Chapter 1: Understanding Persuasion Strategies
1.1 Introduction
“Character can almost be called the most effective means of persuasion.” ~ Aristotle
Learning Objectives
- Review document for rhetorical appeals.
- Identify methods of persuasion in documents.
- Appraise credibility of author.
- Interpret concerns of sponsor organizations.
The art of persuasion plays a big role in preparing a competitive grant proposal that gets funded. Imagine bringing the news to your board of directors or leadership team, that you wrote a winning grant and your organization will now be able to expand its impact and better serve the community. Grant funding can breathe new life into a struggling business, help a nonprofit reach more people, or provide the boost a new initiative needs to get off the ground. Persuasion strategies in grant writing are essential; equipping writers with the knowledge and tools needed to effectively persuade funders to support their projects to ensure success. Real-life examples shared in this chapter will help demonstrate persuasion, also known as rhetoric.
| Sponsor: in the context of grant writing, a sponsor is an external entity that provides funding for a project or activity, typically through a grant, contract, or cooperative agreement. This entity could be a government agency, a foundation, a corporation, or another organization. In our text the term will be transposed with funder or grantor often. |
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| Rhetoric: the art of effective or persuasive speaking or writing, especially the use of figurative language and other compositional techniques. |
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In the world of grant writing, persuasion is a vital component that can make the difference between securing funding for a project or being passed over for more convincing proposals. This chapter will delve into the various aspects of persuasion strategies in grant writing. It will define persuasion, discuss its importance in the grant writing process, analyze effective persuasion techniques, and provide case studies of successful strategies in completed grant proposals.
Definition of Persuasion
Persuasion is the art of convincing someone to adopt a certain viewpoint or take a specific action by reasoning or argument. In the context of grant writing, it involves presenting your ideas in a compelling and convincing manner to potential funders to secure the financial support needed for your project. It successfully creates a connection between the proposed project and the funder, demonstrating why the funding should be awarded and the subsequent community impact.
| Persuasion: the art of convincing someone to adopt a certain viewpoint or take a specific action by reasoning or argument. |
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1.2 Importance of Persuasion in Grant Writing
Persuasion is crucial in grant writing and the request for proposals (RFPs) process. It helps to not only capture the attention of the funder, but also to engage their interest and, ultimately, persuade them to invest in your project. Without effective persuasion, even the most well-researched and thought-out grant proposal may not be funded. There are many other reasons that persuasion and rhetoric are important:
1. Persuasion helps to demonstrate value and the impact the funding will have on the organization or target population
Funders, whether they are government agencies, private foundations, or corporations, want to know that their investment will have a meaningful and measurable impact. Persuasive writing helps to articulate the problem the project addresses, voices the direct benefits it will provide, and states how it aligns with the funder’s goals. Highlighting the project’s value builds a compelling case for why it deserves to be funded and how it meets the requirements and proposal criteria. Persuasion can show how the grant will improve services, expand operations, or support community initiatives. It can help translate the investment into tangible outcomes, making it easier for stakeholders to see how their money will be used productively.
| Stakeholder: a person with an interest or concern in something, especially an unmet need.
Target population: the community or recipients of the efforts of the grant funding. |
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2. Persuasion builds trust
Persuasion builds credibility and trust. Funders need to feel confident that the organization receiving the grant will execute the proposed project successfully. The credibility of the grant writer will be appraised by the grant reviewers. Persuasive language conveys the organization’s past successes, leadership qualifications, and feasibility of the proposed project. By presenting these elements effectively, grant reviewers will believe that the project can be carried out successfully. Further, sincerity fosters trust when the organization or community demonstrates transparency and accountability as well as how they will deliver measurable results. If stakeholders believe the funding will be well-managed and lead to tangible, positive outcomes, they are more likely to be convinced that the proposed project is a good match. Persuasive communication also addresses potential concerns and offers assurances that the funds will be used in accordance with the desired outcomes.
| Funders: the grant reviewers. The two words assume the same meaning. |
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3. Persuasion shows alignment with funder priorities
Funding organizations often have a specific priority or mission, such as supporting environmental initiatives, advancing educational opportunities, or promoting community health. Persuasive grant writing demonstrates how the proposed project aligns with the funder’s priorities provided the grant writer takes the time to research the funder’s mission. Carefully tailoring the proposal to meet the funder’s interests and objectives will increase the likelihood of being awarded.
For example, the U.S. National Science Foundation (NSF) has a website that can be researched by the curious grant writer (please be aware that opening this link will take you to an external site). When reviewing the website, the user can find a drop-down that shows NSF’s focus areas of importance to the foundation. Within a few minutes, a writer can see if their potential proposed project is in alignment with the NSF’s areas of interest.
