{"id":32696,"date":"2025-10-29T15:38:00","date_gmt":"2025-10-29T15:38:00","guid":{"rendered":"http:\/\/about.35.197.208.187.nip.io\/?p=32696"},"modified":"2025-11-26T12:14:55","modified_gmt":"2025-11-26T12:14:55","slug":"defining-your-purpose","status":"publish","type":"post","link":"https:\/\/zealous.co\/about\/insights\/defining-your-purpose\/","title":{"rendered":"How to Define the Purpose of Your Awards Programme"},"content":{"rendered":"\n<div class=\"wp-block-group toc has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-c385debf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p><strong>This article covers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-checkmark-list\">\n<li><a href=\"#start-with-why\" title=\"\">Why you&#8217;re running your programme<\/a><\/li>\n\n\n\n<li><a href=\"#who-should-submit\" title=\"\">Who should submit and why<\/a><\/li>\n\n\n\n<li><a href=\"#money\" title=\"\">Money and pricing considerations<\/a><\/li>\n\n\n\n<li><a href=\"#measure-success\" title=\"\">How to measure your success<\/a><\/li>\n\n\n\n<li><a href=\"#why-candidates-submit\" title=\"\">Why candidates should submit<\/a><\/li>\n\n\n\n<li><a href=\"#common-pitfalls\" title=\"\">Common pitfalls to avoid<\/a><\/li>\n\n\n\n<li><a href=\"#pressure-test\" title=\"\">How to pressure-test your purpose<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>Defining your purpose is the <a href=\"https:\/\/zealous.co\/about\/insights\/the-ultimate-guide-to-managing-submissions\/\" title=\"\">first step in the awards planning process<\/a> &#8211; everything else flows from this decision. Whether you&#8217;re launching your first awards programme or refining an existing one, getting clarity on your &#8220;why&#8221; will save countless hours and prevent costly mistakes down the line.<\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10)\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"start-with-why\"><strong>Start with why<\/strong><\/h2>\n\n\n\n<p>Why are you running your programme? Are you trying to engage with your communities? Support artists? Capture data to make a case to your stakeholders?<\/p>\n\n\n\n<p>Your purpose will act as your guiding star across your entire process and may allow you to increase the impact of your open call. For example, if engaging with local communities is critical to your success, you may focus solely on them applying. However, there may be other ways of meaningfully engaging with those communities (e.g. inviting respected members of that community to select winners).<\/p>\n\n\n\n<p>Creating a short statement (an elevator pitch) to remind you and your stakeholders what you are trying to achieve will help you steer your course to achieving your goals. e.g. &#8220;An award celebrating emerging talent from across the creative industries in the UK.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\" style=\"padding-top:var(--wp--preset--spacing--10)\"><strong>Purpose statements that work<\/strong><\/h3>\n\n\n\n<p>Let&#8217;s look at real examples of strong purpose statements:<\/p>\n\n\n\n<p class=\"has-base-background-color has-background\" style=\"margin-right:0;margin-left:0;padding-left:var(--wp--preset--spacing--20)\"><strong>Too vague<\/strong> <br>&#8220;Supporting creativity across the UK&#8221;<\/p>\n\n\n\n<p class=\"has-base-background-color has-background\" style=\"padding-left:var(--wp--preset--spacing--20)\"><strong>Better<\/strong><br>&#8220;An award celebrating emerging talent from across the creative industries in the UK&#8221;<\/p>\n\n\n\n<p class=\"has-base-background-color has-background\" style=\"padding-left:var(--wp--preset--spacing--20)\"><strong>Best<\/strong><br>&#8220;Recognising UK-based designers under 30 who are challenging industry norms through sustainable practice&#8221;<\/p>\n\n\n\n<p>Notice how each iteration adds specificity about who (designers under 30), where (UK-based), and what makes them special (challenging norms through sustainability).<\/p>\n\n\n\n<p>Here are more examples across different sectors:<\/p>\n\n\n\n<ul style=\"line-height:1.5\" class=\"wp-block-list\">\n<li><strong>Literature:<\/strong> &#8220;Amplifying unheard voices in British fiction by celebrating debut novels from writers from underrepresented backgrounds&#8221;<\/li>\n\n\n\n<li><strong>Photography:<\/strong> &#8220;Showcasing documentary photographers capturing social change across Europe, with particular focus on climate and migration stories&#8221;<\/li>\n\n\n\n<li><strong>Film:<\/strong> &#8220;Supporting emerging filmmakers from the North of England to develop their first feature-length project&#8221;<\/li>\n<\/ul>\n\n\n\n<p>The pattern? Each statement answers: Who can apply? What work are you celebrating? Why does it matter?<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-72688f09 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--10);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path fill=\"currentColor\" d=\"M144 0a80 80 0 1 1 0 160A80 80 0 1 1 144 0zM512 0a80 80 0 1 1 0 160A80 80 0 1 1 512 0zM0 298.7C0 239.8 47.8 192 106.7 192l42.7 0c15.9 0 31 3.5 44.6 9.7c-1.3 7.2-1.9 14.7-1.9 22.3c0 38.2 16.8 72.5 43.3 96c-.2 0-.4 0-.7 0L21.3 320C9.6 320 0 310.4 0 298.7zM405.3 320c-.2 0-.4 0-.7 0c26.6-23.5 43.3-57.8 43.3-96c0-7.6-.7-15-1.9-22.3c13.6-6.3 28.7-9.7 44.6-9.7l42.7 0C592.2 192 640 239.8 640 298.7c0 11.8-9.6 21.3-21.3 21.3l-213.3 0zM224 224a96 96 0 1 1 192 0 96 96 0 1 1 -192 0zM128 485.3C128 411.7 187.7 352 261.3 352l117.3 0C452.3 352 512 411.7 512 485.3c0 14.7-11.9 26.7-26.7 26.7l-330.7 0c-14.7 0-26.7-11.9-26.7-26.7z\"><\/path><\/svg><\/span> <strong>Fostering diversity &amp; inclusion<\/strong><\/p>\n\n\n\n<p>If your purpose is to support a specific community of which you are not a member, it&#8217;s worth sanity checking your statement with members of that community.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"who-should-submit\"><strong>Who should submit?<\/strong><\/h2>\n\n\n\n<p>Knowing who you are targeting will inform every facet of your planning &#8211; from the language you use to <a href=\"https:\/\/zealous.co\/about\/insights\/what-to-ask-for-when-candidates-submit\/\" title=\"\">what you ask candidates to submit<\/a>. It helps shape your imagery, process and more.