The Village: How to Successfully Pitch a Business Project to Secure a Grant
In today’s realities in Ukraine, where the economy requires comprehensive support, grants have become more than just financial aid — they are a powerful tool for development and recovery. Grants open doors for bold ideas, help scale existing projects, and create new job opportunities. However, securing a grant is not a matter of luck — it’s the result of thorough preparation and a deep understanding of donor requirements.
The Village, in collaboration with the School of ME and the Ukrainian Red Cross, shares insights on how entrepreneurs can present their ideas in a way that makes them attractive for funding.
Grants for Ukrainian Entrepreneurs: Who Are Donors Willing to Fund?
Olena Skrypnikova, Head of the Innovative Financing and Cash Transfer Programming Unit at the Ukrainian Red Cross:
The main aim of most donors is to support Ukraine’s resilience by backing individuals who can rebuild and develop their communities, even in extremely challenging conditions. For instance, through our REDpreneurUA programme — which combines funding, training, and mentoring — we support entrepreneurs who are not only launching businesses, but also creating new solutions to meet the needs of their communities. This might include innovations in energy efficiency, mobile services for internally displaced persons (IDPs), or local zero-emission manufacturing.
By supporting such initiatives, donors are investing in recovery, strengthening social capital, and creating the conditions for sustainable growth from within communities.
Donors want to see more than just funds spent — they want to witness real social impact: job creation, people returning to their communities, and the integration of vulnerable groups, including persons with disabilities, veterans, and young people from de-occupied territories.
Moreover, this is about building a new kind of economy — one that is more sustainable, collaborative, and decentralised. For the Ukrainian Red Cross, it is also part of a broader humanitarian mission: to ensure that aid has not only a short-term effect, but also helps create the conditions for people to live with dignity and support long-term recovery.
Priority is given to projects with long-term impact — those that can address immediate needs while also contributing to recovery and growth. This includes support for micro and small enterprises, especially those founded by women, veterans, and internally displaced persons. “Green” businesses, solutions promoting energy independence, digital transformation, safety, and inclusion also play a key role.
A particular focus for donors right now is on innovative approaches that help Ukrainians return home, rebuild their lives, and strengthen local communities. Increasingly, donors are favouring projects that combine social impact with entrepreneurial thinking — from veteran-run workshops to agricultural initiatives and tech start-ups. That’s why, within RED HUB programmes — including REDpreneurUA — there is a growing share of businesses that do more than just receive a grant. These businesses are developing innovative products, transforming their local environments, and encouraging people to return to their communities or find employment opportunities locally.
Artem Kornetskyy, co-founder and head of the School of Mindful Entrepreneurship:
The grant ecosystem in Ukraine today is highly dynamic. At School of ME, we’re seeing a significant rise in interest in grants among entrepreneurs — especially those running small and medium-sized businesses, as well as teams launching social or educational business projects. Each programme now attracts far more applicants than it did two or three years ago. Naturally, this increases competition, but at the same time, it pushes businesses to develop stronger models, think more critically about their social impact, and refine their sustainability strategies.
From our experience with the REDpreneurUA project, it’s clear that grants are not just about money. They offer expertise, access to networks, opportunities to test hypotheses, and receive mentoring support. For many, this becomes the very push they need to move from an idea to a structured and sustainable business.
At School of ME, we always emphasise: the main goal isn’t just to win a grant — it’s to be ready to implement it effectively and build a business that can grow even without external funding.
In terms of numbers, the competition can be very intense. In REDpreneurUA, for example, there’s an average of 60 applications per finalist spot (1,560 applications submitted, 26 enterprises selected) — and even among the finalists, not all will receive a grant following their pitch and business plan presentation.
Why Your Business Is Unlikely to Receive a Grant
Olena Skrypnikova, Head of the Innovative Financing and Cash Transfer Programming Unit at the Ukrainian Red Cross:
The biggest challenge is the quality of the applications. Often, applicants submit a good idea but fail to demonstrate how it will solve a specific problem or deliver measurable benefits to the community. There is a lack of clarity in the logic of impact: why this particular business is needed, who it serves, how it will change the situation in a specific town or village, what the risks are, and how sustainability will be ensured.
