Image by Jill Wellington from Pixabay
With all of the fanfare the last few days around the return of pumpkin spice goodies like coffee, baked goods, and even cereal, I thought this was the perfect time to share an excerpt from my book The Boardroom Playbook: A Not so Ordinary Guide to Corporate Funding for Your Purpose Driven Organization called Avoiding Pumpkin Spice Proposals.
When it comes to drafting proposals, read why you'll want to think twice about adding pumpkin spice...
So why all the pomp and circumstance around pumpkin spice? Well, people love fall, and I include myself in that bunch. The colorful tree leaves, the clean briskness of the air, the sweaters, and of course, pumpkin spice coffee! But here’s the thing. We need to leave pumpkin spice where it’s appropriate, in the fall with the rest of the fall fanfare.
Unfortunately, I’ve seen too many fundraising and sponsorship sales professionals use pumpkin spice in their proposals when, most of the time, the coffee on its own is enough.
So what do I mean by pumpkin spice in a proposal?
Proposal pumpkin spice refers to any extra words, paragraphs, graphics, clip art, sections etc. you think enhance the proposal when, in reality, they are unnecessary distractions.
I realize this might be hard to sink in, considering the plethora of seminars, how-to books, and online proposal templates of, “How to create a comprehensive proposal that works.”
Also, if you’ve been in the business world long enough, you may even remember a manager or colleague coaching you to, “throw as much in the proposal as you can to see what sticks.” I even had a manager early in my career who asked his team to print out client proposals so he could feel if they were thick enough to present!
Thankfully, times have changed how we process verbal and written information. Brevity is your friend, and it’s powerful. People want clear, concise communication that makes a connection fast.
Okay, I can hear the grant writers reading this and saying, “But Lori, I have to abide by a set of instructions for my proposals. I can’t always be brief.”
There will always be exceptions, and in no way am I encouraging you to go rogue with a proposal of brevity if you are instructed differently. However, when there are no instructions or when you’ve received no direction on format, I suggest you stay away from the pumpkin spice.
Still unsure? Are you not ready to break up with elongated adjectives, copy/pasted “About Us” sections, and repetitive usage of the funder’s logo? Let some corporate funding decision makers convince you. Below is a list of comments from corporate philanthropy and corporate marketing executives I’ve worked with who review proposals for sponsorship and funding.
“Grab my attention on the first page I see. Why waste the real estate on a title page?”
-Todd, SVP Marketing
“I immediately want to know why us–why we’re the right fit for the sponsorship. And no need to write a summary of what my company does. I know what we do. Just focus on the why.”
-Tracey, VP Corporate Philanthropy
“Most proposals I see are way too long. Say it in five words instead of ten . Also, pictures are nice, but I don’t need to see multiple pictures with ultimately the same purpose. Being brief goes a long way with me.”
-Marlene, CFO
“I get it. You decrease the font size so everything fits on a page, but that doesn’t help me if I struggle to read it. It’s not good if I’m frustrated while reading your proposal.”
-Peter, SVP
“I still see outdated proposal techniques. Using logos over and over, placeholder for a phone number, trying to get too many points across.”
-Linda, CMO
With all that being said, here is my approach to writing a proposal for sponsorship or funding that’s worked well for my clients.
1.) Define the opportunity and how it helps. Briefly state what the sponsorship/funding opportunity is and how it helps with the overall mission of your organization.
2.) Make the connection. Why is XYZ Corporation the perfect funder or sponsor of this opportunity? Use fact based information based on similar opportunities they have supported, interests shared by the potential sponsor in discussions with you, and/or your opportunity's alignment to an aspect of their strategic goals/support pillars.
3.) Outline the opportunity. Provide brief statements about the elements/sponsorship benefits/cost. This is the best place for specificity.
4.) Message of gratitude. Include a sincere message of gratitude for the decision maker that reconnects their interests with your opportunity.
While the allure of pumpkin spice can be tempting with its seasonal charm, it's crucial to recognize that the same principles apply to crafting effective proposals. Just as we savor pumpkin spice in moderation, so too should we apply a measured approach to our proposals. Stripping away the excess and focusing on what truly matters—clarity, relevance, and brevity—will make your proposal stand out in a crowded field.
By adhering to a streamlined approach, you'll not only respect the time and attention of your potential sponsors and funders but also present your organization in the best possible light. Embrace simplicity, directness, and precision in your proposals, and you'll find that the results can be just as satisfying as the first sip of your favorite fall beverage.
Written by: Lori Zoss Kraska, MBA, CFRE, Founder/CEO of Growth Owl, LLC Author of The Boardroom Playbook: A Not so Ordinary Guide to Corporate Funding for Your Purpose Driven Organization
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