© 2010 Institute of Strategic Funding Development, LLC. All rights reserved.
July 2012www.isfdonline.com
(877) 414-8991
(626) 432-4896
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 2
Tom SantPersuasive Business Proposals
“The proposal is written to persuade.”
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David G. Pugh and Terry BaconPowerful Proposals
“…What most RFPs lack is insight.”
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William S. Pfeiffer and Charles H. Keller, Jr.Proposal Writing: The Art of Friendly,
Winning Persuasion
“Writing a successful proposal
is a process.”
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Jacques BarzunBegin Here
“It cannot be too often repeated that reading, writing, speaking, and thinking
are not four distinct powers but four modes of one power.”
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Andrew Friedland & Carol FoltWriting Successful Science Proposals
“Scientific proposals are always judged by
their perceived significance.”
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Laura N. Gitlin, Kevin J. LyonsSuccessful Grant Writing
“…An idea that has funding potential must reflect national needs, the interest
of your profession, and be operationalized concisely and cost
effectively.”
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 8
Jack HartThe Writer’s Coach
“Great writing happens not through some dark art, but when method
meets craft. The best writers I know sit down at their keyboards and write
one line. And then another. And another.”
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 9
Jeremy T. Miner & Lynn E. MinerProposal Planning & Writing
“As a proposal writer, your job
is to ‘out-imagine’ the reviewers…”
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Agenda:
Why proposals matter Dispelling common myths Common problems in applications Grant seeking challenges Asking the right questions; getting the right idea Opportunities for 2012-2013 Understanding grant makers The structure and elements of proposals Creating a budget Writing your proposal Standards of excellence Optimizing your clarity Keeping your sanity
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Why Proposals Matter
“Thunder is good, thunder is impressive, but it is the lightning
that does the work.”
~Mark Twain
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Necessary Reality
Cannot receive money without a formal, written proposal: tangible evidence of abilities to meet a funder’s needs and requirements, manage a project, and produce results
Must touch heart and mind of a funder by means of a relevant story
Must make effective decisions with regard to your idea, your words, and your plan
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Dispelling Common Myths
“The pessimist sees difficulty in every opportunity.
The optimist sees the opportunity in every difficulty.”
~Winston Churchill
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Myth #1:
Due to the Great Recession, there are few grant opportunities in 2012-2013
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Myth #2:
You must have a prior relationship with the grant maker to get funded
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Myth #3:
Successful proposal writing depends on echoing the words and phrases used in the application guidelines
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Myth #4:
Collaboration reduces the work and time spent on a proposal
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Myth #5:
Grants are awarded to applicants with the greatest need
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Myth #6
Grant makers are eager to
read your proposal
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Common Problems in Applications
Lack of passion
Insufficient understanding of current funding trends
Inadequate appreciation of grant maker’s priorities
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Common Problems in Applications
Disorganized approach to writing tasks
Defining the wrong problem
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Common Problems in Applications
Vague or tedious organization description
Questionable solution
Superficial or weak hypothesis (research project)
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Common Problems in Applications
Lack of attention to significance
Failure to understand potential obstacles
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Critical information missing
Overly ambitious work plan
Too much detail
Unrealistic budget
Common Problems in Applications
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Challenges of Grant Seeking
“To see far is one thing: going there is another.”
~ Brancusi
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Challenges of Grant Seeking
Identifying competitive ideas
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Challenges of Grant Seeking
Competing against a large applicant pool
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Challenges of Grant Seeking
Identifying new and realistic grant opportunities
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Challenges of Grant Seeking
Expressing the unique impact of your program or project
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Challenges of Grant Seeking
Organizing team and tasks to meet grant maker’s requirements
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Challenges of Grant Seeking
Finding time to write proposal and to meet deadline
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Getting the Right Idea
“The answers you get depend upon the questions you ask.”
~ Thomas Kuhn
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Generating a competitive idea(Da Vinci Exercise)
1. First, write the idea from your point of view.
2. Next, write the idea statement from the perspectives of at least two other people who are close to or involved in the idea.
3. Rewrite the idea statement to correspond to the mission of the potential grant maker
4. Synthesize the different perspectives into one all-inclusive idea statement.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 35
Getting the right idea:
Why does your idea meet the current priorities of the grant maker and your organization?
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Getting the right idea:
Why is your idea necessarily innovative or surprising?