<\/p>\n\n\n\n<p>Ensuring you define your demographic before you start will give you a reference point for each decision you make. These are usually loosely defined on location, demographic, age, etc. You might also consider using segments defined by your stakeholders (e.g. Audience Agency spectrums) or depend on already defined ones that you use within your organisation.<\/p>\n\n\n\n<p>Your purpose should shape every question you ask candidates. Generic application forms force square pegs into round holes. Modern submission platforms should let you customise every question based on your specific purpose &#8211; whether that&#8217;s asking for sustainability credentials, community impact statements, or portfolio work in specific formats. The more your application reflects your purpose, the easier it is for the right candidates to shine.<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-267b2dbf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path fill=\"currentColor\" d=\"M144 0a80 80 0 1 1 0 160A80 80 0 1 1 144 0zM512 0a80 80 0 1 1 0 160A80 80 0 1 1 512 0zM0 298.7C0 239.8 47.8 192 106.7 192l42.7 0c15.9 0 31 3.5 44.6 9.7c-1.3 7.2-1.9 14.7-1.9 22.3c0 38.2 16.8 72.5 43.3 96c-.2 0-.4 0-.7 0L21.3 320C9.6 320 0 310.4 0 298.7zM405.3 320c-.2 0-.4 0-.7 0c26.6-23.5 43.3-57.8 43.3-96c0-7.6-.7-15-1.9-22.3c13.6-6.3 28.7-9.7 44.6-9.7l42.7 0C592.2 192 640 239.8 640 298.7c0 11.8-9.6 21.3-21.3 21.3l-213.3 0zM224 224a96 96 0 1 1 192 0 96 96 0 1 1 -192 0zM128 485.3C128 411.7 187.7 352 261.3 352l117.3 0C452.3 352 512 411.7 512 485.3c0 14.7-11.9 26.7-26.7 26.7l-330.7 0c-14.7 0-26.7-11.9-26.7-26.7z\"><\/path><\/svg><\/span> <strong>Fostering diversity &amp; inclusion<\/strong><\/p>\n\n\n\n<p>Defining who you want to submit goes a long way to make you think about how inclusive you will be. But watch out, this can be a double-edged sword. For example, focusing on age may create discrimination when supporting emerging talent (they might start their creative career at 65 and be emerging).<\/p>\n\n\n\n<p>Leading programmes build diversity metrics into their submission workflows from day one (retro-fitting is far harder). This means optional demographic questions, fee waiver processes that don&#8217;t stigmatise applicants, and the ability to track whether your outreach is actually reaching diverse communities. If your current process makes tracking diversity feel like extra work, that&#8217;s a sign your tools aren&#8217;t purpose-built for inclusive programmes.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"top-post-cta\" class=\"wp-block-group top_post_cta has-base-2-color has-text-color has-background has-link-color wp-elements-ead219762bcc1c462ed6c2056d53965a has-global-padding is-layout-constrained wp-container-core-group-is-layout-34d7f7af wp-block-group-is-layout-constrained\" style=\"border-radius:8px;background:linear-gradient(103deg,rgba(242,145,160,0.7) 0%,rgba(187,215,242,0.73) 70%);margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group has-contrast-color has-base-2-background-color has-text-color has-background has-link-color wp-elements-35626ede75d32280e57e9f0344fb15d5 has-global-padding is-layout-constrained wp-container-core-group-is-layout-e4a18999 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-text-align-center has-contrast-color has-text-color has-link-color wp-elements-8536a955ce3b9176b8984c5730bb22c9\" style=\"margin-top:0;margin-bottom:0.2rem\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"list-check\" class=\"svg-inline--fa fa-list-check \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" style=\"font-size:1.4em\"><path fill=\"currentColor\" d=\"M133.8 36.3c10.9 7.6 13.5 22.6 5.9 33.4l-56 80c-4.1 5.8-10.5 9.5-17.6 10.1S52 158 47 153L7 113C-2.3 103.6-2.3 88.4 7 79S31.6 69.7 41 79l19.8 19.8 39.6-56.6c7.6-10.9 22.6-13.5 33.4-5.9zm0 160c10.9 7.6 13.5 22.6 5.9 33.4l-56 80c-4.1 5.8-10.5 9.5-17.6 10.1S52 318 47 313L7 273c-9.4-9.4-9.4-24.6 0-33.9s24.6-9.4 33.9 0l19.8 19.8 39.6-56.6c7.6-10.9 22.6-13.5 33.4-5.9zM224 96c0-17.7 14.3-32 32-32l224 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-224 0c-17.7 0-32-14.3-32-32zm0 160c0-17.7 14.3-32 32-32l224 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-224 0c-17.7 0-32-14.3-32-32zM160 416c0-17.7 14.3-32 32-32l288 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-288 0c-17.7 0-32-14.3-32-32zM64 376a40 40 0 1 1 0 80 40 40 0 1 1 0-80z\"><\/path><\/svg><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center cta_text content_mid_cta has-link-color has-large-font-size wp-elements-c41f21bc37c7849d15c85a341bf756f3\">Download launch checklist<\/h2>\n\n\n\n<p class=\"has-text-align-center\">Never miss a critical step: 300+ tasks across 8 phases, from securing judges to winner announcement.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button primary-cta\" id=\"host-launch-checklist-mid-cta\"><a class=\"wp-block-button__link has-custom-font-size wp-element-button\" href=\"https:\/\/zealous.co\/about\/awards-resources\/competition-launch-checklist\/\" style=\"font-size:clamp(0.875rem, 0.875rem + ((1vw - 0.2rem) * 0.156), 1rem);\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"envelope\" class=\"svg-inline--fa fa-envelope \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path fill=\"currentColor\" d=\"M48 64C21.5 64 0 85.5 0 112c0 15.1 7.1 29.3 19.2 38.4L236.8 313.6c11.4 8.5 27 8.5 38.4 0L492.8 150.4c12.1-9.1 19.2-23.3 19.2-38.4c0-26.5-21.5-48-48-48H48zM0 176V384c0 35.3 28.7 64 64 64H448c35.3 0 64-28.7 64-64V176L294.4 339.2c-22.8 17.1-54 17.1-76.8 0L0 176z\"><\/path><\/svg><\/span> Get Checklist<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"money\"><strong>Show me the money<\/strong><\/h2>\n\n\n\n<p>Love it or hate it, you need money to run your programme. But your primary purpose cannot be making money &#8211; candidates will read right through your motives and are unlikely to submit. They may even flag you as a scam to their network.<\/p>\n\n\n\n<p>Define your purpose that serves those who are submitting to your programme first, then think about the money. If you think about the money first and then create a purpose around it, candidates will immediately see your motive is solely self-serving.<\/p>\n\n\n\n<p>The same holds for those shy to ask for payment &#8211; money is necessary to grow your impact. Asking for a donation, as opposed to a fee, and allowing people to submit for free will allow you to make additional revenue and increase the positive impact you have on your community.