Opinions

Getting It Right: Proposal Writing Tips for NGOs

With Michelle Palmer-Keizer 

 

Proposals are those critical documents that connect projects to resources. But more than that, they connect people and organisations with shared interests and often, with shared values. In the area of Corporate Sustainability,when awarding funds, donor companies or organisations need to be sure that their investments will deliver the right impact.

 

Corporate sponsorship is most often monetary; but there are times that companies provide resources via mentorship programmes, training or infrastructure. They all add value which can be quantified in dollars. So how does a sponsor know that they are making the right selection when committing valuable resources? The answer lies in the proposal.

 

Despite the important role proposals play in the sponsorship process, few companies provide comprehensive guidelines on how to pitch for funding or corporate resources. Still, most companies will have a social investment policy or defined areas of interest which determine where they are willing to place their resources. The proposal is an opportunity to show alignment with these areas and it can be a critical distinguishing factor for the many sponsorship requests companies receive.

 

The Republic Group is one of the leading financial institutions in the region and like most businesses in the financial sector, receives hundreds of proposals each year for project funding. While most of these are from NGO’s, many come from SMEs seeking partnerships of investors, sporting organisations, schools and even churches and religious groups. Republic Bank Limited alone receives an average of 2400 requests or proposals every year.

 

Michelle Palmer-Keizer is the General Manager, Group Marketing and Communications at Republic Bank Limited. She recently made a presentation aimed at educating NGOs seeking social investment dollars on some basic rules and guidelines in making the pitch.

 

She shared this with the Review as an educational piece for its readers and for those persons interested in improving their chances at success in competing for donor funding.

 

In summary, there are a few key elements that must be considered; i.e.

What?

Who for? (beneficiaries)

Why? (value to community, business, society)

What are the benefits? (outcomes)

How do we know it works? (measurable impact)

 

Says Palmer-Keizer, “When it comes to donor organisations, the Bank’s decision to invest in a project or a programme depends on a lot more than available funds and a desire to help. Instead you will find that each organisation will have its own framework of considerations that influence the decision to approve or decline a funding request. These include strategic alignment, company values, employeeengagement, brandreputationandperception, and expected impact, to name just a few.”

 

“The best proposal writers”, she explains, “are the ones who can keep these considerations in mind. They understand that a well- written proposal is an NGO’s opportunity to demonstrate that it can meet the donor’s expectations. While there is no one way to write an effective proposal, from my experience, the ones that get it right tend to have the following qualities in common.”

 

THE INTRODUCTION – Connecting at a personal level

  • Who are you?
  • What can you tell us about your organisation?
  • Who else makes up the organisation?
  • Is your organisation a registered NGO or does it hold charitable status?
  • How is the organisation structured?
  • Is there a constitution?
  • Is there a website or social media platform that can provide information on activities, accountability processes and measures?

 

PROJECT OBJECTIVES – What’s the challenge you’re aiming to solve?

  • Clearly define the issue or problem that your organisation is working to solve.
  • Do you have data or research to support your assertions?
  • Be focussed – avoid sending multiple project ideas in the hope that your donor will pick one to support. This implies a lack of focus and is likely to hurt your chances of receiving funding.

 

COSTS – The Needs Analysis

  • Projects may require just funding or a mix of resources
  • Provide a full and comprehensive budget for your plans
  • Would the project require training, coaching or even facilitation with meetings or connections to government agencies or regulatory bodies?
  • Are you partnered with anyone else – be sure to let your donor know if any other sponsors or contributors have signed on to the project

 

SHARED VALUE & OUTCOMES – What solutions are you aiming for?

  • Think impact. Clearly outline how your initiative will change the lives of its beneficiaries and create shared value for your donor.
  • Will your impact provide additional benefit by extending well beyond the goals of your project?
  • Are the outcomes measurable?
  • How many lives will be touched?
  • In what ways will lives or the community improve?

 

Palmer-Keizer explained that it can be especially challenging to distinguish a project’s goals from its impact and turned to the Bank’s own Power to Make A Difference as an example of how that distinction can be made. She said, “In the last phase of the Power to Make A Difference Programme, the goal for Republic Bank’s partnership with Habitat for Humanity was to build 60 houses, over five years. While the goal was accomplished, the impact of that accomplishment was that families were brought together and the children of these families were given the support and stability needed to accomplish their educational goals. This in turn resulted in better financial situations for their households and opportunities for the families to come out of poverty. The Bank’s goal was a measurable outcome for a five-year phase, but the impact will extend across generations. Your donor organisation will want to see both sides of your initiative.”

 

Palmer-Keizer’s advice comes from her own experience of working with NGOs and from an understanding of the direct impact corporate support can have on a NGOs ability to function. “From where I sit, much of the work of the NGO sector is undertaken with little more than faith, a plan and the best of intentions. It makes it that much more important for NGOs to get the support they need to continue their good work.”

 

She added, “I commend our NGOs for their tireless effort in making sure that the social fabric of our communities remains firmly stitched together. I feel honoured to have met and worked with many of the outstanding individuals behind these organisations, particularly through our Power to Make A Difference Programme.

 

I’m looking forward to seeing even more of the NGO community as we continue to expand our network in the service of building successful societies together.”

 

Proposal Writing Tips to REMEMBER

  • Provide as much information as you can about the NGO 
  • Be clear about the project objectives and the outcomes 
  • Ensure that there are sustainability measures that allow projects to become independent 
  • Ensure that there are processes in place for monitoring and evaluation of project performance 
  • Build in measurability mechanisms to gauge project performance against objectives 
  • A concise Executive Summary should precede the proposal as a useful guide for donors

 

Proposal Writing Traps to AVOID

  • Lack of the information about the NGO 
  • Lack of research into the donor or lack of supporting research for the problem or issue 
  • Underdeveloped or ill-defined problems 
  • Lack of sustainability or projects that require infinite support 
  • Lack of metrics: 
    • Measure 
    • Measure
    • Measure 

 

Let the 6 Cs be Your GUIDE

  • CLEAR: Show the problem and the steps to achieve the goal.
  • CONCISE: Be short and to the point.
  • CORRELATED: Show how your programme can help the company achieve its goals.
  • CONVINCING: Be persuasive and relatable. Make the donor choose you.
  • CONSTRUCTIVE: Show how your initiative will bring about a positive difference.
  • CALCULABLE: Demonstrate that you can measure your progress towards your goals.