Guide to Writing an Application for Funding

Transcription

1 Guide to Writing an Application for Funding Contents Introduction...2 Triggers of altruism...2 Research...2 Covering letter...4 Main application...4 Ingredients of a successful application...6 Presentation...6 Tips for effective writing...7 Why Girlguiding? Selling your project and Girlguiding to funders...7 1

2 Introduction When giving training on writing applications, Bill Bruty, a professional fundraiser and Director of Fundraising Training, quotes Joseph Pulitzer: Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light. When asking for money, it is inevitable that you will need to put together some kind of application. Different funders require different types of applications: some provide application forms, others provide a list of headings or questions for you to answer, and still others have no structured procedure. Application forms are relatively simple as they are clear about what information they require; it s harder to write an application completely from scratch. Therefore, it s important to know what information funders need so you can ensure that they are able to make informed decisions about your organisation (for example, that it is well run and organised) and your project (that it is valuable to girls and the community). This document aims to help you to write a formal project proposal and covering letter from scratch. Remember that for some smaller trusts you could potentially merge the information below into an extended letter of application which should not be longer than two pages in total. Often, the first gatekeeper or decision-maker is the grants administrator who will look to see if you fit the funder s basic criteria and have supplied all the relevant (and often requested) information. This person often forwards your project as a summary and recommendation to the Grants Committee or trustees who will make the final decision. With this in mind, it is crucial that you make a good, clear and succinct case which can be easily understood and summarised. Writing applications is about conveying effectively your knowledge about why a project will make a difference and encouraging people to support you. Triggers of altruism Before you write an application, it s a good idea to think about what makes people want to give. Bill Bruty studied the work in altruism (the practice of unselfish concern for the welfare of others) of social psychologists Bierhoff and Klein, and applied it to funders and what affects their giving patterns. He came up with the following reasons, or triggers, that funders have. Social expectations: Wealthy individuals are likely to give money if they mix with peers who are also philanthropic. A sense of collective responsibility: Some funders feel a sense of social responsibility. Anticipated consequences of the gift: Funders truly feel that they can make a difference. Mutual give and take: The priority of some funders could be a personal desire to achieve something specific; in the case of others it could be the publicity and being seen to put something back into the community (for example, owners of landfill sites often invest in local environment projects). Mood: The tone of your application letter can affect the funder s decision to give money setting the right mood can trigger feelings of altruism. Ideally you should try to convey a negative mood, but couple this with a positive mood trigger leading the donor to appreciate that he or she has the opportunity to change the situation. Research The key to a successful application is research. You need to know your donors, your beneficiaries and your project inside out. This knowledge can come from discussions with appropriate people and attention to detail in the project planning stage. Donors What can you learn about their giving patterns from policies, priorities and guidelines? What are they really interested in supporting; are there any particular areas they would not fund? Do they prefer to approach organisations they choose or can you approach them? How do they like to receive applications? Are there deadlines? What s their grant range? (There s no point in applying for 10,000 from a donor that usually gives only around 500.) Many funders have websites, or you might be able to find more information on them through charity registers such as the Charity Commission s register for England and Wales. If the donor has set deadlines to coincide with funding decision meetings, plan to submit your application well 2 Guide to Writing an Application for Funding The Guide Association

3 ahead of the deadline so that there is enough time for its decisionmakers to come back and ask questions if they are unsure about an aspect of your work or if you have forgotten to include something in your application. Other things to find out are: who will be dealing with your application? What is the person s correct name and job title? Attention to detail can be very important. Are there any connections between you and the funder? Perhaps there are connections through personal contacts or simply a shared interest in improving a particular situation. Your beneficiaries It s important to understand and explain the needs of the girls, the adult volunteers and their communities when asking people to financially support the work of Girlguiding. Why do they need the project? What will they get out of it? Why does it need to be done now? How can you prove this? It s a good idea to do some research into the needs of the community as backup for your arguments. For instance, there may be relevant statistics about levels of local deprivation, or about the particular needs of young people or women and girls. Perhaps your group is in a rural area so the distance to travel for a similar activity would be prohibitive. Look at other similar providers around you. It is important to know your competition and why a funder should give you the money. What are your unique selling points? Think about the following: What is the need for your project? If it is addressing a specific problem, how widespread is the problem? How many girls could benefit? Why is your project important? What are the consequences of the issue, and what will happen if nothing is done? Are there any social trends which demonstrate that the need will increase in the next few years? What kind of people will be helped as a result of your work and why are their needs particularly important? What features of your community make it particularly important that you receive support? You can get this information from a range of sources. Your local Council for Voluntary Services (CVS) might be able to help with background information: England ( ( Scotland ( Northern Ireland ( org). Academic and your own research. Government reports and statistics, such as Other reports and publications (for example, from youth organisations and forums). Your project As always in fundraising, it s important to be clear about what your project is aiming to achieve. It is advisable to break it down in the planning stage. The usual fundraising terms for this are: Outcomes: The overall difference your work will make. Objectives: The aim of this particular project, what you are trying to achieve. Outputs: What and how much gets delivered. For instance, a typical project could look like this: Outcomes: Girls have improved self-confidence. Objectives: Girls understand influences on their self-image. Outputs: 25 girls attend a one-day seminar on self-image. Once you are clear about what your project is going to achieve, you need to be clear about how much it is going to cost. Do you need specialist equipment or resources? Make a list of everything your project requires and find out how much each item might cost. For larger expenses (such as consultant fees or big capital items), it s advisable to get a number of estimates so you can provide value for money. You don t always need to pick the cheapest quote as long as you have a legitimate reason for choosing a more expensive alternative. Rather than have one consolidated cost for the whole project, break the costings down under a number of headings. This way funders have the option of funding a particular aspect of the project if they cannot fund the entire amount. They often like to have ownership of an aspect of your work. It is important that you spend time on your budget and assign realistic costs to goods and services. Pay attention to detail and make sure it all adds up! 3