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/zealous.co\/about\/insights\/pricing-your-competition\/\" title=\"\">thoughtful pricing strategy<\/a> can generate revenue while maintaining accessibility &#8211; it&#8217;s not an either\/or choice.<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-72688f09 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--10);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"calculator\" class=\"svg-inline--fa fa-calculator\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\"><path fill=\"currentColor\" d=\"M64 0C28.7 0 0 28.7 0 64L0 448c0 35.3 28.7 64 64 64l256 0c35.3 0 64-28.7 64-64l0-384c0-35.3-28.7-64-64-64L64 0zM96 64l192 0c17.7 0 32 14.3 32 32l0 32c0 17.7-14.3 32-32 32L96 160c-17.7 0-32-14.3-32-32l0-32c0-17.7 14.3-32 32-32zm32 160a32 32 0 1 1 -64 0 32 32 0 1 1 64 0zM96 352a32 32 0 1 1 0-64 32 32 0 1 1 0 64zM64 416c0-17.7 14.3-32 32-32l96 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-96 0c-17.7 0-32-14.3-32-32zM192 256a32 32 0 1 1 0-64 32 32 0 1 1 0 64zm32 64a32 32 0 1 1 -64 0 32 32 0 1 1 64 0zm64-64a32 32 0 1 1 0-64 32 32 0 1 1 0 64zm32 64a32 32 0 1 1 -64 0 32 32 0 1 1 64 0zM288 448a32 32 0 1 1 0-64 32 32 0 1 1 0 64z\"><\/path><\/svg><\/span> <strong>UK pricing context<\/strong><\/p>\n\n\n\n<p>To give you context: UK arts programmes typically charge between \u00a35-50 per submission, with the median around \u00a320. Competitions in commercial sectors (design, architecture) often charge much more (expect 3 figures). Student\/emerging talent programmes usually sit at \u00a310 or below &#8211; or offer fee waivers.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-ccb3db50 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--10);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path fill=\"currentColor\" d=\"M144 0a80 80 0 1 1 0 160A80 80 0 1 1 144 0zM512 0a80 80 0 1 1 0 160A80 80 0 1 1 512 0zM0 298.7C0 239.8 47.8 192 106.7 192l42.7 0c15.9 0 31 3.5 44.6 9.7c-1.3 7.2-1.9 14.7-1.9 22.3c0 38.2 16.8 72.5 43.3 96c-.2 0-.4 0-.7 0L21.3 320C9.6 320 0 310.4 0 298.7zM405.3 320c-.2 0-.4 0-.7 0c26.6-23.5 43.3-57.8 43.3-96c0-7.6-.7-15-1.9-22.3c13.6-6.3 28.7-9.7 44.6-9.7l42.7 0C592.2 192 640 239.8 640 298.7c0 11.8-9.6 21.3-21.3 21.3l-213.3 0zM224 224a96 96 0 1 1 192 0 96 96 0 1 1 -192 0zM128 485.3C128 411.7 187.7 352 261.3 352l117.3 0C452.3 352 512 411.7 512 485.3c0 14.7-11.9 26.7-26.7 26.7l-330.7 0c-14.7 0-26.7-11.9-26.7-26.7z\"><\/path><\/svg><\/span> <strong>Fostering diversity &amp; inclusion<\/strong><\/p>\n\n\n\n<p>Asking for mandatory payment will automatically discriminate against lower-income communities. Making your fee optional or giving some submissions for free can allow you to hold onto a revenue stream and allow for wider participation.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"measure-success\"><strong>How will you measure your success?<\/strong><\/h2>\n\n\n\n<p>Going on a journey without a clear destination will only lead you to get lost (and probably blaming your stakeholders when you arrive nowhere useful).<\/p>\n\n\n\n<p>Having an understanding of what you want to achieve at this point will help define future decisions. Based on our experience, your goals are likely to be a mixture of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong> \u2013 exposure to your programme across all media, within your communities<\/li>\n\n\n\n<li><strong>Audience growth<\/strong> \u2013 meaningful new contacts created (e.g. no. of submissions), and how many actively engage with you beyond the programme<\/li>\n\n\n\n<li><strong>Financial<\/strong> \u2013 e.g. additional money you have made running the programme<\/li>\n\n\n\n<li><strong>Social Impact<\/strong> \u2013 e.g. positive stories generated by winners of your programmes a year after it ran<\/li>\n\n\n\n<li><strong>Diversify who you serve<\/strong> \u2013 e.g. diversity and inclusion metrics for candidates who submitted, audiences engaging with your exhibition, etc.<\/li>\n\n\n\n<li><strong>Engaging with your audience<\/strong> \u2013 e.g. how many of your contacts have engaged with you based on your running your programme<\/li>\n<\/ul>\n\n\n\n<p>Notice these metrics span different dimensions of success. You don&#8217;t need to track all of them. Choose the 3-5 that genuinely align with your purpose rather than tracking everything poorly.<\/p>\n\n\n\n<p>These metrics should inform <a href=\"https:\/\/zealous.co\/about\/insights\/planning-the-selection-process-for-your-competition\/\" title=\"\">how you&#8217;ll actually select winners<\/a>, ensuring your judging process aligns with your stated goals.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow has-merriweather-font-family has-large-font-size\" style=\"margin-top:var(--wp--preset--spacing--20);margin-right:var(--wp--preset--spacing--10);margin-bottom:var(--wp--preset--spacing--20);margin-left:var(--wp--preset--spacing--10)\">\n<p><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"quote-left\" class=\"svg-inline--fa fa-quote-left\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path fill=\"currentColor\" d=\"M0 216C0 149.7 53.7 96 120 96l8 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-8 0c-30.9 0-56 25.1-56 56l0 8 64 0c35.3 0 64 28.7 64 64l0 64c0 35.3-28.7 64-64 64l-64 0c-35.3 0-64-28.7-64-64l0-32 0-32 0-72zm256 0c0-66.3 53.7-120 120-120l8 0c17.7 0 32 14.3 32 32s-14.3 32-32 32l-8 0c-30.9 0-56 25.1-56 56l0 8 64 0c35.3 0 64 28.7 64 64l0 64c0 35.3-28.7 64-64 64l-64 0c-35.3 0-64-28.7-64-64l0-32 0-32 0-72z\"><\/path><\/svg><\/span><br>You shouldn&#8217;t need to wait until after your programme closes to know if you&#8217;re hitting your goals. Your tools should provide real-time dashboards showing submission quality, demographic breakdown, and drop-off points in your application process.<\/p>\n<\/blockquote>\n\n\n\n<p>Once you&#8217;ve chosen your metrics, learn more about <a href=\"https:\/\/zealous.co\/about\/insights\/measuring-what-actually-matters\/\" title=\"\">measuring what actually matters<\/a> to track genuine impact over time.<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-267b2dbf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path fill=\"currentColor\" d=\"M144 0a80 80 0 1 1 0 160A80 80 0 1 1 144 0zM512 0a80 80 0 1 1 0 160A80 80 0 1 1 512 0zM0 298.7C0 239.8 47.8 192 106.7 192l42.7 0c15.9 0 31 3.5 44.6 9.7c-1.3 7.2-1.9 14.7-1.9 22.3c0 38.2 16.8 72.5 43.3 96c-.2 0-.4 0-.7 0L21.3 320C9.6 320 0 310.4 0 298.7zM405.3 320c-.2 0-.4 0-.7 0c26.6-23.5 43.3-57.8 43.3-96c0-7.6-.7-15-1.9-22.3c13.6-6.3 28.7-9.7 44.6-9.7l42.7 0C592.2 192 640 239.8 640 298.7c0 11.8-9.6 21.3-21.3 21.3l-213.3 0zM224 224a96 96 0 1 1 192 0 96 96 0 1 1 -192 0zM128 485.3C128 411.7 187.7 352 261.3 352l117.3 0C452.3 352 512 411.7 512 485.3c0 14.7-11.9 26.7-26.7 26.7l-330.7 0c-14.7 0-26.7-11.9-26.7-26.7z\"><\/path><\/svg><\/span> <strong>Fostering diversity &amp; inclusion<\/strong><\/p>\n\n\n\n<p>Including diversity metrics in your goals reminds you of the importance of diversity to the success of your programme.