We recently attended a panel discussion where funders shared insights on how to create relationships between nonprofits and corporations. One panelist was very clear: “What do you mean?” He said he receives too many proposals that he cannot figure out what is being requested and why. We nodded our heads in agreement. This is a common complaint amongst grantmakers and decision-makers. Because we want your communications and proposals to be “clear, concise, and compelling,” we suggest you check for the following in your writing.
Don’t focus on the past, people want to know what you can do now and going forward. When highlighting your history, be clear and use language that can be understood by those who may not be entrenched in the nuances of your work. When sharing statistics and data, make sure they tie to your nonprofit’s work and what you are requesting funding for. Don’t share data just to share data; that will only confuse the reader.
Clearly define and, as needed – justify the need your organization meets. Define the solution your nonprofit provides. Share your uniqueness. For example, communicate how your homeless services organization fills a unique niche amongst those in your region addressing homelessness. Perhaps your niche is suburban communities, women with children, or people living in their cars while working for a living. Show how your nonprofit complements – but doesn’t duplicate – the work of others. When you share challenges, be specific about how your institution helps address these. Don’t share a litany of “good works;” share specific examples of how you address a specific need. Make sure the reader can understand the anticipated impact of your work and how that will be determined. This means sharing information about how you evaluate your impact.
A word about words and numbers. Make sure your organization’s financial information makes sense. When closely examined, do numbers from your budget, your request for funding, and proposal narrative add up, or do they tell contradictory stories? Related to this, communicate how you will sustain your work after the grant ends. Is this a time-limited activity that will be completed at the end of the grant? If not, how will you sustain your work, and what will be the impact if you cannot sustain it? In terms of language, review your proposal to eliminate “industry speak,” buzzwords, and acronyms. Make sure you know who you are writing to and make sure your letter, email, or proposal aligns with their priorities. Show how your funding request ties to your strategic plan. Finally, demonstrate that your organization can undertake the proposed body of work by sharing your capacity, infrastructure, staffing, and expertise. 
Mean what you say and say what you mean. This simple saying can ease communication with friends, family, romantic partners, children, and even nonprofit funders! While you always want to be kind and considerate, you also need to be clear. You can do it. We’re depending on you! God protect America.
© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
