trusts and foundations - proposal...
TRANSCRIPT
TrustsandFoundations–ProposalWriting ÓApolloFundraisingLimited2016
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SharedEnterpriseandApolloFundraisingTrustsandFoundations–Workshop1–ProposalWriting
WhatisaTrust?TheAssociationofCharitableFoundations(ACF),theUK’smembershipbodyforgrant-makingorganisations,definesaTrustorFoundationasbeing“charitieswithprivate,independentandsustainableincomethatfulfiltheirpurposesbyfundingorotherwisesupportingindividualsorotherorganisations.”Therearetwokeypartstothisdefinition:Thefirstisthattheseareprivateandindependentbodies.Theyareavehicleforindividuals,groupsorcompaniestomanagetheirownphilanthropy.Whiletheyaresubjecttocharitylaw,thedecisionastowhoorwhattofundisaprivatematter,decidedbythefounderofthetrustandthetrustees.Thesecondisthattheyexisttofulfilapurpose.Theyarenotpurelycashmachineswhichexisttosupportyourwork.Theyhaveasetmissionthattheyarelookingtoachieve.Therefore,anyrelationshipwithaTrustorFoundationshouldfocusonthismission.CharacteristicsofTrustsTherearealotofTrustsandFoundationsintheUK–theACFestimatesthatthereareover10,000givingawayapproximately£2.7billioneachyear.Theserangefromsmall,localtrustsgivingawayafewhundredpoundsayear,tomulti-nationalfoundationsgivingawayhundredsofmillions.In2015,theWellcomeTrustgave£673millioningrants.Generallyspeaking,truststendtopreferprojectfundingtocore/revenuefunding,withapreferencethatisnewandinnovative.Almosteverytrustwillreceivemoreproposalsandapproachesthantheycanfund,whichmeansthereisacompetitiveprocesstoawardgrants.Theturnaroundtimeforaproposalisrelativelyshort,withanaveragetimeof6to9months(somecanmakegrantdecisionsquickerthanthis,whileotherswithatwo-stageapplicationprocesswilltakelonger).However,everytrustisdifferentanditisamistaketoassumethatalltrustswillbehaveinthesameway.TypesofTrustWhilethereislittledifferencebetweena‘Trust’anda‘Foundation’–thenamesareusedlargelyinterchangeablyintheUK–therearedifferenttypesofTrustthatyouneedtobeawareof.
LivingDonorFoundations–ifawealthyindividualorcoupleknowthattheywillbegivingawayasimilaramounteachyeartheymaysetupapersonaltrustasataxefficientapproach,whilealsoprovidinganefficientstructuretotheirgiving.ExamplesincludetheCloreDuffieldFoundationandthePeterMooresFoundation.
FamilyFoundations–wealthyfamilieswilloftensetupaFamilyFoundationasawayofengagingallgenerationsintheirphilanthropy.Someusethisasawayofteachingayoungergenerationaboutthevalueofmoneyandtheimportanceofphilanthropy.AstimegoesbythecontroloftheFoundationwillpasstothenextgeneration.ExamplesincludetheSainsburyFamilyCharitableTrustsandtheWatesFoundation.
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AppealsandDonor-AdvisedFunds–ifadonoriskeentomakeadifferencebutdoesn’thavetheexpertiseordesiretosetuptheirownTrust,theymighttrusttheirmoneytoanexistingfoundationtodistribute.ThiscanrangefromHighNetWorthIndividualssettingupaDonor-AdvisedFundwithspecificaims(ascanbefoundwithalotofCommunityFoundationsintheUK)toalargenumberofindividualsgivingsmalleramountstobeusedforaspecificpurpose(suchasChildreninNeedandComicRelief).