One of the most common mistakes is treating sections on social impact, inclusion, or environmental approach as a formality. For example, in REDpreneurUA we often see applications that say something like, “we will create a café that helps people,” but don’t explain which people exactly, why this café, what the innovation is, whether it will be accessible to people with limited mobility, and how it will transform the area where it operates. Such applications do not pass, even if the idea is interesting.
Another frequent mistake is the absence of a realistic and well-thought-out plan. We often receive applications with inflated budgets lacking proper detail, or on the other hand, ambitious goals paired with very limited resources.
For example, some applicants propose developing complex digital platforms without any experience in IT, or plan to provide medical or rehabilitation services without any relevant expertise within the team. Such projects are rejected not only due to technical shortcomings. The main reason is the risk they pose to sustainability, effectiveness, and the safety of end users. If the team lacks the necessary qualifications, there is a real danger of poor implementation — or even harm to the people who will receive these services. For us at the Ukrainian Red Cross, as for our donors, the principle of “do no harm” is fundamental. We work with vulnerable groups, and a failed project can cost more than just wasted resources.
Another important trend worth highlighting is the growing popularity of veteran-led entrepreneurship. We fully support such initiatives and are open to thoughtful, well-developed ideas from veterans returning to civilian life through business. However, we sometimes come across applications that raise concerns of so-called “dual-use” — where a project is directly or indirectly linked to products that could potentially be used for military or combat-related purposes. Unfortunately, not all donors are willing to support such ideas due to reputational, ethical, and legal risks. Even in wartime, we urge applicants to carefully consider international standards around the humanitarian and civilian focus of their programmes.
It’s also important to understand that a grant is not “free money”. It is a partnership, built on trust and reputation. That’s why, in REDpreneurUA, we don’t just teach people how to fill out forms correctly — we teach them to think like social entrepreneurs: to identify a problem, propose a sustainable solution, and forecast its impact three to five years into the future.
The strongest projects are those that combine value for the community, innovation, and a clear understanding of why this support is needed.
A Universal Formula for a Successful Grant Application
Artem Kornetskyy, co-founder and head of the School of Mindful Entrepreneurship:
- A pressing and relevant problem
Donors and government programmes don’t fund “nice ideas” — they support solutions to real, specific problems. You need to clearly demonstrate: who exactly is affected, how widespread the issue is, and why it needs to be addressed right now.
- A clear and practical solution
You must prove that you genuinely understand how to tackle the problem. The proposed solution should be realistic — not overly abstract or excessively expensive — and proportionate to the grant size and your available resources.
- Concrete, measurable goals
Your objectives shouldn’t be “we’ll make the world a better place” — instead, aim for something like: achieve X for Y within Z months. This shows you’re focused on delivering results, not just spending money.
- A detailed and realistic action plan
Include clear steps, responsible individuals, deadlines, and a budget. Funders want to see that you know exactly what you’ll be doing each month.
- A strong team and relevant experience
Even small-scale projects or pilot initiatives can strengthen your application. Donors prefer applicants with prior experience in the field and the skills needed to deliver this specific project.
- Transparency and sustainability
How will you report on how the funds are used? What happens after the grant ends? Projects that are built to continue beyond the grant period tend to earn greater trust and support.
- A human story
This is often underestimated. Show real people who will benefit, their emotions, motivations, and what will change in their lives. These stories resonate far more deeply than facts and figures alone.
What Types of Businesses Will Attract Donor Funding in 2025–2026
Olena Skrypnikova, Head of the Innovative Financing and Cash Transfer Programming Unit at the Ukrainian Red Cross:
We anticipate a continued shift in donor support towards more dynamic and transformative areas, particularly micro-enterprises at the intersection of technology, mental health recovery through innovative methods (such as VR therapy and digital platforms), and new formats of veteran-led initiatives that combine reintegration, the creative economy, and entrepreneurial leadership.
