How to write an application that stands out from the crowd

1. How to write an application that stands out from the crowd Simon Robinson, Capidale

2. Paint your great project beautifully... X 

3. 12 steps to become Leonardo...

4. Preparation

5. 1. Get comfortable to be creative X 

6. 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?

7. 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

8. 3. Develop your key messages Capidale Case for Support In a nutshell – 50 words In a paragraph – 100 words In a page

9. Application

10. 4. Think tabloid not broadsheet Keep 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

11. Saxon equivalent • About • Show • Set up • End • Start • Tell • Use Examples of simple language... Latin Approximately Demonstrate Establish Terminate Commence Advise Utilise Most of these examples are from George Smith’s excellent book: Tiny essentials of writing for fundraising

12. 6. Never, ever use jargon Or technical language... or acronyms... What on earth is...? Social justice Person-centred Accompanied signposting Co-production TLAP Big Society Personalisation

13. 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... 7. Use definite, active language Hesitative 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...

14. “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) 7 year old Charlie was really upset by television coverage of the Haiti disaster. 8. Help them picture the people, the problem and the solution With his Mum, he decided to raise £500 for Unicef by cycling 10 laps around his local park 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.

15. 9. Grammar is unimportant Meaning 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...” George Orwell This too comes from George Smith’s excellent book: Tiny essentials of writing for fundraising

16. Silver Dreams said... We said... Older people have a wealth of skills, knowledge and experience that can benefit others. 10. Slavishly follow their guidelinesDiscretely reflect their language 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.

17. 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

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