Grants are a powerful tool for small business owners because they can fuel growth without the financial pressures of taking on debt or giving up equity. That freedom allows founders to take risks they might otherwise shy away from. But grants are also less predictable than traditional funding sources. A grant program that’s open one year might disappear the next. The overall landscape can shift quickly depending on the economic or political climate.
Luckily, Emily Blake, founder and CEO of Change for Justice Consulting, joined our webinar series to share how founders can build a system for generating repeat grant revenue—and confidently apply for grants that can help you scale your impact. “Grants help us scale faster, so we can truly be the change that we want to see in the world,” Blake said.
WHY GRANTS ARE WORTH THE WORK.
Anyone who calls grants “free money” probably hasn’t applied for one. Finding and securing grant funding can require hours of research, writing and editing, with no guarantee of a payoff. Still, they’re worth the effort, Blake said.
Because grants don’t require repayment like loans or a cut of your profits like investors might, they can give entrepreneurs the breathing room to step away from day-to-day operations and focus on leveling up.
“The money is amazing, but what’s even more amazing is the opportunities and the people that you get connected with,” Blake explained. Grants from government agencies are often focused on driving economic growth or community impact and may come with additional training or mentorship. Corporate grants, on the other hand, are usually tied to public-facing marketing campaigns and can lead to opportunities like conference invites or speaking engagements that raise your company’s profile. Beyond funding, grants can boost your brand’s credibility, opening doors to media coverage and valuable new partnerships.
However, grants are extremely competitive, and you’ll probably need more than one to make a lasting impact on your business. Blake shared her essential tips for creating a grant application strategy to maximize your success.
STEP 1: HAVE YOUR ANSWERS READY.
About 90% of for-profit grant applications include some version of these questions, according to a review of nearly 40 applications by Blake’s team. Preparing answers in advance can save you time down the line.
Common Grant Application Questions
- What is the origin story of your business? What problem are you solving, and how are you uniquely equipped to solve it?
- If selected as a grant recipient, how would you intend to use the grant funding?
- How would this grant accelerate your business and help you achieve your business goals?
- What makes you proud of your business? / What’s your biggest accomplishment to date?
- What is the greatest challenge your business currently faces?
Since grant funders tend to be mission-driven, it’s essential to highlight what makes your business worth supporting. “Learning to lead with your values is really important,” said Blake.
She also recommends preparing a pitch deck, as many funders will ask for one.
STEP 2: DO YOUR RESEARCH.
Once your core materials are ready, it’s time to start looking for open grant applications. Use directories like Hello Alice or iFundWomen, and consider investing in paid tools like Instrumentl or Candid for deeper research.
Rather than putting all your hopes into one or two applications, Blake encourages founders to cast a wide but intentional net. She recommends building a pipeline of about 30 grants per year that you’re well-positioned to win.
“Be really careful about the grants that you go after, because you want to make sure that they are in alignment with your goals,” Blake cautioned.
If you’re unsure about your eligibility or proposal direction, reach out. Funders are people—and strong relationships can be the secret ingredient to grant success, she added.
STEP 3: KNOW YOUR NUMBER.
Some grants have fixed award amounts, but others, especially grants for more than $10,000, may ask you to specify how much funding you need and provide a budget to justify it.
Grant money can be used for a range of purposes, from hiring and marketing to purchasing inventory or expanding your space. It can even be used to pay your own salary, as long as you can explain how that will help you grow.
When you’re figuring out how much money to ask for, keep in mind that grant money is considered taxable income, so you should ask for enough to cover your expenses after tax.
One thing to leave out of your calculations, however, is your debt. Blake advises clients to avoid mentioning debt in applications because funders are more interested in fueling your growth than repaying your creditors. In fact, many grant applications stipulate that funds can’t be used for debt payments.
Ultimately, you want to present your business as one that’s poised to perform well, not one that’s playing catch up. “Talk about your highest ambitions and your vision, because that’s what’s going to really connect with funders,” she said.
STEP 4: CREATE A SYSTEM FOR REPEAT SUCCESS.
Even after all of your prep work, grant applications can be time consuming. Consider hiring a consultant like Blake or using a virtual assistant to keep track of deadlines and organize documents. You can hire a professional grant writer or lean on AI tools for drafting, but Blake suggests using your own words whenever possible.
“AI will never be you,” Blake said. “Funders can tell when it’s AI-written versus when it’s your passion that’s shining through.”
One of Blake’s clients wanted to take her business global but wasn’t sure how to fund the expansion. With Blake’s help, she applied to 38 grants in a single year and secured nine—bringing in $248,000 in grant revenue. Because of Blake’s training, that client was able to put together an annual grant plan without needing to hire another consultant.
“When you have the right systems, you can easily apply for grants in a day,” she said.