Curiosity Corner

How to write a winning award submission

Winning an award can be a game-changer for your organisation. It builds credibility, boosts visibility, and reinforces trust with funders, customers, and stakeholders. But with so many organisations vying for the top spot, how do you make sure your submission stands out?

Writing an award entry isn’t just about listing achievements—it’s about storytelling, persuasion, and proving impact. A well-crafted submission can mean the difference between being shortlisted or overlooked.

Here are 10 top tips to get you started:

1. Choose the right award and categoryBefore you start writing, make sure you’re entering the most relevant category. Read the criteria carefully and consider whether your organisation, project, or team genuinely fits. A strong but misaligned entry won’t win, so focus on the categories where you truly excel.
2. Stick to the criteria

   Awards have strict criteria, and failing to meet them is one of the most common reasons submissions don’t make the shortlist. To ensure you stay on track:

   • Print out the criteria and highlight key points. Keep referring back to them as you write.
   • Use two screens if possible. Keep the entry form open on one screen and your draft on the other to check you’re answering each question properly.
   • Copy and paste questions into a Word document first. Writing your submission offline allows you to refine your answers without worrying about losing progress if the form times out. It also makes it easier to check word counts and grammar.
   • Check off each requirement. If the question asks for specific evidence, ensure you’ve provided it before moving on.
3. Be concise and structuredJudges often read hundreds of submissions, so clarity is key. Stick to the word limit, break up long text with bullet points, and keep sentences sharp and to the point. Avoid unnecessary detail—if something doesn’t directly support your case, leave it out.
4. Avoid overused adjectives—show, don’t tell

   Words like “amazing,” “innovative,” and “outstanding” mean little without proof. Instead of saying a project was “highly successful,” demonstrate success with facts and figures:

   • Weak: Our campaign was incredibly effective and reached a wide audience.
   • Strong: Our campaign resulted in a 45% increase in engagement and generated £50,000 in new funding.
5. Tell a compelling story

   Facts and figures are essential, but storytelling helps bring them to life. Explain:

   • The problem: What issue did you address?
   • The action: What did you do, and why?
   • The impact: What changed as a result? Use statistics, case studies, and testimonials to prove real-world outcomes.
6. Provide evidence and impact

   Judges need proof, not just claims. Use:

   • Hard data: revenue growth, engagement rates, cost savings.
   • Testimonials: quotes from customers, funders, or partners.
   • Case studies: real-world examples of how your work made a difference.
7. Showcase your unique selling points (USPs)What makes you stand out? Whether it’s a fresh approach, measurable impact, or a unique partnership, make sure your submission highlights what sets you apart. If your entry could describe another organisation with a name change, it’s not specific enough.
8. Prepare strong supporting attachments

   Many awards allow you to include supporting documents—make the most of this opportunity. Attachments could include:

   • Press coverage to show media recognition.
   • Team profiles to highlight expertise.
   • Before-and-after photos to demonstrate tangible impact.
   • Testimonials from clients, beneficiaries, or industry leaders.
9. Proofread and editSpelling mistakes and unclear writing can weaken your submission. Have a colleague, mentor, or professional review it to ensure clarity, accuracy, and persuasiveness.

We know what it takes to win

At Pilkington Communications, we don’t just help our clients win awards—we do it ourselves. We were named Northamptonshire Business of the Year in 2022 and 2023, and our founder, Jessica Pilkington, won Business Person of the Year in both years. In 2024, Jessica was also awarded MPHero status, recognising her as a champion for women in business across the country.

Want expert help crafting a winning award submission?