Writing Persuasive Grant Proposals

Looking for Grant Funding❓ I spent years at a Foundation that provided funding to dozens of nonprofit organizations. I managed their grant programs, which meant that I read every application and sat in all of the grant-making committee meetings. I saw the decision-making process up close and personal. So I can report that funders are committed to supporting impactful programs that fall within their mission, but …  grant committee members (most of whom are volunteers) may not always be familiar with your organization, projects, client needs, or impact on the community. The best advice I can give: 𝐒𝐢𝐦𝐩𝐥𝐢𝐟𝐲 𝐭𝐨 𝐀𝐦𝐩𝐥𝐢𝐟𝐲! 📢 To ensure your proposal stands out, here are a few tips: ➡️𝐂𝐥𝐚𝐫𝐢𝐭𝐲 𝐢𝐬 𝐊𝐞𝐲: Present your mission and goals in a straightforward manner. Avoid jargon and complex language.  ➡️𝐓𝐞𝐥𝐥 𝐚 𝐂𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 𝐒𝐭𝐨𝐫𝐲: Share real-life examples and success stories that highlight the impact of your work. ➡️𝐁𝐞 𝐂𝐨𝐧𝐜𝐢𝐬𝐞: Keep your proposal succinct and to the point. Highlight the most critical information. ➡️𝐒𝐡𝐚𝐫𝐞 𝐎𝐮𝐭𝐜𝐨𝐦𝐞𝐬: Clearly outline the expected outcomes and how they align with the funder’s priorities. ➡️𝐈𝐧𝐜𝐥𝐮𝐝𝐞 𝐕𝐢𝐬𝐮𝐚𝐥 𝐀𝐢𝐝𝐬: Use charts, graphs, and images to illustrate your points and make your proposal visually engaging. 💠By simplifying your presentation, you make it easier for grantors to understand and support your vision. Here’s to creating lasting change … 𝑳𝒆𝒕’𝒔 𝒈𝒆𝒕 𝒈𝒊𝒗𝒊𝒏𝒈! 💵💰💲

What the RFP says versus what evaluators really want to know… 👇 RFPs are rarely as straightforward as they seem. Le sigh! Behind every bulleted list of requirements is a client with specific goals, pain points, and expectations—and it’s your job to read between the lines. We have helped AEC and CRE firms win more work by not just “answering” the RFP, but by “understanding” it. Here’s how I coach clients to break down critical messages from the RFP language: ✅ When the RFP asks for “project experience,” what they really want is proof that you’ve solved similar problems for similar clients. Give them the back-up to select your firm and make their life easier. ✅ When they ask for “key personnel,” they want to know your team is credible and invested in the success of the project. Prove that your team has what it takes. ✅ When they ask for a “work plan,” they’re looking for clarity, efficiency, and the ability to mitigate risk. Demonstrate you can manage their timeline and lead the charge, both on and offsite. ✅ And when they ask for “why your firm,” they’re giving you an open door to tell a persuasive, benefit-driven story about why you are the right fit. Strong proposal responses go above and beyond responding, they interpret their client’s needs and address them directly. #AECMarketing #ProposalManagement #ProposalStrategy #RFP #AECIndustry

I do not write grants. I write about opportunities. I do not ask for donations. I ask for partnerships. I do not build capacity. I build connections. Here’s what I’ve learned in 20+ years of working with nonprofits: The words you use can determine whether your mission thrives—or gets overlooked. When we talk about “grants,” “donations,” or “capacity building,” we’re focusing on what we need. But when we shift the language to “opportunities,” “partnerships,” and “connections,” we focus on the bigger picture—the shared impact we can create. That subtle shift? It’s the difference between asking and inspiring. Between pitching and partnering. One of my favorite examples is a client who struggled with fundraising for years. They were stuck in the cycle of “we need help.” But when we reframed their mission around opportunities for impact—and built stories around the lives their work touched—they didn’t just hit their fundraising goals. They doubled them. What changed? ✨ Their messaging became magnetic. ✨ Partners wanted to collaborate, not just contribute. ✨ Funders saw themselves as part of the story. It’s not just about what you’re asking for. It’s about how you’re inviting people into your mission. So, here’s my challenge to you: 👉 Stop writing proposals. Start writing possibilities. 👉 Stop chasing dollars. Start fostering alignment. 👉 Stop focusing on transactions. Start building relationships. Because when you lead with vision, you open the door to something far greater than money—you build momentum that transforms communities. How are you currently positioning your mission? Is your messaging unlocking doors, or holding you back? ----- Hi, I’m Shannon—a nonprofit consultant, fractional fundraiser & marketer, and proud mom of autistic twins. As a certified human rights advocate, I’m all about making sure every voice is heard. Imagine fundraising as a road trip: you’ve got the destination, and I’m here to help you navigate the route, dodge the bumps, and keep the journey exciting. From creative strategies to real talk about what works, I love diving into conversations that spark change and keep you moving forward. Let’s connect! Send me a message, and let’s see how we can fuel up your fundraising journey together!

