Preparing Winning Proposals: from A to Z

George F. Taylor IIWinterline Foundation/Philanthropy Support Services (PSS) Inc.Presentation at the 19th South Asian Fund Raising WorkshopAgra August 23-26,2008

Winning Proposals:from A to Z

A = agar Z = zarur

Writing winning proposals: how to get from agar to zarur

From agar to zarur: two key steps

Step 1: an internal decision The organization seeking funding: should we

submit a proposal? Step 2: an external decision The organization providing funding: should we

fund this proposal?

Step 1 The internal decision

Do not underestimate the importance of this step

Move carefully and methodically from agar towards zarur

NOT getting to zarur is often the right decision

Step 1: the process

Research the potential donor Carefully and objectively assess whether the

vision, mission, programs and proven track record of accomplishments of your organization are in alignment with the funding priorities of this donor

Why do research?

Ninety per cent of all applications for funding are turned down because: they are outside the funder’s area of interest they are poorly presented

Careful research addresses the first of these issues

Research: key questions

Does the organization support our area of work? Do they work in this region/country? Do they make grants? Do they make grants for the specific things we need? Do they fund our type of organisation? What size of grants do they make? Do they require matching funds? Do they require that we work with others? What is the application process? What are the deadlines for proposal submission? Who do I contact?

Sources of Information

Websites Directories Current or former grantees Other sources (annual reports, personal contacts

etc.)

Identifying South Asian funding opportunities :

Places to start include: the Funders pages at www.IndianNGOs.com and lists from groups such as:* Sampradaan Indian Centre for Philanthropy – Delhi

http://www.sampradaan.org/* Centre for the Advancement of Philanthropy- Bombay

http://www.capindia.org/* Pakistan Centre for Philanthropy - Islamabadhttp://www.pcp.org.pk/* Murray Culshaw Consulting www.fundraising-india.org

Pakistan Centre for Philanthropy

South Asian funding opportunities:

See also:Give India - www.giveindia.orgGive2Asia - www.give2asia.org andGlobal Giving - www.globalgiving.com

Give India - the power to change lives

Give India - the power to change lives

What makes us different? We have reviewed over 1000 non-profit organizations from all over India to identify nearly 100 organizations that have met with the Credibility Alliance's norms. They work for causes ranging from child welfare and education to disability, poverty, and women's empowerment to name a few.

Since inception, over 30,000 donors across the globe have been able to impact over a million lives by supporting 150 organizations through GiveIndia.

Examples from Europe & North America:

NOTE: there have been significant changes in the relative sizes of different types of funding

Official development assistance (ODA) Private philanthropy Remittances

Index of Global Philanthropy 2008

Other Workshop sessions are covering research in much greater detail:

Several of the Master Classes Many of the Strategy, Techniques &

Environment sessions on fundraising

Step 1: Yellow flags on the road from agar to zarur (1)

More than 50% of proposals should never have been submitted. They either don’t meet the criteria of the funding organization, are incomplete, and/or are poorly written and don’t make a compelling case for funding.

Remember: most Foundations and Trusts are overwhelmed with proposals and can only fund a small percentage of the proposals that are submitted.

Step 1: Yellow flags on the road from agar to zarur (2)

In the view of proposal reviewers:“At worst [proposals] will offer incoherent

summaries of half-baked ideas, or they will set out on a fishing expedition, dangling before you a variety of glittery, but ill-conceived programs in an attempt to merely attract funding. These lackadaisical efforts waste everybody’s time.”

Step 1: Yellow flags on the road from agar to zarur (3)

Every proposal has important opportunity costs: other things you c/should be doing

Don’t waste time, energy, ego and izzat on proposals that have little chance of success

Sowing a few seeds carefully yields better results than a scattershot approach: LESS IS MORE

Step 1: On NOT getting to zarur

Not getting to zarur is sometimes harder than getting there

Take the tough decisions early Stay focused on the mission, vision and objectives of

your organization. Resist the temptation of “mission creep”: stretching

your programs to fit a funders guidelines. In most cases, the funder will see through this.

Be realistic, be strategic, and stay focused

Step 1: If/when you reach zarur

Take a deep breath, Brace yourself for the work that lies ahead,

and Move to Step 2.

Step 2: Getting from A to Z

Remember: Step 1 was an internal decision by your organization to go ahead and prepare/present a proposal. In Step 2 the decision is an external decision made by the funding organization (Foundation or Trust).

Getting the funding organization to move from agar to zarur is a major challenge.

In most cases: the vehicle for making this happen is the PROPOSAL.

A parenthesis

Not all funding decisions made by Foundations and Trusts are based on (formal/detailed) proposals

In some cases, a conversation made lead to a funding commitment. In other cases, a simple concept note may be all that is required.

However, 95+% of the time, obtaining external funding is going to require a detailed, carefully crafted formal proposal.