4. Persuasion can make the grant stand out in a competitive field
Grant opportunities are highly competitive; typically multiple organizations apply for the same funding. Persuasive writing makes a grant proposal stand out from the crowd. Clearly articulating the uniqueness of the project, potential for success, and ability to achieve funder goals makes a proposal more compelling.
When a proposal is grounded in facts and data, it utilizes the rhetorical appeal of logos for the funder. Persuasive writing appeals to the emotions, or pathos, and values of the funder. Effective proposals tell a compelling story that evokes empathy or passion, especially when dealing with issues like poverty, healthcare, children, or education. At times, grant proposals might even appeal to the funder’s sense of ethos by pulling in examples that include popular names of programs or celebrities. By drawing on shared values and creating an emotional connection, grant writers can motivate funders to act in favor of a project. Emotional appeal is essential to success in writing grant proposals, and overlooking this is a beginner grant writer’s mistake.
| Logos: an appeal to logic and reason. It’s a way to persuade an audience by using facts, evidence, and logical arguments.
Pathos: an appeal to emotion, to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel or an artistic representation evoking pity or compassion. Ethos: an appeal to the reader’s sense of community and culture, beliefs and aspirations. |
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1.3 Analyzing Effective Persuasion Techniques
There are several key techniques that can be employed to enhance the persuasive power of a grant proposal. These include, but are not limited to, the following:
- Using clear and concise language to convey your ideas.
- Demonstrating the need for funding by highlighting the problem or issue that your project aims to address.
- Providing evidence to support your claims, such as data, research findings, and testimonials.
- Appealing to the funder’s emotions by telling a compelling story or painting a vivid picture of the impact of your project.
- Outlining the benefits and outcomes of funding your project clearly.
1.4 Popular Grants
Below are details on grants that are available each year. Within them is an introduction to the grant world. Looking at their websites and the summaries below will give a short explanation of the grant-seeking process. Also included is a past case study that can be examined to gain valuable insight into what works in persuading funders to invest in a project and how grant writers can apply these strategies to their own grant-writing efforts.
- The National Institutes of Health (NIH) awards grants to researchers who effectively communicate the potential impact of their research on public health and scientific development. Successful applicants clearly articulate the problem being addressed, the significance of the work, and the alignment with the goals and priorities of the NIH. For more information, please go to https://www.nih.gov/grants-funding.
- The Gates Foundation, created by Bill and Melinda Gates, awards grants for organizations that demonstrate a strong, evidence-based approach addressing global health and poverty issues. Successful proposals use data and examples to make a compelling case for the effectiveness of their proposed intervention as well as the potential for scalability and sustainability. For more information, please go to https://www.gatesfoundation.org/What-We-Do/Global-Health.
- The U.S. National Science Foundation (NSF)[1] funds grants for researchers who effectively communicate the broader impacts of their research beyond academic publications. This includes demonstrating how their work will benefit society, industry, or the environment, as well as how it will contribute to the advancement of scientific knowledge.
- The United Nations Development Programme (UNDP)[2] supports projects that engage local communities and stakeholders in the development process. Successful proposals use persuasive storytelling and community engagement strategies to demonstrate the relevance and potential impact of the proposed project as well as the level of support and collaboration from key stakeholders.
- The World Bank[3] funds projects that align with its development priorities, such as poverty reduction, infrastructure development, and sustainable economic growth. Successful grant proposals demonstrate a clear understanding of the Bank’s goals and priorities as well as how the proposed project will contribute to achieving these objectives in a cost-effective and sustainable manner.
1.5 The National Endowment for the Humanities: Case Study Narrative Example
To see an excellent grant narrative and selected portions of a previously funded grant application, please see the appendix. The Office of Challenge Grants shared, “The example narrative is not intended to serve as a model, but to give you a sense of how a successful application may be crafted. Every successful application is different, and each applicant is urged to prepare a proposal that reflects its unique project and aspirations” (National Endowment for the Humanities)[4]. The sample demonstrates persuasion as it proposes funding a project to help meet critical needs in cultural heritage preservation. It does so by using an authentic blend of pathos and logos.
1.6 Conclusion
Persuasion is an essential skill in grant writing because it makes a convincing case for why a project is important, feasible, and aligned with the funder’s goals. Strong persuasion elements in a proposal not only increase the chances of securing funding but also establish a foundation for continued partnership and success.
1.7 Learning Activities
- U.S. National Science Foundation. (n.d.). About NSF. https://new.nsf.gov/about ↵
- United Nations Development Programme. (n.d.). Sustainable development goals. https://www.undp.org/sustainable-development-goals ↵
- World Bank Group. (2024). What we do. https://www.worldbank.org/en/what-we-do ↵
- National Endowment for the Humanities. (n.d.). Narrative section of a successful application. https://www.neh.gov/sites/default/files/inline-files/Alexandria%20Archive%20Institute%2C%20Data%20Literacy%20and%20Community%20Building%20in%20Digital%20Heritage.pdf ↵