PooledFunds–occasionally,groupsofindividuals,trusts,companiesorstatutorybodiesmightcometogethertosolveaspecific,oftentime-limitedproblem.Thismightbeinresponsetoanidentifiedchallengeorasawayofspreadingtherisktotryanewapproach.TheArtsImpactFundisanexampleofdifferentfunderscomingtogethertoexplorethefeasibilityofanewfundingmodelforartsandcultureorganisations.
CorporateFoundations–aspartoftheirCSRpoliciessomecompanieswillsetuptheirownFoundation.Theincomeisoftenbasedonthecompany’sannualprofits.LloydsBank,LadbrookesandGreggsallhavecorporatefoundations.
Estates–somedeceasedplaywrights,composersandauthorshaveestateswhichmanagetheincomegeneratedthroughtheperformanceorreproductionoftheirartisticwork.Insomecasesthisincomeisputintoatrustanddistributedtosupportcharitablecauses.Forexample,theBritten-PearsFoundationandtheRVWTrust.
EndowmentandLegacyTrusts–trustscanoftenbecreateduponthedeathofaphilanthropistoralovedone.Alumpsum,orendowment,isusedtocreatetheTrustandtheinterestitgeneratesisgrantedtocharities.Forexample,theJohnEllermanFoundationandtheEsméeFairbairnFoundation.
Understandingthedifferenttypesoftrustsandfoundationshelpsyoutounderstandhowtheymightbehave.Inparticular,itwillgiveyouaninsightintothreekeycharacteristicsthatalltrustsshareandwhatthisislikelytomeanfortheirgrant-giving:
Money–thedifferenttypesoffoundationdrawincomeindifferentways.Ifyouknowwheretheirincomecomesfromyoucanunderstandwhentheyarelikelytohavemostmoneytomakegrants.
o Some,suchasendowedfunds,arecreatedwithonegiftwhichistheninvested.Themoneytheyhavetodonateislinkedtotheperformanceoftheirinvestmentportfolio.o Somehavefixedincome,wherethesameamountismadeavailableeachyear.ThisisoftentrueofIndividualPhilanthropists,orfortime-limitedTruststhatarespendingouttheircapitaloveradefinedperiodoftime.o Somehavevariableincome.Forexample,acorporatefoundationmightreceive5%ofthecompany’sprofits.Ifthecompanyhashadagoodyearyouknowtherewillsoonbemoremoneyavailablefromthefoundation.Similarly,Estates
tendtohavevariableincome.Iftheartist’sworkisbeingperformedorreproducedalot(forexample,duringananniversaryyear),thereislikelytobemoremoneyavailableinsubsequentyears.
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Decisionmakers–thedifferenttypesoffoundationoftenhavedifferentdecisionmakingprocesses,particularlyinrelationtowhomakesthefinaldecisionsaboutgrants.Forsome,oneortwotrusteeswillmakekeydecisions.Forothers,thefullcommitteewillhaveequalsay.SomeTrustswillemploypaidstaffwhoactas‘gate-keepers.Othersworkwithpanelsofadvisorswhorecommendprojectsororganisationstobefunded.Knowingwhomakesdecisionsateachstepoftheprocesshelpsyoutoplanyourcultivationstrategy.
RulesandRegulations–finally,thetypeoffoundationwillimpactontherulesgoverningtheirgrant-making–andtheflexibilitytochangethese.Sometrustshavefixedruleswhichthetrusteesandcharitiesmustadhereto.Otherswillhavevariablerules,wheretheywillsupportdifferenttypesofprojects,withthetrusteesgiventhepowertobendtheruleswhereitisdeemedappropriate.
Preparation–YourCaseforSupportIfitistruethatTrustsexisttoachieveamissionandchangetheworldinapositiveway,youneedtobeclearhowyoucanhelpthemdothis.YourCaseforSupportcanhelpyoudothis.YourCaseforSupportservestwopurposes:
Itisaninternaldocumentthatbringstogetheralloftheinformationyouneedtofundraisewithinyourorganisation.Itensureseverybodyacrosstheorganisationcanfundraiseconfidently,andinaconsistentfashionthroughouttheorganisation.