Parenthesis #2: taking a lesson from Agra

Carefully crafted proposals

Agra knows a thing or two about “careful craftmanship”

The Taj Mahal has been described as:– one of the world’s most beautiful and beloved

structures– the crowning jewel of Indo-Islamic architecture– Tagore described it rising above the banks of the

river “like a solitary tear suspended on the cheek of time.”

Inspiration on the banks of the Yamuna

“The Taj Mahal - in its perfection of space and proportion, in the classical perfection of its shape, in its combination of monumentality and delicacy, and in the quality of its decoration - represents the culmination on Indian soil of the Persian genius at work.”

As we are meeting in Agra, let the Taj inspire your proposal writing!

A good proposal is:

a good idea, well expressed, which clearly indicates:

– how to pursue the proposal and ensure a successful outcome,

– how to evaluate the findings or outcomes, – how to communicate and build on the results

A persuasive proposal

links your ideas with the funder’s money and resources and with their primary objectives.

In order to make this link, you must accomplish three tasks:

– explain your ideas; – connect your ideas with the needs of the funder; and – convince the funder that you can bring together and

manage the necessary ideas and resources in order to get results.

Remember

A proposal is a sales document! You must sell your ideas by convincing the

funding organization why they should use their scarce resources to fund you!

Basic components of a proposal

Executive Summary: umbrella statement of your case and summary of the entire proposal (1 page)

Statement of Need:why this project is necessary (2 pages) Project Description:nuts and bolts of how the project will

be implemented and evaluated (3 pages) Budget:financial description of the project plus explanatory

notes(1 page) Organization Information:history/governing structure of the

nonprofit; its primary activities, audiences, and services(1 page)

Conclusion:summary of the proposal's main points (2 paragraphs)

Components of a Proposal- with a few more bells & whistles

1. Executive Summary2. Introduction to

Organization3. Problem Statement

(needs assessment)4. Project Objectives5. Project Methods &

Designs

6. Project Evaluation7. Project Funding8. Project Budget9. Appendices

Getting started: some important points

There are only 4 kinds of proposals:– Good idea, good proposal– Good idea, bad proposal– Bad idea, good proposal– Bad idea, bad proposalThe most common type of “bad” idea is one

that doesn’t align with or fit the donor’s priorities. This possibility should have been eliminated during Step 1.

Getting started: important points (2)

IF you have done your homework for Step 1 this should narrow the kinds of proposals from 4 to 2, namely:– Good idea, good proposal and– Good idea, bad proposal

The challenge ahead: to clearly present a good idea through a carefully crafted proposal.

Proposal writing: some general guidance (shortcuts)

Although each proposal needs to be custom-tailored to fit the requirements of the funding source this does not mean that each proposal must be written from scratch.

– Develop and use “boilerplate” sections that present your organization, its mission/vision, key staff, programs, partners, accomplishments etc.

– 50%+ of most proposals can be assembled using these materials

– This material must be organized according to funder’s proposal guidelines and tweaked to emphasize key points.

Proposal writing: some general guidance (the proposal process)

The process used in proposal preparation is importantOnce the organization has arrived at zarur, move to: Group brainstorming on key themes and elements:

several heads working together are better than one Write a draft Executive Summary. This will force you

to clarify and clearly present the essence of the proposal and will provide a framework for the rest of the proposal

The importance of this step can not be overstated.

Proposal writing: some general guidance (the Hook)

There are many ways to represent the same idea. The HOOK– tailors the description of the idea to the interest of

a particular funder.– aligns the project with the purpose, and goals of

the funding source. – This is a critical aspect of any proposal narrative

because it determines how compelling reviewers will perceive your proposal to be.

Proposal writing: some general guidance (things to look out for)

The look and “feel” of a proposal are often as important as content in insuring that the proposal is read and reviewed favorably

Things to look out for include:– A single “voice” (rather than multiple

authors/writing styles)– Consistency and lack of repetition– Professional presentation and layout

Proposal writing: the professional touch

Begin each section with a strong, clear sentence and support the introductory sentence with well-organized, interesting information.

Avoid using jargon that relates to your project, and never use the same application twice.

Poor grammar and punctuation immediately give a bad impression.

Be very careful when using form letters; make sure you address the correct foundation throughout.

What makes a good proposal? 12 qualities that reviewers are looking for:

Energy Expertise Credibility Commitment Capability, including a

track record Clarity –what/why/how

Buy-in and participation Feasibility Importance Collaboration w/others Results/impacts (aka

success) Sustainability

Elements of a strong proposal: 5 Ss

Statistics – key facts & figures Stories - put a human face on the proposal Supporters – testimonials, references to earlier

work Superlatives – what makes your organization a best

bet? Don’t stretch the truth but don’t be bashful Site visits – offer to show potential funders ongoing

programs

Bonus points for moving beyond the 5 Ws and 7Ks

The 5 Ws: Why? Who? What? When? Where?plus How? How Much?

