Watch Your Words: The Importance of Storytelling in Grant Writing

Crafting a compelling grant proposal is an art, and storytelling is its most powerful tool. While robust data, well-defined objectives, and clear strategies are essential and typically required components of a successful grant proposal, there is another, often overlooked, element that can make all the difference: storytelling. During my August master class - Beyond Writing: Tools & Strategies for Winning Grants, I’ll share how to craft your story using a simple storytelling structure to follow for most of your grant proposal submissions. The key is to craft a compelling narrative that tells your story that can transform your proposal from a mere, just ONE MORE document that a grant reviewer like me must painstakingly read,

and if it is the last one in the stack – you better keep me inspired! How can you craft your

narrative into a persuasive and engaging appeal? Learn more here

The Importance of Storytelling. Why Your Story Matters.

By weaving a powerful narrative into your proposal, you transform dry data and rigid

structures into a vivid tapestry of words that captures the attention and emotions of your

readers. Storytelling makes your mission tangible, painting a picture of real people facing real problems, and showcasing the potential impact of your project. Here are four reasons why it’s crucial to tell your story, along with some ideas on how to do it effectively.

1. The Human Connection: At its core, storytelling is a way to connect on a human level. Remember, grant reviewers are people, too! A grant reviewer is more likely to respond positively to a proposal that resonates emotionally. Passion is contagious. When you tell your story with enthusiasm and conviction, it shines through in your writing, and in my experience, it’s something that artificial intelligence (AI) hasn’t figured out how to do. It’s that human element. Share why this project matters to you personally or to your organization. Explain the journey that led you to this point and what drives your commitment to the cause. By telling your story, you create a personal connection, making your project memorable and relatable. Authenticity in your narrative can inspire confidence and trust in your reviewers. A helpful resource, “It Starts with Why” might be a helpful tool to begin crafting the human connection to your story.
   

2. For Clarity and Understanding, Keep It Clear and Concise: A well-told story can help clarify complex ideas and make your objectives and strategies more understandable. Through storytelling, you can illustrate the real-world impact of your project, making abstract concepts tangible and easier to grasp. A good story is easy to follow. Avoid jargon and complex language. Be clear and concise in your writing, ensuring that your key points are easily understood. Remember that grant reviewers often have many proposals to read, so an organized and straightforward narrative is more likely to leave a lasting impression.
   

3. For Engagement and Interest, Use Testimonials and Personal Stories: A proposal’s narrative, the most likely place in the proposal where you tell your story, can transform a dry, technical proposal into an engaging document. An interesting story keeps the reader’s attention, making it more likely that your proposal will be read thoroughly and considered carefully. Incorporate testimonials from your beneficiaries/recipients, community partners, or other stakeholders to add credibility and depth to your story. Personal stories from those who have been impacted by your work can be particularly powerful. They provide concrete examples of your project’s effectiveness and bring the narrative to life!
   

4. Differentiation. Balance Emotions and Data: Many grant proposals contain similar types of data and objectives. Telling your unique story helps differentiate your proposal from others. Your “unique selling point or proposition” or USP, is a marketing term used to communicate to the consumer as to why Company A’s product is better than its competition. Your proposal serves as a form of marketing. It highlights what makes your project special and why it deserves funding over similar projects that you are competing against for funding. And while storytelling is about engaging the reader emotionally, it’s vitally important to back up your narrative with solid data and evidence. Use reliable statistics (don’t make assumptions that can’t be backed up or based on how you see the situation), case studies, and research to support your claims and demonstrate the feasibility and potential impact of your project. Use a balanced approach that combines emotional appeal with factual evidence/data to create a compelling and convincing proposal.

Finally, incorporating storytelling into your grant proposal not only engages and informs

but also inspires action. It transforms your request for funding into a narrative of hope and

change, making it more appealing and impactful to those who have the power to bring your

project to life. From my recent grant review experience, I’m still thinking about one

community’s proposal that shined at telling their story. A well-written proposal that had the

relevant data to back up the need, and a strong history of collaboration, foresight, and linkages to be a top contender for one, of up to 14 grant awardees. A breath of fresh air…

Weekly wisdom, in their own words:

“From what we get, we can make a living; what we give, however, makes a life....”

— Arthur Ashe (July 10, 1943 - February 6, 1993)