How to fund comms through grants

Cover photo for the blog that states the title of How to fund comms through grants and above it is a picture of Forthright VP Niki with her head tilted to the side smiling.

Written by niki juhasz

You’re working on *that big* grant proposal. I’m talking hours of research, planning and writing to craft that perfect pitch. But before you send it, wait! Did you remember to budget for actually telling people about the great work you’ll do if you win the funding? 

Today, I’m sharing why you should include communications in your grant proposal. 

show funders you’re thinking ahead (and strategically!)

Funders are looking for more than just a good idea. They want to see that you’ve thought through a project’s entire lifecycle. When you include a clear plan and budget for communications, you’re sending a powerful message:

  • You’re strategic. You understand that your project’s impact doesn’t end with the final activity. You know that sharing results, learnings and stories is key to broader change. (Especially since people remember information that’s tied to a story up to 22 times more than facts alone!) 

  • You’re thorough. You’ve considered all the angles, including how you’ll reach your most important target audiences. You’re not proposing just one project, you’re suggesting a campaign. 

  • You’re building community engagement. When people understand what you’re doing and why it matters, they’re more likely to get involved, support your cause and advocate for your work.

okay, i’m sold. what should i include?

Well, that depends on what you want to accomplish! We start every project by asking who we want to reach and what our ultimate goals are. Begin with those questions. Then, decide which tactics will best help you accomplish those goals. Here’s a list to start your brainstorm: 

  • Writing and editing. Maybe you need help translating complex information into easy-to-understand language that changes hearts and minds. Your report – or speech – or letter to policymakers – is ONLY going to resonate if your audience gets what you’re talking about. 

  • Professional design. Listen to me. Put. Canva. Down. As a passionate communicator and tragic amateur designer, I firmly believe in letting the experts handle the design. (Which is why Forthright has an incredible design team!) For reports, infographics, presentations or any materials you want to look polished, remember that design very much matters. 

  • Photography and videography. Powerful visuals can tell your story in a way words alone can't. Think about short videos for social, live videos that help personalize those you serve, animated videos to explain complicated concepts or professional photos for your website and report.

  • Designed landing pages or entire microsites. Do you need a dedicated space to share information about the project? Hint: you probably do. 

  • Toolkits. In many cases, your partners WANT to amplify your work – but they don’t have the time or resources to push it out themselves. By creating a communications toolkit, you’ll empower them to share and spread your message far and wide. (Here’s an example of what we mean by toolkit.)

  • Media outreach. Will speaking through the media to your target audiences help you accomplish your goals? Include a budget for pitching and op-eds. 

your next steps

Once you’ve figured out what you need, it’s time to write it into the proposal. Here are some tips to make it count: 

  1. Do your homework on the cost. Don’t just guess. Get quotes from designers, writers or a communications firm. This shows funders you’ve done your due diligence. 

  2. Weave it into your narrative. Don’t just stick costs in the budget. Explain why these communications activities are important for the project's success in the main body of your proposal.

  3. Be realistic. Don’t ask for a Hollywood film budget if it’s not appropriate. But also don’t sell yourself short. Ask for what you genuinely need to communicate effectively! 

So next time you’re diving into a grant application, remember to give your communications plan the attention (and the budget line items!) it truly deserves. You’ve got important work to do – let’s make sure the world hears about it.