We’re Changing Our Approach to Grantmaking

At Friends Provident Foundation we aim to do grantmaking well; but there is always room for growth and improvement. Every year, we hold an away day with our Trustees, a group of insightful and supportive individuals who guide our work. You can learn more about them here.

Back in 2023, my colleague Jo Wilce and I presented some ideas to our staff and Trustees about how we could enhance our grantmaking process. In hindsight we probably expected some feedback and adjustments to our approach. But the message we received was both exciting and a little daunting: “We trust you. Do what you think is right.”

Today we’re launching a new strand of our programme, experimenting with a fresh approach to grantmaking and a new style of application process. To be honest this level of change all at once feels a bit like jumping into the deep end, and I am sure we’ll make mistakes along the way. But I also believe these changes are important as we work to become a grantmaker that’s more trusting and trusted, flexible, and supportive.

Why Change Was Needed

Since we started grantmaking in 2004, we’ve been running a two-stage application process, which we’ve always felt was a good model. It gives people the chance to test their ideas before committing to the full application process and gives us an opportunity to provide feedback to help them refine their proposals. But over time, we’ve noticed a few things.

In recent years, we’ve encouraged more informal interactions before people submit their applications. We’ve had the privilege of speaking with some truly inspiring individuals. Sometimes, people come to us feeling that we might not be the right fit for their project, but they’re looking for advice, which we’re happy to provide. We’ve had some fantastic conversations and sometimes we’ve been able to help, even though we’re not the experts on every funding opportunity out there.

But we’ve also encountered a challenge. Some brilliant ideas simply don’t translate well when put down on paper. A two-page application form with restrictive questions can’t always capture the depth and nuance of a project. And while our stage-one process was designed to be helpful, we’ve realised that it’s not always giving applicants the space they need to fully express what they do.

Additionally, we’ve been mindful of our low success rate at stage one—only 8% of applicants in 2024 got through to stage two. This means that a significant number of people are investing time and energy into applications, only to hear that they haven’t been successful. We’re also very aware of the costs associated with applying for funds, both in terms of time and resources, at a point where the funding environment feels particularly challenging.

Finally, I’ve been personally inspired by feedback from my grantholders who shared their experiences applying to the Civic Power Fund. I’ve had some enlightening conversations with Civic Power Fund about how they’ve approached grantmaking, and I’m grateful that they generously share their reflections with us. These conversations have been crucial in helping us reconsider our approach and make changes for the better.

What Changes Are We Making?

As of March 2025, we’re introducing two major changes to our grantmaking practice:

1. Simplifying the Application Process. We want to make applying for our grants as straight forward as possible. So, we’re shifting the burden of stage one applications from the applicant to us. Instead of asking applicants to complete a written form, we’ll now offer a simple “Say Hello” function on our website. This allows applicants to introduce themselves briefly—whether in writing, via a video message, or through a voice note—letting us know they’re interested in applying for our funds.

Once we’ve understood a bit about their project and confirmed that it’s a potential fit, we’ll invite them to schedule a conversation with us. During this conversation, we’ll work together to co-create the application, and a member of our team will help write it up. We hope this approach will make the process easier for applicants and give us the opportunity to provide clearer feedback about whether their project is a good fit for our funding at an earlier stage in the process.

2. Unrestricted Funding by Default. Responding to the call made by IVAR in their Open and Trusting Grantmaking programme (which you can access here), we are increasing the flexibility of our grants. Unless there’s a clear reason to introduce specific boundaries, our funding will be unrestricted by default. We believe this is the best way to support our grantholders in an increasingly challenging funding environment. As we fund a wide range of organisations—some of which may not be charities or may have a remit broader than our focus on the economy—there may still be some light-touch restrictions where necessary. But we aim to keep these as flexible as possible to ensure that our grantholders have the freedom to use the funds where they are most needed.

Looking Ahead

We’re excited to see how these changes will unfold and how they will help us become a more responsive, supportive, and flexible grant-maker. We know that we’ll learn a lot along the way—and we’re not afraid to make mistakes and grow from them. The ultimate goal is to build stronger partnerships with those we fund, grounded in trust and collaboration.

By Abigail Gibson, Head of Funding Strategy