A grant proposal is a formal request a nonprofit sends to private, corporate, or government institutions to secure funding. Nonprofits need grant funding for everything from staff salaries and technology upgrades to the program work that delivers their mission.
Writing a winning grant proposal is hard. The average nonprofit can spend up to 200 hours preparing a single federal grant application – and even then, success isn’t guaranteed.
It’s a daunting process, but it doesn’t have to be a guessing game. In this guide, we walk through the typical challenges nonprofits face during grant writing, the elements every proposal needs, and the persuasion principles that move funders to say yes.
Before you start writing
Before you draft a single sentence, get clarity on these questions:
- What is the intent you want to communicate through this proposal?
- Who is the funder, and what do they care about?
- What are your fundraising goals?
- What are the estimated costs to achieve those goals?
- What is the project timeline?
- Can your nonprofit support the request with data – and is that data ready to go?
Once you have answers, start your search for prospective grants. For a head start on Canadian opportunities, see our guide to federal grants in Canada.
The standard grant application process
Most grant applications follow the same arc:
- Submit a letter of inquiry to the prospective grantmaker.
- If invited, prepare the full proposal to the funder’s specific guidelines and format.
- Submit the proposal before the deadline.
- The funder reviews your proposal.
- You receive an acceptance or rejection letter.
Three modes of persuasion every proposal needs
A persuasive grant proposal balances three classical modes:
Ethos – the gut. An appeal to ethics. Share past programs and the impact you’ve created. A summary of impact lends credibility to your nonprofit.
Logos – the head. An appeal to logic. Use data to back the credibility of your claims. Highlight the problem with quantitative evidence so funders see exactly what you’re addressing and what it will cost to address.
Pathos – the heart. An appeal to emotion. This is where your storytelling skills land – real stories from real people you’ve served. Authenticity strikes an emotional chord, aligning the funder’s values with your mission.
The eight elements of a grant proposal
1. Cover letter
Do thorough research on the donor. A short discovery email or call is fine – your goal is to learn the funder’s current priorities and restrictions. Then tailor the cover letter specifically to that funder. There is no one-size-fits-all template. Keep it short, address the reader directly, and cover: the project, the community problem, the funding ask, and the connection between the funder’s mission and your proposed work.
2. Executive summary
The executive summary is a 2–4 page synopsis of your proposal (check the funder’s format requirements). Cover your organization, mission, objectives, the problem, the funding need, and how you’ll use the funds. Touch on sustainability – funders want to see that the project survives beyond the grant period.
3. Introduction
Provide an overview of your nonprofit. Cover your founding story, why the organization came into existence, the key team members, and why you’re capable of delivering on the proposed work. If you’ve executed similar projects successfully in the past, mention them with specifics.
4. Problem statement
State the problem your community faces and convey real urgency. Back it with data so the reader feels the severity of the problem and understands why funding it now matters.
5. Goals and objectives
Translate the problem into goals and concrete, measurable objectives. State who will benefit, what success metrics you’ll use, and your timeframe. Vague goals make funders nervous; specific ones build trust.
6. Methods and strategies
Describe the steps and approach you’ll use to hit those objectives. Detail the resources you’ll allocate to each activity. If you’ve used similar strategies successfully before, say so. Acknowledge potential hiccups – and how you’ll handle them. Funders trust applicants who plan for what could go wrong, not the ones who pretend nothing will.
7. Evaluation
This is one of the most critical sections. Funders care about measurable impact, tied directly to the objectives you defined earlier. Provide quantifiable metrics – survey results, beneficiary outcomes, social media reach – that let donors see what their money will produce.
8. Budget
Get specific. Break out expenses across software, training, salaries, marketing, equipment, travel, rent, and so on. Overcharging and undercharging are both red flags – share actual estimates. Where possible, identify which line items the foundation’s grant will fund.
For a complementary perspective on grant proposal answers funders want, watch nonprofit founder Amber Melanie Smith’s 5 common grant proposal questions.
Make it inform – and inspire
A great grant proposal doesn’t just inform; it inspires. Keep messaging positive, do your research on every funder, and customize your approach for each application. The proposals that win are the ones that evoke emotion and create a need to take action through a compelling narrative.
GiveLife365 is a constituent relationship management platform built for nonprofits. Connecting your fundraising, donor, volunteer, and program data in one place makes it dramatically easier to pull the impact stories and metrics that grant proposals demand. For more on aligning the right systems with your mission, see how CRM solutions help nonprofits scale.
