Applicant perception research Key findings and recommendations
Rosie Burrells & Tim Harrison-Byrne June 2022
This short report summarises two phases of applicant perception research commissioned by Esmée Fairbairn Foundation and carried out by nfpResearch. It brings together both quantitative and qualitative findings, outlining key themes and recommendations. A complete report containing the full findings from both phases of research is available on Esmée Fairbairn Foundation’s website.
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Core research objectives
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To explore fundees’ and unsuccessful applicants’ perceptions of Esmée Fairbairn Foundation, its role, values and strategy
2.
To understand fundees’ and unsuccessful applicants’ experiences of Esmée Fairbairn Foundation’s application, monitoring and reporting processes
3.
Among fundees: to understand how they feel about their relationship with Esmée Fairbairn Foundation and any ways it could be improved
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Among unsuccessful applicants: to understand how they felt about any feedback they received and whether they would apply for funding from Esmée Fairbairn Foundation again
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To discover what fundees and unsuccessful applicants feel Esmée Fairbairn Foundation should be doing differently, and identify others in the sector who it could learn from
Following phase 1’s completion, we spoke to a small number of survey participants who had consented to be contacted for a follow-up interview.
Methodology Phase 1
Phase 2
Online survey of fundees and unsuccessful applicants
10 interviews by telephone/Teams 24th March – 12th April 2022
15th September – 15th October 2021 Results benchmarked against 6,400 applicants from 9 other funders
Fundees Unsuccessful applicants
Number of responses
Response rate
209
29%
349
16%
The sample is representative of Esmée Fairbairn Foundation’s recent applicant pool by sector, organisational income and region.
Sample profile Status of most recent application Fundees
3 grantees + 1 investee
Unsuccessful applicants
6 unsuccessful applicants
Programme area Our Natural World
1 fundee + 2 unsuccessful applicants
Creative, confident communities
1 fundee + 2 unsuccessful applicants
A Fairer Future
2 fundees + 2 unsuccessful applicants
Income Less than £100k
2 unsuccessful applicants
£101k - £1m
1 fundee + 1 unsuccessful applicant
£1m - £5m
3 fundees + 2 unsuccessful applicants
Above £5m
1 unsuccessful applicant
Mission of organisation To support communities experiencing racial inequity and/or disabled people
1 fundee + 3 unsuccessful applicants
1. Esmée Fairbairn Foundation’s values are widely recognised by their applicants Among both fundees and unsuccessful applicants Esmée Fairbairn Foundation is seen as a funder who is ambitious, equitable and operates with integrity. They are innovative and flexible, and because of their excellent reputation, applicants recognise the Foundation is oversubscribed and difficult to obtain funding from. Esmée Fairbairn Foundation is widely recognised as a supportive, flexible, and forward-thinking funder, with applicants who have strong awareness of their values as a funder. In our survey, over 95% of fundees recognised and associated the five core values of ‘has integrity’, ‘is equitable’, ‘is kind’, ‘is ambitious’ and ‘works together’ with Esmée Fairbairn Foundation. Between three-quarters and two-thirds of unsuccessful applicants also recognised these values, with the exception of ‘works together’ which was less associated with Esmée Fairbairn Foundation than the others. Unsuccessful applicants found it harder to recognise collaboration as a key value, having not had the opportunity to work with Esmée Fairbairn Foundation and occasionally feeling that they could be more present in local communities and at virtual events. There is a remarkable level of respect for Esmée Fairbairn Foundation among applicants, even when they have had a disappointing experience applying for funding. Applicants consistently describe Esmée Fairbairn Foundation as an inspiring and ambitious funder, and one of the most valuable and reputable players in the sector. They are seen as a forward-thinking funder that places consistent value on the expertise of the organisations they fund. Ultimately, Esmée Fairbairn Foundation is seen as a funder that is seeking to support innovative, nationally important work, in areas that are traditionally considered difficult to fund. 5
2. The light touch approach during the application process isn’t necessarily mutual In both phases of this research we have observed that a significant proportion of unsuccessful applicants feel a deep sense of frustration at being unable to adequately showcase their work to Esmée Fairbairn Foundation. Unsuccessful applicants’ dissatisfaction with the process is largely due to its format, in particular the adoption of a short (limited to 100- or 200-word) Expression of Interest (EOI) stage which forms the initial application. The survey results showed that 41% of unsuccessful applicants thought the process was excellent, very good or good, significantly lower than the 54% among our benchmark of applicants to other funders. Unsuccessful applicants’ disappointment and frustration about being turned down for funding are compounded by the nature of the EOI stage. While there’s recognition that the short first-stage EOI is well-intentioned and enables Esmée Fairbairn Foundation to take a light touch approach towards its applicants, it’s clear that this isn’t proving mutually beneficial. Despite a streamlined process, applicants continue to put much time and effort into their applications with many applicants spending a number of weeks working on distilling and refining their submissions. In the interviews, a number of applicants acknowledged that they spent the same amount of time on the EOI as they would in producing a two-page application – perfecting the content and capturing nuances that are particular to the funder. Applicants want to invest time in applying to Esmée Fairbairn Foundation because of how much they perceive there is to gain from any future relationship, but the EOI limits their ability to express themselves. 6
3. Sector-leading relationship building with fundees Esmée Fairbairn Foundation is having a positive and long-term impact with its fundees. The Foundation is a sector leader in terms of relationship building and their understanding of the organisations they fund. As a funder, they recognise the potential of their fundees and are motivated by investing in their development. In both phases of research we see that fundees are very satisfied with their relationship with Esmée Fairbairn Foundation. Areas where the Foundation performed particularly strongly against the benchmark were in their understanding of fundees (78% think Esmée are better than other funders), and in treating fundees as partners (68% of fundees think Esmée are better). Fundees feel that their relationship with Esmée Fairbairn Foundation is among the best they have with any funder, and that the long-term nature of the relationship is especially crucial. Fundees feel trusted and valued, especially appreciating the flexibility shown on outcomes. Overall, 96% saying that Esmée Fairbairn Foundation understands their organisation and its aims. Likewise, fundees report a positive level of interest and engagement from their funding managers, seeing them as committed and approachable with excellent communication and great knowledge of the sectors their fundees are working in. However, some fundees would like to have a bit more contact with the Foundation. While the majority said they have about right amount of contact, 17% felt the amount of contact was too little.
