Hone Your Writing Skills to Create Compelling Proposals
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Even the most talented researcher knows that talk is cheap. While one-on-one, in person communication plays a critical role in securing major investments, in virtually every case commitments cannot be secured until a thoughtfully written proposal is presented. Seasoned fundraising and communications practitioner John Greenhoe will share tips and shortcuts for “kick-starting” your proposal writing and also provide templates that can be referred to every time a written proposal is needed.
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Hone Your Writing Skills to Create Compelling Proposals
- 1. Hone Your Writing Skills to Create Compelling Proposals for Private Funders Presented by John J. Greenhoe, MA, CFRE Great Writing for Great Results Hosted by: Principal Investigators Association
- 2. Talk is Cheap Putting it All on Paper Right Project, Amount What Comes Next?
- 3. Questions About Writing Must PIs be Good Writers? Does it Make Sense (A to B)? Are You Continuing to Motivate the Funder? What is Needed to “Seal the Deal”?
- 4. Learn the importance of crafting a thoughtfully written proposal document to supplement your solicitation. Talk is cheap. Attend This Webinar!
- 5. Today’s Session Why the Written Proposal is Critical Role of Writing in the Gift “Close” Ways to Make Proposals Compelling, Urgent Different Types of Proposals Writing to Inspire the Donor
- 6. Why the Written Proposal? “Proof” that the Research Is Needed Evidence of Thought and Commitment Can Be Shared with Others Invites Funder to Action
- 7. Elements of Written Proposal States Problem/Challenge Shows Funder How They Can Help Shows Funder What Will be Different/Change if They Help Tells Funder What They Should Do (Specific Ask) Highlights Benefits to the Funder (Fulfill Mission, Recognition)
- 8. Each year more than 20,000 young adults age out of the foster care system in this country. While 70% of these young adults indicate a desire to attend college, the reality is that only 3% are able to earn a degree. This tragic loss of human potential must be immediately addressed. State Problem/Challenge
- 9. The Best Proposals… “Invite” the Funder to Participate Put a “Face” on the Opportunity Show How “One” Person Will be Helped Appeal to Both “Heart” and “Head” Balance of Emotion and Facts/Numbers Impart Urgency Show Funder Why They Must Act Now
- 10. Appealing to the “Head” “Our goal is to increase college-going rates and successful career transitions among Michigan's foster youth. This initiative will seek to substantially raise the bar of the number of foster youth earning college degrees from the dismal 2-5% rate today so that it is closer to the 24% standard that exists for the general population of college- age young adults.”
- 11. Appealing to the “Heart”
- 12. Urgency “In Michigan, approximately 800 youth between ages 18 and 20 age out of foster care annually. When the 21 percent college-graduation achievement gap is applied to Michigan, the estimated cost of failure is $17 million to $40 million per year in lost wages. Additional costs to society are incurred when these foster youth become homeless, incarcerated, teenage parents and/or unemployed.”
- 13. The Best Proposals… Use Words that Are “Comfortable” Speak to the Funder in Their Language Avoid Jargon/Acronyms Never Confuse the Funder Simply Tell the Funder How they Can Help
- 15. Role of Writing in Gift “Close” Not Only Tells Why but How Does Funder Know What to Do? Includes Specific Gift Options Multiple Year Payments Naming Opportunities
- 16. Being Clear We are asking the XX Foundation to consider a cash gift of $XX million, made payable over a period of years, to construct an enhanced facility that will significantly enhance our capabilities. The facility will allow us to double the number of classrooms, renovate and expand our library, and increase storage. Artists’ renderings are enclosed with this document.
