1. Writing Corporate Proposals
Mike Naholi
Innovative Concepts

2. Corporate Fundraising
Different from regular donors
Do not have much time if any to be deeply involved in project
Would rather give and let you do the rest.
Companies love
innovative projects
Publicity
Cost effective budgets
Innovative Concepts

3. Why Corporates Give Marketing themselves and their products
Strengthening their brand identity
Profiling the Company
To create goodwill
To meet stakeholder expectations
Employee Motivation
Innovative Concepts

4. Why Corporates Give
To associate with causes within their line of business or social responsibility policy
Due to interest / demands of senior manager
Political pressure
Peer pressure - Because other companies are also giving (herding
Because they are asked!!!!!
Innovative Concepts

5. What do companies like to support?
Activities that relate to their business / product / services
Activities that attract mass public support
Important local community projects
Activities that create great publicity
Prestigious projects
Innovative Concepts

6. What companies don’t like to support
Appeals for expressly religious purposes
Controversial campaigns
Requests from physical areas in which they have no business presence / interest
Issues in which other companies are already entrenched – limited PR Benefits
Non-brick & Mortar activities
Circular appeals
Innovative Concepts

7. What do companies Give? Financial support Non-financial support
Sponsorship
In-Kind Products / services
Material
Employee skills / time / resources
Endorsement
Access to Company facilities
Innovative Concepts

8. What’s in it for them? Think about the benefit package to the company.
Every company wants something in return even if they do not state it so openly
That’s why they do not give anonymous cheques
Benefits include:
Publicity
Increased public profile
Access to beneficiaries
Acknowledgments
Future business prospects
Innovative Concepts

9. What do you have to offer?
Do not beg or use the guilt card– it lowers your value
Don’t send one sided proposals.
Every organization has something to offer.
It could be your:
Networks
Beneficiaries (number, type, location)
Brand name
Business
Expertise
Experience
Capacity
Innovative Concepts

10. The Proposal
Writing the proposal: Write a compelling case for support (3 pages max) No Jargon, No typos
What is in it for me: Think about why the company should support you (their perspective)
Tailor the proposal to the company
Use the company’s guidelines (where available)
Be specific about areas of collaboration or support
Innovative Concepts

11. How the company will benefit
Proposed format
Introduction
The need
How the company will benefit
Budget
Innovative Concepts

12. Follow up to the proposal
Be professional
Maintain regular contact
Exude confidence
Provide all further information required
Keep the company informed on your activities
Innovative Concepts

13. The first meeting Be on time!!!! Go as a team not an individual
Preparation Have a brief presentation (10mins)
Talk collaboration not donation
Close with an agreement on the next steps
Leave something behind
Innovative Concepts

14. In a nutshell Corporate proposals should be: Short 3 or so pages Clear
Interesting
Free of jargon
Capture benefits
Well packaged
Targeted
Innovative Concepts