Michelle Benson shares tips on how to whip your funding application into shape
In the fundraising world, getting a ‘no’ from a potential funder presents an obstacle – and an expensive one to boot. As the saying goes, you try and try again. But this is one mistake you do not want to make again .
From a funder’s perspective, it is hard to imagine reassessing a proposal from a charity if there is no evidence of improvement. A rushed or careless proposal could taint your charity’s reputation. Funders who work in the same area usually know each other and speak to each other, and you don’t want your brand tarnished wholesale.
However, a negative response from a funder should not always be seen as a roadblock. It is possible to overcome, but you must try to avoid stepping into the same trap. It’s a matter of doing things differently second time around.
Success starts with a few key questions, which you must answer honestly in order to gain real insight.
Did you do your homework?
Researching giving criteria is absolutely vital if you are to effectively pitch your organisation. We all know what quick and dirty desk research amounts to, and merely rephrasing a funder’s language will be spotted a mile away.
Still worse is bouncing a proposal out to a funder with as little as a name and address taken from a directory. Putting in the time and care you need to submit a perfect pitch starts with really understanding the funder’s criteria, so make sure you give this the respect it deserves.
Did you bend the truth?
It is true your case for support must fit their criteria. You need not apply otherwise. However, this does not give you licence to bend the rules in order match the funder’s mission, and risk jeopardising your own. Ask yourself: is your arts programme for the elderly really promoting modern art, or is it instead a programme for the elderly? Do you feel that your proposal offers real value for money? Can you really deliver the impact you promise? You must ultimately be convinced by your own proposal, and have taken a critical path to get there, to end up with a robust programme that deserves funding.
Are you chasing the money?
In the rush to secure funds, there are any number of tried and tested tactics for chasing money. Creating a whole new programme to secure new income from a few funders may not fit your charity’s growth strategy, and may represent mission creep or misfit.
Alternatively, you may stretch the life out of an existing programme that may not result in outcomes, which will compromise your case in the end.
‘Spray and pray’ tactics are worth the same to the funder as they are to you and should be avoided. Cut and paste can be your worst enemy and adding ‘personalised’ flourishes to the top and tail of an existing case for support is simply a shortcut to a dead end.
Are you asking for and listening to feedback?
The most important step to reinitiating a proposal is to stop and ask for feedback before continuing. If you took the time to put together a thoughtful proposal, a funder will likely reciprocate and explain its shortcomings.
If getting a no is normal for you, then you should commit serious effort to spotting patterns in your unsuccessful applications and in funders’ feedback. If funders are turning you down for the same reason each time, then that is precisely where you need to focus. The constructive criticism you receive can shape an improved proposition only if you are truly listening. Make it a core component of your pitching process to record explanations and get to the bottom of what would make your application stronger.
The perfect pitch
Following these steps will help you assess and then improve your chances of securing funds. Taking a thoughtful and strategic approach will also make it easier for you to ask again – even if you do not succeed the first time. Funders will recognise you have made an effort and sometimes will take the extra step in working with you to get through any final hurdles. If they are willing to fight your corner, then this represents the perfect path to eventually getting a funder onboard.
It may take effort to relaunch your bid after suffering a setback, but with the right approach it is a worthwhile endeavour. Remember, funders do talk to one another. If your pitch was perfect from your perspective but did not match the funder’s mission, they may even recommend you to other suitors. The journey to a yes may actually start with a no. You just have to ask yourself the right questions.
Michelle Benson is director of philanthropy and partnerships at Impetus Trust
This article first appeared in The Fundraiser magazine, Issue 20, August 2012