- 17. • PIs who struggle to communicate their research in simple, written form. • PIs who wish to communicate their research to mainstream audiences. • PIs who wish to crystalize their research into short, memorable bullet points. Who Should Attend This Webinar: >> http://bit.ly/AC140521 << To Learn More about this Live Webinar visit:
- 18. Ways to Make Proposals Compelling, Urgent Focus on Brevity Some Funders Might Read Something Longer But They Probably Won’t Like It
- 19. Ways to Make Proposals Compelling, Urgent Focus on Brevity Closest Supporters Might Read Something Longer But They Probably Won’t Like It Use “Action” Words (Avoid Passive)
- 20. Ways to Make Proposals Compelling, Urgent Focus on Brevity Closest Supporters Might Read Something Longer But They Probably Won’t Like It Use “Action” Words (Avoid Passive) Bold, Specific Vision (Stretch, Motivate)
- 23. Different Types of Proposals The Concept Paper (Most Informal) The Case Statement The Full Proposal (Most Formal)
- 24. Concept Paper Most Common for Foundation, Corporate Partners “Positioning” Document May Precede Full Proposal Often Does Not Include Specific “Ask” or Budget
- 25. Concept Paper Solicits Feedback Determines Funder Interest w/o Specific Ask Typically for Specific, Defined Project Often Simple, Typewritten Document, No Photos
- 26. Concept Paper – Set the Stage Enhancing the Teaching of Science Resources for Michigan Secondary School and Community College Teachers Introduction According to the Smithsonian Institution, about 28 percent of American adults currently qualify as scientifically literate. While there are many reasons to increase scientific literacy in the U.S., a particularly compelling one is its impact on our ability to compete on a global scale. It is truly important from both a business and a societal perspective that we increase our understanding of the sciences.
- 27. Concept Paper – Where We Fit Western Michigan University's Response to the Challenge Western Michigan University (WMU) has a long history of commitment and success in teacher preparation and in providing hands-on learning opportunities for students in the sciences. For many years, WMU has been recognized as a research-intensive university by the Carnegie Foundation for the Advancement of Teaching and in 2010 the university was awarded $1 million by the Howard Hughes Medical Institute (HHMI) for a fellowship program that gives prospective high school science teachers practical laboratory research experience.
- 28. Concept Paper – Our Plans Western Michigan University's Response to the Challenge WMU proposes to build on its history and success by creating a Research, Mentoring and Translation (RMT) program for current secondary education and community college teachers of chemistry, biological sciences and physics. Our goal will be to provide practicing middle school, high school and community college teachers with scientifically sound but active and engaging methods that will transform their efforts in the classroom.
- 29. Concept Paper – Measurement How We Will Measure Our Success At the end of each one-year professional development program, we will evaluate teacher participants. Evaluation will be performed through a formal survey instrument and informal one on one interviews. Our evaluation will determine if the teachers have successfully revised their standards-based curriculum to address the achievement goals regarding the nature of science, scientific inquiry, and student engagement in scientific practices. We will also determine if they are actively engaging their students in investigations that parallel those of scientists.
- 30. Case Statement Broad View of Cause or Project Detailed Background and Rationale for Support Describes Overall Campaign How Much to Raise, Timeline, Leadership
- 31. Case Statement Used to Gain Consensus, Recruit Leadership Can be Used for Pre-Solicitation or Actual Solicitation Often High-End, Glossy w/Photos
- 37. Full Proposal More Focused Version of Case Statement Specific Ask Includes Pledge Structure, Recognition Stresses Urgency Encourages Decision in Near Future Often Includes Budget of How Funds Will be Used
- 38. All Proposals Must Contain Introduction/The Problem or Challenge Local/Regional (Ground Level View) National/Global (30,000 Feet) Who We Are/Our Qualifications What We Will Do What Will Change (Outcomes) How We Will Measure
- 39. All Proposals Must Contain Overall Plan/Budget Where the Donor “Fits” Recognition/Benefits Expression of Urgency (Why Now) Solicitation Respectful, Sincere Specific $ Amount, Pledge Period
- 40. A Good Proposal Should … Be Long Enough to Explain Project/Program Be Short Enough to Be Remembered Be Easily Shared Anticipate the Funder’s Questions Paint a Vision for the Future
- 44. Today’s Session -- Recap Why the Written Proposal is Critical Role of Writing in the Gift “Close” Ways to Make Proposals Compelling, Urgent Different Types of Proposals Writing to Inspire the Funder
- 45. Thank You! John J. Greenhoe, MA, CFRE Western Michigan University john.greenhoe@wmich.edu about.me/johngreenhoe www.twitter.com/jjgcfre
- 46. Hone Your Writing Skills to Create Compelling Proposals for Private Funders Attend this LIVE Webinar: Wednesday, May 21, 2014, 2pm ET (11am PT) You receive a FREE recording of the same in your preferred format: CD, MP4 or PDF Transcript. Live attendance is NOT required to receive your Free recording. Click here to Learn More! Click here to Buy Now!
