The words you choose in a grant application matter more than you think.
When most people sit down to write a grant proposal, they write from their own perspective. They describe their organization the way they think about it. They talk about their programs using their internal language. They explain their work the way it makes sense to them.
But here’s the problem: you’re not writing for yourself. You’re writing for a funder. And that shift in perspective changes everything.
Read the Funder’s Language First
Before you write a single word, spend time reading the funder’s materials — their website, their annual report, their previous grant announcements, their application guidelines. Pay attention to the language they use. What words come up repeatedly? What values do they emphasize? What outcomes do they care about?
Then use those words. Mirror their language where it’s authentic and accurate. Don’t use language that doesn’t fit your work, but when there’s genuine overlap, make it visible. Funders should be able to read your application and see themselves in it.
Lead with the Problem, Not Your Solution
One of the most common mistakes in grant writing is leading with your organization or your programs. But funders are primarily motivated by the problem they want to solve — not by your services.
Start by establishing the need. How significant is the problem you’re addressing? Who is affected? What happens if it goes unaddressed? Then introduce your organization as the solution. This structure creates a narrative logic that pulls the reviewer forward.
Be Specific About Numbers
Vague claims weaken applications. “Many families in our community struggle” is far less compelling than “In St. Joseph County, 1 in 4 households with children lives below the federal poverty line.” Specificity signals that you know your community, you’ve done your research, and you have a grounded understanding of the problem.
The same applies to your proposed outcomes. “We will help small business owners” is weak. “We will provide 40 hours of technical assistance to 25 small business owners, resulting in at least 80% reporting increased confidence in applying for funding” is strong.
Avoid Jargon and Insider Language
Every field has its jargon, and nonprofits and small businesses are no exception. The problem is that jargon creates distance between you and the reviewer — especially if they’re a board member or volunteer, not a subject-matter expert.
Write as if you’re explaining your work to an intelligent person who knows nothing about your field. Be precise. Be clear. If you must use a technical term, define it briefly.
End with a Call to Action, Not a Summary
Many proposals end weakly — a quick summary of what was already said, a thank-you, and a closing. Instead, end with energy. Remind the funder what’s at stake. Express genuine excitement about the potential of the partnership. Make them feel that funding you is not just an option — it’s an opportunity they don’t want to miss.
The last paragraph a reviewer reads shapes their final impression. Make it count.
Practice Makes Permanent
Like any kind of writing, grant writing gets better with practice. The more you write, get feedback, revise, and write again, the more natural this funder-centered perspective becomes. It stops being a technique and starts being the way you communicate about your work.
At Grant Writing Solutions, we offer workshops, 1:1 sessions, and a Grant Writing Workbook designed to help you develop exactly this kind of voice. Because when you can write for your funders, you stop just applying for grants — and you start winning them.
Ready to sharpen your writing? Join our next workshop or grab your copy of the Grant Writing Workbook at gwsolutionsllc.org.
