ELEMENTS OF A PROJECT
PROPOSAL
By
Leo Zonn
UNITAR Mentor
Professor and Chair
Department of Geography and the Environment
University of Texas at Austin
Sabahuddin Sokout
Afghan Resource Person, Training Assistant, UNITAR
Administration and Finance Office, BCURA (Afghanistan)
Dehradun, India
July, 2008
Fundraising
and the Effective Proposal
• Fundraising and the organization
• Sources of money
• Why do people/organizations give?
• “The Effective Proposal”
--Components
--Critiques
Organization and Fundraising 1
• Institutional objectives should be
established
• Development objectives should be
established
• Support should reflect institutional
needs
• Start fundraising with natural
prospects
• Search for sources of money
Organization and Fundraising 2
• Case for funds should reflect mission of
granting institution
• Needs
• Involvement is key to support
• Prospect research should be thorough
and…
• Realistic
• Cultivation of key donors and partners
• Solicit when previous principles followed
Types of Fundraising 1
• Individual versus organization as donor
• Proposals - specific requests
• Annual campaign
• Capital campaign
• Corporate and business support
– in kind
– cash
– partnership
Types of Fundraising 2
• Non-profit support
– in kind
– cash
– partnership
• Foundation or philanthropy
• Specific benefit event
• Major gift - money, land, stock, other
• Deferred or planned gift
Why Do People Give? 1
• Needs, motivations benefits to persons
or…
• institutions who give
• Communitarian - doing good makes sense
• Altruist - doing good is an obligation
• Devout - doing good is G-d’s will
Why Do People Give? 2
• Investor - doing good is good business
• Socialite - doing good is good business
• Person who repays - doing good in return
• Dynast - doing good is family tradition
Key Concepts of Proposals
• Write for the donor, not yourself
• Simple language that is interesting
• Clarity and descriptive text
• Avoid superlatives
• Defense is the worst offense
• Friend-raising, not fundraising
How to Write an
Effective Proposal
Components of Proposal
Cover Letter Impact
Title Page Beneficiaries
Summary Sheet Sustainability
Project Description Methodology
Goals & Objectives Attachments
Activities Budget
Input
Output
# 1: Cover Letter
Includes funder's name, title, and address
• Directed to the responsible individual
• Brief overview of the organization and its
purpose
• Reason for the funding request
• The amount requested
• One or two pages
• Name and address of contact
• Signature
# 2:The Title
• Choose a title that
conveys information
about your project.
• Avoid jargon
• Make it brief
# 3: Summary Sheet
• Title of the Project
• Project Type
• Location
• Implementing agency
• Donor agency
• Duration of project
• Starting date
• Beneficiaries
• Project Cost
• Contact person name, title, phone and email address
• Narrative?
# 4: Project Description
• This is the first (and could be the only)
part of the proposal that a busy
reviewer will see.
• The PD should be a map of the rest of
the proposal.
• It should be able to stand alone
• give it careful time and effort
Project Description…Cont…
• Provide a clear
statement of the
problem.
• Describe the factors
that have contributed
to the problem.
• Describe what has and
has not worked in the
past.
• Indicate what needs to
be done (by you) now.
Project Description…Cont…
Never assume the
proposal reviewer
knows what you know.
Convince the reviewer
that the problem is
IMPORTANT!
# 5: Goals & Objectives
Goals:
What does this word mean? Let’s talk!
Objectives:
What does this word mean? Let’s talk!
How are these two words different?
What do they mean to YOU?
Goals vs. Objectives
• Sometimes used interchangeably, but importantly and
in practical terms, objectives form the foundation of
goals.
• Goals. Think of the word ‘go’; it has no end. They are
usually: broader, less tangible and precise, more
abstract, more difficult to measure and validate.
• Objectives. Think of the word "object." They are
usually: narrower, more tangible and precise, more
suited to measurement, evaluation, and validation.
Miyamoto (2002) has said “Think of the goals as the
treasure at the top of a stairway, and the objectives
as the stairs.”
#: 6 Activities
Implementation Steps
• Focus on How the
objectives are to be
accomplished and the
goals are to be met.
• Use “Action” words,
e.g., recruit, analyze,
evaluate
Effective Project Design
Goals, Objectives and Activities Should Always
Relate to One Another
# 7: Input
• Resources (money
materials, time, personnel)
# 8: Output
• Goods/Products or services produced, and
competencies and capacities resulting from
the proposed activities
# 9: Impact
• what will be different and better as a
result of the work to be done
# 10: Beneficiary
Beneficiary
Direct Indirect
Implementing
Target Group People of the Area
Partner
# 11: Sustainability
• Ability to generate results after the external
support has been discontinued.
• While a project is
limited by time,
the benefits should
continue without the
need for external inputs.
# 12: Methodology
• State your method
clearly
• Choose and detail
appropriate policy
• Say something about
evaluation and
monitoring for validity
and reliability
• Answer reviewers’
questions before they
are asked!
Organization & Key Personnel
Describe your organization’s
Strengths and Capabilities
Describe the people that will
help to make decisions in how
the project is carried out.
Provide a description of their
background, training, and
expertise.
Highlight everyone’s
accomplishments.
Facilities
Describe any special
capabilities or
experiences
possessed by your
agency to carry out
the project.
Evaluation
• Measures of performance
– input
– process
– output
– outcome
• Structure of Evaluation
• Process of evaluation and timetable
• Form and timetable of reporting
• How evaluation used for program
• Improvement
Structure of Evaluation
• Who will evaluate?
• How will evaluators be selected?
• Evaluation criteria
• Methods and instruments
– instruments as attachments
• Process of analysis
Attachments
• Organization, Board
• Staff, with resumes
• Partner organization
• Letters of support
• Documentation as required
– Status documents
– Evaluation instruments
– Bids
• Timetable
• Budget
Timetable
• Schedule of activities
• Use of staff
• Deliverable schedule
• Measurement schedule
Budget
• Line item or program budget
• Budget
• Budget justification
• Budget documentation
• Matching or in kind contribution
• Categories, rates, and documentation
Line Item Budget 1
• Personnel costs
• Salaries and wages
• Fringe benefits
• Consultants
• Contracts
Line Item Budget 2
• Non-personnel major costs
• Equipment - purchase or lease
• Space
• Overhead or indirect costs
Line Item Budget 3
• Non-personnel costs - not major
• Supplies or materials
• Travel
• Telephone or fax
• Postage or delivery
• Photocopying
• Books or documents
• Tuition and fees
• Publication costs
• Maintenance and repair
• Other expenses
Budget……Cont……
Cost Contribution
Code Description Unit Unit # Unit cost Total Cost
Donor IP Community
Code: For better references to the desired item.
Description: The explanation of the expenses.
Unit: Measure for each expense.
Unit Number (#): The number for each unit.
Unit Cost: The price or rate for each unit.
Cost Contribution: Allocation of the cost for different
sources.
Total Cost: Total sum of cost contribution.
Enjoy & Celebrate the Success
