Kishore Kumar Thangavelu, Microsoft India’s CSR Lead, shares what makes NGO proposals stand out and what most nonprofits get wrong.

Ask any nonprofit about CSR funding, and you’ll likely get a hopeful smile and a lot of questions.

Over the past decade, CSR funding in India has crossed ₹1 lakh crore, supporting everything from skilling programs to climate action. And yet, for thousands of grassroots NGOs, tapping into that pool feels like trying to enter a party without an invite.

“We sent out the proposal. It looked great. But we never heard back.”

“The program is impactful, but corporations keep asking for more structure.”

“We don’t know how to frame our work in CSR language.”

These are some of the most common frustrations we hear. And this doesn’t imply that NGOs aren’t doing meaningful work - they are.
But the way that work is pitched to corporations often misses the mark.

So we caught up with someone who’s seen it all from the other side of the table: Kishore Kumar Thangavelu, CSR lead at Microsoft India.

What followed wasn’t a lecture. It was a really candid conversation- one that decoded what really matters in a CSR pitch.

Here’s what we learnt. (Spoiler: there’s so much to takeaway!

First, let’s talk about what’s broken

Nonprofits often send out one-size-fits-all proposals: templated decks filled with vision, but light on structure.

CSR teams, on the other hand, have targets to meet, frameworks to align with, and a hundred internal reviews before a project gets greenlit.

In fact, Kishore pointed out that the biggest mistake NGOs make is trying to say everything about themselves, instead of showing what aligns.

“You may do five amazing things,” he said. “But that doesn’t mean all five are relevant. Always think about alignment.”

So? What does a good CSR pitch look like?

Through the conversation, Kishore broke down the five things he and most CSR leaders look for when evaluating a proposal.

We’ve broken them down below, with context and cues to help you apply them.

1. Who you are and why we should believe in you

Before anything else, corporates want to know: What’s your track record? Are you credible? Are you aligned with our focus areas?

Think of this as your trust checkpoint. No jargon. Just tell them:

• What you do (relevant to them)

• What you’ve done (with outcomes to show for it)

• Why you’re uniquely positioned to solve this problem

Common mistake: Trying to share everything your org does
Do this instead: Highlight the specific programs that align with the company’s CSR themes

2. Is your program well-designed, for scale, sustenance, and structure?

Here’s the hard truth: even if a corporation is funding you for one year, they want to see a three-year mindset.

“We look at whether the program has been thought through - from today to tomorrow,” Kishore explained. “How will you scale? How will you sustain it?”

This doesn’t mean you need a 50-page vision document. But it does mean:

• Showing how the work will continue post-funding

• Having a plan for scale, whether by replication, tech, partnerships, or systems

• Clarity on roles: Who does what, when, and how

3. Are you aiming for meaningful, measurable outcomes?

Impact is a buzzword. But in CSR, it’s also a filter.

A proposal that says “we will empower 1000 youth” is vague. One that says “we will skill 1000 youth over 40 hours, with 75% job placement within 3 months” gets attention.

“We want to see the highest possible impact, and a realistic plan to achieve it,” Kishore noted.

So:

• Use outcome metrics, not just activity counts

• Start with a Theory of Change- even a simple one

• Define what success looks like and how you’ll measure it

Tip: Include tables for timelines, outcomes, and KPIs. Make your proposal easy to scan.

4. Are you leveraging more than just our funding?

This is where most NGOs miss a trick.

Corporates want to offer more than money: tools, volunteers, capacity-building, and placements. But NGOs often don’t ask.

“Don’t just see us as a cheque. Use us as a partner,” Kishore advised.

Ask yourself:

• Can our beneficiaries benefit from the corporate’s tools or tech?

• Can we co-create something?

• Can their employees engage meaningfully?

When you show an understanding of the ecosystem they bring, your proposal immediately stands out.

5. Is your pitch collaborative and ecosystem-aware?

The best pitches don’t treat CSR as a solo saviour. They acknowledge that real change needs government, community, and ecosystem partners to work together.

“The moment I see a project that builds in roles for government, local bodies, other CSRs- I pay attention,” Kishore said.

He also added:

• Think beyond one corporate

• Build for systems change, not just program delivery

• Show how others can plug in

What doesn’t work and how to fix it 

:Over the years, Kishore has reviewed hundreds of proposals. Some land well, others don’t- not because the work isn’t strong, but because the way it’s presented falls short. Here are some of the most common pitfalls CSR teams see, and what nonprofits can do differently.

Design your proposal like a product

One of the strongest pieces of advice Kishore gave was this:

“Think of your pitch like a product demo. Be transparent. Be structured. And don’t miss out on the basics.”
CSR leaders are not just checking if your mission aligns, they’re checking if your systems, team, and thinking align too.

So, what now?

If there’s one thing this conversation made clear, it’s that good proposals aren’t just about passion- they’re about structure, clarity, and alignment.

And getting there doesn’t always mean doing more. Sometimes, it’s about doing it differently, with the right thinking behind your design, the right language to frame your impact, and the right support to bring it all together.

If you’re at that point- reworking a proposal, shaping a new one, or just wanting a fresh set of eyes- there’s support available.

We help nonprofits access skilled support, whether it’s refining a proposal, designing better communication, or strengthening internal systems.

Sign-up below if you’re looking for the kind of support that helps your work speak for itself.

Final takeaway?

Fundraising isn’t about storytelling alone. It’s about shared problem-solving.

When NGOs and CSR teams come together as co-owners of a mission, not just funder and grantee- that's when the most impact amplification happens..