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Marketing for the New Grant Consultant:

THE MEDIA KIT

Good presentation is as important as qualifications or past experience when finding clients. That’s why people
dress in formal business suits or wear perfume when conducting a meeting; it is also why freelancers create
websites and business cards even if in reality they are working from a home office in their pajamas.

Successful businesses, consultants and even nonprofits use presentation tools such as media kits to inform the
public and the media about their services and accomplishments. Grant writing consultants and freelancers can
adopt this tool with relative ease and cost effectiveness to present themselves in a more professional manner and
attract more clients. I would go as far as to say that whether you are new to grants consulting, or a seasoned
consultant, the media kit should be your most important marketing tool.

Typically freelance grant writers use simple folders with a list of services, fact sheet, and contact information
when meeting prospective clients; some do not even bother with that, preferring to rely on references and verbal
information to land clients. The most important thing to recognize is that some type of folder or packet is
essential because:
1. The person you are meeting may not be the decision maker, and his or her job is to communicate what
you talked about to other people (difficult to do if you only provide information verbally)
2. The meeting may be very short and therefore you may not have enough time to build your case verbally
(information may be split between what you say and what you provide in written materials)
3. The organization may decide against hiring you now, but may recommend you to others or contact you
again at a later date (easier to do if you leave materials with them for future reference)

The media kit certainly does not have to be fancy or expensive. You can buy folders from the local office
supply store at a reasonable price, making sure that the colors match your logo, website or other marketing
materials. If you can afford to, investing in folders that have your name, company name and/or logo printed or
embossed can be worth the cost; in most cases this can be done at a copy center or even at home. For larger

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quantities you may want to search the internet for a company that could do this for you. The contents of the
media kit could be printed on your letterhead, or colored paper, or even plain white paper.

What you include in the media kit depends on what purpose you want it to serve. However, below are some
basic items that should be included in the kit.

Qualifications and Skill Set:


This is the first thing a prospective client wants to know about you. Spend a great deal of time creating a bio; if
you want to include a photograph of yourself on the page, that is certainly acceptable. It is also advisable to
write different versions of the bio for different audiences, especially if you offer a range of services.

Promises:
This could be a list of services you offer, a training schedule or anything else that clearly defines what you offer
as a consultant. This information could be in the form of a brochure, flyer, bulleted list etc. Remember to
highlight information rather than writing paragraphs of text.

Achievements:
Although the bio hints at your accomplishments, it is important to include other documentation in this regard as
well. This could be in the form of client lists, publications or work samples that give tangible examples of what
you have achieved. If you are new to grant writing or consulting, you could create an “experience list” similar
to a resume but with more details about the work you did at one or two organizations. Volunteer work can also
be listed, and there is no obligation to disclose whether you were paid for your services or not.

What Others Say About You:


I have created a separate category for testimonials because of their importance and value to a consultant’s
marketing efforts. On an ongoing basis you should be collecting testimonials from your current clients, as well
as from those who have left your services in agreeable terms. You can collect testimonials via email by sending
out a short survey with 2-3 questions and a disclosure that the comments provided will be used for marketing
purposes in print or online. For your media kit, choose some of the best and most appropriate testimonials and
print them either one after another on a sheet entitled Testimonials or on your experience list after each specific
client mention.

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What “Value Added” You Offer:
Your media kit should in some way add value and supplement your verbal conversation, allowing the
prospective client to see you as an expert in your field. One or two articles, studies or reports related to the
needs of the client can go a long way in establishing your interest and credibility. For example if an
organization approaches you for writing its first grant, you could include in your media kit a checklist for
determining grant readiness, or an article about foundation grant giving. For capital campaign consulting you
could provide a gift chart or a sample feasibility study. All these could be independent publications, or even
better, your own writing.

Other:
If you have the time and money, other items may also be included – such as a pen or note pad with your logo,
name and contact information.

What Not to Include in the Media Kit:


Some information is not considered tasteful or even practical for a media kit, since a consultant offers the kit
typically to prospective clients at their first meeting. Information such as a fee structure or requests for
donations/sale of books should not be included in the media kit unless specifically requested by the client.
These types of items may be emailed or mailed at a later date at the client’s request.

Media kits can go a long way in showcasing your true worth as a consultant, and helping you stand out among a
crowd. As long as you remain simple and unpretentious, you can offer many types of marketing materials
within the media kit that will impress prospective clients without breaking the bank.

2010 Copyrighted material. Please seek permission before reprinting.

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