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:
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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 —
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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:
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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:
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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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Establishing Contact
Letter of Intent
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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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Establishing Contact
Letter of Intent
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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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Establishing Contact
Letter of Intent
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Begin with statement like:
 “We write to state our intent to apply for a grant of
$XXX from XXX Foundation to support XXX.”
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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
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Covering letter
Executive summary
Introduction of your organization
Outline of opportunity/need
Project description — an outline of how you will meet the
opportunity/need
Your goals and objectives
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The Proposal — Key Components
Key components of a proposal
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Anticipated outcomes of your project
Your strategies, methods, and timelines
Budget (high level)
Recognition and ongoing donor stewardship
Other information as may be requested
Now, to expand on each key component . . .
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The Proposal — Covering Letter
The covering letter
 Similar 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
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Write it last and devote time to it.
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1 to 2 page stand alone overview.
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Summary of issues, approach and impact.
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Stress your credibility, qualifications.
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Show the vision, but base it in reality.
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Include your “ask”.
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The Proposal — Introducing You
Introduction of your organization
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Who are you?
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What do you do?
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Whom do you serve?
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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
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How was your need identified?
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Research undertaken to support conclusion?
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Is the issue solvable?
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Implications if issue not resolved?
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If you have clients, people who use your
services, give them a voice here.
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The Proposal — Project Description
Project Description
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Goals and objectives
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Outcomes
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Human resources required—staff, volunteer
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Strategies, methods and timelines
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How the project will be evaluated
Now for the project description’s components . . .
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The Proposal — Project Description
Project Description — Goals and Objectives
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Goals — your vision statements
 Broad ideas beginning with phrases like:
 To enhance . . .
 To provide . . .
 To improve . . .
 To advance . . .
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The Proposal — Project Description
Project Description — Goals and Objectives
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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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The Proposal — Project Description
Project Description — Outcomes
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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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The Proposal — Project Description
Project Description — Human Resources
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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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The Proposal — Project Description
Project Description—Strategies, Methods and Timelines
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Outline your methodology
 How will the project be carried out?
 Any innovative approaches?
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Ensure your project’s goals, objectives and
strategies/methods relate to each other.
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When will things get done?
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The Proposal — Project Description
Project Description — Evaluation
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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
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Keep it easy to read, clear. (narrative model)
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Align budget with the project’s outline.
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Include total costs, a contingency amount and your ask.
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Will more financial support be needed? From whom?
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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
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How will you recognize your funder?
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What does the funder expect/want?
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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
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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.
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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:
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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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The Proposal — Tips
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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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The Proposal — Tips
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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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The Proposal — Tips
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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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The Proposal — Tips
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Check the detail carefully.
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Do figures tally?
Are names spelled correctly?
Get a second opinion “from away”.
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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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The Proposal — Tips
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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
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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
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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 Gifts
The United Church of Canada
This presentation was made possible through
generous gifts for Mission and Service.
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