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>The data behind purpose-driven programmes<\/strong><\/h3>\n\n\n\n<p>Programmes with clearly defined purposes consistently outperform those without. Research on grant-making and awards programmes shows that organisations with articulated missions see significantly higher application quality and better completion rates.<\/p>\n\n\n\n<p>Why? Because clear purpose acts as a filter. It attracts the right candidates while naturally deterring those who aren&#8217;t a good fit. This means you spend less time sifting through irrelevant submissions and more time evaluating genuinely relevant candidates.<\/p>\n\n\n\n<p>The financial impact is significant too. Purpose-driven programmes report higher revenue per participant, whether through submission fees, donations, or sponsorship. Partners want to align with organisations that know exactly what they stand for.<\/p>\n\n\n\n<p>Your purpose isn&#8217;t just feel-good mission statement territory &#8211; it&#8217;s a practical tool that improves every metric that matters.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-2-color has-text-color has-background has-link-color wp-elements-515c3f106323f79451d2306e7d591c2e has-global-padding is-layout-constrained wp-container-core-group-is-layout-34d7f7af wp-block-group-is-layout-constrained\" style=\"border-radius:8px;background:linear-gradient(143deg,rgba(127,219,202,0.61) 21%,rgba(255,107,107,0.45) 74%);margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group has-contrast-color has-base-2-background-color has-text-color has-background has-link-color wp-elements-a010d6200a7e32bad37e80b21d4e1c95 has-global-padding is-layout-constrained wp-container-core-group-is-layout-32abe225 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;padding-top:var(--wp--preset--spacing--10);padding-right:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10);padding-left:var(--wp--preset--spacing--10)\">\n<h2 class=\"wp-block-heading has-text-align-center cta_text content_mid_cta has-link-color has-large-font-size wp-elements-b167b480f0a97ca07872b7020eb348f6\">Want more articles like this?<\/h2>\n\n\n\n<p class=\"has-text-align-center\">Give this one a like<\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a763ec69 wp-block-group-is-layout-constrained\">\n\t\t<div class=\"wpulike wpulike-animated-heart  wpulike-is-pro\" ><div class=\"wp_ulike_general_class wp_ulike_is_restricted\"><button type=\"button\"\n\t\t\t\t\taria-label=\"Like Button\"\n\t\t\t\t\tdata-ulike-id=\"32696\"\n\t\t\t\t\tdata-ulike-nonce=\"b3359b457b\"\n\t\t\t\t\tdata-ulike-type=\"post\"\n\t\t\t\t\tdata-ulike-template=\"wpulike-animated-heart\"\n\t\t\t\t\tdata-ulike-display-likers=\"\"\n\t\t\t\t\tdata-ulike-likers-style=\"popover\"\n\t\t\t\t\tdata-ulike-append=\"&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop one&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop two&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop three&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop four&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop five&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop six&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop seven&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop eight&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop nine&quot; viewBox=&quot;0 0 32 29.6&quot;&gt;&lt;path d=&quot;M23.6,0c-3.4,0-6.3,2.7-7.6,5.6C14.7,2.7,11.8,0,8.4,0C3.8,0,0,3.8,0,8.4c0,9.4,9.5,11.9,16,21.2c6.1-9.3,16-12.1,16-21.2C32,3.8,28.2,0,23.6,0z&quot;\/&gt;&lt;\/svg&gt;\"\n\t\t\t\t\tclass=\"wp_ulike_btn wp_ulike_put_image wp_post_btn_32696\"><svg class=\"wpulike-svg-heart wpulike-svg-heart-icon\" viewBox=\"0 -28 512.00002 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path\n\t\t\t\t\t\td=\"m471.382812 44.578125c-26.503906-28.746094-62.871093-44.578125-102.410156-44.578125-29.554687 0-56.621094 9.34375-80.449218 27.769531-12.023438 9.300781-22.917969 20.679688-32.523438 33.960938-9.601562-13.277344-20.5-24.660157-32.527344-33.960938-23.824218-18.425781-50.890625-27.769531-80.445312-27.769531-39.539063 0-75.910156 15.832031-102.414063 44.578125-26.1875 28.410156-40.613281 67.222656-40.613281 109.292969 0 43.300781 16.136719 82.9375 50.78125 124.742187 30.992188 37.394531 75.535156 75.355469 127.117188 119.3125 17.613281 15.011719 37.578124 32.027344 58.308593 50.152344 5.476563 4.796875 12.503907 7.4375 19.792969 7.4375 7.285156 0 14.316406-2.640625 19.785156-7.429687 20.730469-18.128907 40.707032-35.152344 58.328125-50.171876 51.574219-43.949218 96.117188-81.90625 127.109375-119.304687 34.644532-41.800781 50.777344-81.4375 50.777344-124.742187 0-42.066407-14.425781-80.878907-40.617188-109.289063zm0 0\" \/><\/svg><\/button><span class=\"count-box wp_ulike_counter_up\" data-ulike-counter-value=\"\"><\/span>\t\t\t<\/div><\/div>\n\t\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"why-candidates-submit\"><strong>Why should candidates submit?<\/strong><\/h2>\n\n\n\n<p>Time is the most precious thing we own. Even if submitting to your programme is free, you will be asking candidates to invest their time in applying.<\/p>\n\n\n\n<p>You only have a few seconds to make a case for them to submit. Boiling down <a href=\"https:\/\/zealous.co\/about\/insights\/establishing-the-perks-for-your-competition\/\" title=\"\">what&#8217;s in it for successful candidates<\/a> (whether that&#8217;s prize money, exhibition opportunities, or industry recognition) should shape your entire pitch.<\/p>\n\n\n\n<p>This concise statement should fit a tweet (280 characters) and still have room for a call to action and link. At this stage, making candidates curious is better than losing them to a paragraph of text.