As a donor, 90% of the grant proposals I read fail to include strong, measurable goals. If a proposal lacks strong goals, why should a donor approve it? Many organizations focus on their activities such as how many papers they’ll write, how many events they’ll host, or how many social media posts they'll create. But while important, these numbers alone don't create impact. Activities only create impact when they contribute to a clear and measurable goal. Foundations may call them outcomes, deliverables, or something else, but the real question is: Are your goals focused on the impact of your work, and are they both measurable and meaningful to your mission? Your goals should reflect what you hope to accomplish because of your work, not just the work itself, and they may vary depending on what you're trying to accomplish. For example, if your project involves writing research reports, the goal isn’t just to produce a certain number of reports. The real question is what impact will those reports have? Are you hoping to educate the public? Then tracking reads or media mentions might be the right measure. A goal here might be 10 media mentions in the next 6 months. Are you aiming for policy change? Then citations in legislative or academic discussions might be more relevant than raw readership numbers. In this case, a better goal might be 6 citations in the 3 months following the report's release. In your personal life, you might set a goal to go to the gym 3 times a week (an activity), but that doesn't tell you how long to go, what exercises to do, or why 3 times a week is effective. But if your goal is to gain 5 lbs of muscle in 6 months (the impact), you can start answering those questions with clarity. Start with your big-picture goal, then ask yourself: What would need to happen for this to become a reality? 🤔 How can we track progress toward that outcome? 📈 Don’t just set goals to satisfy a donor’s requirements. Make them meaningful to your mission. When your goals align with the change you want to see, measuring progress becomes not just a reporting requirement, but a powerful tool for driving impact.

No matter what I do, I can’t seem to escape RFPs. I’m just really, really good at them. Weird flex, I know. But when you have completed several hundred of them, it kind of becomes second nature. Obvs, I can’t work on everyone’s RFPs. But since we are in the thick of pitch szn, here are my top 4 tips for nailing your next proposal: 1️⃣ No budget, no pitch. If there is no budget supplied - ask for a not-to-exceed amount. Everyone has one, even if they won’t share it. If you can’t get that, share the standard range you charge for a project of similar scope. If they won’t confirm their project falls within that range - decline to pitch. If you absolutely must pitch it - call me, and I will help you reverse-engineer the pitch budget, if you know the company’s annual revenue (not free, y’all - I charge for this! 💰) 2️⃣ Read between the lines. Don’t take the RFP at face value. There is always a hidden story or agenda, and it’s your job to figure out what that is. Become a big-time snoop, research and ask probing questions. Ask the client for a live 1:1 Q&A session, at least 30 minutes long - for every single pitch. Get to the bottom of why the review is happening in the first place, and the true motivations of the stakeholders in calling the review. 3️⃣ Do your own consumer research. Every time the timeline and budget will allow, conduct your own primary research among category or brand buyers/fans. You will learn something your competitors won’t have access to - and you may uncover an insight the client doesn’t know about their own audience. Do both qual and quant, if you can. Write or rewrite your creative brief, based on what you learn. 4️⃣ More you (client) - less we (agency). Brands really don’t care about our agencies and all the cool shit we have done, or know how to do. They care about their own business problem, and if we can help them solve it. They want to know we can, with 100% confidence (or at least like, 98.5% confidence). And don’t wait until page 37 out of 50 to talk about what it is they need and want. The best pitches ever are the ones where you barely talk about yourself at all. Instead, ask the client to tell you about their problems - and really listen to what they have to say. Then, respond or write directly to how you will solve for their needs. For those of you that have told me you are currently in 1, 2, 4, or even 8 reviews - you are in my thoughts and prayers 🙏