4 Covering letter When you are preparing a project proposal, it is essential that you also spend time preparing a decent covering letter. This is a crucial component as it is the introduction to you and your project. The reader s first impressions will affect how he or she receives the information contained in the actual proposal. Remember that he or she receives and reads a large number of applications each week. Make your case convincingly, allowing for the recipient s likely understanding and attitudes. The covering letter should take up no more than one side of A4. A long or confusing letter which isn t clear about what it s asking for can have a negative effect on your application. Ensure that you are writing to the correct person and that you are sending it to the right address. This sounds simple, but sloppy research can make a difference to the outcome. Guide to Writing an Application From Scratch At best, it can irritate the reader and at worst, the wrong address can mean that the application is never received or that the reader is forced to question whether your project planning and management would also be sloppy. Be warned some grant makers are exceedingly pedantic! The first paragraph should thank the donor for any previous support or introduce your organisation if you have not worked with the funder before. It s generally good practice to make it clear from the beginning that you are looking for funding. Here is an example: Thank you, once again, for the generous donation of 200 which the Trustees of Joe Bloggs Charitable Trust made to the Blah City Division of Girlguiding. I am writing to ask if you would consider supporting us once again this year as our commitment to make a real and lasting difference to the lives of girls and young women continues with a new project. Towards the end of the letter you should either ask for a donation of a specific amount, or ask them to make a gift at their discretion. You can gauge the best approach from conversations with the funder. If you decide to ask for a specific amount, make sure you do not ask for more than the funder s usual or maximum limit, as you run the risk of being rejected outright. This section of applications is called the ask. The main bulk of the letter should contain a very brief overview of your project and the difference it will make. Ensure that the covering letter has your contact details and your charity number (if you are registered as a charity, or mention your exempt status if you re not). It is also advisable that you round off your letter with an invitation to contact you with questions and (if possible) an invitation to see you at work to learn more about the girls, young women and volunteers at Girlguiding. Main application The main part of your application should be approximately two sides of A4, certainly no more than three at the very most. From this, a potential donor should be left with a clear idea of Girlguiding s aims, the need in your area, the difference your work will make and how much this will cost. If you have detailed project plans (such as new building plans) that a donor might need when making a decision, you can always add either appendices or supporting information. Donors can decide if they need to review this in order to make a decision. Don t assume they will look at this: it s still important to summarise this information in the main application document. From the research you will have done on your potential funder, you will be able to tailor your applications to its priorities. You need to show clearly how your work will help it achieve its aims. Your application must be relevant to the funder. For the reader, an application is usually clearest when the various aspects are put together in sections. Each application should include the following broad sections. The background You should start with a short, general description of Girlguiding and your unit/region, stating who you are, how long you have been running, what your main activities are and what some of your successes have been. If you can, give positive quotes from the girls and/or Guide to Writing an Application From Scratch their families. You could talk about the track record of the group in planning and carrying out similar projects. Mention the goodwill Girlguiding enjoys within your community. 4

