Keep it simple. When possible, explain technical concepts in terms familiar to the potential sponsor. Language can create a barrier to technology, so never assume that your audience knows what you do. If the sponsor cannot understand a proposal, he or she can't support it. Acknowledge sponsors' needs.
Sponsors often initiate a proposal request by identifying project requirements.
In some instances, they also outline solution components. In some instances, the solution the sponsor proposes may not be in his or her best interest. Propose it as one option, then propose your alternative and explain why that one better addresses the problem. For example, suppose a sponsor declares that an online learning program must be completed in four months, but based on your understanding of the project and the current status of the material, you believe that it will take six months. This way, you acknowledge the sponsor's needs and demonstrate that you listen.