Editor's Notes
- Thank you for the very warm welcome Really a pleasure to be with you. As mentioned in the intro, I have experience in major gifts fundraising, but really cut my teeth profesionally as a writer. Developing strong writing skills is in my opinion a real key for success in fundraising. I do believe that the adage “talk is cheap” is true for many. A lot of people, won’t really believe you or buy in until they see it in writing
- Let’s talk about the role of writing in We want to discuss how proposal writing can increase your success. It really is the bridge between the solicitation and the “yes”
- These are questions we will try to answer today
- We are going to discuss why a writen proposal is needed …. Look at sample methods of writing intended to inspire the donor
- Evidence of thought – proof that you have taken time to really understand the donor (customized) and that you are serious about the proposal Shared – absolutely, although as much as possible you do want the major players to be present for the face to face “Silently motivates” donor when you are no longer in the room Many times, a donor may be on the edge after the solicitation. They’re thinking about it, but they really need time and documentation to say yes. Good writing can really save your bacon during these times.
- Problem How help – where does donor fit Different – evidence Marching orders Appreciation, benefit
- These are grabbers – clearly ilustrate a problem You need to paint the picture Stark statistics Hard numbers Urgency “immediately addressed” Big numbers – 30,000 feet
- Invite – make it seem like it is their idea (pulling vs. pushing) One person – wlll show an example – Both rational and emotional needs must be met – see lots of proposals that have a ton of statistics, but there is no human connection Urgency – why can’t it wait until next year?
- Recent WMU proposal for foster youth support Hard numbers, evaluation
- Recent WMU proposal for foster youth support Story of a 19 year old who is a student in our support program for foster youth. Myeisha is a remarkable young woman who has the strength to tell the story of her mother, who physically abused her. When we tell these stories, we talk about our program and how it helps young people like Myeisha by building a support network with new healthy relationships, transitioning them from the unhealthy relationships of their upbringing Need to balance these personal stories with Hard numbers, evaluation
- Here’s another excerpt from the proposal I previously referenced. Shows powerfully that many foster youth are being lost by not getting a fair shot at a college education. There’s definitely a strong sense of urgency here noting they hundreds of youth in our state who are effected. Shows negative results (homeless, prison, etc.) if we don’t do something This is happening every year, you need to act NOW.
- No jargon—those of you who work in higher ed or research settings know what I mean. When you are writing the proposal, think about how the donor communicates. How do they speak, what types of words do they use? Make it clear
- One of the things that we are doing at WMU is creating something that we call a gift and thank you book. These books visually illustrate what a specific gift will accomplish Global entrepreneurship study abroad experience
- So let’s say you have motivated the donor to act. Too many times, we are too vague. We provide too many options, or don’t ask at all. Make a specific request, let the donor know what is available (pledge, terms, etc)
- Here’s an excerpt from a proposal letter that has been altered to protect donor privacy. The letter tells the donor specifically what is being requested, detailing components (cash an deferred igift) and what the outcomes will be, in this case an enhanced facility. This same letter goes on to list recognition opportunities. The donor has no doubt about what is being requested. In this case we are asking for both a cash and a deferred gift. Sometimes the donor will do both. If we have done our job well, they will likely do at least one. By providing two options, the donor still has the opportunity to say no to one but still feel good about making an investment.
