Writing Persuasive Proposals

C H A P T E R 16

• What Are the Types of Proposals?• How Do You Prepare to Write a Proposal?• How Do You Structure a Proposal?

Presentation Overview

• Solicited versus unsolicited• Internal versus external

What Are the Types of Proposals?

• Solicited: a proposal written in response to a request (RFP or IFB) from a person, organization or government agency

• Unsolicited: proposals not requested by the organization, individual, or government agency that receives them

Solicited Versus Unsolicited

• Internal: a proposal written to someone within the writer’s organization

• External: a proposal written to someone outside of the writer’s organization

Internal Versus External

• Find out about your readers.• Anticipate and answer their questions.• Present a professional, ethical picture of you

and/or your organization.

How Do You Prepare to Write a Proposal?

• Their positions within the organization and in relation to yours if you work for the same organization

• The various groups reading the proposal and the sections they will read

• Their knowledge of the problem or the need that prompted the proposal

• Their knowledge and opinions of you and your organization

Find Out about Your Readers

Anticipate and Answer Their Questions• Persuasively and logically argue for your

proposed solution, service, product, or research.

• Convincingly argue that you or your organization is best qualified to carry out the plan.

• Persuasively argue that you or your organization can complete the work within a reasonable time and at a reasonable cost.

• Find out about the organization’s history, its financial standing and goals, its organizational hierarchy, and its corporate culture.

• Consider what you and your organization can realistically propose and look at the strengths and weaknesses of your proposal.

• Don’t exaggerate or overestimate the work or qualifications.

Present a Professional, Ethical Picture of You and/or Your Organization

• Executive summary• Introduction• Problem definition• Proposed solution• Qualifications• Budget• Conclusion

How Do You Structure a Proposal?

A condensed version of the entire proposal, including:•the proposed solution, product, service, or research•the plan of work•the cost

ExampleBeyond the Wall is a non-profit, 5013c status half-way house seeking a $30,000 grant to expand its facilities . . . .

Executive Summary

A brief description of the problem, product, service, or research that you are proposing and the reasons why you are proposing it (can be combined with the executive summary)

ExampleIn this proposal, you will hear the inspiring story of Beyond the Wall’s success with reintegrating alcoholic and drug-addicted men and women back into society. You will also learn how you can make Beyond the Wall’s services available to more people in need . . . .

Introduction

• Definition of the problem—in detail for an unsolicited proposal and with less detail for a solicited proposal

• Background of the problem or situation and how it developed (primarily for unsolicited proposals)

• Reasons why the proposed solution, product, service, or research is necessary (for unsolicited proposals)

Problem Definition

ExampleBeyond the Wall is at full capacity and must turn away a few people every day. Without a support system, most of these people will return to their lifestyle of substance abuse. In fact, statistics prove that . . . .

Problem Definition

• How you plan to solve the problem or meet their needs—what you will deliver

• How you clearly link your proposed solution to the problem or need.

• What your plan is for carrying out the work

ExampleWith funding, we would not have to turn away people any more.

We would be able to build an addition onto our existing facility and add 50-60 new beds . . .

Proposed Solution

• Qualifications of the people (including yourself, if necessary) who will carry out the plan of work.

• Qualifications of the organization.

ExampleSince Beyond the Wall opened its doors, it has had a huge

impact on the lives of hundreds of men and women in our community . . . . We have obtained a quote for the work from Rusty Nails Construction Company, a local company that has been in business for over twenty years . . . .

Qualifications

An itemized list of the estimated costs of the plan of work

Example

Budget

Description Total

Site work 879.99

Concrete 2035.24

Metals 2718.50

Woods and Plastics 275.39

Thermal Moisture and Protection

771.5

Doors and Windows 2323.34

Description Total

Finishes 2355.41

Specialties 62.10

Mechanical 5666.00

Electrical 3248.22

Contingency 2431.85

Total

A restatement of the problem or need, the proposed solution, and• what the proposal offers readers• how the proposal will benefit readers• why readers should accept the proposal• why readers should accept you and/or your

organization to carry out the proposed solution

Conclusion

ExampleWe appreciate your foundation for considering this proposal. At present, we are limited in what we can do, but with your support we can offer a strong support network to those suffering from addiction . . . .

Conclusion

Questions?