How to write an application that stands out from the crowd

Simon Robinson, Capidale

Paint your great project beautifully...

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12 steps to become Leonardo...

Preparation

1. Get comfortable to be creative

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2. Picture your reader• How old are they?• Are they male/female?• What do they look like?• What do they do all day?• How do they feel today?• Do they have kids?• What did they have for lunch?• What will they do at the weekend?

Put yourself in their shoes...The Silver Dreams Fund (Big Lottery)• Stage 1 - 1,400 applications• 1,000 words each• 1,400,000 words• 30 projects to be funded

• 587,287 words• Or 42% of Silver Dreams

3. Develop your key messagesCapidale Case for Support• In a nutshell – 50 words • In a paragraph – 100 words• In a page

Application

4. Think tabloid not broadsheetKeep it simple – really, really simple

Peter Wanless: what makes an application stand out• Evidence• “In clear and simple terms”

• A wow factor• “Simplicity”• “Avoid over claiming, jargon and activities couched in generalities

and platitudes”

Peter Wanless, ex-CEO, BIG Lottery

Examples of simple language...Latin• Approximately• Demonstrate• Establish• Terminate• Commence• Advise• Utilise

Saxon equivalent• About• Show• Set up• End• Start• Tell• Use

Most of these examples are from George Smith’s excellent book:Tiny essentials of writing for fundraising

6. Never, ever use jargonOr technical language... or acronyms...

• What on earth is...?• Social justice• Person-centred• Accompanied signposting• Co-production• TLAP• Big Society• Personalisation

7. Use definite, active languageHesitative language• We will seek to...• We hope to repeat past

successes...• We anticipate that...

Passive language• Women who have experienced

trauma will receive counselling...• Target beneficiaries were

consulted demonstrating...

Definite language• We will...• Our past results prove that...

• Our projections show...

Active language• We will provide counselling to

traumatised women...• Young people tell us...

8. Help them picture the people, the problem and the solution

“I really enjoy being off the streets in the warm, socialising with people. I have learnt how to connect with people. I drink less... and am kept busy. I don’t get into trouble with the police as much any more!” Tracey (14)

Charlie’s adrenaline and legs were pumping, and by the time he finished he’d cycled 5 miles. People were inspired by his efforts and the donations rolled in. To date he has raised £210,928.

7 year old Charlie was really upset by television coverage of the Haiti disaster.

With his Mum, he decided to raise £500 for Unicef by cycling 10 laps around his local park

9. Grammar is unimportantMeaning is everything...

• It is perfectly OK to start a sentence with and. But don’t do it too often. Because it will start to get annoying.

• Split infinitives are fine. “To boldly go where no man has gone before...”

• Of course you can end sentences with a preposition. What are those little words for?

• “Grammar matters less than style, content matters more than syntax...”

This too comes from George Smith’s excellent book:Tiny essentials of writing for fundraising

George Orwell

10. Slavishly follow their guidelinesDiscretely reflect their language

Older people have a wealth of skills, knowledge and experience that can benefit others.

We are particularly interested in helping vulnerable older people cope better with life changing events.

We are also seeking to challenge preconceptions and myths about ageing.

Silver Dreams said... We said...

11. Get someone external to read it

• It makes sense to you...

• ... but does it excite and enthuse someone who knows nothing about you?

• Ask your partner, friend, relative to read it as critically as if they were being asked to part with the money

• Don’t sulk if they tell you something you don’t want to hear

12.

Break any of the rules that don’t work for you.