Helping funders and partners fall in love with your idea

In today’s competitive funding landscape, arts, culture and heritage professionals are facing increasing pressure to stand out and secure support for their creative work. But how do you turn a great idea into a compelling pitch—one that funders and partners not only understand but believe in?

In a recent webinar hosted by The Space, we invited a panel of experts, funders and artists to share their best advice for capturing attention and building meaningful support. We were joined by:

• Natalie Woolman, Commissioning Editor, Broadcast & Online Strategy at The Space
• Vanessa Scully, Relationship Manager at Arts Council England
• Jonathan Watkins, an Award-Winning Choreographer and Director working across film, theatre and dance.
• Gomolemo Nyakale, a South African-born writer-director, editor and colourist with a passion for telling stories of authentic human experiences.

This article brings together their insights into a practical, empowering guide to help you bring your creative idea to life and make your next funding application your strongest yet.

1. Start with the heart of your idea

Before you think about forms or funders, get to the heart of your idea. What is the essence of what you want to say or make? Why does it matter—and why now? Clarity and passion are the foundations of a strong pitch.

Top tips:

Be clear and simple: Can someone outside your sector understand your idea in two sentences? Try it out on a friend or family member. If they’re confused, simplify.

Find the emotional core: Why does your project matter—right now? Whether it’s about telling untold stories or making space for new voices, make that passion shine through.

Avoid jargon: Funders read across multiple art forms. Keep it accessible and direct.

“Clarity of vision builds trust. If your pitch is clear, I feel confident that you know what you want to do and how your audience will experience it.” – Natalie Woolman, The Space

2. Think about the audience early on

One of the most important questions you can answer is: who is this for? It’s not enough to simply make great work—you need to connect with people. A clear sense of audience helps funders understand the impact of your project and helps you make decisions about format, distribution and marketing.

Ask yourself:

• Who are you making this for?
• Why will it resonate with them now?
• How will they find it?

Don’t worry if you don’t have all the answers yet—funders like The Space can help. What matters is showing that you’ve thought about it.

3. Support your pitch with great materials

Sometimes showing is even more powerful than telling. A strong application often includes more than just words—it paints a visual and emotional picture of the project. Supporting materials bring your idea to life and help funders imagine its potential.

What to include:

• A pitch deck or project overview
• Visuals, mockups, moodboards
• Previous work or showreels
• Testimonials or letters of support

“When I see strong images and evidence of a track record, that’s exciting. It shows you can deliver.” – Vanessa Scully, Arts Council England

Example excerpt from a pitch deck or project overview

4. Know ‘why now?’

Every project exists in a moment. Funders want to know why your work is timely, relevant and urgent. Anchoring your idea in a broader context can strengthen your pitch—and help audiences connect, too.

Think about:

• Is your project linked to a cultural moment or anniversary?
• What need does it meet now—for your audience or your community?
• Is there a reason this project matters more today than it did a year ago?

From lockdown ballet to celebrating industrial heritage during a City of Culture year, the most powerful projects often have a clear answer to “Why now?”

5. Choose the right funders—and know the landscape

Not all funding bodies are the same. Finding the right match for your project will save you time and boost your chances of success. This requires a bit of homework, but it’s worth the effort.

Tips for narrowing your focus:

Start with major funders like Arts Council England, then explore local or sector-specific bodies.

Use cultural networks, mailing lists or organisations like the Jerwood Foundation, Film Hub North or the British Council to discover new opportunities. The Space has an ‘Opportunities from across the sector‘ page that you may find useful.

Let the project guide you—find funders who want to support work like yours.

“It’s about creatively producing in a hypothetical way—thinking who might be interested, what they’re looking for, and aligning with that.” – Jonathan Watkins, artist and choreographer

6. Expect setbacks—and keep going

Rejection is a normal part of the process. Even brilliant ideas aren’t always funded first time. But each step—successful or not—builds your confidence, sharpens your vision and strengthens your practice.

When it gets tough:

• Let feedback guide you, but don’t let it discourage you
• Refine your application and try again
• Go smaller, more DIY, more personal if you need to—your story still matters

“Spirit and will can only get you so far—but letting the art lead you, no matter the scale, is what keeps it alive.” – Jonathan Watkins

7. Build relationships and trust

Funders aren’t just investing in projects—they’re investing in people. A great application builds confidence that you’re someone they can work with and support. Be honest, be open, and invite them into your process.

Ways to build trust:

• Be upfront about the support you need—funders appreciate honesty.
• Make your experience and past work easy to access and compelling.
• Show commitment and capacity, even if your team is small.

“We want to believe in your work. Help us understand your vision and trust that we can support you to get there.” – Natalie Woolman, The Space

Final Words of Advice

As the session came to a close, the speakers offered a final wave of encouragement—honest, heartfelt, and grounded in experience.

Words to remember:

“Go for it. Keep going. Don’t take no for an answer.” – Jonathan Watkins

“Lead with your passion. If you care, others will too.” – Gomolemo Nyakale

“Take the time to get it right. A half-baked idea sells you short.” – Vanessa Scully

“Trust that funders want your work to succeed. We’re on your side.” – Natalie Woolman

In Summary

Fundraising and pitching can feel overwhelming—but you don’t have to go it alone. Whether you’re preparing for a major funding round or just starting to shape your idea, the following principles will help guide you:

• Be clear
• Be authentic
• Think about your audience
• Don’t be afraid to ask for support

Above all, believe in your vision. You have something to say—and the world needs your voice.

If you’d like to learn more about opportunities with The Space or Arts Council England, visit:

• The Space Commissioning Opportunities

• Arts Council England Funding Guidance