The content in this article derives from Jeff Burkhart’s “Keys to Successful Grants and Appeals” webinar hosted by Park Bank in October of 2023. Burkhart is the founder and president of Mission Forward, a business created to help nonprofit organizations thrive through strategic thought partnership, fundraising planning, and coaching.
“Everything you do regarding fundraising is built on relationships.”
In the competitive landscape of grant funding, it’s vital for your organization to express its strategic priorities clearly in your written proposal and develop meaningful connections with funders.
But there’s more to it …
Here are seven keys, as described by Burkhart, to guide your organization on its journey to winning grants and appeals:
Key 1: Set clear priorities within your written proposal.
Effective grant proposal writing is key to expressing your strategic priorities. And, according to Burkhart, your written proposal serves as the foundation for long-term relationships with funders.
“Your written proposal is designed to establish a strong relationship with the funder,” Burkhart said. “If you are successful, you will have that relationship for many years.”
When writing your proposal, you must be able to answer these two questions clearly regarding your strategic priorities:
- What does your organization plan to do?
- How will you make a difference?
“Hopefully, you have a strategic plan in which you've identified the key things that your organization is going to be doing over the next few years,” Burkhart said. “Clearly state what your organization is going to do and how it's going to make a difference.”
Next, when setting your organization’s priorities in your proposal, consider these questions:
- What are your top three program priorities for next year?
- What do you need to make them successful?
When answering these questions be sure to address any obstacles, determine what’s required for success, and document your top three priorities in order to create a comprehensive grant-planning calendar.
Key 2: Express why YOU are the right organization to handle an important issue (and be friends with others).
In your proposal, explain what distinguishes your organization from others in terms of mission, audience, and programs. Describe why you are uniquely suited to tackle a specific issue and how you stand out in the nonprofit ecosystem.
According to Burkhart, it’s important to convey your organization’s founding story and connection to the issue you address. Emphasize the authenticity and impact of your organization while illustrating the synergy between your history and the problems you tackle. And share your vision for the future.
Another important note: While you must differentiate yourself from similar organizations, you should address how you might collaborate with them (e.g., joint programs).
“I think funders are always looking to find out how you’ve worked with other organizations,” Burkhart said. “They're always thinking about what's going to have the greatest impact and how they can avoid duplicating services.”
Key 3: Provide the information funders are looking for.
“Funders want to know who you serve, how many people, so your numbers, your demographics,” Burkhart said.
Burkhart shared a few excerpts from the book “The Guide to Proposal Writing,” providing insights from funders. In the book, funders said:
- “We are looking for partners so that together we can make an impact.”
- “We want to make an effective relationship which will accomplish our mutual goals.”
- “It’s people who succeed, not proposals. We invest in human capital.”
In short, funders seek partners whose strategic priorities align with theirs.
Key 4: Build a network and make sure potential funders know they won’t be alone.
“It’s a very, very rare occasion when a single funder is going to fund an entire initiative,” Burkhart said. “You always have to have a network.”
To build a network of donors, you have to determine which are good fits for you. Identify potential funders that align with your priorities, prioritize them, and strategize your pitch to each. Once your priorities are set, compile a list of around 30 to 40 prospective funders, noting their grant deadlines.
Burkhart added that it’s a sign of strength for you to demonstrate that you have multiple donors investing in your project.
“No funder wants to be the sole funder for what you're doing,” Burkhart said. “They don't want you to become reliant on them.”
He gave this example of how you could list your request in connection with other funders:
“The total budget for your project is $175,000. We secured a grant from XYZ Foundation in the amount of $60,000 and anticipate a grant from ABC Foundation for $40,000. We intend to allocate $25,000 in unrestricted funding to this project. We request $50,000 from your foundation.”
“So, of the $175,000 budget, we're only asking for $50,000 from you to make this program happen,” Burkhart said. “That is a winning proposal.”
Key 5: Provide clear outcomes and establish a sense of urgency in your proposal.
Here are examples Burkhart gave of clear outcomes with time-bound objectives:
- In 12 months, 75% of teen program participants will demonstrate an increased knowledge about climate change.
- By June 2024, we will decrease the number of people between the ages of 30 and 50 with high blood pressure in Coronary County by 5% from the 2020 rate of 40%.
“Make sure your goals are smart, specific, measurable, reasonable, and time bound,” Burkhart said. “Every proposal should have with it a sense of urgency, that now is the time to make this happen.”
To create a compelling proposal, define the problem your organization is addressing (e.g., child poverty worsened by cuts to pandemic relief). Demonstrate your track record of success in mitigating this issue and the urgent need for continued support.
Key 6: Consider your costs and budget for success.
Consider your costs. Who will work on your project and how much it will cost to compensate them?
“(In your proposal) Talk about the cost per program,” Burkhart said. “Break down those costs (pay rates, fringe benefits, consulting fees) clearly so that your potential funder can see that it’s (their contribution) is going to make a difference.”
Other budget categories to consider include costs for equipment (e.g., computers, cameras, etc.), materials (printing, meeting supplies, etc.), travel, conference registration fees, and meeting refreshments.
Key 7: Be friendly, inviting, and communicate regularly with potential and current funders.
“Invite them (funders and potential funders) for a tour of your mission,” Burkhart said. “Call them. Invite them to see your space. Talk to the person you're writing a proposal to as if they are essential to this, because they are.”
Finally, continue to support your message through other communications channels like social media, newsletters, and reports.
Watch the full webinar here: