Trusts & Foundations Funding: Expert Advice from a Grant Assessor, Funder and The List Author

A practical and insight-packed 90-minute webinar bringing together leading voices from across the fundraising and grant-making landscape. This webinar provides practical tips, insider knowledge and actionable advice you can apply immediately.

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Webinar description:

Drawing on her unique experience as both a professional fundraiser and grant assessor, Vic Hancock-Fell will share 10 key lessons she has learned from sitting on both sides of the funding table – including common mistakes applicants make, what assessors look for in strong applications, and how charities can improve their chances of success.

Using insights from The List, Jo Jeffery will share which causes have been most impacted by grant-making changes plus how The List helps fundraisers approach trust fundraising with more information and confidence.

Representing The Benefact Trust, Helen Gray will offer a funder’s perspective on current priorities, what makes an application stand out, and how organisations can build stronger relationships with grant-makers.

What makes a strong trusts and foundations application?

Successful applications are clear, evidence-based and closely aligned to a funder’s priorities. Before applying, take time to understand what the funder supports, how your work matches their objectives and why your project is needed. A strong application focuses on relevance, impact and a clear case for support.

How can charities stand out in a crowded funding landscape?

Funders receive far more applications than they can fund, so clarity matters. Lead with the difference your work makes, not your organisation’s history. Real stories, compelling evidence and a clear explanation of the need can help your application stand out from the crowd.

What do funders want to see most?

Funders want confidence that their grant will create meaningful change. Demonstrate the need for your project, explain how it will be delivered and show the outcomes you expect to achieve. Strong impact data, service user feedback and measurable results all strengthen an application.

Are trusts and foundations becoming more competitive?

Yes. Demand for grant funding continues to grow, while many funders are receiving record numbers of applications. This makes preparation more important than ever. Organisations that are ready with clear funding priorities, budgets and impact evidence are often best placed to respond when opportunities arise.

How can small charities improve their chances of success?

Preparation is key. Keep your case for support, impact data, project budgets and organisational information up to date so applications can be completed efficiently. Small charities often succeed by demonstrating strong local knowledge, clear outcomes and a deep understanding of the communities they serve.

What role do relationships play in trusts and foundations fundraising?

Relationships remain important, even when opportunities are formally application-led. Taking time to understand a funder’s interests, attending events where appropriate and maintaining good communication can help build credibility and strengthen long-term funding prospects.

Where to go next

Trust and foundations fundraising is rarely about submitting as many applications as possible. Success comes from finding the right fit, demonstrating impact and building a compelling case for support. Focus on preparation, alignment and evidence, and remember that every application is an opportunity to strengthen your fundraising approach.

Keep learning with Benefact Group’s free Charity Support programme

This article draws on the Benefact Group webinar ‘Trusts & Foundations Funding: Expert Advice from a Grant Assessor, Funder and The List Author’, delivered in partnership with Fundraising Everywhere. More resources and articles are available free on our Charity Support page, alongside webinars on corporate fundraising, trusts and foundations, and more.

Benefact Group is owned by the Benefact Trust, a registered charity. All available profits from its financial services businesses go to good causes, over £250 million in the last decade. The Benefact Group Movement for Good programme gives charities the chance to access to funding throughout the year.

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You can also listen to the For Impact: The Charity Podcast with Felicia Willow and Chris Pitt.

Disclaimer

The information in this presentation is provided for information purposes only and is general and educational in nature and does not constitute legal advice. The information contained herein should not be considered as a substitute for seeking professional advice in specific circumstances.
All opinions expressed are the individuals own and not of (or to be affiliated with) the Benefact Group plc or its group companies.
Benefact Group plc shall not be liable for your use or any reliance on, or action taken (or not taken) by you and any loss, however incurred, as a result; all responsibility for such is excluded (except for that which cannot be excluded by law) by the Benefact Group plc.

Webinar Guest Speaker

Helen Gray

Trust Director, Benefact Trust

Helen Gray is Director of Benefact Trust and has built her career across both fundraising and grant-making. Her unique experience gives her a balanced perspective on the charity funding landscape and the relationships that underpin successful social impact.

https://uk.linkedin.com/in/helenegray/
Vic Hancock Fell

Chief Community Builder

Vic Hancock Fell is the founder of Small Charity Leaders and a passionate advocate for the people running small charities. Drawing on more than 20 years of frontline leadership experience, she helps charity leaders build sustainable organisations through practical training, peer support, and thriving professional communities. Her work focuses on equipping leaders with the confidence, skills, and networks they need to increase their impact without sacrificing their wellbeing.

https://www.linkedin.com/in/vichancockfell/
Jo Jeffrey

Freelance Fundraising Consultant

Jo Jeffrey is a freelance trust and foundations fundraiser with over ten years in the sector, specialising in children, family and health charities. Working across multiple clients, she noticed something others couldn’t see from inside a single organisation: the trust funding landscape was shifting structurally, not just competitively.

In 2024 she started tracking every pause, restructure, closure and spend-out across UK trusts and foundations. What began as a personal reference spreadsheet became The List — a live, community-contributed resource that now catalogues over 730 funder changes.

https://www.linkedin.com/in/jo-j-79296419a/
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