Every major gift proposal I have ever written differed from the one before it. That’s because you must focus on the prospective donor, whether corporate or individual.

The first line of business in writing a major gifts proposal is to know your audience – your donor. 

The donor drives your proposal. You must know why the donor would want to fund this project. What about the project interest the donor? Has the donor funded a similar program? At what level?

Know your programs. There are common elements to a proposal, and you must know your organization’s priorities. Understand the details of the program you are proposing to be funded.

Know the problem or need that exists and why it exists. Know how your donor feels about solving the problem. Understand the solution, your successes in solving the problem, and why the problem is important to solve. Be able to share the transformations because of your work. Your goal is to share how the donor can be part of the solution – the donor is the hero.

While every proposal is different, here are typical sections of a major gift proposal to help guide you in proposal writing.

Introduction

Open with information about the donor’s relationship with your organization. The introduction should be concise, state the amount of the request, and include what the offer will support. Always include the requested amount at the beginning.

Background

Connect the program, project, or initiative with the donor’s values, interests, and passion (VIP). For a corporation, connect the program to the corporate’s funding priorities.

Program/Project/Initiative

Describe the project and the purpose — the problem it solves, the solution you offer, the impact and past results, and the transformation. Include the audience served, timeframe, and other collaborative efforts.

Include a photo with a short paragraph that shares the need and impact. The story and photograph should cause your donor to feel the pain, discomfort, or struggles, for example. Include a story that illustrates the transformation when the need is met. Briefly describe funding options:

     Giving Opportunity 1: Provide a brief description.

     Giving Opportunity 2: Provide a brief description.

Request

Clearly state the amount and where the funds will be directed.

For example, “We request a gift of $25,000, payable over three years, to fund the ABC Project.”

Recognition

Know your donors and how they would like to be recognized. Then describe or list how the donor will be acknowledged for their support. Consider recognizing their vision, generosity, and investment, for example.

For corporate proposals, follow their guidelines and provide the benefits of the partnership and funding. Corporate funders value the recognition in the community and want to know their return on investment (ROI).

Impact

Share the impact of the donor’s investment. Share what services are provided, how many lives changed, opportunities offered, for example.

Conclusion

Briefly summarize the request and express appreciation for their consideration of your proposal. There may be other points to add that provide value to the proposal – a budget or other funders. Customize each proposal – they are all different depending on the project and the donor.

When you ask for a major gift, it can be verbal or written. Often, you ask verbally and follow up with a written document.

Most important, when writing a proposal, connect your organization’s needs and opportunities with your donor’s passion. Do your homework to know both your organization well and your donor well.

Nancy Rieves, Ed.D. is a fundraising coach. She provides executive and development directors with a roadmap to maximize and sustain major gift fundraising. She prepares leaders to be confident and successful in raising money. Reach her at nancy@nancyrieves.com.