When you use the word proposal, the program (or project) description is probably what comes to mind. It’s the heart and soul of your proposal—the place where you go into all the details about the program’s execution as well as its underlying philosophy. Although the pitch you make in the cover letter (see Chapter 16) might more obviously be written to sell your program, don’t forget that the program description must reinforce everything you put in the cover letter, continuing to sell the funder on the program and your charity’s ability to perform it.

To write a program description that sells, you have to keep in mind what the funder wants to support and balance that against what your charity plans to do. You have to preserve both perspectives through the numerous stages in editing. I show you how to do that, as well as explain the many elements that go into a proposal, in this chapter.