Grantmakers today are inundated with way more proposals than they can possibly fund. So it is crucial that your organization, and your proposal, stand out from the crowd. There are many actions you can take to make your proposal more competitive. Below I have discussed a few of the most important, and although they may seem like no-brainers, startups and even some seasoned non-profits miss these. This is by no means an exclusive list – just some of the biggies!

(1) Know your target audience

Don’t even bother writing a grant proposal until you have picked out the funder(s) that you wish to apply to. Every funder has different requirements and interests and each proposal must be customized. And don’t send your proposal in “cold” if at all possible. Attempt to make personal contact with a program officer to introduce yourself and confirm whether your organization is a good fit for that particular funding opportunity. This saves everyone a bunch of time, and money. It will also get you on their radar and hopefully make a good first impression.

(2) Assume the reader is not a subject-matter expert

Use language that a lay-person would understand, avoid acronyms and introduce key concepts and theories that are important to make your case early in the proposal.

(3) Link your plan of action to evidence-based research in your field

Put very simply — your ideas, however interesting and impassioned they may be, will not hold much weight unless you can back them up with data. Data that you have collected and analyzed from your own clients/ target population, and published research which supports your assertions. For example, if you are proposing an immersion-based English as a Second Language (ESL) program for newly arrived refugees, be prepared to show evidence that this type of ESL program has achieved positive results with a similar population elsewhere.

(4) Clearly define your target demographic and how they will benefit

I have had potential clients ask me for help and when I asked who they plan to help, they have literally answered: “children all over the world!” Now, mind you this was not UNICEF or Save the Children, this was a startup. It is really really important to define your target demographic as narrowly as possible; otherwise there is a risk of undermining your entire proposal. Nobody is going to be impressed that you plan to serve the entire planet, rather, your credibility will be destroyed.

(5) Make your proposal personal and compelling

Remember, your proposal will be read by human beings, who have feelings and emotions! Assuming you meet all the other criteria on their checklist (realistic outcome measurements, budget-program alignment, etc.) the difference between getting funded and not will hinge on making a connection with the reviewers of your proposal. Include the data, be sure your outcomes are measurable and achievable … yes… yes… but also be sure you personalize the story! Make a compelling case so the reader sees how your work will affect real people in a positive way. Use an example or two, include a quote from a past client. Make it clear your service is critical to the community.