What Stephen King Can Teach Us About Fundraising
Six storytelling lessons from the master of horror that will make your funding applications impossible to put down
You might not expect to find Stephen King on a fundraiser’s bookshelf. After all, he’s the master of horror, not grant applications. But as one of the bestselling authors of all time, with more than 400 million copies sold, King knows how to hook readers, keep them turning the page, and leave them wanting more.
And isn’t that exactly what every fundraiser wants from their applications and proposals?
I recently re-read King’s part-memoir, part-masterclass On Writing, and couldn’t help thinking: Stephen King would make an excellent fundraiser. His reflections on the craft of writing translate beautifully into the world of fundraising. They remind us that success isn’t just about ticking boxes, but about connection, clarity, and telling a story that moves people.
Here are six lessons Stephen King can teach us about fundraising:
1. Find a subject you care about
“Find a subject you care about and which you in your heart feel others should care about. It is this genuine caring, not your games with language, which will be the most compelling and seductive element in your style.”
Storytelling is central to good fundraising. A decision to support a cause is most often made with the emotional brain rather than the rational brain, so when you write, start from a place of genuine care. If you’re excited, proud, or moved by the work your organisation is doing, let that shine through. If you care deeply, your reader will too.
2. Say the hard things clearly
“The most important things are the hardest things to say.”
It’s important to get comfortable with asking for support. Make sure that your request for support is clearly articulated and doesn’t get lost in your application. You want the reader to be clear about what is most important
3. Step back and see the forest
“When you write a book, you spend day after day scanning and identifying the trees. When you’re done, you have to step back and look at the forest.”
Writing a funding application often means diving deep into details. You’re answering long lists of questions, providing data, and explaining context. But once you’ve finished a draft, it’s vital to step back and take in the bigger picture.
Does the story hold together? Is it still clear and compelling if someone skims it quickly, or jumps in halfway through? Every sentence should earn its place. One practical tip: ask someone outside your organisation to read it. If they can still grasp the big picture, you’ve done your job well.
4. Put people at the centre
“I think the best stories always end up being about the people rather than the event, which is to say character-driven.”
This one might be the most important lesson for fundraisers: people give to people.
Don’t just describe programmes, outputs, or organisational structures. Bring your application to life with stories about the real people whose lives are changed through your work. Show the difference a grant makes in someone’s world. It’s easier to grasp the power of funding when you describe one person’s story than when you offer a string of generalisations.
5. Keep it simple and authentic
“One of the really bad things you can do to your writing is to dress up the vocabulary, looking for long words because you’re maybe a little bit ashamed of your short ones.”
In other words: no one gives money because you used the word “synergies.”
Don’t fall into the trap of using language that you think the funder wants to hear. Funders don’t want to play ‘buzz-word bingo’ while reading your application. Use honest, authentic and easy to understand language, and avoid hyperbole or superlatives. The simplest words are often the most powerful
6. One Voice, Many Eyes
“Write with the door closed, rewrite with the door open.”
Grant writing is rarely effective when done by committee. If too many hands are on the keyboard from the start, applications become disjointed and repetitive.
Instead, let one person take responsibility for writing the first draft — door closed. Then, open the door: share it with colleagues, and welcome fresh perspectives. Ask: does the story come through clearly? Is it compelling and easy to follow? A mix of focused drafting and open feedback helps your application shine.
Final Thoughts
Fundraising, like storytelling, is about connection. Stephen King may be known for scaring us silly, but his advice on writing reminds us to write with honesty, clarity, and passion.
Next time you sit down to draft a funding application, think like Stephen King. Tell a story that matters. Keep it simple. Show the people at the heart of your work. And above all, write with the kind of care and conviction that makes your reader want to keep turning the page.
Because just like King’s novels, the best fundraising applications are the ones you simply can’t put down.
James Wilson, Fundraising Coach, Funding HQ