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Getting the right idea:
How does your idea help address current and relevant problem(s)?
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Getting the right idea:
Is your idea truly significant?
Does it elicit real emotions?
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Getting the right idea:
What short-term and long-term benefits does your idea offer?
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Getting the right idea:
How workable is your idea?
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Getting the right idea:
What are the stories behind your idea?
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Identify key and distinctive factors about your organization
Mission/Vision
Challenges
Direction
Leadership
Place in the Community
Resources/Experience
Impact/Accomplishments
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Finding Grant Funds in 2012
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Types of Grant Makers
Government Agencies Independent Foundations Operating Foundations Special Purpose Foundations Community Foundations Corporations; Unions Civic Organizations Family Foundations
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Types of Grants
Project grant
General operating grant
Capital or endowment grant
Restricted grant
General purpose grant
Start-up funds or seed money
Challenge/Matching grant
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Additional Types of Grants Re-grant program
Special projects
Research
Student aid
In-kind contribution or service
Technical assistance
Fellowships
Awards and prizes
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Grant-Seeking Resources► www.foundationcenter.org -- Foundation
Center--Directory of private philanthropic and grant making foundations.
► www.cof.org -- Council on Foundations--Membership organization serving grant makers, family foundations, corporate giving programs and international grant makers.
► www.grantadvisor.com -- Since 1983, The Grant Advisor newsletter has been a leading source of information on grant, research, and fellowship opportunities for U.S. institutions of higher education and their faculty.
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Grant-Seeking Resources
► www.fundsnetservices.com
Great comprehensive website, tips to finding grant makers, links to funder sites and resources for grant writers.
► www.infotoday.com
Offers The Foundation Reporter profiles the top 1,000 private foundations in the United States that have at least $10 million in assets or whose annual giving totals $500,000 or more.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 49
Federal Gov’t Resources for Grants
► www.grants.gov -- Federal website with one-stop access to all online U.S. government resources for grants.
► www.cfda.gov -- A government-wide compendium of Federal programs, projects, services, and activities which provide assistance or benefits to the American public.
► http://www.house.gov/ffr/resources_all.shtml -- A listing of sites that are recommended sources of information for researching grants, procurement, and other resources on the Internet.
► www.federalregister.gov -- The Federal Register is the official daily publication for Rules, Proposed Rules, and Notices of Federal agencies and organizations, as well as Executive Orders and other Presidential Documents.
► www.usa.gov -- The U.S. government's official web portal for the public to get U.S. government information and services on the web.
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Corporate Foundation Funding: Search Sites
Hoover’s Online: www.hoovers.com
Thomas Register: www.thomasnet.com
Corporate Information: www.corporateinformation.com
Securities and Exchange Commission: www.sec.gov
State Corporate Records Files: www.xx.gov
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 51
Grant-Seeking Resources
► www.grantselect.com --
Offers over 14,000 funding opportunities and the largest collection of sponsored research opportunities. GrantSelect is the most effective and comprehensive tool available for any grant.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 52
Grant-Seeking Resources www.cos.org -- Community of Science (COS)
provides access to information about the funding of science and other projects across all disciplines. Database contains more than 22,000 grant records.
www.infoed.org -- Sponsored Programs Information Network (SPINPlus) is Web-based subscription package that bundles SPIN, a funding opportunities database, with Genius, a flexible CV/BioSketch database and SMARTS, an automated alerts system that matches investigators with grants and contract announcements.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 53
Grant-Seeking Resources
► www.charitychannel.com --
CharityChannel is a resource that connects you to your nonprofit colleagues around the corner and around the world. Our Purpose: To foster a place where nonprofit professionals can learn from each other, share information and work together to advance the cause of philanthropy.
► www.amphilsoc.org/grants/franklin --
The Franklin program is particularly designed to help meet the costs of travel to libraries and archives for research purposes; the purchase of microfilm, photocopies, or equivalent research materials; the costs associated with fieldwork; or laboratory research expenses.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 54
Grant-Seeking Resources► www.guidestar.org --
Subscription based GuideStar offers basic, in-depth, and customized data services on more than 1 million U.S. nonprofits.
