Finding funding for projects – Sinead Mac Manus

Finding funding for projects is an essential part of the subsidised theatre scene. Unless you are working in the commercial sector, most theatre productions do not generate enough income to cover their costs. Fundraising provides the shortfall. The funding landscape in the UK is wide and varied, and can seem to the beginner to be an impossible terrain to navigate. However, as with most things, there are tricks of the trade that you can learn, and the process does get easier with practice.          

Extract from Actors and Performers Yearbook 2015 published by Bloomsbury; available here with 20% off. 

Starting points  

There are two good starting publications that I would recommend for fledging arts fundraisers: the first entitled ‘Guide to Arts Funding in England’, is an excellent overview of arts funding available to download for free from the Department for Culture, Media and Sport (DCMS) website (www.culture.gov.uk). Also recommended is Susan Forrester’s and David Lloyd’s The Arts Funding Guide published by the Directory of Social Change in 2002 (www.dsc.org.uk), which may be available in your local library. These guides take the user through the areas where you can find funding for projects, such as Government grants including Arts Council funding, Lottery funding, funding from your Local Authority, grants from charitable trusts and foundations, and bursaries.             

Research, research, research    

Successful fundraising is all about research, and matching available funds to your projects. If you approach fundraising creatively you should be able to adapt projects to available funds while still retaining your artistic integrity. So how do you discover what is out there? Get on the arts mailing lists to find out about new rounds of funds. Research the funding bodies and their criteria. Talk to your local Council about what funds they can offer you and your project. Find out what venues support new work with bursaries, or support in kind such as free space. Find out what trusts and foundations there are and who they give money to. Look up fundraising directories in your local library or one of the resource centres at organisations such as CIDA in east London (www.cida.co.uk), the Directory of Social Change (www.dsc.org.uk) or Arts and Business (http://aandb.org.uk).

The Funder Finder website (www.funderfinder.org.uk) features downloadable resources including a handy budget tool and grant application tool. Their CD-ROM with details of hundreds of grants can be found in some resource centres or libraries for free use. They also have a free comprehensive advice pack on their website which has downloadable leaflets on areas such as budgeting, planning a funding strategy and tips for successful applications. The website also has a comprehensive A– Z list of trusts and foundations that have available funds.

It is important to research the funder that you are applying to, in order to find the ‘essence’ of the funder. This is essential so that you can match your projects to the relevant funder. For example, a Lottery Funding scheme such as Awards for All (www.awardsforall.org.uk) distributes public money for the benefit of local communities. Therefore any application to them must be for a project that demonstrates clear benefit to an identified community or body of people.

Similarly, the Arts Councils of England, Wales, Scotland and Northern Ireland all distribute public funds and have to be very open and transparent about how their funds are distributed.

Arts Council England (ACE) is the development and funding agency for the arts in England. You can apply to ACE as an individual for funding between £200 to £30,000. Organisations can receive up to £100,000. You can apply any time and there are no deadlines. A decision will be forthcoming within six weeks for grants under £5,000 and twelve weeks for grants over £5,000. ACE set aims every three years which form the basis of their grant-making policy, so it is important for applicants to think about how their project will fit into these aims. As with any funding body, building a relationship is paramount. Even before you approach ACE for funding, you should be inviting them to your productions and telling them about your projects. Full details of how to apply, including guidance notes, are on the website (www.artscouncil.org.uk).

The Arts Council of Wales (www.artswales.org.uk) has a similar funding system and structure to England, but there are regular funding deadlines throughout the year. Creative Scotland (formerly The Scottish Arts Council; www.creativescotland.com) has a slightly more complicated funding system with deadlines for different funding streams. The Arts Council of Northern Ireland (www.artscouncil-ni.org) has different funding schemes for individuals and organisations, and different closing dates for individual schemes.

In contrast to the Arts Councils in the UK, many charitable trusts and foundations only distribute funds to limited companies, and, in some cases, registered charities. Some can fund individuals, but they are not many. When applying to trusts and foundations, it is important to remember they were usually set up to address an issue or problem. You will need to identify what this is and ensure that your project addresses this.

Find out what you can about the funding body that you are applying to and what their funding priorities are. Make sure you fit into their guidelines and that you are eligible to apply. Remember that all funders have agendas – they do not give money away for nothing. For example, many Local Authority arts funding schemes usually look for local projects that impact on the community and have public benefit. View researching and applying for funding as you would looking for a job. You would not apply to a company if you did not think you were qualified. Similarly, you are wasting your time and theirs if you apply for funding that you are not eligible to get, e.g. your theatre company is not a registered charity, or they only fund work with older people and you work with children.

The proposal

An easy to read guide on writing funding proposals is Tim Cook’s Avoiding the Wastepaper Basket – A practical guide to applying to Grant Making Trusts (LVSC, 1998). The book is written from the perspective of the funding body, and looks at examples of good and bad funding proposals.