One of the most common mistakes I see in K–12 sales? Assuming “We don’t have the budget” is the end of the conversation. It’s not. It’s the beginning of a better one, if you know how to navigate funding. Most district leaders are juggling a dozen funding sources at any given time. Title I, Title IV-A, CTE, literacy grants, school safety funds, ESSA-based programs, local ballot measures, foundation grants. Most reps don’t know how to bring them into the sales process. If you're selling into education and you're not helping your buyer think through funding strategy, you're forcing them to do all the work and that’s where the deal dies. So what do the best reps do? They ask, “What’s already funded for next year that this might align with?” They say, “Districts like yours have used [specific grant] to cover similar initiatives. Want me to send a breakdown of how that worked?” They build proposals that speak directly to line items and tie to real priorities, not just product features. They don’t just pitch. They translate. They help the buyer connect the dots between what they want to do and how they can afford to do it. Here’s a simple framework that works: Learn the funding sources in your category. Get fluent. Track the application timelines, usage rules, and reporting expectations. Build a one-pager that says “Here’s how you fund this” before they ask. Partner with grant writers, curriculum leads, or fiscal officers—not just the instructional contact. If the funding question is coming at the end of your sales process, you’re late. Bring it into the first conversation. Make it part of your value.

I am currently supporting a contract doing merit reviews of grant proposals for economic development programs. It has reinforced my practices of strategically designing proposal documents and narrative to make it easy on the reviewer. The proposals are all over the 😣 Part of the problem is the government’s instructions don’t align easily with the evaluation criteria, which has every proposal just a bit different and results in the reviewers hunting all over the application documents to find the information we need to score them. It is painful, tedious, and incredibly inefficient. (BTW – I wrote the proposal that won this work, never thinking I would have to be part of the implementation team.) Here are my takeaways. ✅Zero in on evaluation factors, particularly if the instructions are minimal and/or they don’t align well with the evaluation criteria. ✅If the evaluation criteria calls out specifics, make sure the reviewer can find them easily, and I don’t mean buried in an endless paragraphs and bolded. Put it up front or in a call out. ✅Don’t provide extraneous information that you think is cool. You are just wasting space, distracting the reviewer, and clogging the information pipeline. ✅Don’t make assumptions about anything. You have no idea who is going to be reviewing and scoring, so speak to the novice and the expert. ✅You can’t always assume the reviewer is seeing your other submission documents, either. So, make sure each volume directly addresses it’s specific requirements and evaluation factors, including context as needed and space allows. ✅Last, structure your paragraphs strategically, assuming the reviewer isn’t going to read every word. Put the information most important to the reviewer first, then explain your how and why. 👉Remember you want to make it as easy as possible to find the information they need and articulate their justifications for their scores. Be reviewer friendly. ++++++++ This is exactly what Writing is Easy does. We help make your responses easier to read and score, through carefully crafted language and document design.

Sometimes, the best-fit grant doesn’t look like a fit at all until you ask the right questions. You have to follow the thread and listen closely to your community. That’s how a $40K win turned into something much bigger for one of our longtime clients. Last fall, they mentioned a grant from a major tech company. It had a strong equity lens, but was focused on data. At first glance, I didn’t think it was the right fit because their work is service-oriented, not data-heavy. But when they brought it up again this year, I decided to personally take it on. In our discovery conversation, they mentioned something almost in passing: having volunteers sit in on court proceedings and noting racial disparities in sentencing, tone, and treatment. I reviewed the funder’s history and saw a pattern: Court Watch programs. That was our thread. We built a proposal around the work already happening: teachers, law students, folks with lived court experience showing up week after week as volunteers. The grant would allow them to formalize the program, pay volunteers, intervene when bias is witnessed, and collect data to push for change. Grant Writers for Health turned it around in two weeks. Our client brought strong support letters and local media coverage. And they got the grant! 🎉 This funding will allow them to pay those volunteers to continue observing, intervening, and gathering data that can drive policy and legislative reform. This taught me that the “perfect fit” doesn’t always show up on paper. But we can ask questions, find the throughline, and build something powerful from what’s already there. If there’s something in your work that feels small or scrappy, don’t overlook it. It might be your next grant story. What story might be hiding in plain sight for you?