Itisa(TRUE)storyyoutelltopotentialdonorstohelpthemunderstandwhytheyshouldcareenoughaboutyourworktosupport.
Todothis,yourCaseforSupportshouldcommunicatethreethings:
ThesocietalNeedforyourwork ThefinancialNeedforsupport TheurgentNeedforthedonortotakeaction
ArtsandCultureorganisationsoftenstruggletoarticulatetheneedfortheirworkinacompellingway.AgoodframeworktouseistheC.A.S.E.model.C=CriticalChallengeA=AlternativeApproachS=SpecificStepsE=ExpectedEndResult
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CriticalChallenge WhatistheNeedforyourwork?Thiscouldbe:o Anegativeproblemyouaretryingtosolveo Apositiveopportunityyouarelookingtocapitaliseono Anegativeproblemthatwouldariseifyoustoppedyourwork
Whoisthisaproblemoranopportunityfor?Whobenefitsfromyourwork?Whowouldloseoutifyourworkstopped?
Whatevidencedoyouhavetoprovethereisaproblemoropportunity? Howcanyoushowthatactionisneededurgently?
AlternativeApproach Whatisyourhypothesisforovercomingtheproblemormaximisingtheopportunity?
SpecificSteps Whatactivitieswillyoucarryouttoaddresstheproblemoropportunity? Whyisyourorganisationbestplacedtodeliverthisworkoveranyoneelse?
ExpectedEndResults Whatwillbethepositiveresultsofyourwork? Whatwillbethenegativeconsequencesifyoudon’tcompleteyourwork?
WewilltalkmoreabouttheFinancialNeedandtheCallforActioninthenextworkshop.FramingWhiletheartsandculturesectortraditionallydoeswellfromTrustsandFoundations,focusingonlyonTrustswithastatedinterestinthisareaisamistake.(FiguresfromtheCharitiesAidFoundationshowthatonly0.3%ofalldonationsin2015wenttoartsandculturecauses).TomaximisethepotentialofTrustsandFoundationstosupportyourworkyouneedtoconsidertheCriticalChallengesthatexistoutsideoftheartsandculturespace.Forexample,aretherechallengesineducation,health,well-beingorcommunitycohesionthatyourworkcanalsoaddress?Intheseinstances,theworkofthemuseumbecomesavehicletoachievingchange.InplanningyourCaseforSupport,considerallthedifferentwaysyourworkcanbeframed.Thiswillhelpwhenitcomestoresearchingpotentialsupporters.ProposalWritingDuringthecohorttrainingprogrammewearegoingtocovertheTrustSolicitationprocessinthewrongorder.Thereismethodinthismadness.Inworkshop2wewillcoverresearch,cultivationandstewardship.Theremainderofworkshop1willlookat‘theask’.Foralargenumberoffoundations,theprocessofaskinginvolvesawrittenproposal.Sometimesthiswillbeanapplicationformbutoftenthisrequiresafree-formproposalorletter.Thisisyouropportunitytosellyourorganisationandyourprojectbut,moreimportantly,itisyourchancetoshowhowsupportingyourworkwillhelpthetrustachieveitsownmission.ConsideritfromtheTrust’spointofviewWithfiniteresourcesavailable,trusteesandstaffhavetomakethedifficultdecisionofwhichproposalstheyshouldfundandwhichonestoturndown.Inordertomakethisdecisionthereareanumberofkeythingsthatthestaffandtrusteesneedtoknowwhenconsideringyourproposal:
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Howdoesthisprojectmeetouraims?Howdoesithelpusachieveourvision? Whatistheneedforthiswork? Whatimpactwillourgranthave? Howmuchmoneydotheyneed? Isthisvalueformoney? Whataretherisksforus? Whataretherisksforthefundedorganisation?
