effective proposal writing 1. proposal writing what’s a “proposal”? a proposal is a formal,...

Effective Proposal Writing

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Proposal Writing

What’s a “Proposal”?

A proposal is a formal, written request to individuals and agencies with money to give away. The proposal provides background information on your project or program and outlines reasons why granting you money would be mutually beneficial.

Consider it your “sales” or “marketing” document.

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Proposal Writing

Granting sources will fund:

projects, programs capital fundraising projects endowments church programs, but not for religious purposes rarely for operational expenses — why?

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Before You Begin

Grant application process both a science and an art — Systematic, analytic approach

to prepare is the “science”

Creating proposals, building relationships is the “art”

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Before You Begin

Know your cause —

Believe in your cause. Understand your project thoroughly. Get the details from those in the know. Both “Head” talk and “Heart” talk are

important.

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Before You Begin

Always work from the funder’s point of view — be donor-centred.

Does your request for money align with the funder’s objectives?

Follow their application process to the letter. Use their style, language if feasible. Be human—people give to people.

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Before You Begin

Funders have different needs and so may require different approaches; BUT

All proposals have elements in common; Information for one proposal may be used for others

—prepare a template and “cherry pick” the content; Investment of time upfront = long term benefits

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The Proposal Writing Process

Three overall steps

1. Background Research on Prospective Donors

2. Establishing Contact

3. Writing the Proposal

Key— Know your audience — Tailor each proposal to the funder

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Background Research

Match your criteria with those of the granting agency. What are their: Philanthropic interests Geographic limitations Size of gifts granted Timing for granting gifts Timing of application process Any other restrictions

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Establishing Contact

How you establish contact depends on donor:

Letter, email, phone call seeking information or a meeting Prepare one-page concept paper or letter of intent outlining

your project

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Letter of Intent

Sometimes called letter of inquiry or query letter. Similar to a covering letter. Agency uses letter to screen applications. Granting agency will review letter and determine whether or not to invite an application or full

proposal. Can save both applicant and grantor time and effort.

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Letter of Intent

On letterhead, signed by the most appropriate person 1 to 2 pages, maximum—brief Letter:

introduces your organization summarizes project and expected results outlines project costs states amount requested


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Letter of Intent

Begin with statement like: “We write to state our intent to apply for a grant of

$XXX from XXX Foundation to support XXX.”

Conclude with: “We welcome your invitation to submit a full proposal.”

Always respect the potential funder’s wishes and stated needs regarding contact.


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The Proposal — Key Components

Key components of a proposal

Covering letterExecutive summaryIntroduction of your organizationOutline of opportunity/needProject description — an outline of how you will meet the opportunity/needYour goals and objectives

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The Proposal — Key Components

Key components of a proposal

Anticipated outcomes of your projectYour strategies, methods, and timelinesBudget (high level)Recognition and ongoing donor stewardshipOther information as may be requested

Now, to expand on each key component . . .

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The Proposal — Covering Letter

The covering letterSimilar content to your letter of inquiry

1 to 2 pages, max — concise

Signed by “best” person— chair of your governing body, minister, someone who knows the contact

Brief outline of how your project relates to funder’s interests

Impact/outcomes — who benefits?

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The Proposal — Executive Summary

Executive Summary Write it last and devote time to it.

1 to 2 page stand alone overview.

Summary of issues, approach and impact.

Stress your credibility, qualifications.

Show the vision, but base it in reality. Include your “ask”.

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The Proposal — Introducing You

Introduction of your organization Who are you?

What do you do?

Whom do you serve?

What have been your successes?

Never assume funder knowledge. They may know of you but not really know you or understand what you do.

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The Proposal — Outline of Opportunity

Outline of Opportunity or Need How was your need identified?

Research undertaken to support conclusion?

Is the issue solvable?

Implications if issue not resolved?

If you have clients, people who use your services, give them a voice here.

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The Proposal — Project Description

Project Description Goals and objectives

Outcomes

Human resources required—staff, volunteer

Strategies, methods and timelines

How the project will be evaluated

Now for the project description’s components . . .

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Project Description — Goals and Objectives

Goals — your vision statements

Broad ideas beginning with phrases like: To enhance . . . To provide . . . To improve . . . To advance . . .

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Project Description — Goals and Objectives

Objectives—how you will accomplish your goals Measureable Qualitative vs. quantitative Clear, distinct beginning with phrases like:

To increase/decrease . . . To reduce/eliminate . . . To recruit/update

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Project Description — Outcomes

The results of an activity The impact of a service Measurable—How will you know you’ve achieved your goal? “Hard” and “soft” benefits What’s the return on the funder’s investment —the ROI? They will want to

know.

