Applying for a program, fund or grant can open big opportunities for independent media: accessing financial resources, strengthening internal capabilities, expanding networks and gaining visibility within the ecosystem. In contexts of growing uncertainty, these opportunities can help sustain or grow a project. According to Project Oasis, a global investigation by SembraMedia, 68% of non-profit organizations report grants as their primary source of funding, while nearly 60% of for-profit media outlets rely on advertising as their main source of revenue.
While grants play a vital role in sustaining many news outlets, over-reliance on these funding sources can pose risks to long-term viability. That's why SembraMedia, a Latin America-based organization working for digital media sustainability, recommends aiming for a diversified business model. Grants, funds and programs should be part of the process of building sustainability, not an end in themselves.
But beyond the final result, each application is also a learning process. Preparing an application forces teams to pause, review their work and business model, clarify objectives, organize information and make strategic decisions about their present and future. Even when a proposal isn't selected, the exercise yields valuable lessons that strengthen both the organization and the team.
Understanding applications as an investment of time and reflection allows you to get the most out of them (and improve with each iteration). With that in mind, this article brings together tips and recommendations for approaching applications more strategically, realistically and in alignment with the needs and capabilities of each media outlet.
A “good” application is not the longest or most ambitious, but aligns with the objectives of the program or fund you want to apply to; it is clear in what it proposes and honest about the capabilities of the media outlet.
Before you start writing, it's key to pause and answer some basic questions:
The first step is to carefully read the program's objectives, selection criteria, and terms and conditions. From there, being direct and specific can make all the difference.
Plus, it's important to understand that frustration is part of the journey: not all applications will be successful, and not all funding opportunities will be a good fit for your project. But each attempt allows you to refine your strategies, try different approaches and build skills you can redouble for future opportunities.
Analyze your organization before applying
Before completing any form, it's essential to review your organization's current situation: its structure, capabilities, priorities and timelines. This helps determine if the application is viable and avoids making promises that are difficult to keep. You might not be ready as a team to apply today, but this process can help you identify key areas for improvement and prepare for future funding opportunities.
Read the program's objectives and criteria in detail
Each fund or program has a specific purpose and objectives. For example, at SembraMedia, we have been working with media outlets for 10 years and have developed diverse initiatives: incubation, acceleration, mentoring and training in technological tools. Understanding what organizations and their programs are looking for, who they want to support, and under what conditions allows us to tailor our applications and avoid those that aren't a good fit from the start.
In addition, organizations often offer Q&A sessions to resolve doubts and give application tips. Follow these organizations on social media and take advantage of these opportunities.
Apply early
In our experience calling for initiatives, we're always surprised that the vast majority of applications are submitted just two days before the deadline. Completing your application in advance will allow you to:
Florencia Aza, program director at SembraMedia (who has read thousands of applications), recommends asking someone outside your media outlet to read your application so they can detect inconsistencies or explain what is unclear.
Be clear and transparent
Transparency is key. Honestly explaining what the media outlet can do, what its limitations are and how funds or resources will be used builds trust and strengthens the credibility of the application. It's not about showing that everything is perfectly resolved, but about showing the reality of the project: nobody is looking for the perfect media outlet.
It's also crucial to avoid making assumptions. Those evaluating applications don't have detailed knowledge of the context, internal and external pressures or working conditions of each media outlet. What's obvious to the team isn't necessarily so for someone reading the application. Clarifying processes, capabilities and challenges helps the proposal be better understood and fosters a more honest relationship from the outset.
Researching the donor organization
Before applying, it's crucial to understand who's on the other side. Donors typically prioritize social or journalistic impact, while funders or investors assess the project's viability and sustainability and expect a return, whether financial, strategic or growth-oriented. Knowing what issues interest them and which media outlets they support allows you to submit a more aligned application. Talking with organizations that already receive support can provide valuable insights into the process.
As part of SembraMedia’s work to support the journalistic ecosystem, we share in our newsletter a monthly list of calls for proposals that can help you track opportunities.
Communicating with the donor beforehand
When possible, an introductory conversation to share your idea and ask for feedback can be invaluable. In the world of investors, time is money. That's why we recommend taking SembraMedia’s free class on how to craft an elevator pitch and learn to present your media outlet or project in 60 seconds.
Making the business model transparent
Clearly explaining your media outlet's revenue model (current or under development) is key. Budgets, projections and fixed costs are documents you should have prepared to adapt to each application and streamline the process. Investors are interested in knowing how much you project to earn, how you plan to earn it and how you will reinvest that money.
Thinking about strategic alliances
Perhaps you have an international project in mind? Or maybe there is a partner organization that has the human resources your team is lacking? Applying jointly with other media outlets or organizations can be a viable and strategic option. Partnerships allow you to make better use of resources and amplify the impact of a grant, and can be an attractive presentation to investors since they are already focused on optimizing resources.
We have consistently found that media outlets with dedicated sales and business development staff generate four to six times more annual revenue than those that rely solely on founders for fundraising.
In recent years, some independent digital media outlets have chosen to assign a team member to monitor funding, programs and grants. While not always a full-time role, it requires dedication, communication skills and in-depth knowledge of the media outlet.
Recommended skills for this position
Organizing the application and grant process is not just an administrative matter, but part of a broader discussion about how a media outlet structures its sustainability. Considering the skills the team needs, the responsibilities they assume and how financial decisions are made is central to building more resilient and forward-looking journalistic projects.
Systematize and monitor
Record each application in an Excel spreadsheet, Notion, Airtable, or any other management system that works for your team. There you can record, among other things, submission dates, returns, results and comments about the organization/donor. This will allow you to:
This article was originally published in Spanish by SembraMedia. It has been translated with AI assistance and reviewed by Teresa Mioli.
