GRANTS – Writing your application
known as ‘perceptual positioning’, is a helpful way of approaching bid writing. Always aim to see things from the perspective of both the beneficiaries (those who will benefit) and the person funding your project. Develop a clear project plan with specific, measurable outcomes. Avoid vague aspirations, as funders need to understand precisely what you intend to do, when you will do it and how you will measure success.
The number
one takeaway The best funding proposals – and all the successful ones – have something in common: they marry rational arguments with emotional storytelling. Look at some examples of how charities promote their campaigns by bringing facts and figures (the rational argument) to life with relatable stories (the emotional engagement). A well- chosen anonymised case study of a pupil who would benefit can be powerful, provided it’s handled sensitively and with appropriate consent. Done well, this combination creates a powerful sense of connection between the applicant and the potential donor.
Rational argument + emotive storytelling = strong proposition
Making the case The strongest funding applications
present a clear, evidence-based case that demonstrates why funding is needed now. Explain why existing resources are not enough. Funders want to know they’re filling a genuine gap, not duplicating existing provision or funding something that should reasonably be provided from the school’s budget. Show that you’ve examined all
possible alternatives and that you’ve been financially prudent in other areas. Keep in mind that funders may not necessarily request a specific financial contribution. Often, it’s left for the applicant to say how much they are bringing to the party. The key is to focus on what the school and PTA have done to raise these contributed funds, as
this demonstrates engagement and shows that the wider school community supports the initiative.
Clear objectives
and outcomes Objectives should be SMART: Specific, Measurable, Achievable, Relevant and Time-bound. Instead of writing ‘improve literacy’, be specific. For instance, say: ‘Increase the percentage of Year 3 pupils achieving age-related expectations in reading from X to Y within 18 months.’ This precision shows you’ve thought through exactly what success looks like, making it easier to measure later. Distinguish between outputs and
outcomes. Outputs are the actions you’ll take, while outcomes refer to the changes that result from those actions. Funders care most about outcomes as they want to see the difference their money will make.
A sustainable legacy Funders usually want to avoid
creating a dependency on their support. They need assurance that the benefits of their funding will continue after it ends. Address sustainability by explaining how you plan to keep the initiative going. Will the project become embedded in everyday practice? Are you building staff capacity that remains in-house? Can you maintain initial equipment purchases using existing budgets? Show you’re thinking about long-term impact, not just immediate gains.
Your track record Credibility matters. Highlight
previous successes, particularly any involving similar projects or other external funding. If you’ve never managed a grant before, acknowledge this honestly but emphasise the project management skills within your team. Include brief but impressive
features about your school: outstanding Ofsted ratings, innovative practices, awards or partnerships with other organisations. Connect your track record directly to your capability to
Avoid common
mistakes l Missing deadlines is unforgivable and surprisingly common, so set internal deadlines ahead of submission dates to manage any technical difficulties or last-minute issues.
l Follow all instructions: adhere to word limits, include required attachments and use specified formats. Ignoring these details often results in automatic rejection.
l Don’t underestimate costs or inflate time estimates to make your bid look more appealing. Experienced funders can spot unrealistic budgets easily. Equally, avoid gold-plating projects with expensive extras that aren’t essential to your core objectives.
l Never assume that funders know your school or locality. Provide context without patronising.
l Tailor each application specifically for every funder to show that you understand their priorities and values.
deliver this specific project, using references or testimonials from previous funders to add valuable third-party validation.
Writing style Write clearly and concisely, avoiding
jargon. Stick to the word count and make each sentence earn its place – funders read dozens of applications and will appreciate brevity. Use the active rather than the passive voice (we will, we are). Assessors can tell if your proposal is far-fetched or unrealistic, so do your homework, and be honest in what you’re saying. Proofread your work meticulously,
as spelling and grammatical errors can signal carelessness, making funders question whether you’ll be equally careless with their money. Ask a colleague or even a family member for feedback; a fresh perspective can be invaluable.
l Justin Smith is founder at Chameleon Consultancy and Training
chameleon-training.co.uk
School Fundraising SPRING 2026 41
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