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Project Description — Human Resources

Who will be leading the project? Why are they uniquely qualified? Outline experience, special skills. Who will be doing what specifically—staff? volunteers? Key contact person

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Project Description—Strategies, Methods and TimelinesOutline your methodology

How will the project be carried out? Any innovative approaches?

Ensure your project’s goals, objectives and strategies/methods relate to each other.

When will things get done?

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Project Description — Evaluation

Who will be doing it? When? What data will be collected and how? How will success be measured?

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The Proposal — Budget

Keep it easy to read, clear. (narrative model)

Align budget with the project’s outline.

Include total costs, a contingency amount and your ask.

Will more financial support be needed? From whom?

Include volunteer time if appropriate as an in kind amount in revenue (also has to be expensed as there’s no net benefit). This increases your total budget which is beneficial when funders grant based on a percentage of the organization’s revenue.

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The Proposal — Recognition

Recognition and Ongoing Donor Stewardship How will you recognize your funder?

What does the funder expect/want?

How will you keep funder informed of results?

Remember, recognition expectations of secular funders may differ greatly from church custom.

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The Proposal — Other Information

Other information as may be required

Financial statements Names of members of your governing body Your charitable registration # from CRA Names of staff persons Names of others partnering with you Quotes, testimonials, letters of support, references

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The Proposal — Content Checklist

A check off list of contents may be helpful. Signed and completed application form Most recent financial statements Minutes of most recent annual meeting Names of governing body executive, including positions held and contact information Confirmation of charitable registration A profile and history of the congregation and its accomplishments Mission, vision and values of your congregation Fast Facts about your congregation Picture of proposed item Cover Letter Executive summary

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The Proposal — Tips

Who should/could write your proposal? Someone who:

knows your project well is passionate about the project has excellent writing skills has time to focus

You may hire an outside writer who specializes in writing proposals. She/he can be informed by those knowledgeable and passionate about your project.

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Believe that someone wants to give you money. Keep things simple—the content of your proposal far

outweighs the packaging. Keep it professional—the proposal represents you. Customize your proposal to your donor—the shotgun

application approach will not work. Frame your request in positive terms and how your work

will make the difference.

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Avoid in-house jargon, colloquialisms. Define all acronyms. Try to direct your proposal to a person and not use “To

Whom it May Concern”. Enhance with pictures, diagrams, charts to bring project

alive; remember to credit your sources. Use the active voice. Use spell check plus grammar and style check functions on

your computer—then proof read again.

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Be concise but not at the expense of essential content. Number all pages. Place your name and date in the footer. Begin early—give yourself lots of time to prepare, to review,

to consult and to redraft. Get your proposal in on time.

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Check the detail carefully. Do figures tally? Are names spelled correctly?

Get a second opinion “from away”. Can they understand it? (write at the grade 6-7 reading level) Is it logical, coherent, easy to read? Does it interest them? Does it move them?

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In summary, after reading your proposal can the funder answer the 5 W’s?

WHO is the project helping?

WHAT will the project do to provide this help?

WHEN will the help be provided?

WHERE is the project taking place?

WHY is the project needed and WHY should your donor be interested?

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The Proposal — Information Sources

www.charityvillage.com www.library.imaginecanada.ca www.pfc.ca www.foundationcenter.org www.trilliumfoundation.org www.bigdatabase.ca www.iwave.com www.cra-arc.gc.ca/ebci/haip/srch/advancedsearch-eng.action www.hrsdc.gc.ca/eng/disability_issues/eaf/cfp/index.shtml (Enabling Accessibility Fund) www.servicecanada.gc.ca/eng/epb/sid/cia/grants/jcp/desc_jcp.shtml (Job Creation

Partnership) www.hrsdc.gc.ca/eng/funding_programs/index.shtml (Summer Jobs Program) www.feddevontario.gc.ca/eic/site/723.nsf/eng/h_00826.html (Program to Improve

Facilities and Infrastructure)

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The Proposal — Conclusion

Savor your successes — they will come! If at first you don’t succeed, remember “no” can often

mean “not now”. Learn from your experience then try again!

“You miss 100% of the shots you never take.”

Wayne Gretzky

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Thank you for attending!

Presentation courtesy of Doug Flanders Former Director, Major and Planned GiftsThe United Church of Canada

This presentation was made possible throughgenerous gifts for Mission and Service.

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effective proposal writing 1. proposal writing what’s a “proposal”? a proposal is a formal,...

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