There is a growing demand for hybrid models that merge social impact with business innovation. Examples include ventures focused on environmental sustainability, mental health products, solutions aimed at supporting the return of Ukrainians from abroad, and digital inclusion for communities. This is no longer just about supporting micro-businesses — it’s about investing in in long-term social transformation and future-focused solutions.
The Ukrainian Red Cross also plans to expand its regional presence through acceleration programmes like REDpreneurUA, in order to better reach rural and recently de-occupied areas. Another key priority will be green entrepreneurship — we’re currently working on adapting our selection criteria to align with ESG (Environmental, Social and Governance) approaches.
How RedpreneurUA Is Already Helping Ukrainian Entrepreneurs
Yuliia Bilyk, founder of Lipkaplay, a producer of interactive velcro learning games and reusable wipe-clean notebooks:
I applied to RedpreneurUA, run by the Ukrainian Red Cross and School of ME, without any expectations — I wrote the application myself because I have some business knowledge, I actively keep learning because I love it and believe that knowledge opens new opportunities. But social entrepreneurship was a new topic for me, so it was a real challenge.
When I received an email from School of ME saying, “Congratulations, you are among the 25 finalists out of more than 2,000 applications,” I was shocked. Imagine: out of two thousand applications, I was selected! That fact still inspires me to keep moving forward, even when things get tough. Because someone believed in me. They chose me. So, I have no right to give up.
After the initial shock wore off, the training began. Together with our mentor and instructor, Alina, we went through two and a half months of challenges, doubts, and significant growth. There was a moment after the first webinars when I thought, “Where have I got myself into and why do I even need this?” But then I remembered I was one of 25 and carried on.
It was tough — often there was no electricity, the internet cut out, and the future felt uncertain. But thanks to the support of the Ukrainian Red Cross (which helped us with energy independence) and Alina’s calm and structured guidance, we prepared for the pitching confidently. Webinar recordings were available, and all questions were clarified. Plus, the School of ME team matched us with mentors perfectly.
21 February 2025 is a day I will never forget. Twenty-three presentations, five judges, eight hours of waiting, and seventeen winners. I was the first to present. The nerves were incredible, but I managed to pull myself together. I stuck to the schedule — five minutes for the presentation, five minutes for questions. When they announced the results, I heard my name inside myself and my first thought was, “Is this really happening?” But my legs didn’t doubt it and confidently walked to receive the award.
It was a tough but incredibly valuable victory. There was a lot of new information, strong competitors, and a great responsibility because social entrepreneurship is not just about business, but about impact and mission. I imagine it was hardest for the judges to choose 17 out of 23 finalists. Everyone was truly worthy.
Today, I am happy to be a winner. Sleepless nights, tonnes of documents and reports — it was all worth it. I sincerely thank the Ukrainian Red Cross and the School of ME team for this opportunity! And finally: Lipkaplay games are not just interactive velcro learning games. They have a social purpose: by buying our products, you help internally displaced people adapt and integrate into society.
REDpreneurUA – An International Franchise Supporting Entrepreneurship in Ukraine
In 2024, the Ukrainian Red Cross, in partnership with the Austrian Red Cross and with support from the Neighbour in Need Foundation (Austria), launched a two-year programme called REDpreneurUA. This initiative is part of a global effort to support socially responsible entrepreneurship and economic resilience among vulnerable groups.
REDpreneurUA aims to become a business incubation centre for social entrepreneurship in Ukraine, providing participants with knowledge, practical tools, and grant funding to successfully develop their projects.
The programme is implemented in practice by the non-governmental organisation School of ME — a school of mindful entrepreneurship. This NGO and start-up of like-minded individuals develops and delivers projects focused on social, school, and youth entrepreneurship, with the goal of creating valuable change within the entrepreneurial ecosystem. The School of ME believes that business should do good while being effective, and that education can be different: flexible, engaging, practical, and often even fun.
Source: https://www.village.com.ua.