Beyond the stats: The power of storytelling in bid writing
Bid writing is often seen as a numbers game. But numbers alone won’t win hearts - or grants.
How many beneficiaries have you impacted? What percentage saw improvements? What is the cost per outcome?
Charities are more than competent at tracking data like this, but trusts and foundations don’t just want to see impact; they want to feel it. And that’s where quality storytelling comes in.
A compelling bid does not merely present data; it weaves a narrative — one that connects the funder to the cause, the people behind the work, and the real change being made.
Trusts and foundations receive hundreds, sometimes thousands, of applications. Most contain similar statistics, demonstrating need and impact. The proposals that stand out are the ones that also evoke emotion, paint a picture, and show why the work truly matters.
Well-told stories bring impact to life. Numbers tell what happened; stories show why it matters. They create emotional connection. Remember, funders are not just ticking boxes; they are investing in change. Another factor is making your application memorable – and a strong narrative sticks in the mind far more than a spreadsheet.
But crafting a compelling story is not just about adding a case study at the end of a bid. It’s about integrating storytelling throughout your application — even in how you present your statistics.
Start with the ‘why’
Before diving into numbers, frame the problem. Don’t say: "We supported 500 young people last year." Instead, unpack it more:
"Last year, 500 young people in our community faced severe mental health challenges with little access to support. We stepped in to change that."
This shifts the focus from just numbers to real people facing real challenges.
Another strategy to adopt is humanising your data.
Numbers without faces feel distant. Where possible, pair statistics with short qualitative testimonials. For example, instead of just saying: “85% of beneficiaries felt more confident,” inject a real voice for impact:
"Before joining the support programme, I felt completely lost. Now, I believe in myself again." – Sarah, 18 years old.
Always be gathering stories
Building storytelling into your Monitoring & Evaluation is also an excellent way to ensure you are gathering the right sort of feedback. For example, simply incorporating open-ended questions into your M&E surveys helps capture authentic stories. You could use questions like:
Can you describe how our mental health service has helped you?
What was life like before you joined the support programme? What’s different now?
What moment stands out most for you?
Instead of scrambling for a case study when a bid is due, create a story archive. Keep a log of strong testimonials and success stories, sorted by theme (e.g., mental health, employability, crisis support), that you can easily access when needed. Your supporter comms team may already have a story archive you can use.
Tell a memorable story of transformation
A well-told story is not about pity. It is about strength, transformation, and the power of your work, convincing trusts and foundations to really believe in your mission. By striking a balance between hard data with human stories, you will make your application more persuasive, memorable, and impactful.
So, next time you write a bid, ask yourself: Are we just presenting numbers, or are we telling a story that funders will remember?
Because the best bids don’t just inform — they inspire.
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If you’d like help crafting your funding applications, get in touch for a chat about working with our pro team.
