Choosing the Right Tone for Your Grant Proposals
Professional yet Engaging
When it comes to grant proposals, the tone of your writing can make or break your chances of securing funding. It's not just about what you say—it's how you say it.
You want to come across as professional, credible, and well-prepared, but also engaging enough to hold the reader’s attention. Finding this balance can seem tricky, but with the right approach, you can master the art of compelling proposal writing.
Let’s dive into how to maintain a tone that resonates with funders and maximizes your chances of success.
You’re a funder, scanning through your 30th grant proposal of the day. Your eyes glaze over as you read yet another overly formal, jargon-packed, and lifeless submission. Then, one proposal catches your attention—it’s polished and professional, but it also feels personal and authentic. The writer seems to genuinely care about their mission, and they’ve connected it to your organization’s goals.
Which proposal are you funding?
Why Tone Matters in Grant Proposals
The tone of your grant proposal sets the stage for how your organization is perceived. It reflects your professionalism, credibility, and passion for your mission.
But more importantly, it speaks directly to the funder’s needs. The right tone builds trust and demonstrates that you’re not just asking for money—you’re inviting them to join a meaningful partnership.
Striking the Balance: Professional + Engaging
Professional doesn’t have to mean cold or overly formal and engaging doesn’t mean unprofessional. Think of your grant proposal as a conversation.
You’re speaking to an intelligent, experienced, and busy professional who wants to fund impactful projects.
Here’s how to find the sweet spot:
1. Understand Your Audience
Every grant funder is unique. Some prefer a more formal approach, while others appreciate a conversational tone. Research is your best friend here. Study the funder’s website, mission statement, and past grantees. Look for clues about their preferences:
Do they use jargon or plain language?
Are their communication materials formal or friendly?
What values and goals do they prioritize?
Tailoring your tone to their style shows that you’ve done your homework and respect their preferences.
2. Start with a Powerful Hook
First impressions matter. Your opening should immediately grab the reader’s attention and set the tone for the rest of the proposal. A strong hook could be:
A compelling statistic about the problem you’re addressing.
A brief, emotional story about someone impacted by your work.
A bold statement about your project’s potential impact.
For example:
“Every 12 seconds, a child drops out of school due to a lack of access to resources. Our project is changing that—one child at a time.”
3. Use Clear, Concise Language
Nothing kills engagement faster than convoluted sentences and excessive jargon. Funders appreciate clarity and brevity.
Here are some tips:
Avoid jargon: Replace technical terms with simple, clear language.
Instead of: “Our program implements evidence-based pedagogical methodologies.”
Say: “Our program uses proven teaching methods.”
Use active voice: It’s more direct and engaging.
Instead of: “Funds will be utilized to support community workshops.”
Say: “We’ll use the funds to host community workshops.”
Keep sentences short: Long, complex sentences can be overwhelming. Break them up to improve readability.
4. Show, Don’t Tell
An engaging tone often comes from painting a vivid picture for the reader. Use specific examples and anecdotes to bring your proposal to life. For example:
Instead of telling: “Our program has had a significant impact on the community.”
Show through storytelling: “Last year, our program helped Maria, a single mother of two, secure a stable job and provide for her family. Today, she’s a mentor in our program, inspiring others to achieve their dreams.”
5. Express Passion Without Overselling
Funders want to see that you’re passionate about your mission, but over-the-top language can seem insincere. Strike a balance by focusing on your genuine enthusiasm and the impact of your work.
Avoid: “Our groundbreaking, life-changing program is unlike anything the world has ever seen!”
Use: “Our program empowers underserved communities by providing access to the resources they need to thrive.”
6. Keep It Donor-Centric
One way to ensure an engaging tone is to focus on the funder’s perspective. Highlight how their support will make a difference. Use “you” and “your” to make it personal:
Instead of: “Our organization’s work is crucial to solving this problem.”
Say: “With your support, we can tackle this issue together and create lasting change.”
7. Inject Humanity
Remember, grant proposals are read by real people. Writing with a human touch can make your proposal more relatable. Acknowledge challenges honestly, and celebrate successes authentically:
Instead of: “We have overcome significant obstacles in our journey.”
Say: “Despite setbacks, like losing funding during the pandemic, our team found innovative ways to keep our program running.”
8. Maintain Consistency
Your tone should remain consistent throughout the proposal. A sudden shift from overly formal to excessively casual can confuse the reader. Consider this approach:
Introduction: Warm and engaging.
Main Body: Professional with clear, concise language.
Conclusion: Inspirational and action-oriented.
9. Edit with Fresh Eyes
Tone can be hard to evaluate when you’ve been immersed in writing. Take a break before editing, or ask a colleague for feedback. They can help identify areas where the tone feels off or inconsistent.
Sample Before-and-After: Tone Transformation
Before (Overly Formal and Dry):
“Our organization aims to address the critical lack of access to STEM education in underserved communities through the implementation of a structured programmatic framework.”
After (Professional Yet Engaging):
“Imagine a classroom where every student has the tools to dream big and achieve their goals. At [Your Organization], we’re making that a reality by bringing STEM education to underserved communities.”
Practice Makes Perfect
Developing the right tone for your grant proposals takes time and practice. Start by reviewing successful proposals to see how others strike the balance between professionalism and engagement. Experiment with different approaches, and don’t be afraid to infuse your personality and passion into your writing.
Remember: funders aren’t just investing in projects—they’re investing in the people behind them. Let your authentic voice shine through, and you’ll be one step closer to winning that grant.
Take Your Grant Writing to the Next Level
Want to fast-track your growth and achieve even more success?
Join one of our mentorship programs for tailored advice and support:
Mentorship Programs
3-Month Mentorship: The Foundation Builder: A short-term plan to refine your grant writing skills and win your first (or next) grant.
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