The Power of Storytelling in Grantwriting
Natalia Smith, ICG Specialist Consultant - December 10, 2024
Who doesn’t love a good story? Stories help us understand who we are, and where we come from. They help us connect the dots and make sense of the world around us. So, we all love stories, but is storytelling always relevant or needed when writing a grant proposal?
The frustrating—yet liberating—answer is “It depends!”
A strictly data-driven or purely storied approach will not resonate with most funders. Your aim should be to balance hard data with testimonials, quotes, and stories from your beneficiaries to help funders immerse themselves in the reality of your project. The key here is, the balance you strive to achieve will vary depending on the funder you are approaching.
What does your reader want?
Like any good author, grant writers need to know their audience and what they are looking for. Go through a funder’s website, annual reports, newsletters, etc. and assess what type of data they rely on to describe who they are, what they have achieved, and the types of projects they fund. Understand how they present their own story—do they rely mostly on numbers and statistics or do they use testimonials and narrative to convey information? Once you have gone through this exercise, you can then decide what mix of data you should use that best fits the funder’s approach and requirements.
How to create a story
Think of grant funding like an investment. Funders want to be assured that their money will bring long-lasting change, not just a quick fix. When you write your grant proposal, make certain to indicate how your program is sustainable. Indicate your long-term success beyond the grant period by discussing how you will work with partnerships, diversification of funding streams, and community support. For example, if your nonprofit is engaged in a community health project, outline a plan for program sustainability beyond expenditure of the grant funds through possible local partnerships and strategies for earned income.
Be specific regarding the measurable impact that your program will make in the community. Instead of saying "I am going to improve community health", break it down into attainable, concrete goals. That is, how many people does the program serve? What concrete outcomes are expected? Support your claim with data, case studies, or past successes. Funders love a thoughtfully laid out plan focused on deliverables.
Relationship Development with Grantors
Research demonstrates that storytelling, alongside hard data, helps a reader to remember more details. When you use storytelling to provide a relatable context, it is more likely to stay in the mind of the reader.
Aim to design a narrative that pulls together both sides of the brain—provide linear and analytical information to engage the left side of the brain, while weaving descriptive and vivid stories to awaken the emotions on the right side of the brain. Aim to combine data-driven insights with on the ground stories to appeal to both logic and emotion and ultimately deliver a message that is much more impactful and will stand out in the mind of the reviewer.
In an increasingly crowded field, nonprofits that are compelling storytellers stand out. When you incorporate information on how your nonprofit helps the world, you create a window into the mission and impacts of your organization. When this information is complimented by stories and testimonials that are unique to your organization, you not only highlight the value you bring to the table but you also make it clear that the content is yours. Think of it as an opportunity to put your distinctive touch on things. Storytelling is what will help you stand out and keep your project top-of-mind when it comes time for funding decisions.
How to make your story stand out
A successful grantwriter understands the power of storytelling to connect with funders emotionally, but what does the narrative look like?
Incorporate the voice of your beneficiaries and communities. An invaluable storytelling tool for nonprofits is ethically 1 using the stories or testimonials from beneficiaries and community members. These help illustrate the real difference your project will make. For example, talk about a beneficiary who reached a milestone—who is this person, why are they in your program, how did your program change them? Or include a community leader—how were they engaged, what changes have they seen in the community?
2. Follow-through on the story. Create a narrative with a through-line from beginning-to- end. Use the story to create a harmonized feel to the narrative and to pull otherwise disjointed information together—from the budget to the capacity of your organization, to how the project will be implemented.
3. Have fun with it! See yourself as a storyteller who takes advantage of unique stories to build an argument. The narrative must be both creative and factual, and the secret is to blend it in a way that highlights the humanity of the organization alongside hard facts to back up your story.
4. Do not shy away from emotional language. Think of using data to establish your goals and benchmarks, and storytelling as a more in-depth tool for a donor to understand why you are doing what you are doing. Well-placed emotional language punctuates
Is my story ready to go to the funder?
Once you have finished writing your narrative, put yourself in the shoes of the reviewer and ask yourself these questions:
Have I provided enough context? Carefully go through your proposal and think about whether the stories included provide the needed context, beyond the data, to illustrate the concrete impacts of your organization. For example, you have included a statistic on literacy levels in your community, but did you also include a testimonial on the impact low literacy has on the life of a child? This helps the reader understand the true significance of the program they are being asked to fund.
How engaged do I feel after reading the proposal? Assess whether you feel you have included enough detail to make sure the reader is paying attention and engaged in the project or program you are presenting. Have you weaved the right mix of statistics and numbers together with vivid and compelling language? Have you used descriptive stories that will resonate with the funder’s interests and objectives?
What emotions does the narrative evoke? Is the tone positive? Make sure the level of emotions you are feeling are deep but not overly sentimental. Does it motivate and invite the donor to participate in your project? Thought-provoking and motivational information encourages the reader to ponder the true implications of the proposal and invites them on the journey with you.
Finally, remember that stories engage more of the brain. If you can transport the funder into the world of your nonprofit, you are well on your way to writing a winning proposal.
““By knowing someone’s story—where they came from, what they do, and who you might know in common—relationships with strangers are formed”
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And that is exactly what you want—to present a concrete vision that forms the bond between you and the donor.
Have more questions on this topic? The ICG team specializes in understanding how funders operate, how to develop successful proposals, and how to build relationships. We work with and provide support to nonprofit leadership and development teams. You can schedule a consultation and make the move toward amplifying your organization’s impact any time: https://www.impactcurveglobal.com/get-started
