For so few words, your project title is disproportionately important. Your title sets the donor’s first impression, summarizes the project, and makes your application memorable. Fortunately, there are tried-and-true methods to building a good project title.
Let’s start with the basics. A good title should do two things:
- Inform the donor of the project’s main focus
- Inform the donor of the project’s location
Let’s take these points step-by-step.
Project’s Main Focus
This part is pretty straight-forward. Summarize what the project sets out to accomplish in a couple of words. the rule of thumb here is 3-6 words, although there are many exceptions. Ideally, this will include the thematic focus, target beneficiaries, and strategy. Examples:
Educating new mothers in WASH
Advocating for indigenous peoples’ rights
In the first example above WASH is the theme, new mothers are the beneficiaries, and education is the strategy. In the second example, [human] rights is the theme, indigenous groups are the beneficiaries, and advocacy is the strategy.
Sounds simple, right? However, many struggle trying to summarize succinctly. Just remember there is an entire proposal below your title; details should be there, not in the title.
Word to the wise: Match the donor’s vocabulary. The words you use to describe your project’s main focus should match the words the donor you are applying to uses to describe their priorities. For example, if the donor says they support fighting climate change, do not say your project will combat global warming. If the donor says they want to fund environmental sustainability, do not say your project is about natural conservation. These phrases may sound identical, but donors often choose their words very carefully, and if you are not equally careful with yours then you may be misunderstood. Additionally, using the exact same vocabulary as donors clearly demonstrates you understand what the donor is looking for and that you definitively meet their criteria.
Project’s Location
This part is also pretty easy – just take the main focus you developed above and follow it up with your project’s location. However, it is important again to summarize the location – the ideal here is 2-4 words, although of course there are exceptions. Examples:
Educating new mothers in WASH outside of Nairobi, Kenya
Advocating for indigenous peoples’ rights in the Amazon
Do take the time to decide how broadly or narrowly to define your project location. This will depend on our focused your project location is, as well as how well your potential donor is familiar with your geographic location.
In the first example, the project probably takes place in villages or districts surrounding Kenya’s capital. But instead of listing the names of each specific location, the area is broadly defined as “outside of Nairobi.” This nicely shortens the title, and also gives geographical context the donor is more likely to recognize. Other options may include “in southern Kenya” or “in rural Kenya.”
In the second example, the location is not a country but a region. For projects that occur in multiple locations or multiple countries, it is common to name a more general area rather than list each place. Just make sure the name of the region is common enough that the donor will be familiar with it.
Word to the wise: Include your country. You may think it obvious where your project is located, but it is very easy for donors who receive applications from around the world to get confused. If you do not add your project country in the title, then make sure it is easily found elsewhere on the cover page or executive summary.
Going from Good to Great
So, by following these steps you now have a good project title. However, there is, even more, you can do to go from a good title to a great title. The next article will explain how to make your proposal stand out with a title that is unique and memorable.