If there is no application form, write a clear and concise (2 x A4 page) proposal. Write in plain English and do not use jargon. Find what the ‘grain’ of the funding body is. Do their work for them. Show in your funding application exactly how you meet their criteria and fit into their funding policy. Again to use the analogy of applying for a job, use the exact wording of the guidelines in your application when you are talking about your project, much in the way you would use the wording in the Person Specification when you are applying for a job. You can even highlight their criteria in bold or italics to make it stand out.

Follow the guidelines of the fund to the letter – supply all the information that they require but do not add in additional information if it is not requested. If you have something that you think may be of interest to them, mention in your application that this is available on request. Convey your enthusiasm and passion for your project and your belief in yourself and/or your company. Show how the project will be successful. Funders like to back winners.

When you are finished, show your finished application to a non-arts person and ask them to read it for clarity. If you do get a grant, remember to say thank you! Start to build a relationship with the funder and keep them updated on progress with the project. If you are not successful, ask for feedback from the funder on why.

Business sponsorship

Business sponsorship can be a useful way of raising funds for projects if you are not eligible to apply for grant project funding. Business sponsorship is where a company gives your organisation or project cash, or support in kind, in exchange for publicity for their product or service. It is important to remember that businesses will not give you money or support for nothing – they will require something in return. Sponsorship is essentially a commercial deal between yourself and the business, and therefore there should be a clear exchange of benefits, e.g. advertising benefit for the company and monetary benefit for the arts organisation, and there should be a value to the benefit given or received.

Arts & Business is the leading agency for bringing business and the arts together in the UK. Their website provides valuable information about building relationships between the arts and business, including details of investment schemes such as Read and Invest. They also publish an essential guide to business sponsorship entitled Arts Business Sponsorship Manual, which is included when you book on their Arts & Business Sponsorship Seminar – held regularly around the UK. The guide and other resources on sponsorship can also be read at their free resource centre in London (http://aandb.org.uk).

Income generation

An important part of finding funding for projects is generating your own income. Income can be earned or generated from a number of different sources: venues can pay you a fee or share the box office receipts of a production. They can also commission or co-produce a work. You can sell merchandise such as programmes, t-shirts or postcards at your events. You can generate income through education work including fees for workshops and residencies. Individuals can give you money for your projects (angels) or they can invest in your work and expect (or not!) a return. You can also raise funds through events ranging from theatre related events such as benefit performances and cabarets to ‘fun’ events such as sponsored walks to parachute jumps.

Creative thinking

When you are starting out, it can be difficult to see where you can obtain the money for projects. The Arts Council do prefer to fund artists or organisations with a track record, and therefore you may have to find alternative funding initially for your productions or projects. Trusts and foundations tend to only fund limited companies or registered charities, and so again this may not be an area of funding that you can tap into immediately.

Therefore it is important to think of ways of funding your work outside the traditional funding system. In many cases, this may mean that you have to fund your work yourself and hope that you can get a return on it, or at least break even. This is how the majority of companies fund their Edinburgh Fringe Festival run – by investing the money upfront in the hire of the venue, the accommodation and travel and the cost of the production and hoping that the take at the box office will cover these costs and give everyone involved in the production some wages. If you are using your own money to mount a production, you need to be able to assess what level of risk you are willing to accept and think of ways of lessening this risk. Examine your budget and see where you can reduce or cut costs. You could try to get free rehearsal space from a local school in exchange for workshops or use a local printer for your flyers in exchange for advertising in your programme. Consider sharing your venue with another company for a double bill (check that this is acceptable to the venue in advance) to halve the costs of the hire. Book a venue in your local area that you know so that you can at least invite friends and family to have a guaranteed audience. Ask friends and family to invest small amounts of money in your production. This can be done as a gift or on an investment and return basis e.g. an individual invests £100 and is guaranteed a return of £75 or an amount above £100, depending on how well the show does. Offer credits for purchase in the production as gifts – purchasers get credit in the publicity material, and an invitation to a performance.

There are many examples of artists and companies that have used creative ways to get their projects up and running. One company sold performances in the customer’s sitting room on eBay for cash. Another company raised the money for a string of rural performances by doing a sponsored walk from venue to venue. Another company raised the money for a production by offering to do up a local community centre – they got free rehearsal space and a venue as part of the deal.

Remember that you are a creative individual! Use some of that creativity to think outside the box when it comes to finding money for projects.

Sinead Mac Manus has worked for a wide range of arts organisations, including Frantic Assembly, Tall Stories and Mimbre. She is currently a freelance creative business consultant and trainer, and has many years of experience working with and training creative entrepreneurs. She is the author of eVolve Graduate Handbook: a practical guide to producing performance, and founder of StartaTheatreCompany.com – an online guide to starting a performing arts company. Her activity in developing new business models around the idea of elearning for creative entrepreneurs using web 2.0 tools and social media led her to be chosen this year as one of the Courvoisier: Future 500 to watch.