In 2013, DSC asked a sample of grant-makers if they check applicants’ filing history on the Charity Commission website. A total of 53% said that they did, of which 17% reported that they would refuse an application if accounts were submitted late.
Grant-makers need to assess the risk to their investment before they commit. Accounts being submitted after the filing deadline doesn’t inspire confidence in your governance or your timekeeping and may harm your chances of securing funding, so don’t get caught out.
If your charity has previously filed its accounts late with the Charity Commission and you had a valid reason such as an unexpected problem with your accountants or a one-off administrative error, then make sure you mention this in your application. Give a brief explanation of the issue and the steps you have taken to make sure it doesn’t happen again. Being transparent can help reassure funders and minimise the damage a one-off issue has on your chances of success.
Be careful when using AI
AI can be a powerful support tool when writing fundraising applications, making the whole process quicker and more efficient. It can create content, provide data analysis and help tailor proposals to specific funders. However, it’s important to use AI carefully. It is possible for funders to detect AI-generated content which can come across as formulaic and cold. AI can also make mistakes by misinterpreting data or even inventing quotes and references which will harm your proposal.
Another key consideration when using AI is bias. All AIs are trained on different data, but some may have used poor, biased or limited data which could unintentionally reinforce stereotypes or overlook important perspectives of the beneficiaries or communities you are looking to help. AI should be used to support rather than replace your own judgement. Always review AI-generated content carefully to make sure it’s accurate, genuine and aligns with your charity’s values. This balanced approach helps maintain the emotional connection funders are looking for and makes sure you aren’t caught out by any inaccurate information in applications.
Some funders such as The National Lottery Community Fund allow the use of AI in applications while other such as Wellcome require its use to be declared. Always check to see whether the funder you are applying to has any specific requirements regarding AI before using it in an application.
Create a strong story
Data and facts are important, but stories can make applications memorable. Try to paint a picture of the problem you are addressing, the people or communities affected, and how your project will create meaningful change. Use a mix of qualitative and quantitative evidence such as case studies, personal statements and hard data to build your case for support. Keep the story simple and try to steer clear of jargon. Write as if you are explaining the project to someone who is totally unfamiliar with the issue. Your aim is to make the reviewer passionate about your cause and feel confident that your organisation is the one best placed to tackle it.
Do your homework
Before you start writing your application check the funder’s website and annual report. This will provide you with information on its mission, values and possibly details of any projects it has funded in the past. Try to use wording and language that closely reflects the funder’s priorities when writing an application. Aligning your application in this way shows you’ve done your homework and your project’s a strong strategic fit.
Show impact and sustainability
Funders want to know that their grant will make a measurable difference. Be explicit about the outcomes you expect to achieve and how you’ll track progress. Outline the indicators you’ll use to measure success and explain how you’ll report back on results. These days funders are increasingly focused on sustainability so show how your project will continue to make an impact after the funding ends.
Get a fresh perspective
Before submitting an application why not ask someone impartial to review it? They will be able to spot anything you may have missed, offer constructive feedback, and raise questions that will help you strengthen your case. After all, some funders use independent reviewers – so why not put your proposal through the same kind of test before you submit it? It’s much better to sort out any issues early on rather than have them flagged later by assessors.
Securing funding can be challenging, but every application is a chance to refine your approach and build confidence. Keep learning, be clear about your impact, and trust that your work is making a difference – your next success could be just around the corner.
Ian Pembridge, Research Co-ordinator, Directory of Social Change (DSC)
Ian started as a volunteer at DSC in 2014 and has since authored numerous DSC publications including The Directory of Grant Making Trusts and The Guide to UK Company Giving.
He is responsible for planning and overseeing research for DSC’s publications and funding website, as well as delivering bespoke research projects.