grant writing

Branding

Every grant submission is an opportunity for a nonprofit to brand themselves. This means anyone seeing the logo (yes, you should have one) or unique acronym (you should have this, too) will know who the nonprofit is and what they do.

Businesses use branding to attract customers. Branding in nonprofits let foundations and donors know immediately what they are funding. Seeing the logo and acronym is an eye catcher for people to remember the nonprofit’s purpose. Of course, branding is not easy.

Coming up with a logo and acronym is difficult (be sure no one else has it). But, it’s not impossible (yeah, easy to state). Despite the difficulty, nonprofits should create a branding before writing grants or asking for donations.

The branding should be why the nonprofit is helping people. Those working and volunteering at the nonprofit should take the lead in designing the brand and not hand it over to strangers who may charge a large fee. In the end, use a graphic business who may charge little in exchange for advertisement or other benefit. Keep a branding simple.

An example of a branding could be some use of the letters in a nonprofit’s name (a.k.a. acronym). Also, use of a unique font (minimize color choices). Definitely make everything legible. Also, a logo and acronym can be the same thing.

No one knows a nonprofit more than the people who are there every day. They should help in creating the logo and acronym because they are the ones who first must accept it.

Branding helps a lot in grant writing, particularly in lengthy requests where the brand can be placed everywhere for emphasis. This is what writing a grant is about – having as many people as possible know who the nonprofit is by a glance.

Begin to write the grant request

A grant request should be personal, unemotional, and informative. The request should read as if the grant writer faced foundation people who already heard others ask for money. The writer should make something of the request that is unique to the nonprofit.

As the saying goes: easier said than done. Yet, it is easier if the opening documents set the correct tone. All grant requests start one of two ways. A letter of inquiry (LOI) or a cover letter. An LOI asks for the application with nothing following. The cover letter introduces the application’s documents.

While the application is important, the LOI or cover letter set the tone for everything else that follows. The LOI and cover letter introduces the nonprofit, the project to be funded, and the purpose for the submission.

The LOI must give more information to get the application by stating the nonprofit’s goals, objectives, and how they match with the foundation. There is not enough room for details. Summarize the summaries. The writer will edge toward stating the facts, but add a little sincerity.

A cover letter is like a handshake. All of the project information is in the following documents. Such as details about the project, a budget, and confidence the foundation’s money will be well spent. The cover letter is a welcoming and an opportunity to give details about the project’s successes that is not found in the application.

Some people may say a grant application is a matter of filling out forms. Of course, it is not that simple. It is a matter of understanding the reason a foundation would fund a project and explain this with unemotional sincerity. Spend some time on the LOI or cover letter and this could help lead to a better application.

Relationships (again)

I wrote an earlier blog post about the relationship between a grant writer and a nonprofit. This time I’m writing about the relationship between a nonprofit and a foundation.

Whenever money is involved, relationships become more important than the money. Foundations want confidence nonprofits can spend money efficiently and effectively. Nonprofits need money to do this. Both sides should talk.

The nonprofit’s managers should take the first step and start a conversation by calling the foundation’s leadership. This should be done before any written grant request is submitted.

Starting a dialogue is not a problem when a nonprofit has stories to tell. Such as how they improved someone’s life. They can talk about documented results and plans for the future. Things stated in a written request, anyway.

This is what it’s about: people talking to each other. Many nonprofits write grant requests without ever talking to the foundation, hiding behind the submission process. Having a dialogue is a substantial bonus.

It gives the nonprofit’s managers a more personal way of telling who they are, what they are about, and why they want to help people. However, at this time they should not talk about the money.

That is only for the written grant request. Conversations are about building a relationship, which should lead eventually to a visit between the two organizations.

Whether the nonprofit’s managers talk to the foundation’s leadership or not, I always try to talk to the foundation’s staff before applying for a grant. I have had some great conversations that were very helpful in writing the grant request.

Nonprofits and foundations should talk to each other to get a better understanding of each other’s needs. This so they can continue succeeding.

P.S. which cow is the nonprofit and which is the foundation?

Getting Organized to Tell a Story

Telling a Nonprofit’s Story

Before submitting for grants, nonprofits need to be organized and ready to tell their story. Like querying a magazine to publish a short story, the story has to be ready for submission.

One of the most important places to be organized is the nonprofit’s online presence. Many times, what a nonprofit has online is as important as what they provide the foundation.

Every nonprofit should have at least their own website and Facebook account. The website is where they do business. The Facebook account is where they interact socially with the public. When a foundation receives a request for funding, they are likely to go to the nonprofit’s website and Facebook to learn more about them.

Another important item of communication is the elevator speech. I pretend to explain what a nonprofit is about while riding an elevator five floors with a foundation president. The doors close, the person is a captive audience. The doors open and they are gone into the masses. Hopefully thinking about how great the nonprofit is and not about how I was pestering them.

The elevator speech is not a mission or vision statement. It is a summary of what the nonprofit does and why they exist. It should be placed on the website’s home page and as an introduction on all requests for funding. Something easy to remember (or at least the highlights).

Once a nonprofit’s story is known, writing a grant is just a matter of following the foundation’s guidelines and templates (not really, but the asking is easier).