Make funders care: two ways to make your grant applications stand out
As AI and competition reshape grant fundraising, the strongest applications will be those that combine clear, human storytelling with genuine insight into the people and communities charities serve.
A strong grant application isn’t just about having a good idea. It’s about making it easy for a funder to understand why that idea matters, what difference it could make, and why your organisation is the right one to deliver it.
But with fundraisers facing tight word counts, increasing competition and, now, the growing use of AI, how can charities make sure their applications stand out for the right reasons?
Ahead of Grants Unlocked, we asked speakers Elizabeth Marney, Trusts and Statutory Manager at Tommy’s and Sarah Watson, Head of Innovation at The National Lottery Community Fund, to share their advice on making grant applications more compelling without losing what makes them human.
Don’t make funders work to understand your story
For Elizabeth Marney, one of the biggest mistakes charities can make is focusing on what’s important to them, rather than what the funder needs to know.
Take longevity. Being able to say your organisation has been running for 32 years is undoubtedly something to be proud of. But when space is limited, Elizabeth suggests asking whether that information is helping the funder understand the difference they could help you make now.
The same applies to the language we use.
“Sector jargon may be second nature to you,” Elizabeth says, “but if a funder has to work hard to understand what you’re saying, they’re less likely to connect with the difference you’re making.”
A phrase such as “holistic intervention” might sound perfectly familiar to someone working in the charity sector, but it doesn’t necessarily tell a funder what the organisation actually does.
By contrast, saying that you help people find a safe place to live, access counselling and manage their finances gives a much clearer picture.
The lesson is simple: don’t assume your reader knows what you mean. Make it easy for them to understand the need, the impact and the role they could play in creating change.
AI can help, but it can’t replace insight
The challenge of standing out becomes even more important as AI becomes increasingly accessible.
Sarah Watson argues that as AI-generated applications become more common, genuine insight will become even more valuable.
Funders want to see that charities understand the people and communities they serve. AI can help organise information, improve structure and save time, but it can’t create that understanding for you.
Sarah recommends that charities focus on three things.
First, ground applications in real beneficiary insight rather than AI-generated assumptions. Second, use AI to strengthen and structure your case for support, rather than relying on it to write the case itself. And third, keep human judgement at the centre of the process, particularly when deciding which outcomes matter, which challenges to acknowledge and which stories genuinely reflect your work.
Used well, AI could actually give fundraisers more time for the things that matter most: listening to communities, building partnerships and reflecting on learning.
Those are the activities that create the insight, understanding and trust that technology can’t replicate.
Your voice is your advantage
Elizabeth and Sarah’s advice points to a common thread: the strongest applications aren’t necessarily the ones that sound the most impressive. They’re the ones that make the reader understand and believe in the difference you’re trying to make.
That means stripping away unnecessary jargon. Prioritising what the funder needs to know. Using evidence that comes from real people and communities. And making sure your application still sounds like your organisation, rather than a generic version of what you think a “good” funding application should sound like.
As Sarah puts it, the strongest bids won’t necessarily be the most polished. They’ll be the ones that demonstrate genuine understanding, honesty about challenges and a distinctive voice that could only come from the people doing the work.
That’s a useful reminder in a funding landscape where it’s becoming easier to produce polished words. The thing that can’t be automated is the experience, insight and understanding behind them.
At Grants Unlocked, we’ll be exploring how charities can build stronger relationships with funders, write proposals that people remember, use AI without losing authenticity, and develop grant strategies that work for their organisations.