The 7 Ks: Kuen? Koen? Kya? Kab? Kahan? Kaisa? and Kitna?Moving beyond these........

To address the question: “So What?”

How? Include attention to: empowerment scaling up, and sustainabilityExemplary proposals also pay attention to:evaluation, learning, and dissemination of

results and lessons (aka knowledge management)

KISS: Keep it simple & straightforward

Remember that often the key to a strong proposal is simplicity.

Be succinct. Do not waste words. Funders are looking for a proposal that will

succeed, so keep things clear, factual, supportable, and professional.

Volumes of documentation are imposing not impressive.

Tips on the budget #1

Your budget may be the first thing in your proposal that a funder will review. It must be realistic and lend credibility to your entire proposal.

Present the budget separately from the rest of the application.

Use tables to convey the information concisely, yet completely. A short narrative may be helpful to explain unusual line items in the budget.

Make sure the figures are correct and the budget accurately reflects your needs.

Tips on the budget #2

How much for overhead? If guidelines are provided by the potential funder, use them. If not, develop a % figure that you can explain/defend.

How much for contingency? Ditto above. Ask for the maximum budget flexibility. If over 15%, provide a justification. Volunteer a) to carefully track the use of funds in this budget line, and b)to return whatever hasn’t been used at the end of the project.

Additional Tips on proposal writing

Read the proposal guidelines carefully and structure your submission to directly address each of the requirements in the order in which they are presented.

Explain, don’t declare Avoid jargon, acronyms, and buzzwords Be innovative...but not unrealistic

A few more tips

Be passionate, realistic, specific Show clear return on investment Address the “so what?” questions directly:

evaluation, learning, dissemination of results & lessons, empowerment, scaling up & sustainability

Agra has something important to tell us about winning proposals

Increasing the odds of getting to zarur: 4 essential elements

Like the 4 minarets of Agra’s architectural masterpiece the Taj Mahal, these 4 essential elements “complete” a proposal

1. Cover letter2. Table of Contents3. Executive Summary4. Graphics and Appendices that strengthen

your case

Increasing the odds of getting to Increasing the odds of getting to zarurzarur: : #1 The cover letter#1 The cover letter

The cover letter may be all that the grantor reads before deciding to say no to your project.

Make it exciting and motivational. Make it personal, showing that you have

researched the funder’s interests. Make it short.

Answer all in the cover letter:Answer all in the cover letter:

What are the goals of the project? Do they match the funding organization’s stated goals?

How many people will you help? How much do you hope the donor will give? How long will the project last? How is this project similar to or different from others, particularly

any funded by this organization? How will the results be evaluated? How will the results be sustained?

All that and still make it short? YESAll that and still make it short? YES

Carefully polished writing. Every word counts.

Increasing the odds of getting to zarur: Increasing the odds of getting to zarur:

#2 Table of Contents#2 Table of Contents

Include a table of contents even if your proposal is only three pages long.

It shows all the important elements are there It also makes it easy to find your points

during their busy grant review session.

Increasing the odds of getting to Increasing the odds of getting to zarurzarur: :

#3 Executive summary#3 Executive summary

One page (or two at the most). Cover all the highlights. More detail than cover letter Engage the reviewers imagination. Must be well written or the funder may never

read the rest of your proposal.

Elements on an Executive SummaryElements on an Executive Summary

What is the problem? The external need you are trying to meet.

What are goals and objectives of this project? Measurable, in both quantity and time

What approach & methods will you use? How will this solve the problem? Describe strategy and key tactics. List key collaborators

Why should you be provided funding to do this? Distinctive aspects of the organization, capabilities of the staff and track record.

How much will this cost? Who will be sharing the costs?

The Problem StatementThe Problem Statement

Do not jump directly to proposed solutions.The funder may not be as familiar with the issues as you are.

Present an analysis of the situation: underlying causes rather than symptoms, options, elements of a strategic approach to addressing the problem

Emphasize external problems. The problem must never be that your organization does not have enough money, staff or resources.

Goals & Objectives: 4 elementsGoals & Objectives: 4 elements

Who is affected by the program What change you expect When it will happen How you will measure that this change is (or

is not) happening

Objectives

Objectives are the measurable outcomes of the program. They define your methods. Your objectives must be tangible, specific, concrete, measurable, and achievable in a specified time period. Grantseekers often confuse objectives with goals, which are conceptual and more abstract.

Objectives are SMART

Specific Measurable Achievable Realistic Time-specific

An example

Goal: Our after-school program will help children read better.

Objective: Our after-school remedial education program will assist 50 children in improving their reading scores by one class level as demonstrated on standardized reading tests administered after participating in the program for six months.

