Tips for writing a compelling marketing grant proposal for your farm
Investing in marketing is one of the key ways that farms can build a solid foundation for long-term growth. Building a thoughtful marketing strategy sets the stage for sustained impact, not just short-term wins.
Grant funding is a key way farms can receive financial support to invest in their marketing. However, navigating the world of both marketing and grants can seem daunting for farmers.
To help farmers craft strong proposals to take advantage of available funding for farms to implement strategic marketing, we’ve compiled some helpful tips from some of our partner grant-writing experts. They share some tips to keep in mind when approaching grant writing, particularly for the USDA Value-Added Producer Grant (VAPG).
Photo provided by Acorn Acres Farm.
Focus on one specific project
“The strongest proposals will focus on a discrete project or product they are ready to move forward with. They aren’t chasing funding just because they would like to. Strong proposals have thoughtful budgets and work plans that are easy to follow, with clean books and solid numbers attached to your costs of production.”
— Ben Shorofsky, founder of Stepwell Strategies
“One of the biggest lessons I see across successful projects is that grant-funded marketing works best when it builds on a strategy that’s already been thoughtfully developed and tested. Match your marketing plan to the grant’s intent. You need to clearly choose either marketing planning or implementation, but not try to do both at the same time.”
— Stephen Ussery, founder of Stewards Unlimited
Ensure your expenses are eligible
“Check with the granting agency to be sure the type of marketing activity you want to include in the budget is eligible for that grant. For example, the USDA Value-Added Producer Grant does not allow swag (i.e. t-shirts printed with your logo) in the marketing budget, but it does allow projects like email marketing, website optimizations, Meta advertising, and more.”
— Sara Huber, co-owner of Sustaining Farmers
Understand value-added opportunities
“When farmers hear the term value-added, many assume it only applies to turning crops into finished products like tomato sauce or jam. This misconception can lead many producers to write the Value Added Producers Grant off before exploring it further. Farms that sell locally, market organic crops, raise pasture-raised beef, or produce free-range eggs may also be eligible. If you’re adding value through how you grow, market, or differentiate your product, this grant may be for you. Quantifying the economic value added to your crop is crucial in your application.”
— Ellen Rawley of Ellen Rawley Creative & Strategy
Consult with a professional before developing your proposal
“Meet with a marketing firm, like Grapevine, as soon as possible. Talk to them about your goals and request a quote for the marketing services you'd like to include in the grant budget. Use that quote to develop your grant budget. Ask the marketing firm for clarification or modifications to the quote if needed."
— Sara Huber, co-owner of Sustaining Farmers
“Work with marketers before a grant is awarded. Finding the right marketing partners takes time, and beginning that relationship early allows you to hit the ground running post-award.”
— Stephen Ussery, founder of Stewards Unlimited
“If you have the budget, consider joining a grant-writing mentorship for small farms or paying a grant writer to review your draft. If that’s not an option, ask a trusted friend to read your application, preferably someone who has successfully received grant funding. What feels obvious to you may not be obvious to someone else. Having another person flag where they get confused can make the difference between a good application and a funded one.”
— Ellen Rawley of Ellen Rawley Creative & Strategy
Think beyond the grant
"Make plans for how you will continue your marketing after the grant funds have been spent. Are you going to be able to continue paying a marketing firm with your own working capital budget? Or, are you going to need to take over the marketing activities in-house? If you're going to take over the responsibilities, consider whether the marketing firm you're working with can set you up with templates, tools, and strategies. I believe Grapevine is a great source of support to help farmers set up and manage their own marketing post-grant."
— Sara Huber, co-owner of Sustaining Farmers
Approaching grant writing with a long-term focus and clear objectives can make a big difference in your application’s success. By understanding the expectations of grant reviewers, aligning your proposals with clear project goals, and leveraging available resources, you can set your farm up for marketing success.
Interested in applying for a grant to support a marketing project for your farm, food hub, or food system non-profit? We'd love to help you develop a fundable, sustainable strategy. Book a call with our team to start making a plan!
More Farm Grant & Funding Resources
