A well-planned and executed communication strategy for grant applications broadens the reach of the message, facilitates connections with initiatives seeking support, and ensures that proposals align with the funders' objectives. The way we communicate and disseminate information determines the message's reach and, consequently, the number of applications, but more importantly, their quality.

Throughout the 5 editions of the Futuro Bem Maior , we faced challenges in creating a more assertive and accessible call for proposals format. In this article, we share the best communication practices for calls for proposals that we learned, refined by the results of the 5th call for proposals held between July and August. Recommended reading for both funders seeking best practices and initiatives that wish to achieve much greater results in fundraising!

Define your goals and understand your target audience

If you've reached the point of issuing a call for proposals, it's because you have an investment and want to distribute it in a transparent and competitive way, right?

Before moving on to the tool, the first step is to define your question: " What do you want to achieve with this call for proposals? " or "What problem or opportunity do you want to solve or address through this call for proposals?" In some ways, this question is implicit in the Theory of Change, a methodology we suggest for establishing a prior strategic vision.

In our case, the answer has always been: what? To strengthen community impact initiatives throughout Brazil. Where? We know that some regions receive less private social investment, so we restricted the call for proposals to municipalities with population limitations to democratize access. How? To strengthen the initiatives, we focused on institutional development. This vision helps us understand who we need to talk to.

To ensure that information reaches the target audience clearly and accurately, knowing them well is the first step . Regardless of location or available resources, being close is fundamental. In the case of grantmaking and social investors, such as Futuro Bem Maior, understanding the profile of the NGOs and collectives sought is key.

For example, what is the size of the organization? This can be measured by the number of beneficiaries and/or the capacity to raise funds. In which territory does the organization wish to have an impact? If resources are concentrated in specific areas, democratizing the geographic distribution reaches underserved regions. Does the call for proposals address a specific problem? What causes are related? These answers are the basis of any communication for calls for proposals.

Rigorously defining the criteria allows you to understand the audience, communicate effectively, and reach their full potential, ensuring they see value in the opportunity offered by the call for proposals.

Good practices

Now that we're on the same page regarding the importance of a broad overview of the call for proposals, let's explore some best practices for communicating calls for proposals that can be applied to ensure that their dissemination achieves the desired results.

Strategic planning

With your target audience profile in mind, it's time to understand where they are and where they typically consume information, and discover new opportunities . You likely already engage with this audience through your organization's institutional channels, such as social media, newsletters, and your website. However, it's equally important to consider other means and places where you can also reach them.

Once the most relevant communication channels for your call for proposals have been defined, the next step is to structure the planning: create a content calendar, establish an action plan, define goals for each stage of the campaign, and allocate resources in an optimized way. Good planning ensures that all actions are aligned with the objectives of the call for proposals, guaranteeing consistency in the message and maximizing impact.

With this information in hand, we developed the campaign concept, including the slogan " Strengthening territories and inspiring the future ." The phrase served as the motto for the communication actions, which were adapted for each audience and channel. We also created a key message that highlighted the elements and attributes of the call for proposals that we wanted to reinforce, such as the celebration of the five editions so far, the investment in institutional development, and the decentralization/democratization of philanthropic resources.

Use of multiple channels

Beyond institutional channels, dialogue with local media has proven crucial throughout the editions . Establishing a connection with small municipalities in various states represents a major challenge in terms of reach. This year, we identified the need to rely on the support of local press offices with experience in community communication and regional mobilization in strategic regions where we have historically faced access difficulties.

These advisory services, working directly in the territories, represented us locally and facilitated access to media outlets and other means. Based on this support, we also carried out a 'face-to-face' mobilization with local networks and organizations to disseminate the message of the call for proposals. The result was significant: more than 125 mentions in local portals, blogs, newspapers, and radio stations, in addition to numerous collaborations that broadened our reach.