Inordertohelptrusteesandstaffanswerthesequestionsyourproposalshouldincludethefollowingelements:ASummary Unfortunately,alotoftrustswon’treviewyourfullproposalattheirmeeting.
Thereissimplynotenoughtime.Instead,onetrusteeortheadministratorwillwriteasummaryoftheproposal.Ifyouwritethesummaryyouhelpthetrusteesbutyoualsoensurethatwhatgetscirculatedisatruereflectionofyourproposal.Thesummaryshouldbe2to3lineslongandshouldinclude:
ThenameoftheTrustyouareapplyingto Abriefdescriptionofhowyoumeettheiraims Theamountyouareapplyingfor Whatthiswillenableyoutodo
OrganisationalBackground
Itislikelythatsomeofthetrusteesordecisionmakerswillnotknowanythingaboutyourorganisation.ThisisyouropportunitytobuildcredibilityandshowtheTrustthatyoucanbetrustedwiththeirmoney.Theorganisationalbackgroundshouldinclude:
Yourtrackrecordofdeliveringsimilarprojects Anyawardsorachievementsthatarerelevanttothisproposal Endorsements Informationaboutanyoneelsethatisinvolved
CriticalChallenge Youthenneedtosetouttheproblemyouarelookingtosolve,ortheopportunityyouarelookingtorespondto.ThisshouldbeframedinlinewiththeTrustsownaimsandmission–thechallengestheyaretryingtoovercome.Asmentionedabove,thisshouldinclude:
Anyevidenceyouhavethatprovestheproblemoropportunity Whyitisurgent(withTrustsreceivingsomanyproposalsyouneedtoshowwhyyourworkneedstobefundednow,notinthefuture).
ThepeopleaffectedbytheproblemthatwillbenefitfromyourworkAlternativeApproachandSpecificSteps
Havingsetoutthechallengeyouthenneedtooutlinetheactionsyouwilltaketoovercomeit.
EndResultsandEvaluation
Trustsprovideoneofthebiggestandmostefficientnetworkstocirculatelearningwithinthesector.Youneedtoshowhowyouwillknowifyouhavesucceededinsolvingtheproblemandhowyouwillmakethelearningavailabletothemandotherorganisations.Thisenablesthemtoevaluatetheirown
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impactinachievingtheiraimsandcirculatebestpractice.Itcanalsoimpacttheirfuturegrant-making.Youshouldshow:
Howyouwillknowifyouhavesucceeded Howyouwilldisseminateyourfindings Howyouwillrespondtochallengeswithintheproject
FinancialOverview WhilemanyTrustswillaskforadetailedbudget,yourproposalshouldincludeafinancialoverviewoftheproject.Thisshouldinclude:
Thetotalcost Theamountraisedsofarandthefundersinvolved Whoelseyouhaveappliedtofortheshortfall(experiencedfunderswillexpecttoseethatyouhaveappliedtoanumberofotherTrustsfortheshortfallastheyknowyouwillnothavea100%successrateforproposals)
HowmuchyouareaskingtheTrustforFuturePlans/ExitStrategy
Finally,youshouldoutlineyourplansfortheendoftheproject.Willtheprojectstop?Ifso,whatisyourexitstrategy?Iftheprojectiscontinuing,howwillitbefunded?Willitbeself-sufficientorwillyoubereliantonfuturefunding?
TipsforProposalWriting
1. Keepsentencesshort–fundersandadministratorswillnothavemuchtimetoreviewyourproposal.Shortersentencesareeasierforthemtoreadandtoremember.
2. Keepitto2pageswherepossible–youshouldbeabletogivetheTrustalltheinformationtheyneedintwopages.Ifyoucan’t,youneedtoconsiderwhatthekeymessagesareandwhatisunnecessarydetail.Becarefulthatyouarenotobscuringyourkeymessages.
