Good proposal writing: Get to the point to get attention

Anyone can write a proposal, right?  That’s true.
I can write it today and submit it tomorrow, right?  Also true, but you may risk quality.
It doesn’t really matter how well it’s written, right?  Wrong! I’ve actually heard this!

Here’s how I think about it. A proposal—or a report, letter of intent, or case statement— requires careful, strategic writing. It’s a business document. Make it easy for busy funders by keeping your proposal crisp, concise, and compelling. Clear away the clutter and get to the point. Nothing fancy. Your donors will thank you for it.

Get their attention by telling a convincing story that aligns with funder priorities and promotes your experience. Make it memorable. Even one sentence can make a proposal come to life: “The program provides real-time access for local doctors to medical experts worldwide who consult on the care of patients with debilitating disease.”

Don’t forget the big idea
Excite the donor and build confidence by integrating big ideas as drivers of change and program success. Funders want to know their investment matters. Help them understand the link between your program and your vision. Here’s an example: “This initiative will help transform global health delivery to a worldwide movement with the power to save lives and strengthen the health and economies of entire communities.”

A few tips

• Create a work plan, stay on schedule, and get feedback. Typos, disjointed transitions, or confusing language may reduce your competitiveness.
• Answer every question in the proposal guidelines. Pay attention. Sometimes there are questions within questions.
• Avoid long sentences and lengthy paragraphs that bog the reader down.
• Say it once. If you’ve said it well you don’t need to say it again.
• If you get stuck, try moving or deleting words or phrases. You might not need them.
• Allow time for a careful edit. It can elevate your proposal from good to great.

My pet peeves
Limit acronyms to one or two. They can be distracting to the reader. And please, don’t use jargon. Words that make sense to you may mystify the reader. Try replacing leverage  with maximize or influence. In one  project, a writer discussed the upstream issues that lead to health disparities. Try using underlying instead.

Very important
Thank the funder. You’re asking for selection from a crowded field. Don’t overdo it, but let donors know you’re grateful for their consideration and role in solving some of society’s most intractable problems. They’ll appreciate it.