5 The need This part of your application should provide specific information about the nature and the size of the need, or the problem you are intending to address avoid broad generalisations. Here you would introduce your overall objective. Many people think that guiding is a largely white, middle-class activity. Perhaps you can take this opportunity to show how diverse guiding is. Mention that many units are working in areas of real social and economic deprivation to improve life chances and to try to achieve a difference for girls across the whole of the UK. Addressing the need You should talk about how you propose to tackle the problem or need, and provide clear and realistic plans for what you are hoping to achieve (your outcomes). If there are other similar groups (for instance other youth groups) in the area, explain why you are different and best placed to carry out the activity. Your project You have to include a specific description of the project for which you are looking for funding. Include information on the time scale of the project. Talk about any partnering organisations that you are working with to deliver the project, and explain the intended outputs and outcomes. Evaluation Include some indication of how you intend to monitor and evaluate your project how will you measure success? The budget You must provide the cost of the project with, where necessary, a realistic, itemised budget for the work in question. Once you have broken the costs down by heading, you must ensure that you have a clearly stated grand total cost the target. It s useful to give the funder an idea of the level of support you would like. You should have an idea of its grant range from your funding research. From this information, you can ask for a specific amount, or prompt it into a suitable (and realistic) gift. It would help to give examples of donations you have received from other funders and/or to list other donors you are approaching (with anticipated income from them), as this can assure potential funders that you would be able to manage a gift from them. Many funders like to know how much you think you will be able to raise yourself, as they like to see evidence that you are working hard to reach the target. You can also make notes about any donations in kind you receive. This is anything that will help you achieve your project, but is not cash funding. An example might be an architect giving time for free for a building project. It is useful to point out that you have ensured value for money include quotes where necessary. Where appropriate (particularly in applications for any kind of government funding) think about including a percentage of your overhead costs. Another point to consider is whether you have calculated for inflation in any multi-year applications you submit. Additional information This section is where you could put some further details about your unit/region. Many funders ask for certain pieces of additional information. Most usually, they will ask for a copy of your latest accounts. Here are some examples of additional information you might want to include: statement of purpose referees and endorsements recent local press articles talking about your successes detailed project plans, such as building plans, that are too long to be included in the main application a good beneficiary case study any relevant Girlguiding publications local guiding newsletters. If possible, check before sending any additional information as some funders prefer not to receive it. In fact some see it as a waste of resources (and even an indication that you already have enough money and you won t need their help) so you need to gauge their feelings on this. You certainly wouldn t send more than a couple of items on the above list, so avoid the temptation to send lots of supporting information. Remember that they are 5

6 busy and have a lot to read some donors receive literally hundreds of applications every week, and they simply don t have the time to read loads of accompanying material. Ingredients of a successful application Your key selling points (tell the funder why your work is important, not just what you do). Facts and figures. A well-argued case. Proven involvement of users and other stakeholders (for example, parents, volunteers). Passion for the work of Girlguiding enthuse about achievements and successes, both locally and nationally. If there are any significant risks to the project, it is good practice to mention these to your prospective donors, but minimise this by explaining your contingency plans and how these risks are being minimised. Presentation Presentation is important to a good application. When you are preparing an application, it is likely that you will have read it many times and might miss small mistakes. Always ask someone to proofread your application for content, punctuation and spelling errors. Layout If you look at something that is visually pleasing, you are likely to read it more positively. Think about your layout perhaps put pertinent words or sections in colour or bold, or maybe add a small photograph. Perhaps you could put certain sections into text boxes to separate them from the main application information. Make sure that you use a good, readable font Trebuchet is Girlguiding s font because it is easy to read. Also make sure that you use a decent point size. There s no point trying to fit more information in by making the point size smaller it will only annoy funders and might stop them from reading your application. You should always provide a typewritten application (unless you are filling in an application form which you can t type on, or the donor specifically asks for a handwritten application). Tone You need to convey the right balance between gloom and positivity. You need to explain that there are issues to be addressed within your community, but then you need to be able to make the donor feel that it can make a real and positive difference to this situation. Always write confidently. If you sound confident about what you want to achieve it inspires confidence in others. Don t say this projects aims to say we will. Don t say it is our hope that say we expect to. It s also useful to inject a sense of urgency into your request. Why do you need support now? Language Ensure that you keep your sentences short, logical and to the point. Make applications specific, use facts and figures and quote statistics. Remember that often the donors are not as experienced as you or as knowledgeable about the needs of young people. Avoid jargon, particularly guiding jargon. Check for spelling mistakes. Images Often a well-placed photo can remind the funder that your application is about real people. If you want to use any photos of young people or vulnerable adults you need to ensure that you have consent from a guardian. 6

7 Tips for effective writing Write in short sentences. Don t use jargon or words funders might not understand. Remember they are not necessarily experts in your field. Use facts to back up opinions. Keep it succinct and make it clear and logical. Improve the appearance and readability by using shorter paragraphs, headings and sub-heads, indented tables and bullet points rather than continuous prose. Avoid using inflamed words for example, suffer desperate, unique : these have lost their meaning through overuse. Avoid waffling; make every word work for you every word should add to your case. Avoid clichés. Avoid sending a general appeal letter: tailor it to the priorities of the funder. Always follow the donor s instructions. Why Girlguiding? Selling your project and Girlguiding to funders Funders will want to know more about the organisation they are giving money to, and any information you can give them about Girlguiding will give your application an edge. Use The Guiding Manual and other Girlguiding publications such as the Standard Information document for the wording to explain our purpose, aims, policies, approach to child protection and equal opportunities. Selling points Girlguiding is the leading charity for girls and young women in the UK. We are for all girls. We give girls their own space. We give girls a voice. We change as the lives of girls change. We are girl-led. We have years of experience behind us. We have over 100,000 adult volunteers. We deliver strategic objectives (such as personal development) for young people and adults. We run a professional service using qualified volunteer Leaders. We are effective and run an excellent service. We provide safe out-of-school services for young people. We encourage young people to think about their contribution to their community. We provide an educational service our programme of activities is diverse and attractive. We give young people the opportunity to acquire new skills and interests and to learn about new places and cultures. Our work is well respected and enjoys a high level of support within the community. We do all this at extremely low cost only a few pounds per term! 7