Double Your Funding Odds: The Science of Promotional Language in Grants

When it comes to grant writing, how you say something can be just as important as what you say. New research shows that using more promotional language—clear, confident statements that highlight your project’s innovation, impact, and unique strengths—can dramatically improve your chances of success.

In fact, studies have found that proposals with higher levels of promotional language are significantly more likely to be funded, in some cases doubling their odds of approval.

So, what exactly is promotional language, and how can you use it effectively in your grant applications without crossing into exaggeration or fluff? Let’s dig into the science—and the strategy.

What Is Promotional Language in Grant Writing?

In the context of grant proposals, promotional language is wording that positions your project or organization in the best possible light while staying rooted in facts and evidence. This isn’t marketing hype—it’s persuasive, strengths-based communication designed to help reviewers quickly grasp why your work stands out.

Examples include:

• Clearly articulating your innovation (“This program is the first of its kind in the region…”)

• Highlighting impact with data (“Our pilot initiative reduced food insecurity by 47% within the first year…”)

• Framing your work as urgent and essential (“Without immediate funding, this critical community service will be forced to close within six months…”)

Why Promotional Language Works

Grant reviewers may be reading dozens or even hundreds of proposals in a short timeframe. The ones that stand out do so because they communicate:

1. Clarity – The reviewer understands exactly what you’re doing and why it matters.

2. Confidence – You believe in your program’s ability to achieve measurable outcomes.

3. Credibility – Your claims are supported by evidence, data, or prior success.

   
   

Research published in 2024 found that proposals with more frequent use of promotional language outperformed less assertive proposals, even when other factors like project type and applicant credentials were similar. Why? Because reviewers are human—and persuasive, engaging writing makes your proposal easier to remember and champion during funding discussions.

How to Incorporate Promotional Language into Your Next Proposal

1. Lead With Strengths

Start sections—especially your executive summary and statement of need—with a compelling sentence that captures the heart of your work.

Before:

Our after-school program offers tutoring and enrichment activities for middle school students.

After:

Our award-winning after-school program is transforming educational outcomes for middle school students, boosting reading scores by 25% and building confidence that lasts a lifetime.

2. Use Impact Data Strategically

Numbers can be incredibly persuasive when paired with strong framing.

Before:

Last year, we served 150 families.

After:

In just one year, we provided life-changing support to 150 local families—connecting them with food, housing, and healthcare resources that prevented crises and promoted long-term stability.

3. Show Momentum and Urgency

Demonstrate that your program is already making progress and that funding will build on a solid foundation.

Before:

We would like to expand our program.

After:

With community demand at an all-time high, we are poised to expand our program to serve 50% more families within the next 12 months—if we can secure the necessary funding now.

Common Mistakes to Avoid

While promotional language is powerful, it can backfire if misused. Avoid:

• Exaggeration without evidence – Always back up claims with data, testimonials, or credible references.

• Overly technical jargon – Reviewers may not share your field-specific knowledge. Keep it accessible.

• Vague statements – Replace generalities (“We’re making a difference”) with specifics (“We increased access to dental care for 230 uninsured children last year”).
  

Why Now Is the Perfect Time to Refine Your Grant Writing Language

As competition for funding grows, small improvements in how you frame your proposal can make a big difference. Promotional language is a low-cost, high-impact strategy that you can start using immediately—whether you’re pursuing local foundation grants, large federal opportunities, or corporate giving programs.

If you want to take this to the next level, pairing promotional language with advanced grant research tools like Instrumentl can help you identify funders whose priorities match your work, giving you an even stronger chance at securing funding.

Final Takeaway

Promotional language is not about “selling” your nonprofit—it’s about communicating your value with clarity, confidence, and credibility. By applying this approach consistently across your proposals, you can help reviewers see what you already know: your work is worth funding.

Want more tips like this? At Just Write Grants, we help nonprofits identify funders, craft winning proposals, and secure the funding they need to grow their impact.

Get in touch today to learn how we can help you double your funding odds.