8. Inadvertently Talking Down Your Work
I’ve seen some fundraisers become desensitised over time to just how amazing their charity’s work is, or how desperate life is for its beneficiaries.
Surprisingly, this is often most common among charities that do really emotive work, for instance with children affected by debilitating medical conditions or living in war-torn countries. I think it might be the mind’s understandable natural way of coping with distressing information, but it can be a disadvantage for fundraising.
Don’t lose your perspective no matter how long you’ve been writing applications – cut out the jargon and explain your work properly.
Try this instead: Avoid unintentionally ‘talking down’ your work by making sure you explain things carefully. Resist the temptation to shy away from distressing or uncomfortable information. You of course need to avoid being over-dramatic or attempting to guilt-trip a funder, but you simply can’t expect them to understand what your beneficiaries are facing or feeling if you don’t explain it to them as a newcomer.
Case studies and personal stories are usually a much better way of inspiring emotion and empathy than big-picture statistics. Again, asking someone outside your organisation to read your application, and describe the impression it makes on them, can be a really eye-opening experience that helps you to strike the right balance in your application.
9. Not Calculating Full Cost Recovery
Charities have spent the past few years being told that ‘free = good’ and ‘costs = bad’. Whether it’s the Daily Mail’s latest piece about staff and running costs, or a funder that should know better publishing unrealistic guidelines about overheads, it’s hardly surprising that charities feel increasingly squeamish about revealing their true costs.
However, failing to factor in management time and overheads into your budget not only puts your project at risk, it also perpetuates the myth that projects can be run in isolation. As a charity, your management and overhead costs reflect the added value you bring to a project – otherwise, surely the funder could keep their grant and do the project themselves?
Try this instead: For every project, be clear on what legitimate indirect costs you need to include in your budget and why they’re essential to making your work a success. You can then avoid selling yourself short, and take pride in the true cost and value of your work.
Before approaching a funder, check whether there are any restrictions on including legitimate central costs in your application. If it’s unclear, query it. Where there is a blanket ‘maximum 10%’, you can sometimes try explaining your situation and see if there’s any room for manoeuvre. However, every funder is entitled to set their own guidelines, so sometimes it’s better to walk away and find another option for funding rather than risk not doing your project justice.
Source: Lime Green Consulting