► www.philanthropy.com --
The newspaper of the nonprofit world. Its Guide to Grants offers a database of all foundations and corporate grants listed in the Chronicle of Philanthropy since 1995.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 55
Blogs: Grant Opportunities
Keep up to date on trends and changes
Find new opportunities
Share opinions
Many blogs specific to particular interest areas or disciplines
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Blog Examples:
New Voices of Philanthropy – www.tristaharris.org Maintained by Trista Harris, nationally known as a passionate advocate for new leaders in philanthropic and nonprofit sectors.
Nonprofits Assistance Fund – www.nonprofitsassistancefund.org/blog Interesting and informative blog focused on “helping nonprofits thrive.”
Smart Givers Blog – www.smartgivers.org From the Charities Review Council --covers accountability and management.
PhilanTopic – www.pndblog.typepad.com/pndblog
A blog of opinion and commentary from Philanthropy News Digest. Good source of news, trends and information on the industry.
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved. 57
Understanding Grant Makers
History/Current Priorities?
Types of Awards?
Limitations?
What is their Average Grant Award?
Current Status/Total Assets?
Management and Program Officers?
Press Releases/Media Stories?
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Understanding Grant makers
They may know little or nothing about your project/program area.
Grant makers are busy, normal people.
The last thing they want to see is a cluttered, incoherent application.
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Initiating Contact with Grant Maker
Some request a Letter of Inquiry (LOI) prior to submission of a full proposal.
Many grant makers appreciate a “good” pre-proposal phone call and substantive questions.
Many prefer clear, concise, informed email inquiries.
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Letter of Intent Elements Your organization
Your unique program and services
Explain purpose of request
A short description of the project budget
Describe outcomes of project
Additional information outlined in funder’s guidelines
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The Structure of Proposals
“Structure is everything.”
~Paul Johnson
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Proposal Development: Need
The problem is _________________
It is caused by__________________
The perfect solution is ___________
Without solving this problem,
_________________ will happen
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Proposal Development: Need
How would a leader in your field write about the problem?
How would a college professor write it?
How would a politician write it?
How would a psychologist write it?
How would a precocious child write it?
How would a risk taking entrepreneur write it?
How would an investigative reporter write it?
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Need Statement Checklist
Determine if there is a real need or problem; convey reasons why it hasn’t been addressed
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Need Statement Checklist
Supported by statistics, anecdotes and statements from authorities
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Need Statement Checklist
Identify consequences if nothing is done---tales of woe
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Need Statement Checklist
Prove need or problem relates to the funding organization and to mission of your organization
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Need Statement Checklist
Focuses on only relevant details
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Proposal Development:Identifying Goals and
Objectives
What is the difference and why does it matter?
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Goals
They are long-range aims, and should be much more general than objectives
They are what you would accomplish when all your objectives have been met
They should be directly tied to the needs statement
They are your good intentions
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Objectives
They are the blueprint for the entire proposal and should be written first
They should be stated in measurable terms
They should be stated in terms of outcomes
They should be realistic and capable of being accomplished during your project
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Objectives should be SMART
SPECIFIC
MEASURABLE
ACHIEVABLE
REALISTIC
TIME BOUND
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End-Oriented Objectives
These are the types of objectives you DO WANT in your proposal
Known as outcome objectives
► Focus on the end result
Linked directly to the need
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Process Objectives
Related to the means rather than the ends of the project
These are the types of objectives you DO NOT WANT in your proposal
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Proposal Development:Project Plan and Design
“Converting a decision into action requires answering several distinct
questions…”
~Peter F. Drucker
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Explaining your Plan
Indicate rationale or theoretical basis for the effectiveness of your specific plan; provide evidence that justifies the use of time and resources to meet the plan’s goals and objectives
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Explaining your plan
Describe program activities (what) and methods (how) that correspond to each objective
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Explaining your plan
Use short tables, diagrams, charts and other visual displays to ensure plan is clear and logical; helps answer funder’s questions
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Gantt ChartsProject 2012 2013 R-E-S-P
Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept
Engineering Engineering
Site Survey Marwell
Draft Results Marwell
GMBH Review MGMT
Survey RPT Electrical
Design Lost Creek
Review Electrical
Bid & Award Marwell
Construction Supp. Marwell
Construction Construction
Buy Cable Electrical
Install Cable Electrical
Procurement A & J
Installation A & J
Console A & J
Load Data MGMT
Configure A & J
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Work Plan
Identify who is going to do the work and why they are qualified
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Work Plan
Describe timeline, place and resource commitments that will create an effective plan
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Work Plan
Demonstrate plan’s challenges and how they will be addressed
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Work Plan
Describe how plan’s effectiveness will be communicated to funder and project/program constituents
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Proposal Development:Evaluation
“True genius resides in the capacity for evaluation of uncertain, hazardous and conflicting information.”
