Storytelling

As proposal writers, we tell stories about people and communities, the challenges they face, and how we can help. 

When I started writing proposals, funders might invite applicants to tell a client story. It’s a good idea. However, allowing as much as an entire page to do so, which many funders did, was unnecessary and risked minimizing impact. Tacking a story onto the end of a proposal is old-fashioned and generally no longer requested.  

But stories are still important. They build empathy for your clients, add vibrancy to your document, and establish the relevance of your proposals. By creating an image of your community and how you can help, stories can increase donor confidence that families will benefit. 

Here are some examples 

Make it relatable. In a proposal for a program serving single mothers, I wrote: 

“Single mothers use their ingenuity, determination, and grit to juggle multiple responsibilities and manage stress by teaming up, watching each other’s children, sharing meals, and helping out when the car breaks down.” 

Create a visual. I wrote a proposal for a university capital project that my client knew might raise alumni concerns. Here’s what I came up with. 

“XX Hall is a place of fond memories for our alumni. The newly renovated building will be an exciting blend of tradition-meets-modern in a space that retains its exterior appearance and historic murals, while becoming fully accessible and offering improved functionality.”

Telling stories face-to-face. In my very first job, I worked with young people to create a teen center for their community. The teen leaders needed to convince the housing manager (the “donor”) that the center would be safe, well-managed, and supported by parents. 

They delivered a persuasive pitch, face-to-face, describing how hard it is for teens who have no place of their own, something we can perhaps all remember, and provided the necessary assurances for responsible delivery of the project. The manager gave the go-ahead, and supplied the materials needed to make the center safe and welcoming to all.

The value of stories
Stories help the reader understand the humanity behind our proposals, leave behind memories that set your proposal apart, and might help influence funder decision-making.