The Anatomy of a Winning Grant Proposal: What Funders Look For

By Willie Finklin, CFRE, The Grant GOAT

If you’ve ever wondered why some grant proposals seem to get funded again and again while others barely get a second look, let me save you some time and a lot of frustration: it’s not just about the idea.

It’s about the structure.

Grant writing isn’t just about telling a good story. It’s about telling a story with strategy—a strategy that answers all the questions a funder is asking in their head before you even hit "submit."

Today, I’m breaking down the anatomy of a winning grant proposal, piece by piece. If you’re ready to write like a pro and get the funding you need, this is where you start.

1. Executive Summary: The Elevator Pitch on Paper

Your executive summary is the first impression—and sometimes, it’s the only one.
If you don’t hook them here, they won’t read the rest.

Here’s what it needs to include:

• Who you are: What’s your nonprofit’s mission and history?

• What you’re doing: Describe the project or program you’re seeking funding for.

• Why it matters: What specific problem does it solve?

• How much you need: Be clear about the funding request.

Example:
"Hope Haven Foundation provides shelter and job training to over 500 homeless individuals annually. We are seeking $50,000 to expand our workforce development program, equipping 100 more participants with the skills needed for sustainable employment."

Keep it clear. Keep it focused.
Funders don’t have time for fluff.

2. Needs Statement: Prove the Problem Exists

If the funder doesn’t understand why your program matters, you’ve already lost.
This is where you prove the problem exists.

• Use local, state, and national data to demonstrate the scope of the issue.

• Share real stories that humanize the statistics.

• Explain the gap—what’s missing, and why your solution matters.

Example:
"In Jacksonville alone, over 3,500 individuals experience homelessness each night. Of those, nearly 30% report barriers to employment due to lack of job training. Our program bridges that gap, offering hands-on skills training and job placement support."

A strong needs statement does more than tell—it shows.

3. Program Description: The Blueprint of Change

Now that they understand the problem, they want to know what you’re going to do about it—and exactly how.

Your program description should be a step-by-step blueprint:

• Objectives: What are the specific, measurable goals?

• Activities: What will happen, and when?

• Timeline: How long will it take?

• Staffing: Who’s running it, and what are their qualifications?

• Location: Where will it take place?

The more detailed and clear, the more credible you become.

4. Budget and Justification: Show Them the Money—Wisely

One of the fastest ways to get your proposal thrown out is with a sloppy budget.
Funders want to know:

• How much you need

• Where it’s going

• Why it costs what it costs

A budget isn’t just numbers—it’s a narrative.
If you can justify each line item, you’re not just asking for money—you’re asking for investment.

5. Evaluation Plan: How Will You Prove It Worked?

Here’s the thing: funders don’t just want to feel good about giving you money—they want to see results.

That means you need a plan to:

• Measure impact (e.g., 75% of participants secure employment within six months)

• Collect data (surveys, interviews, job placements)

• Report outcomes (quarterly and final reports to the funder)

Example:
"We will track participant progress through pre- and post-program assessments, employer feedback, and job placement rates, with a goal of 75% successful employment within six months."

If you can measure it, you can prove it. And if you can prove it, you can fund it again.

6. Sustainability Plan: What Happens When the Money Runs Out?

Funders want to know you’re thinking beyond their check.

• Will the program continue after the grant period?

• How will you fund it moving forward?

• Are you building partnerships, securing other grants, or generating revenue?

It’s not enough to launch—you have to last.
Show them you’re not just planning to run. You’re planning to stay.

Final Word: A Grant Proposal is a Promise

When you submit a grant proposal, you’re making a promise—not just that you’ll spend the money, but that you’ll deliver impact.
You’re telling a funder:

• We understand the problem.

• We have a solution.

• We can execute it.

• And we’ll show you the results.

If you can master that, you’re not just writing grant proposals.
You’re writing the next chapter of your nonprofit’s story.

We’re cheering you on. Keep building. Keep believing. And when you’re ready to take it even further, we’re here to help.