By Rita Lewis

Without thinking about it too much, which goal statement would you use in a grant proposal -- A or B?

A. The project's focus is safety; its goal is changing the learning environment.

B. Our focus is safety; our goal is changing the learning environment.

Both are correct; however, at GrantProse, we believe B is more effective.

Why? You might ask, "Isn't it better in a grant proposal to use language geared toward an academic or professional audience? Isn't B too personal?"

It's personal

In academic writing, where facts usually trump opinion, we're trained to leave out personal feelings and adopt a more objective point of view (as this PDF illustrates). Instead of writing from a first-person viewpoint (using the pronouns I and we), this means writing from the more distant third person (using nouns such as the project, or pronouns such as it, he, she, and they).

But a grant proposal IS personal. It's a request for money, an attempt to woo an audience (the funder). Unless there is a specific reason to use the third person (for instance, if a program officer expresses a preference), GrantProse advises clients to write in the first person.

1. First person demonstrates ownership of the project and responsibility for the outcomes. You want the funding agency to trust that you will do what you propose. Objective language may hinder your cause; using third person can create distance between you and your commitment.
2. First person helps avoid passive-voice constructions, notorious for creating confusion and taking up space (see #4). First person also facilitates use of words such as will rather than may, should, or would.
3. First person is a more direct form of communication -- the reader doesn't have to guess what or whom you're talking about. In proposals, first person is usually plural (we), but be specific when referring to certain roles (e.g., Co-PI Smith).
4. First person saves room. More circumspect language takes up more space, and space is limited in a grant proposal.    
5. A grant proposal is not a research paper. While proposals often cite data and findings (where you may want to use third person), much of the proposal is building an argument for what you will do. 

Different strokes

Usually, writing can be broken down into four types  -- expository (explaining), descriptive (associated more with creative writing), narrative (telling a story), and persuasive (making an argument).

The lines blur, but we argue (!) that grant proposals employ a larger proportion of persuasive writing, and research papers a larger proportion of expository writing. Persuasive writing demands involvement from the reader, and to repeat, first person is more personal.

Proceed wisely

While it's generally OK to use first person in grant proposals, don't overdo it. You don't want to sound self-absorbed or afflicted with tunnel vision. A little first person goes a long way.

If your fundraising letters have yielded disappointing results, maybe they need a makeover. FiredUp Fundraising has published "An Appeal Letter Makeover: From 'Organization-Centered' to 'Donor-Centered.'" Compare "before" and "after" versions, and judge whether your letters are as effective as they could be.

A free ebook from Network for Good offers practical advice on digital fundraising. The 2014 Online Fundraising Survival Guide outlines nine essential elements of online fundraising. Geared toward both new and experienced fundraisers, the guide includes resources and recommended reading.

If you've never used -- or heard of -- a Gantt chart, an article from Nonprofit and Philanthropy Good Practice provides explanations and examples to get you started. Similar to a timeline, a Gantt chart tracks tasks against time, useful in developing project plans and charting progress. Software for purchase is widely available, but those who want to try their hand at generating charts can experiment with Excel, or download free software from GanttProject.