Lessons Learned

A milestone
Fifteen years ago this month I started my business. Since then I’ve been privileged to work with many of you, and have benefited from the wisdom, talent, and ingenuity of everyone on this mailing list. Thank you.

To celebrate the occasion, I’d like to share some of the lessons I’ve learned about writing for donors.

Keep it simple
Here’s a wonderful example: One person can make a difference and everyone should try.
John F. Kennedy
This short, lyrical sentence captures a big idea and its lack of clutter increases impact.

Don’t use jargon
Jargon makes me nuts. Use plain language to clearly communicate your meaning. Words like leverage, bandwidth, or (gulp) upstream may cause donor confusion—and frustration.

Use data wisely
Well-chosen data is the bedrock of a strong case. But how much is needed? Be mindful of overloading your document—and your reader—with too many statistics.

Choose your editors wisely
Find an editor who’s available when needed and who understands your goal for the document. I’m lucky. My Short Takes editor is my son, Tommy Good, an ace writer.

Welcome feedback
Feedback, and how you use it, can take your proposal from good to great.

Avoid last minute editing
Swapping just one word for another can alter the meaning of a sentence or even an entire paragraph, and may require substantial changes. Decide if it makes sense when a deadline looms.

Take the time you need
Getting it right takes time. Funders read lots of proposals. They know good writing when they see it.

Walk away
Put your draft aside for a day or more. I can’t emphasize enough how helpful this is. You’ll be amazed by how quickly you’ll spot what will by then be obvious improvements.

Know when to stop
Quality matters, and your document can always be better. But it doesn’t always have to be.

My top pick: Value camaraderie
Proposals benefit from teamwork. When the pressure’s on enjoy camaraderie with your colleagues. It will improve proposal quality, make the task more fun (really!), and foster lasting connections.

Advice from an expert
From 1917-1918 Ernest Hemingway worked at the Kansas City Star. Its “Star Copy Style” contained rules to: “Use short sentences. Use short first paragraphs. Use vigorous English. Be positive, not negative.” And my personal favorite—“Eliminate every superfluous word.”

Years later Hemingway said: “Those were the best rules I ever learned in the business of writing.”