WIFM

Although, I'm not sure it needed an acronym, ala something you wear around on a bracelet or t-shirt, "What's in it for me?" or WIFM is a mantra that researchers would do well to remember as they seek funding for their projects. Now, don't be misled, WIFM does not refer to what's in it for the researcher, it refers to what's in it for the funder.

Each sponsor has a specific mission, whether it's articulated clearly or it's an unspoken assumption.  Your job, as the researcher applying for the grant is to find out what they want and then provide that in your project and grant application.

In her book, 4 Steps to Funding, Morgan Giddings, PhD, describes the importance to addressing WIFM in each of her four steps:

• Why is your project important?
• Who are you/why are you the right person to do the project?
• What is your project?
• How will you complete the project?

Giddings advocates for considering WIFM in each piece of your grant and in all your communique with a sponsor.

Dr. Joseph Ortega, Associate Dean for Research in the College of Engineering, agrees. He suggests that sponsors and their reviewers want to know what difference or solutions your project will provide to the country (if they're a national organization) and will you be a good steward of their resources (i.e., funds)?

Putting WIFM in Practice
So, not surprisingly, sponsors and reviewers are going to ask WIFM, and this isn't unlike any audience or consumer. Even before reading this entry, you've likely thought of the WIFM of your grants, but I would contend that even if you have, it's still not enough.

Many researchers consider the WIFM for agencies at some point, but do not thread it into every area of their grant.  They start with a grandiose connection between the sponsor and their project and then get right back to business as usual and write a grant that focuses on their own needs/interests. Instead, consider the WIFM in each section and each paragraph you write.  Whether developing your project summary or your budget, set down your pen or stop typing before you've thought about what your readers are looking for, what they want in that section and then, and only then, write a section that provides it to them.