Q&A: Writing Winning Funding Applications – Your Questions Answered

Following our webinar on writing successful funding applications, participants submitted more than 100 questions covering everything from storytelling and AI to budgets, funder relationships and core costs.

Fundraising expert Layla Moosavi joined Benefact Group’s Chris Pitt to tackle some of the most common challenges charities face when applying for funding.

Here are some of the key takeaways from the discussion.

What Are the Most Common Funding Application Mistakes?

According to Layla, many mistakes are surprisingly simple.

Common issues include:

• Not answering the question being asked
• Ignoring eligibility criteria
• Using unexplained jargon or acronyms
• Relying too heavily on copy-and-paste content
• Submitting poorly checked applications
• Including outdated information

One of the most important pieces of advice was to carefully read every question and ensure your response addresses exactly what the funder wants to know.

How Important Is Storytelling?

Storytelling remains one of the most powerful tools available to fundraisers.

However, it should not replace evidence.

The strongest applications combine:

• Beneficiary stories
• Case studies
• Testimonials
• Research
• Statistics
• Outcome data

Stories help funders connect emotionally with a cause, while evidence provides confidence that the proposed work will deliver results.

Rather than choosing between emotion and facts, successful applications use both.

How Can Charities With Niche Causes Appeal to Funders?

Many charities worry that specialist or niche causes will struggle to attract support.

The webinar suggested the opposite can often be true.

The key is making complex issues understandable.

Avoid sector-specific jargon and explain:

• What the issue is
• Who it affects
• Why it matters
• How it changes people’s lives

The more clearly you explain the problem, the easier it becomes for funders to understand the value of your work.

Should Charities Use AI for Funding Applications?

Artificial intelligence was one of the most discussed topics during the Q&A.

The consensus was that AI can be useful, but it should be used carefully.

Potential uses include:

• Creating outlines
• Structuring proposals
• Generating ideas
• Helping organise information

However, AI should not replace human judgement.

Funders are becoming increasingly familiar with AI-generated content and generic applications can be easy to spot.

Your application still needs:

• Organisational expertise
• Local knowledge
• Authenticity
• Human stories
• Clear organisational voice

AI may help create a first draft, but successful applications still need a human touch.

What If My Application Is Rejected?

Rejection is a normal part of fundraising.

Many funders receive far more applications than they can support.

If an application is unsuccessful:

• Request feedback where possible
• Review the application
• Identify learning opportunities
• Consider reapplying in the future

Rejection does not always mean the project was unsuitable or the application was poor.

Sometimes demand simply exceeds available funding.

How Do You Build Relationships With Funders?

Many grant programmes rely on online forms, which can make relationship building feel difficult.

However, there are still opportunities to connect.

Consider:

• Attending funder events
• Participating in webinars
• Reading funder newsletters
• Contacting grant officers where appropriate
• Asking eligibility questions before applying

Building relationships does not mean influencing decisions. It means improving understanding and ensuring your application is relevant.

Should You Always Ask for the Maximum Amount Available?

Not necessarily.

Funders expect budgets to reflect actual need.

Simply asking for the maximum available amount can undermine credibility if the budget does not justify the request.

Instead:

• Build the budget first
• Calculate realistic costs
• Include core cost recovery
• Request what the project genuinely requires

The budget should drive the funding request, not the other way around.

How Can Charities Talk About Core Costs More Effectively?

Core costs remain a challenge for many charities.

Some organisations still worry that asking for overheads will make their application less attractive.

The webinar challenged this assumption.

Projects depend on:

• Buildings
• Utilities
• Administrative support
• Leadership
• Governance
• Insurance
• IT systems

Without these elements, projects cannot operate effectively.

Rather than apologising for core costs, charities should confidently explain how those costs support the delivery of impact.

Can New Charities Compete for Funding?

Yes.

Funders understand that every organisation starts somewhere.

New organisations should focus on:

• The need they are addressing
• The skills and experience of their team
• Their understanding of beneficiaries
• The gap they are filling
• Their plans for delivery

While a track record helps, it is not the only factor funders consider.

A strong case for support can still secure funding.

How Can Charities Create a Strong Funding Pipeline?

A successful fundraising pipeline starts with research.

Good practices include:

• Using funding databases
• Following funder newsletters
• Monitoring local funding opportunities
• Building a prospect list
• Tracking deadlines and outcomes

Many organisations also benefit from creating a funding calendar to manage applications and reporting requirements throughout the year.

Final Thoughts

The Q&A reinforced one important lesson:

There is no magic formula for winning funding.

However, successful charities tend to share common characteristics.

They:

• Prepare thoroughly
• Research funders carefully
• Tell compelling stories
• Provide clear evidence
• Build realistic budgets
• Learn from rejection
• View fundraising as relationship building

And perhaps most importantly, they regularly step into a funder’s shoes and ask:

“If I were making this decision, would this application convince me?”

That perspective alone can transform the quality of a funding application.