Two organizations can run nearly identical programs.
One gets funded.
One doesn’t.
Often, the difference isn’t the work.
It’s the language.
Funders telegraph their priorities constantly — through mission statements, strategic plans, funding guidelines, annual reports, and even award descriptions.
If your proposal uses different framing, different terminology, or emphasizes different outcomes, it can subtly signal misalignment — even when the missions technically match.
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Here’s how to correct that.
1️⃣ Identify Repeated Phrases
Look for words that appear multiple times:
“Economic mobility”
“Health equity”
“Systems change”
“Capacity building”
“Community-led”
Repetition signals priority.
If they say “economic mobility” five times, but you only say “job training,” you’re missing alignment.
2️⃣ Mirror Framing — Not Just Vocabulary
It’s not about sprinkling in keywords.
It’s about framing your work within their lens.
If they focus on long-term sustainability, don’t only describe short-term services. Show how your program contributes to durable change.
3️⃣ Align With Their Outcome Focus
Are they output-driven or outcome-driven?
Do they emphasize innovation, collaboration, prevention, or expansion?
Shape your narrative accordingly.
4️⃣ Use Their Strategic Documents as a Guide
If they publish a strategic plan, read it.
If they describe funding pillars, reference them directly when appropriate.
Example:
“This initiative directly advances your priority of increasing access to preventative healthcare in rural communities.”
That signals intentional alignment.
5️⃣ Avoid Generic Language
The fastest way to weaken a proposal is to submit something that could go to any funder.
Strong proposals feel specific. Tailored. Conversational.
Matching language is not manipulation.
It’s clarity.
It shows the funder that you understand their priorities and have thoughtfully considered how your work fits within them.
Before submitting your next proposal, ask:
Does this sound like us talking at the funder?
Or does it sound like we’re speaking the same language?
Because fluency builds confidence.
Until next time,
Write Epic Grants