<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-267b2dbf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"lightbulb\" class=\"svg-inline--fa fa-lightbulb\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\"><path fill=\"currentColor\" d=\"M272 384c9.6-31.9 29.5-59.1 49.2-86.2c0 0 0 0 0 0c5.2-7.1 10.4-14.2 15.4-21.4c19.8-28.5 31.4-63 31.4-100.3C368 78.8 289.2 0 192 0S16 78.8 16 176c0 37.3 11.6 71.9 31.4 100.3c5 7.2 10.2 14.3 15.4 21.4c0 0 0 0 0 0c19.8 27.1 39.7 54.4 49.2 86.2l160 0zM192 512c44.2 0 80-35.8 80-80l0-16-160 0 0 16c0 44.2 35.8 80 80 80zM112 176c0 8.8-7.2 16-16 16s-16-7.2-16-16c0-61.9 50.1-112 112-112c8.8 0 16 7.2 16 16s-7.2 16-16 16c-44.2 0-80 35.8-80 80z\"><\/path><\/svg><\/span> <strong>Compare these two pitches<\/strong><\/p>\n\n\n\n<p><strong>Version A:<\/strong> &#8220;The Annual Arts Award celebrates excellence across all creative disciplines. Open to all artists. Prizes available. Submit your best work by [date].&#8221;<\/p>\n\n\n\n<p><strong>Version B:<\/strong> &#8220;Be celebrated as the future of British design, get a chance to be seen by the UK&#8217;s most prominent creative institutions &amp; win \u00a31,000&#8221;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--10);margin-bottom:var(--wp--preset--spacing--10)\"\/>\n\n\n\n<p>Version A is technically accurate but generic and lifeless. Version B is specific, benefit-focused, and creates urgency. Both are under 280 characters. One will get 10x more submissions.<\/p>\n<\/div>\n\n\n\n<p>This concise pitch becomes the foundation for <a href=\"https:\/\/zealous.co\/about\/insights\/marketing-your-competition\/\" title=\"\">marketing your programme effectively<\/a> across all channels.<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-267b2dbf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path fill=\"currentColor\" d=\"M144 0a80 80 0 1 1 0 160A80 80 0 1 1 144 0zM512 0a80 80 0 1 1 0 160A80 80 0 1 1 512 0zM0 298.7C0 239.8 47.8 192 106.7 192l42.7 0c15.9 0 31 3.5 44.6 9.7c-1.3 7.2-1.9 14.7-1.9 22.3c0 38.2 16.8 72.5 43.3 96c-.2 0-.4 0-.7 0L21.3 320C9.6 320 0 310.4 0 298.7zM405.3 320c-.2 0-.4 0-.7 0c26.6-23.5 43.3-57.8 43.3-96c0-7.6-.7-15-1.9-22.3c13.6-6.3 28.7-9.7 44.6-9.7l42.7 0C592.2 192 640 239.8 640 298.7c0 11.8-9.6 21.3-21.3 21.3l-213.3 0zM224 224a96 96 0 1 1 192 0 96 96 0 1 1 -192 0zM128 485.3C128 411.7 187.7 352 261.3 352l117.3 0C452.3 352 512 411.7 512 485.3c0 14.7-11.9 26.7-26.7 26.7l-330.7 0c-14.7 0-26.7-11.9-26.7-26.7z\"><\/path><\/svg><\/span> <strong>Fostering diversity &amp; inclusion<\/strong><\/p>\n\n\n\n<p>Beware of systemic discrimination. If your pitch is a show in central London, some communities can&#8217;t afford to travel. The same can be said of having to invest too much time submitting to uncertain pursuits.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"common-pitfalls\"><strong>Common pitfalls when defining purpose<\/strong><\/h2>\n\n\n\n<p>Even experienced programme managers make these mistakes when crafting their purpose:<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-b1e1ca1e wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>Pitfall 1: Purpose by committee<\/strong><\/h3>\n\n\n\n<p>Trying to satisfy every stakeholder often creates a muddled purpose that excites no one. Your finance director wants revenue, your artistic director wants cutting-edge work, your board wants community engagement. The result? A purpose statement like &#8220;supporting excellent diverse accessible innovative sustainable work.&#8221; That&#8217;s not a purpose, it&#8217;s just nice words strung together in a daisy chain.<\/p>\n\n\n\n<p>Instead, prioritise. One goal can be primary while others support it.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-c385debf wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>Pitfall 2: Copying others<\/strong><\/h3>\n\n\n\n<p>Just because a prestigious award focuses on mid-career artists doesn&#8217;t mean you should. Your organisation has unique strengths, relationships, and resources. Build your purpose around what you can genuinely deliver, not what sounds impressive.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-c385debf wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>Pitfall 3: Purpose drift<\/strong><\/h3>\n\n\n\n<p>You start with &#8220;supporting emerging Scottish playwrights&#8221; but three years later you&#8217;re accepting applications from established international artists because &#8220;we need more submissions.&#8221; This destroys trust and confuses your audience about who you actually serve.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-c385debf wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>Pitfall 4: Setting and forgetting<\/strong><\/h3>\n\n\n\n<p>Your purpose should evolve as your organisation grows, but it shouldn&#8217;t change every year. Review it annually, but only revise it when there&#8217;s a genuine strategic shift. Frequent changes signal indecision.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-b339124c wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>Pitfall 5: Ignoring the money<\/strong><\/h3>\n\n\n\n<p>Pretending your programme isn&#8217;t partly about revenue (when it is) creates cynicism. Better to acknowledge it openly: &#8220;We charge a submission fee to fund our exhibition programme, while offering 20% of places fee-free to ensure accessibility.&#8221; Honesty builds trust.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group mid_post_cta has-base-2-color has-text-color has-background has-link-color wp-elements-83858da6ced582519ce63fcfd9662766 has-global-padding is-layout-constrained wp-container-core-group-is-layout-34d7f7af wp-block-group-is-layout-constrained\" style=\"border-radius:8px;background:linear-gradient(103deg,rgba(242,145,160,0.7) 0%,rgba(187,215,242,0.73) 70%);margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div id=\"mid-cta-a\" class=\"wp-block-group has-contrast-color has-base-2-background-color has-text-color has-background has-link-color wp-elements-f0a12e20b216dfc8dc951a5929df682a has-global-padding is-layout-constrained wp-container-core-group-is-layout-e4a18999 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-text-align-center has-contrast-color has-text-color has-link-color wp-elements-decc535b6327c1f7126198669a05008a\" style=\"margin-top:0;margin-bottom:0.2rem\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"envelope-open-text\" class=\"svg-inline--fa fa-envelope-open-text \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 576 512\" style=\"font-size:1.4em\"><path fill=\"currentColor\" d=\"M288 33.9L96.4 175.8 254.5 293c5.3 3.9 11.2 6.9 17.5 8.7L272 464c0 5.5 .5 10.8 1.3 16L96 480c-35.3 0-64-28.7-64-64l0-239.9c0-20.3 9.6-39.4 25.9-51.4L254.5-21c9.7-7.2 21.4-11 33.5-11s23.8 3.9 33.5 11L518.1 124.7c7.2 5.3 13.1 12 17.4 19.6-2.5-.2-5-.3-7.5-.3L436.6 144 288 33.9zM320 240c0-26.5 21.5-48 48-48l160 0c26.5 0 48 21.5 48 48l0 224c0 26.5-21.5 48-48 48l-160 0c-26.5 0-48-21.5-48-48l0-224zm80 16c-13.3 0-24 10.7-24 24s10.7 24 24 24l96 0c13.3 0 24-10.7 24-24s-10.7-24-24-24l-96 0zm0 96c-13.3 0-24 10.7-24 24s10.7 24 24 24l56 0c13.3 0 24-10.7 24-24s-10.7-24-24-24l-56 0z\"><\/path><\/svg><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center cta_text content_mid_cta has-link-color has-large-font-size wp-elements-8a0ce27d23f7e9cc6f0d594f1d06f2d9\">Insights like these straight to your inbox<\/h2>\n\n\n\n<p class=\"has-text-align-center\">Receive weekly tips from our founder to grow your program\u2019s impact; regardless of what tools you use.