An effective communication strategy for grant applications should encompass multiple channels, diversifying points of contact with the target audience and adapting the message to each context and format. This increases the chances of engagement and registration of initiatives aligned with the grant's objectives . If investing in external suppliers is not possible, it's always possible to seek local partners who already know the area and can facilitate dissemination. Combining different channels, such as social media, newsletters, and direct contact, helps cover various fronts, expanding the impact and visibility of the grant application.

Creating engaging and relevant content

By diversifying the content, it's also possible to cover different areas. Based on our knowledge of the audience, we identified Instagram as the main social network for contact. Naturally, it became our primary channel for communicating the call for proposals information, such as criteria and benefits, as well as strengthening its attributes with the public. We took advantage of the platform's various possibilities, such as static posts, stories, live streams, and other formats, choosing each one according to the type of content to be transmitted .

We identified enormous potential in the organizations that participated in previous editions to act as influencers. They already knew the value of the program and could share their impact, offering powerful social proof to other organizations with profiles similar to those we sought to attract. Lona na Lua , IESA , and Projeto Viamar were the faces of our campaign, exemplifying what it means to be a Greater Future .

We produced videos together to tell these success stories and used Instagram's collaboration feature , allowing them to co-publish the content on their own accounts. This significantly broadened the reach and credibility of our message; in fact, these were the organic content pieces with the highest engagement rate of the campaign.

We also utilize a collaborative strategy with organizations such as Instituto Phi , Phomenta , and Bússola Social , partners in carrying out the call for proposals, which already have a well-established audience among the target demographic .

This content-based approach strengthened the visibility of the call for proposals and generated deeper and more meaningful engagement , building a direct bridge between influential organizations and potential new participants.

Segmentation and personalization

When it comes to channels that allow for more precise segmentation, such as email lists, message personalization becomes a trump card . We had a 'general' subscriber base for our newsletter, composed of organizations, investors, and other audiences, and an exclusive base of NGOs and collectives from previous editions. The goal was to activate these bases at different times, ensuring that each group received the most relevant message.

In general, we focused on soliciting support to amplify the message of the call for proposals, encouraging these contacts to help spread the word. This was the central theme of this communication. For the base of CSOs and collectives, we adopted a more direct and personalized approach, addressing the specific needs of these organizations and highlighting the value of the call for proposals for them .

While the subject line of the email to the general database read “5th Greater Future is live! Spread the word and help empower local organizations,” the email to NGOs and collectives carried a more specific and appealing message: “Achieve greater results with financial support and training!” Segmentation and personalization ensure that each audience receives the right message at the right time, increasing the effectiveness of your communication strategy for grant applications.

Continuous monitoring and adjustment

You need to leverage all available information about your audience, from strategic planning to execution and monitoring . In the case of a national initiative like Futuro Bem Maior, one of our main challenges was ensuring capillarity, that is, reaching subscribers in all states of Brazil.

To achieve this, even with the work of press offices, we needed to ensure that our messages reached these locations accurately through other means as well . Paid media tools, such as Meta Ads and Google Ads, proved essential, allowing for highly specific targeting, including geographic criteria for populations under 200,000 inhabitants.

Through continuous monitoring, we realized the need to intensify investment in specific states. This geographic and demographic focus, while quite precise, allowed us to adjust our strategy in real time and concentrate our efforts where they were most needed . One of the most relevant results came from Google's Demand Gen tool, which displays banners on websites frequented by the target audience, expanding our reach and ensuring that the call for proposals effectively reached strategic regions.

Turn learning into action

Now that you know the best practices for communicating impactful grants , how about starting to apply them to your next campaign?

First, clearly define the objectives of your call for proposals and identify the profile of the audience you wish to reach.

Next, develop a detailed communication plan , choosing the most effective channels and formats to convey your message.

Remember to continuously monitor the results and adjust the strategy as needed to maximize impact.

The more you refine your approach, as we have done throughout the five editions of Futuro Bem Maior, the greater the impact of your communication .

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