The Art of the Ask

Securing a grant can be a game-changer for your nonprofit, research project, or community initiative. But with so many organizations competing for limited funding, how do you make your proposal stand out? The secret isn't just a great idea; it's a well researched, meticulously crafted, and compelling grant proposal.

Think of a grant proposal as a persuasive argument. You're not just asking for money; you're demonstrating that you have a problem to solve, a well-thought-out plan, and the capacity to execute it successfully. Here's a step-by-step guide to help you master the art of the ask.

1. Do Your Homework: Research, Research, Research

Before you write a single word, you must find the right funder. This is the most critical step. A fantastic proposal sent to the wrong foundation is a waste of time.

• Identify Potential Funders: Use resources like the Foundation Directory Online, Candid (formerly GuideStar), or even a simple Google search for "grants for [your cause]."

• Align with Funder's Mission: Carefully read the foundation's mission statement, their past grant recipients, and their specific funding priorities. Is your project a perfect fit for what they want to fund? If not, move on.

• Review Their Guidelines: Pay close attention to their application process, deadlines, and any specific formatting or word count requirements. Failing to follow instructions is the fastest way to get your proposal rejected.

2. Reach Out: Make a Personal Connection to Ensure Your Organization is the Right Fit for Their Funding

While a funder’s website is essential, it is a static document. It tells you what they fund, but might miss the nuances of their current priorities and preferred project types. A personal connection can give you invaluable insights that can’t be found online.

• Make Meaningful Connection: Make a warm introduction that explores what your organization does and if it is a fit for their funding.

• The Thoughtful Cold Email: A well-crafted cold email can still be effective and demonstrate that you’ve done your homework. It should be short, respectful, and laser-focused on their mission.

• Ask the Right Questions: I cannot highlight this enough! Asking what has been the most successful for them, what their funding priorities are, what they’re looking for, and if your project is a good fit can give you insight into how to write your proposal and ensure you’re timing is just right.

• Listen and Adapt: Pay attention to the answers you receive because it may be key to your proposal. Listen to what they have funded and want to fund. If it’s adjacent, you may need adapt your project to their priorities while staying focused on your own mission. Don’t expect the funder to adapt to your mission. If your organization is a square peg, find a square hole funder.

• Follow-Up: Following up with a simple and personalized thank you note reiterates your professionalism and commitment to the future of the relationship.

3. Craft a Compelling Narrative: The Core Components of Your Proposal

A strong grant proposal follows a logical and persuasive structure. While the specific sections may vary by funder, these are the common elements you'll need to address:

• Executive Summary (The "Elevator Pitch"): This is your one-page snapshot of the entire proposal. Write this last! It should succinctly state who you are, what you want to do, how much money you need, and why it matters. It’s often the first (and sometimes only) thing a grant officer reads.

• Problem/Needs Statement: This is where you establish the "why." Clearly and compellingly describe the problem you are trying to solve. Use data, statistics, and personal anecdotes to show the urgency and significance of the need. Make it clear that your project is a necessary solution.

• Project Description & Objectives: This is the "what" and "how." Detail exactly what you plan to do. Break down your project into specific, measurable, achievable, relevant, and time-bound (SMART) objectives. Describe the activities you will undertake to meet these objectives.

• Methodology & Timeline: This section explains "how" you'll do it. Outline the specific steps you will take to implement your project. Create a realistic timeline with key milestones.

• Evaluation Plan: How will you know if your project was successful? Describe the metrics you will use to measure your impact. This shows accountability and a commitment to results. Will you use surveys, interviews, pre/post-tests, or other data collection methods?

• Budget: Be realistic and transparent. Itemize all costs, from staff salaries and materials to administrative overhead. Justify each expense and ensure it aligns directly with the project activities.

• Organizational Capacity & Key Personnel: Why are you the right team for this job? Highlight your organization’s history, mission, and relevant experience. Include bios of the key people who will be working on the project, showcasing their expertise and qualifications.

• Attachments: This may include your organization's IRS determination letter, a list of your board of directors, letters of support, or other required documents.

3. The Power of "You": Write with a Funder-Centric Mindset

As you write, remember that you are not writing for yourself. You are writing for a person, a grant officer who has a pile of proposals to review.

• Be Clear and Concise: Avoid jargon and overly technical language. Make your case easy to understand.

• Use Strong, Active Language: Don't just describe; persuade. Use phrases like "will achieve," "will impact," and "will result in."

• Show, Don't Just Tell: Instead of saying, "Our program will help the community," say, "Our program will provide 50 job training workshops to unemployed youth, resulting in a 75% increase in job placements."

• Proofread Meticulously: A single typo can undermine your credibility. Read your proposal aloud, and have someone else read it too.

Final Thoughts

Writing a grant proposal is a demanding but rewarding process. It forces you to clarify your mission, refine your goals, and articulate your impact. Even if you don't get the grant, the exercise of writing the proposal will make your project stronger.

Start with a great idea, research your funders, and tell a compelling story. With a little practice, you'll be on your way to mastering the art of the ask and securing the funding you need to make a difference.