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button primary-cta\" id=\"host-weekly-tips-mid-cta\"><a class=\"wp-block-button__link has-custom-font-size wp-element-button\" href=\"https:\/\/zealous.co\/about\/insights\/weekly-awards-and-competitions-insights\/\" style=\"font-size:clamp(0.875rem, 0.875rem + ((1vw - 0.2rem) * 0.156), 1rem);\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><\/span> <span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"envelope\" class=\"svg-inline--fa fa-envelope \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path fill=\"currentColor\" d=\"M48 64c-26.5 0-48 21.5-48 48 0 15.1 7.1 29.3 19.2 38.4l208 156c17.1 12.8 40.5 12.8 57.6 0l208-156c12.1-9.1 19.2-23.3 19.2-38.4 0-26.5-21.5-48-48-48L48 64zM0 196L0 384c0 35.3 28.7 64 64 64l384 0c35.3 0 64-28.7 64-64l0-188-198.4 148.8c-34.1 25.6-81.1 25.6-115.2 0L0 196z\"><\/path><\/svg><\/span> Subscribe to Insights<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"mid-cta-b\" class=\"wp-block-group hide has-contrast-color has-base-2-background-color has-text-color has-background has-link-color wp-elements-ca05ccdaab1def85577cb2a6d6db569d has-global-padding is-layout-constrained wp-container-core-group-is-layout-e4a18999 wp-block-group-is-layout-constrained\" style=\"border-radius:8px;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-text-align-center has-contrast-color has-text-color has-link-color wp-elements-c35947b2679f7e019645ffbfe224e3d2\" style=\"margin-top:0;margin-bottom:0.2rem\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"chart-line\" class=\"svg-inline--fa fa-chart-line \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" style=\"font-size:1.4em\"><path fill=\"currentColor\" d=\"M64 64c0-17.7-14.3-32-32-32S0 46.3 0 64L0 400c0 44.2 35.8 80 80 80l400 0c17.7 0 32-14.3 32-32s-14.3-32-32-32L80 416c-8.8 0-16-7.2-16-16L64 64zm406.6 86.6c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0L320 210.7 262.6 153.4c-12.5-12.5-32.8-12.5-45.3 0l-96 96c-12.5 12.5-12.5 32.8 0 45.3s32.8 12.5 45.3 0l73.4-73.4 57.4 57.4c12.5 12.5 32.8 12.5 45.3 0l128-128z\"><\/path><\/svg><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center cta_text content_mid_cta has-link-color has-large-font-size wp-elements-77a2863cd996b074853fbd2c95c9a19c\">Calculate when submissions will arrive<\/h2>\n\n\n\n<p class=\"has-text-align-center\">Ever wondered if your award will hit its submission targets? Or how your program compares to industry standards?<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button primary-cta\" id=\"host-submissions-projection-mid-cta\"><a class=\"wp-block-button__link has-custom-font-size wp-element-button\" href=\"https:\/\/zealous.co\/about\/insights\/submission-projection-calculator\/\" style=\"font-size:clamp(0.875rem, 0.875rem + ((1vw - 0.2rem) * 0.156), 1rem);\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><\/span><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"calculator\" class=\"svg-inline--fa fa-calculator \" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\"><path fill=\"currentColor\" d=\"M64 0C28.7 0 0 28.7 0 64L0 448c0 35.3 28.7 64 64 64l256 0c35.3 0 64-28.7 64-64l0-384c0-35.3-28.7-64-64-64L64 0zM96 64l192 0c17.7 0 32 14.3 32 32l0 32c0 17.7-14.3 32-32 32L96 160c-17.7 0-32-14.3-32-32l0-32c0-17.7 14.3-32 32-32zm16 168a24 24 0 1 1 -48 0 24 24 0 1 1 48 0zm80 24a24 24 0 1 1 0-48 24 24 0 1 1 0 48zm128-24a24 24 0 1 1 -48 0 24 24 0 1 1 48 0zM88 352a24 24 0 1 1 0-48 24 24 0 1 1 0 48zm128-24a24 24 0 1 1 -48 0 24 24 0 1 1 48 0zm80 24a24 24 0 1 1 0-48 24 24 0 1 1 0 48zM64 424c0-13.3 10.7-24 24-24l112 0c13.3 0 24 10.7 24 24s-10.7 24-24 24L88 448c-13.3 0-24-10.7-24-24zm232-24c13.3 0 24 10.7 24 24s-10.7 24-24 24-24-10.7-24-24 10.7-24 24-24z\"><\/path><\/svg><\/span> Calculate submissions<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:0\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"pressure-test\"><strong>Pressure-test your purpose<\/strong><\/h2>\n\n\n\n<p>Before you commit to your purpose and start building your programme, run it through these validation questions:<\/p>\n\n\n\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-267b2dbf wp-block-group-is-layout-constrained\" style=\"border-radius:8px;margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20)\">\n<p class=\"has-body-font-family has-medium-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"circle-check\" class=\"svg-inline--fa fa-circle-check\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path fill=\"currentColor\" d=\"M256 512A256 256 0 1 0 256 0a256 256 0 1 0 0 512zM369 209L241 337c-9.4 9.4-24.6 9.4-33.9 0l-64-64c-9.4-9.4-9.4-24.6 0-33.9s24.6-9.4 33.9 0l47 47L335 175c9.4-9.4 24.6-9.4 33.9 0s9.4 24.6 0 33.9z\"><\/path><\/svg><\/span> <strong>Six validation tests<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list is-style-checkmark-list\">\n<li><strong>Specificity:<\/strong> Can someone hear your purpose and immediately know whether they should apply? If everyone thinks they qualify, it&#8217;s too broad.<\/li>\n\n\n\n<li><strong>Stakeholder:<\/strong> Does it satisfy your primary stakeholders without becoming a Frankenstein&#8217;s monster of competing priorities? You can&#8217;t serve everyone equally.<\/li>\n\n\n\n<li><strong>Authenticity:<\/strong> Does this align with what your organisation actually does well? Promising things you can&#8217;t deliver destroys trust faster than having no programme at all.<\/li>\n\n\n\n<li><strong>Sustainability:<\/strong> Can you realistically deliver on this purpose with your current resources? Ambition is good; setting yourself up for burnout isn&#8217;t.