Module 4.1: Project fundamentals
Project fundamentals
Project fundamentals will help you to set your project up for success by defining a clear purpose, crafting a compelling story, and understanding who your project serves. Strong foundations lead to meaningful impact, and this module will help you sharpen your focus to ensure your project is achievable and effective.
This module will explore:
Understanding what makes a strong project purpose statement
Learning how to define your project’s “Why,” “What,” and “Who”
Crafting a purpose statement that communicates your project clearly
Learning outcome:
By the end of this module, you’ll have a practical framework for managing your project with confidence. Whether you’re refining your goals, building partnerships, or setting up team structures, this module will help you make informed decisions at every step.
Introduction video
Why do we need to understand our purpose?
Every great project starts with a great idea, but without a clear purpose and focus, even the best initiatives can struggle to gain support or make an impact.
A clear purpose helps you:
- Keep your project on track
- Plan and prioritise
- Communicate with potential supporters
- Reach the right people
- Make an impact
Think about it. If your project isn’t clearly defined, how will you explain it? Projects that lack focus often face challenges in the long term.
Impactful projects often start with a clear why, which can be the driving force behind your work. A strong project purpose statement isn’t just about explaining what you do, it’s about making people care. Funders, partners, and communities connect with projects that solve a real need and create lasting impact.
Let’s start with some questions to help you articulate your project purpose.
Target participants
Who is your project for?
If you aim for everyone, you can end up getting no one. Being targeted at your participants can help you:
- Design appropriate programs and activities
- Communicate the project more effectively
- Choose the best locations
- Tailor your messaging to increase participation
To get you started in your thinking, consider the following:
- Which specific groups will benefit the most from your program?
- What are their needs or barriers?
- How do they typically engage in physical activity?
For example:
Now that we’ve refined who your project is for, let’s take it a step further by visualising your ideal participant.
Instead of thinking about broad groups, we find it helpful to create an ‘ideal participant’ who captures key traits of your target audience. The goal is to know them so well that you could put yourself in their shoes.
Start by visualising your ideal participant. Consider these three areas:
- Demographics – What’s their age, gender and location?
- Psychographics – What do they love, value and enjoy?
- Lifestyle – Where do they hang out, work or spend time?
Example:
"Instead of saying ‘People in regional areas,’ try:
‘Women aged 40-60 in small rural towns who want social, low-impact exercise options but feel isolated from traditional fitness programs.’
The clearer you are about your audience, the easier it is to make decisions. Don’t be afraid to speak with people who share similar characteristics to your ideal participant. It can help you understand their needs, challenges and aspirations. For more complex projects, you may have 2–3 ‘ideal participants’.
Create your ideal participant using this template.
Defining audience values and needs
Knowing who your target audience is matters, but just as important is understanding why they would participate. If your project doesn’t align with what motivates them or address their barriers, they might not engage at all
Ask yourself:
- What motivates them? – Fitness, fun, social connection, improving health?
- What barriers do they face? – Cost, transport, lack of confidence?
- What values matter to them? – Community, inclusion, challenge, support?
For example:
Setting your project objectives
Now that you’ve defined the ‘why’ and ‘who’ for your project, the next step is to set clear objectives. Having well-defined goals keeps your project focused, measurable and on track.
One of the best ways to do this is by using the SMART Goals Framework. SMART stands for:
1. Specific – What exactly do you want to achieve?
2. Measurable – How will you track progress?
3. Achievable – Is this realistic given your resources?
4. Relevant – Does this align with your project purpose?
5. Time-bound – What is your deadline?
Write two SMART goals that align with your project purpose.
Click to download SMART Goals worksheet (PDF)
Crafting your project purpose statement
It’s now time to combine everything into a clear and compelling purpose statement - a short description that captures the essence of your project.
Why does a clear project purpose statement matter?
- Effective communication and promotion - It ensures you can clearly explain your project’s story and impact.
- Mobilising partners and stakeholders – It helps others understand how they fit into your project, creating alignment and collaboration.
- Attracting financial resources and sponsorship – Funders and sponsors are more likely to support a project with a clear, meaningful purpose.
- Evaluating funding impact – A well-defined purpose makes it easier to measure success and report on outcomes.
What makes a strong project purpose?
A strong purpose statement isn’t just a summary, it’s the core message that helps others quickly understand and support your project.
A strong purpose is:
- Clear and concise – Keep it short, simple, and free from jargon. Aim for 1-2 sentences.
- Solution-focused – What problem does it address? Clearly state the problem your project addresses.
- Impact-oriented – What change or outcome does your project create?
- Audience-specific – Who benefits, and how does it improve their lives?
For example:
Let’s break it down
Example:
‘Rhythm Beats’ empowers people living with dementia and their carers through music and movement, strengthening connection, cognition, and wellbeing.’
What makes this an effective purpose statement?
- Concise: It’s just one sentence, making it easy to communicate.
- Clearly states the problem: Dementia can be isolating, affecting both individuals and their carers.
- Provides a solution: Music and movement create meaningful engagement.
- Highlights the impact: The project strengthens connection, cognition and well-being.
- Names the target audience and who the project is for: Mentions specifically people with dementia and their carers.
It’s not just about what the project does - it’s about why it matters and the impact it creates.
Now it’s your turn!
Craft a clear and compelling statement to strengthen your project's focus and communication.