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Making the Case With High-Impact Proposals. Development Communications & Marketing January 26, 2010. Topics. Introduction A Simple Strategy First Things First Tools of the Craft. Looks Matter Proposal Toolkit Highlights Resources Free-form!. Introduction.

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making the case with high impact proposals

Making the CaseWith High-Impact Proposals

Development Communications &

Marketing

January 26, 2010

topics
Topics

Introduction

A Simple Strategy

First Things First

Tools of the Craft

Looks Matter

Proposal Toolkit Highlights

Resources

Free-form!

introduction
Introduction

“You and I are in the vision business.”

introduction1
Introduction

“If there is a common denominator in successful appeals, it is this: they always, always, focus on securing the well being of living things -– human, animal and ecological.

Remember this one fact and your letters and proposals will home in on the well-spring of caring running deep in us all.”

a simple strategy
A Simple Strategy
  • Why Us?
  • Why Now?
  • Why You?
a simple strategy1
A Simple Strategy
  • Why Us?

It’s not what you do. It’s why.

a simple strategy2
A Simple Strategy
  • Why Us?

If we were to go away tomorrow,

what would go away

that’s of real value to the world?

a simple strategy3
A Simple Strategy
  • Why Us?

Spark the donor’s interest

a simple strategy4
A Simple Strategy
  • Why Now?

The Tao of Now

a simple strategy5
A Simple Strategy
  • Why You?

“The heart hath its reasons which reason knoweth not.”

a simple strategy6
A Simple Strategy
  • Why You?

A mental checklist:

Donor-centric?

Psychology-based?

first things first
First Things First
  • Where to start: know your audience

Gift basics +

Donor passions =

Perfect match

tools of the craft1
Tools of the Craft
  • Preparing the canvas
    • Establish the need, tapping in to donor’s passion
    • Explain how the organization is ideally suited to solve it
    • Illustrate how the donor will be a valuable partner
    • Pinpoint the gift’s ultimate impact to beneficiaries
    • Burnish the donor’s charitable legacy
tools of the craft2
Tools of the Craft

Painting the picture

Cover letter

Executive summary

Statement of need

Project description

Org’s qualifications

Stewardship

The ask

Conclusion

tools of the craft3
Tools of the Craft
  • Painting the picture

Writing by committee

is hazardous to your health

tools of the craft4
Tools of the Craft
  • Painting the picture

Clarity

Brevity

Accuracy

tools of the craft5
Tools of the Craft

“Just do it.”

Nike corporate slogan

tools of the craft6
Tools of the Craft

“While an occasional disinclination to exercise is exhibited by all age cohorts, the likelihood of positive health outcomes makes even mildly strenuous physical activity all the more imperative.”

Nike corporate slogan rewritten by non-profit

looks matter
Looks Matter
  • Finishing touches

Design for success

looks matter1
Looks Matter

Bruin Scholars Initiative

looks matter2
Looks Matter
  • Finishing touches

Reader-friendly tools

looks matter3
Looks Matter

Custom Proposal (before)

looks matter4
Looks Matter

Custom Proposal (after)

proposal toolkit highlights
Proposal Toolkit Highlights

www.proposals.support.ucla.edu

resources
Resources

fdncenter.org

writing911.com

urbandictionary.com

infoplease.com

“Writing for a Good Cause: The Complete Guide to Crafting Proposals and Other Persuasive Pieces for Nonprofits”; J. and D. Barbato

factfinder.census.gov

CIA.gov/CIA/publications/factbook

pewinternet.org: Internet Research:  Pew Internet and American Life Project 

targetanalysis.com: Internet Giving Benchmarking Analysis

“Differentiate or Die: Survival in Our Era of Killer Competition”; Jack Trout

free form
Free-form
  • What else?

Questions? Answers? Challenges?

Trouble shooting?

thank you
Thank you!
  • Call: 310.794-2380
  • Write: cchaillie@support.ucla.edu
  • Stop by: Wilshire Center, Suite 1000