It isn’t simply about bashing out a stream of applications to potential funders. Writing funding applications is an art, not a science. There is no definitive template for making a good application. What works well for one may not work for another.
A good application may not get a bad project funded. But a poor application might considerably reduce your chances of success, however good the project. Many charities are inclined to focus too much on the problem and not enough on the solution. It’s vital to communicate how your solution is unique and innovative, and how it will make a difference, bringing your impact to life through personal stories, wherever possible.
We look below at the steps you can take when preparing applications for funding:
- Do your homework – Research
It’s vital that you understand the prospective funder and their priorities so that your application aligns with their aims before you put pen to paper. Visit the funder’s website, look at projects they have supported recently, and in the past, and read their application guidance. Include all the information the funder has asked for in your application and any additional information or documents they require. Missing these might mean your application is rejected automatically. Some funders may have a grant officer who you can speak to for guidance before you apply. If you’re not a good fit for that funder, it’s probably best to look elsewhere.
- Be clear about your pitch
Funders are investing in your project and your charity, and the outcomes and impact that you are going to deliver. It’s important to have a clear idea of what you want to achieve. You’ll then need to develop that into a solid plan, showing the funder what you’re going to do, when, and how much it will cost. This is an important stage because you’re clarifying what the funder is paying for. Do not include any non-specific items in your budget, such as ‘contingency costs’ or ‘miscellaneous’. Highlight your charity’s USPs, be honest about challenges and write in plain English, avoiding acronyms and jargon. Remember that you are describing your work to someone who has never met you or seen what you do. A great application tells a narrative that allows the audience to sit back and listen without having to try hard to understand.
- Demonstrate the need for support
No matter how great your project is, or how much it makes sense on paper, the funder will want to know that you have carried out some sort of market research or community engagement to ensure that your project has support from the people you want to help. This is part of the wider view that funders take; they are not buying for their organisation, they are investing in a better future for your beneficiaries, so you’ll need to show that you understand that group and have consulted with them to develop your project.
- Be clear about the benefit(s)
Funders will want to know what will be ultimately achieved by giving you money – the outcomes and impact. Make sure that you go beyond the obvious, though. If you’re applying for funding to retrain employees, what will that translate into for your charity? Cost savings? New business? Improved levels of service? If you’re running a community project, how will you define success? Will it be the number of people who attended or an increased sense of ownership of place – how will you measure that? Most funders will let you know what they will expect to see as proof that you are delivering on your promises. It will help if you can include the reporting requirements in your project plan to show how you will meet these.
- Consider sustainability
If you’re applying for funding to start a new long-term project, what is going to happen once you’ve spent that money? While funders are often happy to support new projects, they don’t always want to continuously fund them or have projects that will rely on grant funding going forward. Consider your plan to make your idea sustainable; for example, does your organisation have some skills it can monetise – delivering training to corporate clients or tendering for contracts from your local authority?
- Do not duplicate
Do not apply to more than one funder for the same funds at the same time. If you are successful in both applications, you will end up having to turn down one of the funders. This could significantly reduce your chances of getting funding from them in future. The only exception to this is applications to very small trusts. It sometimes makes sense to write to several trusts for funding for the same costs, as each one may only be able to make a small contribution towards these costs.
- Don’t be late!
Take extra care to meet the funder’s deadline. Late applications will not be considered, however good they may be!
If you are successful with your application, well done, build on that success! Acknowledge donations appropriately and ensure you have a good stewardship / donor care plan in place for your funders. For your next project, research similar funders to those that have donated.
And finally… don’t give up. Just because you are rejected once does not automatically mean that the application was poor, or the project is not fundable. Learn any lessons you can and keep at it. Even the best fundraiser doesn’t get funding every time.
Author – Ian Tate
Fundraising consultant, Benefact Group
Ian is an independent fundraising consultant and freelancer with over 30 years’ experience in the charity sector, representing a range of local and national charities.