- Don’t abuse your prospects. Make it easy for them, they will appreciate it. The more verbose you are, the more it can sound like you are unsure of yourself, that you have to keep complaining. Be bold and succinct
- The use of action words can bring your proposal to life. Avoid past tense Be bold, state your goals, what will happen. Excite the donor.
- The use of action words can bring your proposal to life. Avoid past tense Be bold, state your goals, what will happen. Excite the donor.
- The whole vision thing doesn’t have to involve a lot of words. Here’s a campaign publication from the University of Utah. Look at what this photo does, it inspires. “Total college experience turns students into leaders”
- I think this is a case of a picture painting a thousand words. Inspirational
- Let’s talk about different formats for writing proposals. Keep in mind that your proposal doesn’t have to fall into one of these categories, it can be a hybrid
- The concept paper often works well for organizaiton type donors, needs to be shared for consensus I use these all the time in my current work with foundations. I need to make sure they are on board with the idea before I go full bore with the proposal. You don’t need to necessarily have a dollar figure with the concept paper, although depending on the circumstance specifiying a range/target may be helpful to the donor.
- Here’s an excerpt from a recent concept paper in which we are proposing a training program for high school and community college science teachers. Intro Sets stage, broadly 30,000 Business – global competition (corporate donor)
- Why we are qualified to address this – why ?
- What we are going to do after this paragraph, we go on to illustrate specifically how it will be done. In this case, we proposed two ideas, a lengthy summer experience and an abbreviated best practice highlights camp
- How we are going to illustrate our success Surveys, one on one interviews
- So, there is a look at the concept paper, Let’s turn to the case statement, which tends to be more formal but is not necessarily a full blown proposal Great detail in the case statement as to “why” Often puts the project in perspective of larger campaign, sense of something bigger
- More emotional in nature than concept paper, and sometimes than the full proposal
- Here’s a case statement from Colorado st
- Here’s your broad overview New biofuels Financial aid Crop analysis
- One of the components is listed here, student access. Nice photo of military student, showing program availability to sometimes underserved populations
- Broad view of goals, notice there are only three goals, academic excellence and new faciltiies are two of them. Short, with accompanying photos, should be fairly easy to remember
- Non specific, soft ask. Asks for support, typically the formal proposal with specifics will follow this. The poinrt is, you are moving the donor forward with a strong publication. You still need to ask, but hopefully the donor is more “ready”
- It’s in many ways similar to the case statement Biggies are the ask and a budget – very specific
- Balancing act
- So there you have some ideas of the different types of writing that can directly lead to a major gift investment Before we end today, I want to circle back and talk about writing that can inspire the donor. Again, this is a “pulling” technique that shows the donor you are making a difference. Hopefully through this your donor will be more receptive to your proposals, although again you need to ask One of the most effective writing methods out there is the use of modeling to inspire. Many times the generous acts of others have brought new investors to the table. A few years ago Syracuse did a campaign in which they used “Campaign Impact Cards,” sort of like a baseball trading card, to tell the great stories of their donors. I like this one about a lady who is funding scholarships for architect and design students.. Notice how the article talks about how the students have an opportunity to build their professional skills through this program.
- The use of tribute brochures can also be efffective in inspiring giving. This is actually a tri fold brochure that we have used to recognize our scholarship donors at WMU. The nice thing about them is when prospective donors see samples like these, they typically become interested in learning more about creating a scholarship. They like the idea of recognition, and telling our current students stories about their loved ones. We give each scholarship recipient a copy of the brochure
- Here’s the other side of the brochure It basically tells the life story of the individual for whom the scholarship is named. The fund was established by the person’s daughter, and she uses it to solicit other family members for support. Story of a teacher who went to school later in life to support her family.
- In closing, …. Think about different ways you can use strong writing skills to bring private support about to support research Involve the funder, appeal to them emotionally, show how they can make a difference Use writing to make your research more vibrant, active compelling