Who’s your audience and why do they matter?

You are beginning a new grant proposal- not hard to imagine, right? You already thoughtfully planned out an impactful project and drafted a rock solid budget. But before you put pen to paper, or more likely fingers to keys, an important consideration in your application should be the audience. Think about the people from the funder who will read and evaluate your proposal. What is the funder’s mission and what are their goals? Are they public or private? How does your project align with the funder’s objectives? (Pro-tip: it must!) How much might the readers already know about your project or the nature of your work and its technical details? The answers to these questions should inform how you present your plan, the language you use, how much background you provide, and how you frame your project and its goals.

Most funders have a separate grant review committee, made up of people with unique backgrounds and priorities, but they do not necessarily have expertise in your field.  It’s important to keep that in mind as you construct your proposal and make your argument for funding. Always use language that is simple (and explain those terms that are not) so that no matter the background or experience of the reader they will be able to follow your application clearly. 

Successful grant writing also involves good storytelling. The stories you tell about your project and organization should be compelling. When considering your grant committee audience, you should think about what information they will find to be the most persuasive and relevant. Would statistics effectively tell your story or do testimonials better describe the need for your project? Or both?  Does the application process allow for photos, videos, or other visuals?  Including them can be powerful, but be sure you have informed consent and the appropriate media release to do so. 

Making sure you know who you are talking to and why they should care is foundational to crafting a persuasive narrative and an effective proposal. Tell your story in a way that both informs and resonates with the reader, inspiring them to approve the funds for you to pursue your mission!