Making the Case
With High-Impact Proposals
Development Communications &
Marketing
January 26, 2010
Topics
 Introduction
 Looks Matter
 A Simple Strategy
 Proposal Toolkit Highlights
 First Things First
 Resources
 Tools of the Craft
 Free-form!
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Introduction
“You and I are in the vision business.”
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Introduction
“If there is a common denominator in successful
appeals, it is this: they always, always, focus on
securing the well being of living things -– human,
animal and ecological.
Remember this one fact and your letters and
proposals will home in on the well-spring of
caring running deep in us all.”
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A Simple Strategy
 Why Us?
 Why Now?
 Why You?
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A Simple Strategy
 Why Us?
It’s not what you do. It’s why.
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A Simple Strategy
 Why Us?
If we were to go away tomorrow,
what would go away
that’s of real value to the world?
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A Simple Strategy
 Why Us?
Spark the donor’s interest
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A Simple Strategy
 Why Now?
The Tao of Now
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A Simple Strategy
 Why You?
“The heart hath its reasons which reason
knoweth not.”
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A Simple Strategy
 Why You?
A mental checklist:
Donor-centric?
Psychology-based?
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First Things First
 Where to start: know your audience
Gift basics +
Donor passions =
Perfect match
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Tools of the Craft
A
I
D
A
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Tools of the Craft
 Preparing the canvas
 Establish the need, tapping in to donor’s passion
 Explain how the organization is ideally suited to solve it
 Illustrate how the donor will be a valuable partner
 Pinpoint the gift’s ultimate impact to beneficiaries
 Burnish the donor’s charitable legacy
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Tools of the Craft
 Painting the picture
 Cover letter
 Org’s qualifications
 Executive summary
 Stewardship
 Statement of need
 The ask
 Project description
 Conclusion
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Tools of the Craft
 Painting the picture
Writing by committee
is hazardous to your health
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Tools of the Craft
 Painting the picture
Clarity
Brevity
Accuracy
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Tools of the Craft
“Just do it.”
Nike corporate slogan
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Tools of the Craft
“While an occasional disinclination to exercise
is exhibited by all age cohorts, the likelihood
of positive health outcomes makes even mildly
strenuous physical activity all the more
imperative.”
Nike corporate slogan rewritten by non-profit
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Looks Matter
 Finishing touches
Design for success
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Looks Matter
Bruin Scholars Initiative
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Looks Matter
 Finishing touches
Reader-friendly tools
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Looks Matter
Custom Proposal (before)
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Looks Matter
Custom Proposal (after)
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Proposal Toolkit Highlights
www.proposals.support.ucla.edu
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Resources

fdncenter.org

factfinder.census.gov

writing911.com

CIA.gov/CIA/publications/factbook

urbandictionary.com

pewinternet.org: Internet

infoplease.com
Research: Pew Internet and American

“Writing for a Good Cause:
Life Project
The Complete Guide to

Benchmarking Analysis
Crafting Proposals and Other
Persuasive Pieces for
Nonprofits”; J. and D. Barbato
targetanalysis.com: Internet Giving

“Differentiate or Die: Survival in Our
Era of Killer Competition”; Jack Trout
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Free-form
 What else?
Questions? Answers? Challenges?
Trouble shooting?
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Thank you!
 Call: 310.794-2380
 Write: cchaillie@support.ucla.edu
 Stop by: Wilshire Center, Suite 1000
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