<\/li>\n\n\n\n<li><strong>Diversity:<\/strong> Who might this purpose unintentionally exclude? Have you built in mechanisms to prevent that?<\/li>\n\n\n\n<li><strong>Evolution:<\/strong> Will this purpose still make sense in 2-3 years, or are you chasing a trend that&#8217;ll date quickly?<\/li>\n<\/ul>\n\n\n\n<p>If your purpose passes all six tests, you&#8217;re ready to move forward with confidence.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading has-large-font-size\"><strong>How long should this take?<\/strong><\/h3>\n\n\n\n<p>For most organisations, defining your purpose takes 2-4 hours of focused work, typically across two sessions:<\/p>\n\n\n\n<p><strong>Session 1 (90 minutes):<\/strong> Brainstorm with key stakeholders. Capture all the &#8220;whys&#8221; behind your programme. Don&#8217;t judge ideas yet! Just get everything on the table.<\/p>\n\n\n\n<p><strong>Session 2 (60-90 minutes):<\/strong> Refine and pressure-test. Strip away jargon, ensure specificity, and craft your elevator pitch. Test it with someone outside your organisation. If they can&#8217;t immediately grasp who should apply, keep refining.<\/p>\n\n\n\n<p>This investment of 3-4 hours will save you dozens of hours in confused decision-making later.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-bottom:var(--wp--preset--spacing--10)\">\n<h2 class=\"wp-block-heading has-x-large-font-size\" id=\"finally\"><strong>Finally<\/strong><\/h2>\n\n\n\n<p>With so much to think about, you might end up with analysis paralysis. At this point, don&#8217;t overthink it. These are the wide brush strokes and these can evolve as you shape your process.<\/p>\n\n\n\n<p>Your purpose isn&#8217;t carved in stone. It&#8217;s a living thing that grows with your programme. Start with something clear enough to guide decisions, then refine it as you learn what actually works.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-9972a97b wp-block-group-is-layout-constrained\" style=\"border-radius:8px;border-top-style:none;border-top-width:0px;border-right-style:none;border-right-width:0px;border-bottom-style:none;border-bottom-width:0px;border-left-color:#bf3ea2;border-left-width:4px;background-color:#f4e7f180;margin-top:var(--wp--preset--spacing--20);margin-bottom:var(--wp--preset--spacing--20);padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--20)\">\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-26ac2763 wp-block-group-is-layout-flex\">\n<p class=\"has-large-font-size\"><span class=\"wp-rich-text-font-awesome-icon wp-font-awesome-icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"kiwi-bird\" class=\"svg-inline--fa fa-kiwi-bird\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 576 512\" color=\"#ae3485\"><path fill=\"currentColor\" d=\"M291.2 388.4c31.2-18.8 64.7-36.4 101.1-36.4l55.7 0c4.6 0 9.1-.2 13.6-.7l85.3 121.9c4 5.7 11.3 8.2 17.9 6.1S576 471 576 464l0-240c0-70.7-57.3-128-128-128l-55.7 0C355.9 96 322.4 78.4 291.2 59.6 262.3 42.1 228.3 32 192 32 86 32 0 118 0 224 0 295.1 38.6 357.1 96 390.3L96 456c0 13.3 10.7 24 24 24s24-10.7 24-24l0-46c15.3 3.9 31.4 6 48 6 5.4 0 10.7-.2 16-.7l0 40.7c0 13.3 10.7 24 24 24s24-10.7 24-24l0-50.9c12.4-4.4 24.2-10 35.2-16.7zM448 200a24 24 0 1 1 0 48 24 24 0 1 1 0-48z\"><\/path><\/svg><\/span><\/p>\n<\/div>\n\n\n\n<p>We can help!<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--20)\">Zealous makes running your programmes easier<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button primary-cta\" id=\"host-tour-bottom-cta\"><a class=\"wp-block-button__link has-custom-font-size wp-element-button\" href=\"https:\/\/zealous.co\/about\/demo\/\" style=\"font-size:clamp(0.875rem, 0.875rem + ((1vw - 0.2rem) * 0.156), 1rem);\">Experience tour<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-outline secondary-cta is-style-outline--2\" id=\"host-product-bottom-cta\"><a class=\"wp-block-button__link has-custom-font-size wp-element-button\" href=\"https:\/\/zealous.co\/about\/submissions-management-platform\/\" style=\"font-size:clamp(0.875rem, 0.875rem + ((1vw - 0.2rem) * 0.156), 1rem);\">View product &amp; features<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"tertiary-cta has-medium-font-size\" id=\"host-8-others-bottom-cta\" style=\"padding-top:var(--wp--preset--spacing--10)\">But we&#8217;re not alone in the space &#8211; <a href=\"https:\/\/zealous.co\/about\/resources\/best-award-management-software\/\" title=\"\">here are 8 others you may wish to consider<\/a> (even if we would prefer you choose us!).<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10);padding-left:0\">\n<p class=\"has-text-align-center\"><strong>Want us to write more content like this? Give it a like<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group is-content-justification-space-between is-layout-flex wp-container-core-group-is-layout-9366075c wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-368c6775 wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n\t\t<div class=\"wpulike wpulike-animated-heart  wpulike-is-pro\" ><div class=\"wp_ulike_general_class wp_ulike_is_restricted\"><button type=\"button\"\n\t\t\t\t\taria-label=\"Like Button\"\n\t\t\t\t\tdata-ulike-id=\"32696\"\n\t\t\t\t\tdata-ulike-nonce=\"b3359b457b\"\n\t\t\t\t\tdata-ulike-type=\"post\"\n\t\t\t\t\tdata-ulike-template=\"wpulike-animated-heart\"\n\t\t\t\t\tdata-ulike-display-likers=\"\"\n\t\t\t\t\tdata-ulike-likers-style=\"popover\"\n\t\t\t\t\tdata-ulike-append=\"&lt;svg class=&quot;wpulike-svg-heart wpulike-svg-heart-pop one&quot; viewBox=&quot;0 0 32 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2.474-.697-.997-5.543-7.93H8l4.474 6.4.697.996 5.815 8.318h-2.387l-4.745-6.787Z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on X\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group au_row is-nowrap is-layout-flex wp-container-core-group-is-layout-527f440d wp-block-group-is-layout-flex\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0\">\n<figure class=\"wp-block-image size-full is-resized has-custom-border au_img\" style=\"margin-top:var(--wp--preset--spacing--10);margin-bottom:var(--wp--preset--spacing--10)\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" class=\"wp-image-44104 lazyload\" style=\"border-radius:40px;object-fit:cover;width:80px;height:80px\" data-src=\"http:\/\/mused.co\/wpadmin2\/wp-content\/uploads\/sites\/5\/2023\/11\/guy-armitage-zealous-1.webp\"><\/figure>\n\n\n\n<div class=\"wp-block-group au_txt_block wp-container-content-9dbf05af has-global-padding is-layout-constrained wp-container-core-group-is-layout-c4ee154b wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--10);padding-left:var(--wp--preset--spacing--10)\">\n<p><a href=\"https:\/\/zealous.co\/about\/team\/guyarmitage\/\" title=\"\">Guy Armitage<\/a> is the founder of <a href=\"https:\/\/zealous.co\/about\/?utm_source=guy_armitage&amp;utm_medium=blog_footer&amp;utm_campaign=founder_insight&amp;utm_id=founder_insight\" title=\"\">Zealous <\/a>and author of &#8220;<a href=\"https:\/\/everyoneiscreative.org\/?utm_source=guy_armitage&amp;utm_medium=blog_footer&amp;utm_campaign=founder_insight&amp;utm_id=founder_insight\" title=\"\">Everyone is Creative<\/a>&#8220;. He is on a mission to amplify the world&#8217;s creative potential.