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4. Some applicants aren’t benefitting from the same informal networks as others A theme that particularly stood out in interviews with fundees was that many had benefitted from building on prior knowledge, existing relationships, and opportunities for informal meetings or networking with Esmée Fairbairn Foundation. Unsuccessful applicants want to get a foot in the door too, but this can be more difficult if they haven’t be able to build the same knowledge and understanding of the Foundation through conversations and networks. In the survey 38% of unsuccessful applicants said they felt their organisation experienced barriers to accessing funding from Esmée Fairbairn Foundation. While many of these were specific to individual organisations and in some respects outside of the Foundation’s control, many applicants felt that the absence of opportunity for any conversation had prevented their success. Esmée Fairbairn Foundation also scores lower than the benchmark average for unsuccessful applicants in understanding of their organisation and overall approachability. While there is some inevitability that existing fundees will reap the benefits of working with a funder who fosters such strong relationships with them, it needs to be acknowledged that other applicants may not be getting a fair hearing as a result. With such high demand for funding and a limited success rate, the potential fundee pool is much bigger than what can be funded by the Foundation alone. It’s important that Esmée Fairbairn Foundation manages expectations but also tries be more equitable in the avenues of opportunity it offers to applicants. 8
5. Applicants are seeking more from a funder of Esmée Fairbairn Foundation’s calibre Demands on organisations and their capacity to deliver are huge at the moment, and the sense of urgency for more unrestricted funding isn’t showing signs of letting up. The context that Esmée Fairbairn Foundation’s applicants are operating in is extremely tough. In the applicant survey nearly 9 in 10 respondents said their need for core funding had increased in the last 18 months, and 80% said demand for their services had increased in the same timeframe. It’s widely acknowledged that funding is becoming more competitive and harder to obtain, especially funding of the nature that Esmée Fairbairn Foundation provides. There is also a perception that the Foundation is reducing the scope of what it funds. This puts Esmée Fairbairn Foundation in an unenviable position in many respects. Seeking to fund high impact, longer-term work inevitably means turning down many who need urgent support. As a result of the Foundation’s stellar reputation, combined with the sheer level of need, applicants are always left wanting more from a funder of its calibre. Applicants are seeking more collaboration, more contact, and most importantly, more money.
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Recommendations
Be clearer about the EOI, or reconsider its format
Be conscious of bias towards your existing networks
Better manage applicant’s expectations of success
Tell applicants what happens to the information they provide in their EOI submission and how they are being assessed.
Ensure you are consistently offering applicants accessible avenues of communication during the application process.
Be honest with unsuccessful applicants about whether or not they are a good fit and ensure overall chances of success are communicated earlier on in the process.
Be more transparent about the assessment process and criteria for choosing organisations to fund.
This doesn’t necessarily have to be one-toone contact, it could be through more webinars and Q&A sessions. When applicants have attended these in the past they have been highly beneficial.
Think about what more you could offer in terms of feedback. Applicants want to learn and avoid repeated mistakes; funders shouldn’t be extractive in their application processes.
Consider ways you can share knowledge and expertise with those outside your fundee portfolio and assess any bias in your networking and who you re-fund.
Tell them how to improve their chances or whether it isn’t worth trying again – they want to hear this from you, and it can be delivered in a constructive way.
Ensure optimum clarity about the scope of what and who Esmée Fairbairn Foundation wants to fund. Consider offering a more flexible approach to the space provided for applicants to express themselves in.
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Esmée Fairbairn Foundation and nfpResearch would like to extend our warmest thanks to those applicants who participated in this research, and acknowledge the value and learning they have brought to the process. For questions about the research, please email: communications@esmeefairbairn.org.uk.
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