If you are like me, you are probably compelled to give to your local food bank as a result of an emotional appeal. The organization will tell a story about a family in your community who, despite working very hard, still must make a choice between heat and food. This is a legitimate and effective way to raise funds through individuals.

When approaching an institutional funder, such as a private foundation or a government agency, the tact needs to be very different. The program officers at these places know all about the problem and typically are not as moved by anecdotal evidence or personal case studies. What they are looking for is evidence that backs up your claims, and analysis to support your plan. The connection between the identified need and your plan needs to be seamless: the need should be based on data such as census statistics, studies of the community in question and reports from credible entities; and your program plan should be realistic — in short, meaning it is evidence based.

An “evidence-based” program is one which is designed based on the results achieved by another successful program in the same field. Your program will have a better chance of success if others have achieved positive results when following the same (or similar) model, targeting the same (or similar) demographic. Why is it not good enough just to have a great sounding plan that your team has thoughtfully produced? Because funders, aka “investors,” want minimal risk. If your organization is doing something for the first time, especially if you cannot demonstrate that the program is based on a model that has worked elsewhere, it is difficult to predict the results. It is incumbent upon the applicant to show that a new program has every chance of success based on past results and data.

What type of “evidence” is ideal? If you are applying to, say, the US Department of Education, the bar is pretty high. Your application will be reviewed by PHD’s and experts in the field. The What Works Clearinghouse is a good source for evidence-based studies in education; they have very strict criteria that include statistical analysis, demographic similarities, reliable outcome measures, utilization of intervention and comparison groups … and more. This website has a searchable database where you can find studies. If this sounds highly intimidating, don’t worry! There are lots of studies available online and if you are applying to foundations it is generally sufficient to cite the outcomes of similar programs operating in your space. The type of evidence that is important is cost benchmarks. To the extent possible it is helpful to know the per-participant cost of operating your program, based on the work of other organizations. This enables the reviewers to more easily assess your application from a cost-benefit standpoint.

The bottom line is that, no matter whom you are writing to, it is critical to make a emotional connection with the reviewers. They need to understand how your program will benefit real people. Just keep in mind that depending on the audience you will need to buttress your emotional appeal with good data and analytics.