~Winston Churchill
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Evaluation
Decide purpose of evaluation
State what standards will be used
Determine what information will be collected
Determine how to analyze and report data
Identify resources and evaluator
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Formative Evaluation
Formative (Process)
► Step by step data collection
► Monitors progress of project and is based on measurable objectives
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Summative Evaluation
Summative (Outcome)► Final results evaluation
(successful?)
► Share with the funder and others in the field
► Use final results to gain visibility among potential funders
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Proposal Development: Sustainability
Why will you continue the project?
How will you continue the project?
What will you do to continue the project?
Who else will support project?
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Proposal Development:Creating a Budget
“The secret of a good budget is balance and propriety.”
~Thomas Ogden and Israel Goldberg
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Budget Basics
Create project or program-driven budget
Determine sufficient resources for meeting program/project goals and objectives
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Budget Basics
Establish budget period
Reference program objectives
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Budget Basics
Direct costs • Program staff salaries and fringe
benefits
• Supplies
• Equipment
• Program-related travel
• Program-related rent
• Marketing/Communications
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Budget Basics
Indirect costs• Facilities and Administrative
• Audit
• Insurance
• Legal
• Leases
• Bank costs associated with grant
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Budget Basics
Cost sharing (cash vs. in-kind;
mandatory vs. voluntary)• Donations (dollars)
• Volunteer time
• Donated equipment and space
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Budget Basics
Use format required by funder
Create narrative that is uncomplicated
Check for mistakes
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Support Materials: Appendices, Attachments, Forms, etc.
Letters of support, agreements, collaborations
Resumes of key staff, consultants
List of board members and affiliations
Agency’s yearly budget
Organizational profile
Latest annual report
Long charts, graphs, tables, other visuals
Other funders to whom the proposal is being sent
IRS Letter
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“You got to be careful if you don’t know where you’re going, because
you might not get there.”
~Yogi Berra
Finalizing your proposal
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Finalizing…
Understand the review process and criteria
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Finalizing…
Cover letter--- essential and compelling
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Finalizing…
Edit for style (spelling, grammar and usage)
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Finalizing…
Edit for substance (what’s the proposal about? why does it matter?)
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Finalizing…
Appearance is everything (clear graphics, proposal layout and neatness)
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Finalizing…
Review, review, review!
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Finalizing…
Sending proposal (online or hard copy)
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Finalizing…
Tracking proposal
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Maximizing your clarity
The Linguistics Golden Rule:
“Send unto others what you would like to receive yourself.”
~Tom Sant
Persuasive Business Proposals
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Basic Writing Rules Develop a sound writing process Write like you talk Write with clarity and accuracy Use paragraphs as the framework of your writing Stay in context Make sure your key messages come across clearly and
often Know the mechanics Substantiate all claims Write lawfully and ethically
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Proposal Writing Mindset
Think of argumentative speech: look at the issue from every perspective and anticipate questions
Think of journalism: concise, clear, good title, interesting, simple
Think of business writing: to the point, logical, important points stand out
Do not fear failure!
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Proposal Writing Practice
“He whose ranks are united in purpose will be victorious…”
--Sun Tzu
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Perseverance
“You have to keep punching, because you’ve always got that puncher’s chance.”
~Otis Chandler
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Standards of Excellence
Clarifying the complex
Knowing the real problem
Always offering value
Using a persuasive approach
Easy to read, don’t stop the flow
No credibility killers
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Inspiration
Don’t worry about trying to be better than someone else. Always try to be the very best you can be. Learn from others, yes. But don’t just try to be better than they are. You have no control over that. Instead try, and try very hard, to be the best you can be. That you have control over.
~John Wooden, legendaryUCLA basketball coach
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Keeping your sanity
Make sure to develop a workable process that deals successfully with any and all proposal requirements
Seize every opportunity to master the craft of grant writing
Good Luck!
© 2010 Institute of Strategic Funding Development, LLC. All rights reserved.
Thank You!For questions please feel free to contact us:
www.isfdonline.com