🔬 NIH Grant Research Strategy Blueprint 1. Significance Section Tips - Emphasize the problem's importance and its impact on human health. Align with the funding institute’s priorities. 2. Innovation Elements - Highlight conceptual, methodological, and technical innovations. Show how your approach challenges existing paradigms. 3. Approach Structure - Organize by Aims with rationale, methods, outcomes, potential pitfalls, and alternatives. Use subheadings for readability. 4. Preliminary Data - Present data that supports feasibility, with each figure making a specific point. Ensure legends and interpretations are clear. 5. Timeline & Benchmarks - Include a visual timeline with realistic milestones to demonstrate understanding of the project's scope. 📩 Enjoying these tips? Subscribe to my newsletter, Grant & Growth, for more insights: https://lnkd.in/gZkHtG_W #NIHGrant #ResearchStrategy #GrantWriting #Innovation #HealthResearch

How I landed a new client with a killer proposal: When I first started freelancing, I had no idea that I had to send out proposals. Let alone what a proposal entailed. Now I’m landing clients thanks to loads of research and doing courses like Eman Ismail’s Like a Boss. A proposal is all about creating a document that sells you. If you’re winging it (like I was) or relying on your natural charm, let me save you some time (and potential lost clients). 𝟭. 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗹𝗶𝗸𝗲 𝗮 𝘀𝗮𝗹𝗲𝘀 𝗽𝗮𝗴𝗲 You’re not just listing services. You’re selling yourself and addressing every potential objection before it even comes up. Think of it as your highlight reel: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗣𝗔𝗦𝗢 𝗙𝗼𝗿𝗺𝘂𝗹𝗮: • 𝗣𝗮𝗶𝗻: What’s the client struggling with? • 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻: Why does it matter? • 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: How you’ll fix it. • 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: What success looks like. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: • Introduction (brief but punchy: who are you and why should they care?) • Project scope (clear deliverables = no future headaches) • Your process (show them you’ve got a plan) • Client expectations (set boundaries kindly, but firmly) • Timeline (when you’ll deliver, and when they need to deliver their part) • Pricing and options (tiers and upsells. Make it hard for them to say no) • Guarantees (if you offer one, flaunt it) • Next steps (e.g., “Sign here, pay the invoice, and we’re off!”) 𝟮. 𝗔𝗹𝘄𝗮𝘆𝘀 𝘄𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 Even if you’ve already had a great chat with the client, write the proposal assuming they’ll forward it to someone who knows nothing about you. This keeps it simple, clear, and persuasive for any decision-maker. • Sprinkle in testimonials or a mini case study for credibility. • Offer 2-3 pricing tiers so their options are between you, you, and you. • Build a reusable template you can tweak for future proposals. Efficiency is your friend. 𝟯. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 A good proposal doesn’t just sell, it also creates urgency. Keep the momentum going with these steps: • 𝗦𝗲𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝗮𝗿𝗹𝘆: Tell your prospect when they’ll receive the proposal and stick to it. • 𝗔𝗱𝗱 𝗮𝗻 𝗲𝘅𝗽𝗶𝗿𝘆 𝗱𝗮𝘁𝗲: I recommend 7 days. Mention it in the proposal and your follow-ups. Urgency drives action. • 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: As the expiry date nears, send polite but confident reminders, such as: “Hey, just a heads-up, this offer expires in two days!” • 𝗝𝘂𝗺𝗽 𝗼𝗻 𝗮 𝗰𝗮𝗹𝗹: Clarify any in-depth questions on a call to avoid playing email tag. A killer proposal is part strategy, part psychology, and part presentation. Once you nail all three, you’ll be landing the kind of clients you’re actually excited to work with.