Clear, consistent communication is one of the most important (and underrated) elements of a well-run grant programme. Applicants and grantees judge funders by how they communicate — and poor communication creates confusion, erodes trust, and generates unnecessary administrative burden on both sides. This guide covers how to design and execute a grant programme communication strategy.
Grant programmes touch hundreds or thousands of organisations. Each communication touchpoint shapes:
- Applicant experience: Clarity reduces wasted effort on ineligible or non-competitive applications
- Funder reputation: How funders communicate shapes what the sector thinks of them
- Administrative burden: Good communications reduce questions and rework
- Reporting quality: Clear reporting expectations produce better grantee reports
- Relationship quality: Consistent, warm communication builds trust with the sector
A communication strategy is not an afterthought — it is part of programme design.
Grant programmes have distinct communication phases:
Plain language: Write for the least experienced applicant in your target group. Avoid jargon. Use short sentences, active voice, and specific examples.
One voice: Consistent language, tone, and formatting across all communications reduces confusion and projects professionalism.
Proactive beats reactive: Anticipate questions and answer them before they're asked. Good FAQs, clear guidelines, and timely updates reduce query volume.
Equity in information: Be careful that helpful information shared with one applicant is available to all. Information asymmetry disadvantages organisations without insider access.
Timely decisions: Long decision waits are damaging for applicants who need to plan. Communicate expected timelines and stick to them.
Feedback for unsuccessful applicants: Substantive feedback on unsuccessful applications is one of the most valued things a funder can do. It is time-consuming, but builds trust and sector capacity.
Good application guidelines include:
- Eligibility criteria (clear and specific)
- What is and isn't funded
- Assessment criteria (what will be weighted in evaluation)
- Application process (steps, format, submission method)
- Timeline (close date, assessment period, decision date, grant start)
- Who to contact with questions
- FAQs
For successful applicants:
- Notify promptly after decisions are confirmed
- Include the grant amount, conditions, and next steps
- Warmly welcome them as grantees
- Set clear expectations for reporting
For unsuccessful applicants:
- Notify in a timely manner (not months after decisions)
- Acknowledge the effort of application
- Where possible, provide substantive feedback
- Indicate whether they can reapply
Grant programmes generate significant query volume. Managing this effectively:
- FAQ documents: Publish and update them as new questions emerge
- Info sessions or webinars: One-to-many formats reduce one-to-one burden
- Query management system: Track who asked what and ensure consistent answers
- Response time commitments: Set and meet response time standards
Reporting communications should include:
- Clear guidance on what to report against (outcomes, not just activities)
- Templates that are proportionate to grant size
- Reporting timelines and format requirements
- What happens if reports are late or unsatisfactory
Good reporting guidance dramatically improves reporting quality. Grantees can only report what they've been told matters.
Grants management platforms: Automate acknowledgements, reminders, and standard notifications. Tahua's platform integrates communication workflows across the grant lifecycle.
Email automation: Decision notification, reporting reminders, check-in triggers.
Applicant portals: Self-service access to application status and guidance.
CRM: Relationship tracking and communication history for grantee relationships.
Tahua's grants management platform includes communication workflows, automated notifications, and applicant portal features that help funders deliver clear, consistent, and timely grant programme communications.