3. Useleft-alignedtext–whileblockjustifiedtextmightbeaestheticallypleasing,itcantakeupto10%longertoread.
4. Getridofthejargon–themuseumsectorisfullofjargonthatmakessensetothoseofususingiteverydaybutwhichcanbafflepeopleoutsideofthesector.Rememberthatmosttrusteeswon’tusethislanguageornecessarilyunderstandwhatitmeans.
5. Clearlyarticulatehowyoumatchtheiraimsandusetheirwordsandphrases–notonlywillthismakelifeeasyforthetrust,itwillalsoshowthatyouhavetakenthetimetoreallyrespondtowhattheyarelookingfor,ratherthansimplymail-mergingthesameproposaltoeverytrustyouknow.
6. Don’tmail-mergeproposals–everytrustisdifferent,soeveryproposalyouwriteshouldreflectthis.Never,evermailmergeproposals.Ever!
7. Bepassionate–trusteesandadministratorsarehumanbeings,withpassionsandinterests.Helpthemtounderstandyourprojectandconnectwithitbyspeakingpassionatelyaboutyourwork.Thisisyourchancetogetthemexcited!
8. Getyourproposalinaheadofthedeadline–onetrusteeIspoketorecentlysaidthat90%ofapplicationstheyreceivearriveonthedeadline.Gettinginearlywillmakeyourproposalstandout.ItwillalsogivetheTrusttimetocomebacktoyouiftheyhaveanyquestionsorifthereisanythingmissingaheadofthedeadline.
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9. Followalloftheguidelines–checkcarefullywhatyouarebeingaskedtoprovide,andalsowhattheydon’twant.Theguidelinesareinplaceforareason,tomakethingsasefficientaspossibleforboththeTrustandtocharitiesapplyingforfunds.Youareunlikelytowinfriendsifyoudon’tfollowtheirguidelines.
10. Considerthephotocopier–ifyouhavebeenaskedtosendonecopy,oranelectroniccopy,itislikelythatitwillbeprintedorphotocopied.Don’tstapleorbindyourproposalinawaythatwillmakeitdifficulttocopy.Similarly,considerhowanyimagesorcolourtextwillappearifitisprintedinblackandwhite.
11. Othercollateral–sendinglinkstoexamplesofyourworkonline,orenclosingotherpublicationsandCDsisoktocomplementtheproposal(aslongastheyhaven’texpresslysaidnottointheguidelines)butrememberthatmosttrusteeswon’tlookatitandtheyprobablywon’thaveaccesstothisinthemeeting.Don’trelyonthistoexplainakeypartofyourworkortoanswertheirquestions.
12. Avoidsendinglargepackagesorrecordeddelivery.Ensureyouhavepaidallpostage–mosttrustsdon’thavefulltimestaffandmanyoperatefrompersonalhomesoroffices.Ifyouneedtosendlargeparcelsorrecordeditems,checkwiththeTrustfirstthattherewillbesomebodytoreceivethemandsignforthem.(Again,youwillnotwinanyfriendsifsomeonehastogotothePostOfficetopickupyourapplication.Worsestilliftheyhavetopayafeebecauseyouhaveputtheincorrectpostageonit!).
Finally:Check,checkandcheckagain!Checkspelling.Checkgrammar.Checkyourbudgetaddsup.Checkitmakessense.Checkit’sreadable.Youwon’treceiveagrantforgoodspellingalonebutyoucancertainlyloseone.CheckingyourproposalGivetheproposaltosomebodyelsetoread.Ideally,theyshouldnotworkforyourorganisationorbeinvolvedintheproject.Askthefollowingthings:
Cantheyreadthefullproposalin5minutesorless? Askthemtowritea3-linesummaryoftheproposal.Doesitmatchyourownsummary? AskthemtoidentifytheaimsoftheTrustfromtheproposal.Ifyouhavemadeitclearenoughtheyshouldbeabletodothiswithease.
Askthemtoidentifyanybitstheydidn’tunderstandorstumbledover.
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