Keeping goals and objectives straight

The goal in this case is abstract: improving reading,

while the objective is much more specific. It is achievable in the short term (six months) and measurable (improving 50 children's reading scores by one class level).

Increasing the odds of getting to zarur:#4 Graphics and Appendices

Include graphics and appendices that strengthen your case

The right picture, graph or map is worth a thousand words

Caution: an inappropriate picture, complicated graph, or irrelevant appendix can provide a powerful incentive for a reviewer to put your proposal in the nyet pile and move onto the next proposal

Optional appendices

Selected news clippings Annual report, brochure,

fact sheets Strategic plan Mission statement Organization chart

Photos NOTE: Whenever

possible, put this material on your organization’s website and then refer to it using footnotes in the text of the proposal. Thicker proposals are NOT better proposals.

Dangerous appendices

Expensive videos, CDs, DVDs, computer disks, films, slides or other materials that cost a lot to produce and/or require special equipment to display. Don’t expect the funder to watch them or return them, unless you have cleared this in advance.

Gimmicks: Clever ideas to make you stand out from the other proposals usually backfire (eg brightly colored paper, odd shapes & sizes, very fancy bindings etc)

Remember: KISS - KEEP IT SIMPLE & STRAIGHTFORWARD

Evaluation: an essential tool for both management & learning

An evaluation plan should be built into each project from the start. Including an evaluation plan in your proposal indicates that you take your objectives seriously and want to know how well you have achieved them. Evaluation is also a sound management tool. Like strategic planning, it helps a nonprofit refine and improve its program. An evaluation can often be the best means for others to learn from your experience.

Types of evaluation

There are two types of formal evaluation. One measures the product (outputs & outcomes); the other analyzes the process. Either or both might be appropriate. The approach you choose will depend on the nature of the project and its objectives. For either type, you need to describe what evaluation information will be collected and when & how the data will be analyzed

As you finalize the proposal, put yourself in the evaluator’s shoes

If you were sitting in his/her chair: What would you be looking for? What would turn you on? What would turn you off? What can you do to insure that s/he reads

the full proposal?

Ask yourself: Does the proposal avoid the common pit-falls?

Undefined problem Overstated emotionalism Pleading of needs Misunderstanding of what motivates the

funder Vague plans Unsubstantiated grand claims No plan for sustainability

Ask yourself: Does the proposal have the ‘right stuff’?

Sells the reader Establishes credibility Appeals to emotions and to intellect Words are honed/chosen carefully Describes measurable outcomes Is complete and accurate

A final tip on proposal writing

Proof read the proposal: at least 2 people NOT involved in the proposal production process should read the full final proposal – from Cover Letter through the final Appendix.

For electronic submissions: erase all traces of earlier versions, “track changes” etc.

This is your last chance to influence the Step 2 A to Z process and give your proposal the best shot of convincing the funding organization to move from agar to zarur.

Once the proposal has been completed and carefully reviewed: SUBMIT it

In the correct format With the specified number of copies To the correct address Before the deadline

Remember to keep a copy of all materials submitted.

Now it’s party time!!

Mark the completion of what is often an arduous process with celebration.

Recognize the contributions of all who have helped prepare the proposal.

If agar reaches zarur and the proposal is funded: celebrate again!!

Use this important milestone to build morale Be sure to recognize everyone who

contributed. Proposal preparation is always a group enterprise

Find time to discuss the strengths (and weaknesses) of the proposal, lessons learned through the process, and themes/elements/approaches that can be used in future proposals

If agar does not manage to reach zarur this time:

Keep Your Chin Up Knowing why proposals fail is the first step to

strengthening them. Follow up with the funder to learn as much as possible about why the proposal was not funded.

Never argue with funding officials or grant reviewers. Politely attempt to get as much information as possible about how the proposal could be strengthened, and ask whether it would be worth submitting a revised application in the future, perhaps during the next funding period.

If agar does not manage to reach zarur

Take the time to carefully analyze and discuss: the strengths and weaknesses of the proposal, lessons learned through the process, and what c/should be done better in future proposals

Take several deep breaths, remembering that most proposals suffer this fate and do not make it from A to Z in Step 2.

Return to Step 1 and discuss whether to approach the same funder again...starting at agar maybe ending up to zarur, or maybe not. If not, move on to other opportunities.

Remember: the Taj Mahal was built on the experience of several centuries

Except in the most exceptional circumstances, masterpieces are not produced on the first try

Practice does make perfect provided that one is willing and able to learn from failure

Networks like the South Asian Fundraising Group are here to help: providing pointers, alerting you to trends, sharing best practices. Use this support group to help you build your next masterpiece.

Good luck!

I wish each of you all the best in preparing winning proposals, proposals that move Foundations & Trusts from A to Z - from agar to zarur - proposals that generate the resources necessary to continue the important work of your organizations.

Thank you

Never give up!!