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--20)\"\/>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-96623d35 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:var(--wp--preset--spacing--10)\">\n<h2 class=\"wp-block-heading\" style=\"padding-bottom:var(--wp--preset--spacing--10)\"><strong>Frequently Asked Questions<\/strong><\/h2>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>Why is defining purpose important for awards programmes?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>A clear purpose acts as your guiding star throughout the entire programme lifecycle. It helps you make consistent decisions about eligibility, judging criteria, marketing messages, and success metrics. Without it, you risk mission drift and confusing potential candidates about whether they should apply. Your purpose also makes it easier to attract judges, sponsors, and partners who align with your goals.<\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>What&#8217;s the difference between purpose and goals in awards management?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Your purpose is the overarching &#8220;why&#8221; behind your programme. The fundamental reason it exists. Your goals are the measurable outcomes you&#8217;ll track to determine success. For example, your purpose might be &#8220;supporting emerging UK designers,&#8221; while your goals could include &#8220;receive 200 submissions&#8221; or &#8220;increase diversity of applicants by 25%.&#8221; Purpose guides strategy; goals measure impact.<\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>How do I know if my programme purpose is too broad or too narrow?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Test it with the elevator pitch exercise: if you can&#8217;t explain your purpose in under 280 characters, it&#8217;s likely too complex. If your purpose attracts everyone or no one in particular, it&#8217;s too broad. The sweet spot is specific enough to define clear eligibility without unnecessarily excluding people.<\/p>\n\n\n\n<p>For instance, &#8220;celebrating creativity&#8221; is too broad, while &#8220;celebrating watercolour paintings by left-handed artists born in March&#8221; is too narrow. &#8220;Celebrating emerging watercolour artists across the UK&#8221; hits the right balance.<\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>Should I charge a submission fee for my awards programme?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>That depends on your purpose and audience. Fees can generate revenue to grow your impact, but mandatory fees automatically exclude lower-income communities. The best approach for inclusive programmes is offering optional donations or allowing some free submissions alongside paid ones. This maintains a revenue stream while widening participation. If your primary purpose is engagement rather than revenue, free submissions might serve you better.<\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>What diversity and inclusion considerations should shape my purpose?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Start by examining who you&#8217;re trying to serve and whether you have lived experience in that community. If you&#8217;re supporting a community you&#8217;re not part of, validate your purpose with members of that community. Consider how factors like location, submission fees, time investment, and even your venue choice might create systemic barriers. Build inclusion into your purpose from day one rather than treating it as an afterthought.<\/p>\n<\/div><\/div>\n\n\n\n<div data-schema-only=\"false\" class=\"wp-block-aioseo-faq\"><h3 class=\"aioseo-faq-block-question\"><strong>How do I measure success for an awards programme?<\/strong><\/h3><div class=\"aioseo-faq-block-answer\">\n<p>Effective measurement combines quantitative and qualitative metrics aligned with your purpose. Common areas include awareness (media mentions, reach), audience growth (new contacts, engagement beyond the programme), financial impact (revenue generated), social impact (participant outcomes 6-12 months later), and diversity metrics (demographic data of applicants and audiences).<\/p>\n\n\n\n<p>Choose 3-5 metrics that genuinely reflect whether you&#8217;re achieving your stated purpose rather than tracking everything.<\/p>\n<\/div><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Define your awards programme purpose. Learn who should submit, how to measure success, craft compelling pitches &#038; build diversity into your foundation.<\/p>\n","protected":false},"author":3,"featured_media":59301,"comment_status":"closed","ping_status":"open","sticky":false,"template":"wp-custom-template-post-org-insight","format":"standard","meta":{"footnotes":""},"categories":[499],"tags":[910],"class_list":["post-32696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-managing-awards"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/posts\/32696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/comments?post=32696"}],"version-history":[{"count":0,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/posts\/32696\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/media\/59301"}],"wp:attachment":[{"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/media?parent=32696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/categories?post=32696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zealous.co\/about\/wp-json\/wp\/v2\/tags?post=32696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}