Last week, we were joined by fundraising expert Pamela Johnson for a practical members' session on how to approach funding with more confidence and clarity.
Together, we explored what funders are really looking for, how to make your applications stand out, and the steps you can take to better prepare your organisation for success. Below are some of the key takeaways from the session, along with actionable tips you can use right away to strengthen your funding applications.
Do your research
Fundraising success often comes down to knowing the sector well and approaching the right funder at the right time.
One of the most effective tools you can create is a funding pipeline – a simple timeline showing when to apply for the grants you've identified. This helps you stay on top of deadlines and avoid missing opportunities. Keep in mind that some funds can take up to six months to respond, and others may close early due to high demand. Whenever possible, aim to submit your application well before the deadline.
Think carefully about who you will approach, focusing on funders whose priorities clearly align with your project. Look for a strong match between your idea and their funding criteria – shared goals, target audiences, or thematic interests are all good indicators.
If you're just starting out and aren’t sure where to begin, take a look at similar organisations in your field or speciality. Who has funded them in the past? The Charity Commission is a great place to research this as it holds financial records for all registered trusts and foundations.
And avoid sending cold applications to funders with no history of supporting arts or cultural projects. Your time is better spent on funders who are more likely to see the value in your work.
Write a compelling story
Funders want to support organisations who know why they exist, why they need their money, and why they need it right now.
Be confident in your project and make sure it’s rooted in your organisation’s core mission. You should be able to clearly explain who the project is for, how it will benefit them, and how you’ll reach that audience. Funders will also want to see that you’ve thought through the practical side of delivery; how the project will be managed, staffed, and resourced.
Be open about the challenges your organisation is facing. Funders are often motivated by problem-solving and they want to help you make change happen. It’s important to show how you’ll track the project’s success, so include simple evaluation measures or ways you’ll report on outcomes.
To support this work, it can help to write your ideas down in one (or both) of the following formats, which fundraisers often call a Case for Support:
A short external document for engaging individual donors, explaining what your organisation does and how their donations can make a difference.
A strategic internal document that acts as a reference point for funding applications. This should include key and detailed information about your organisation, its work, its goals and impact, and be updated regularly.
Prove your need
A strong funding application starts with clearly demonstrating why your project needs to exist.
Funders are looking for more than good ideas – they want to see evidence of real need and urgency. Don’t be afraid to make an emotional case, too: funders are people, and stories can be just as powerful as stats.
If your project is aimed at a specific community or demographic, it’s essential to back this up with more than assumptions. Here are some practical ways to evidence need:
Consult directly with your target audience. Run surveys, interviews, or focus groups to hear from the people you’re trying to reach.
Engage with those not currently participating. Consider working with third-party organisations to understand barriers to engagement in your area.
Speak to community leaders and stakeholders. They can provide insights into local priorities and help validate the relevance of your work.
Use publicly available data. Local councils often publish statistics on deprivation levels, cultural engagement, and demographic information. National benchmarks (e.g. arts and culture participation data such as The Audience Agency's Audience Spectrum dashboard) can also help frame your case.
By combining community voices, stakeholder input, and relevant data, you’ll build a much stronger and more convincing argument for why your project matters, and why it matters now.
Pamela Johnson specialises in fundraising, audience development and business planning for the cultural sector. Combining strategic insight with practical action, she helps organisations and individuals achieve their fundraising and audience engagement goals.
Organisations who screen film in the North, or who want to start doing so, can join the Hub for free. As a member you can attend events like this one, apply for funding, and be part of the North's film community.
