When you, as a research funder, launch a new funding call, your ultimate goal is for the funded projects to advance your organization’s mission. To achieve this, your funding call must reach the right people, i.e. the researchers with the most promising ideas to create your desired impact. But how exactly do you ensure your call reaches them? And how do you motivate the right people to apply?
At ScientifyResearch, we’ve spent years helping funders connect with researchers worldwide. Drawing on our collective experience in academic talent attraction and research funding matching, we’d like to share a simple yet powerful framework for success, one rooted in marketing principles that have stood the test of time.
Why You Should Promote Your Funding Call Beyond Your Website
Even the most recognized brands in the world advertise. Think Apple, Coca Cola, Nike. Not because people don’t know them, but because staying top of mind in today’s attention-deficit world is hard.
According to marketing psychology, it often takes several encounters before people take action. So, while posting your grant on your website is essential, it’s not enough if you want to attract the most promising researchers and thereby maximize returns for your investment.
The AIDA Model: A Proven Marketing Principle
The AIDA model: Awareness, Interest, Desire, Action, has guided marketing and communications for over a century. It helps structure messages so they capture attention, build engagement, and lead to meaningful action. Applied to funding calls, AIDA ensures your opportunity stands out among many others and attracts applicants who are a perfect fit.
Imagine this: your funding call is generous yet applications are slow and not a good fit for your mission. Often, the issue isn’t the funding itself, it’s how and where the call is communicated. AIDA helps you overcome that.
Applying AIDA to Your Funding Calls
1. Awareness – Be discoverable where researchers are
Researchers can only apply to opportunities they find. It is therefore crucial to use a multi-channel strategy for your communications. Share your funding calls on research funding databases (such as ScientifyResearch), academic newsletters, discipline-specific societies, and social media groups, can all help you reach a wider audience.
Meet researchers where they already search, rather than hoping they stumble upon your call.
2. Interest – Show relevance quickly
Communicate the essentials up front. In clear, concise language, explain:
- Who should apply
- What benefits it offers
- Why the opportunity matters
Clarity not only attracts the right applicants but also reduces irrelevant submissions.
3. Desire – Inspire and motivate
Move beyond facts, inspire action. Highlight the opportunity’s broader value:
- Research funding and resources
- Collaboration and career potential
- Societal or scientific impact
If you’re seeking applications from specific groups or regions, say so directly. Storytelling helps too: share examples of previous grantees whose projects thrived thanks to similar support.
4. Action – Clear the path forward
Finally, make applying simple. Show deadlines prominently, outline the process clearly, and include a visible “Apply here” button. Reducing friction encourages timely applications from motivated researchers.
Expert Insight from the ScientifyResearch Team
says Dr. Amy Field, Head of Funder Relations at ScientifyResearch.“Small adjustments in how you write and present your funding calls can make a big difference”
“Researchers juggle many responsibilities: experiments, publishing, mentoring students, and securing funding. Clear, well-structured calls make their lives easier and help them quickly identify relevant opportunities. Beyond discoverability, the way you phrase and streamline your call strongly influences the quality and diversity of applicants.”
Define Your Target Group First
Before you launch your call, be sure that you have established your target audience, so that you can phrase your funding call accordingly.
- Are you hoping to attract more women applicants? If so, specify. Pay also attention to gender-neutral language.
- Do you want cross-country collaborations? Be sure that your communication channels are appropriate for your audience. As an example. if you want to reach researchers in China, your usual social media channels probably will not work.
- Are you seeking new expertise beyond your traditional applicant pool? If you are venturing into funding new research areas, you would also need to be sure that your channels and message are aligned with your intended audience.
Clarity about your target audience helps you tailor your outreach and messaging effectively.
Maximizing the Impact of Your Funding Calls
Applying the AIDA framework to your funding calls helps researchers quickly assess relevance and take action. Clear, engaging, and accessible communication increases the likelihood that your funding reaches researchers who can create the most impact.
While AIDA comes from the world of marketing, its principles offer practical guidance for the research funding ecosystem. By integrating these principles to make your funding calls discoverable across multiple channels and platforms, you amplify your reach, attract stronger applications, and make the most of your investment.
Ready to reach the right researchers?
List your opportunity in the ScientifyResearch funding database and ensure your next call gets noticed by the people who matter most.
👉 Submit your funding here
Would you like more insights to how to improve your funding call? Book a time with our team here.