Proposal Writing for Beginners Learn how to write strong, persuasive, successful proposals! ©Trudy Hayden 2015

Proposal Writing for Beginners Trainer: Trudy Hayden 10:00Introduction: basic principles Building blocks of a proposal: I 11:15BREAK 11:30Building blocks of a proposal: II 1:00LUNCH 2:00Building blocks of a proposal: III Principles of good writing 2:15Writing exercises 3:00BREAK 3:15Writing exercises continued 3:45Reflections 4:00CLOSE

Proposal Writing for Beginners Your Mission The ‘Spine’ The Budget The Donor’s Perspective The Format

Principles What the donor needs to know Not what you want to say!

Principles What does the donor need to know? That you are: necessary effective efficient accountable

Principles CLARITY SIMPLICITY MUSCLE CREDIBILITY RESPECT

Organise Your Thoughts: The ‘Spine’ Organisational Mission & Strengths: Unique Niche  Proposals for Core Activities/One Aspect of Core Activities/Project  problem/need/issue: verification  action plan: methods, means, quantification/timeframe [££]  results/impact: quantity & quality  capacity/monitoring & evaluation/accountability  budget/funding plan/future funding [‘cliff’]

Sample budget: proposal to Trust Y COSTSYear 1Year 2Year 3 Project staff (salaries, benefits)20,00035,00038,000 Project management, evaluation 7,500 5,000 8,000 Equipment, office supplies 3, Office & administration 5,000 5,500 6,000 Publicity, outreach, publications 2,500 1,500 1,500 Travel, conferences 1,000 1,000 2,000 Total39,00048,50056,100 FUNDING OR REVENUE Membership support 2,000 2,500 3,000 Gift anticipated from individual 5,000 3,000 Grant received from Trust X15,00015,000______ Received or anticipated22,00020,500 3,000 Request to Trust Y10,00010,00010,000 TO BE RAISED 7,00018,00043,100

The Donor’s Perspective [Respect] What motivates wealthy individuals to make large charitable gifts? What motivates corporations and businesses to support charitable causes? What makes charitable trusts (foundations) choose one application over another?

The Donor’s Perspective [Respect] What motivates this donor? How do this donor’s motivations & expectations shape the language, tone & content of a proposal? What is the ‘hook’ that will capture this donor’s interest?

The Format As prescribed by donor: follow precisely Letter: 3 pages max, personalised voice & simplicity Project proposal: more detail, more ‘professional’ in tone, with cover letter that summarises project & request & speaks personally to donor Attachments: only those that add essential detail or illustration

Elements of a Proposal Summary paragraphs [1-2]: unique niche, problem, project, anticipated result, [request), ‘hook’, recognition Organisational history, mission & strengths Problem or issue : facts Action proposed: activities & methods, quantified, timeframe [££] Outcomes & results expected Monitoring & evaluation: in progress, at conclusion Donor recognition & benefits Budget, funding plan, request Attachments

Do use the simplest English, avoid jargon use correct syntax, spelling—shows attention to detail keep the flow: move logically from one point to the next, avoid temptation to say everything use active verbs—gives muscle verify facts & assertions with evidence, avoid generalisations provide accessible visual format: short & long paragraphs, spacing, bullets, subheads

Don’t use overdramatic language or heap on the adjectives: instead, use evocative examples to communicate your passion—trust your work to speak for itself! overstate your claims: you will lose credibility sound tragic, helpless, floundering on the brink: be positive, confident, assertive drown the reader in attachments: remember the principle—only what the donor needs to know! talk about your needs: reinterpret your organisation’s needs into work that will serve your clients’ needs

Case Studies A: Write the opening summary paragraphs of a proposal for the project of your choice to a corporation that has a large regional office in your community. This corporation has funded other projects similar to yours in the past, and likes to be publicly associated with this work. It also has a programme that links up its employees with volunteer opportunities in their communities. B: Write the opening summary paragraphs of a proposal for the project of your choice to a potential major individual donor. This donor has given only a few small gifts to your organisation in the past—this would be her first gift of any substantial amount—but she has visited your site several times and you know that she has made major contributions to other charities that work in the same field.