Not every proposal is the same document, and writing a 12-page formal proposal in response to a client who just said “can you send over what you’re thinking?” is as mismatched as sending a one-page note in response to an enterprise RFP. Understanding the four types helps you pitch at the right level for the situation.
Type 1: Solicited proposals
A solicited proposal is written in response to a direct request. The client reached out, described a need, and asked you to put together a proposal. This is the most common scenario for freelancers.
Solicited proposals come in two main forms:
In response to an RFP (Request for Proposal). Large companies and government agencies issue formal RFPs — documents that specify what they need and ask vendors to submit proposals in a defined format. If you’re responding to an RFP, follow their format exactly.
In response to a direct ask. A client emails you: “Can you send over a proposal for the website project we discussed?” This is a more relaxed form of a solicited proposal — they’ve asked, you respond, but there’s no prescribed format.
Solicited proposals have a natural advantage: the client already wants something and is evaluating options. Your job is to make the clearest, most compelling case for your approach.
Type 2: Unsolicited proposals
An unsolicited proposal goes to someone who didn’t ask for it. You’ve identified a problem the client has or a project you think they should pursue, and you’re proactively pitching it.
These are harder. The client’s first reaction is often “why are you telling me this?” rather than “great timing, we were just thinking about that.” You’re doing extra work to create the sense of need before you can present a solution.
When unsolicited proposals work:
- You have a specific, credible insight about the client’s situation (“I noticed your competitor just launched [X] — here’s how I’d help you respond”)
- You have an existing relationship and the proposal extends work you’ve already done
- You’re targeting a client with a well-known public problem you can help solve
The structure of an unsolicited proposal needs to do more work on the problem definition — the client hasn’t already acknowledged the need, so you have to make the case for it.
Type 3: Formal proposals
A formal proposal follows a structured format and is typically required in specific contexts:
- Government and public sector contracts: RFPs from government agencies specify required sections (executive summary, approach, qualifications, references, budget breakdown, timeline) and often require specific certifications.
- Enterprise procurement: Large companies have vendor qualification processes that require formal proposals following their template.
- Grant funding: Foundations and government grants have application formats that are their own type of formal proposal.
Formal proposals are longer, more structured, and more technical. They often need to satisfy multiple reviewers with different concerns: technical feasibility, budget, risk, and vendor qualifications. If you’re responding to a formal RFP, match their structure section by section.
Type 4: Informal proposals
An informal proposal is shorter, more conversational, and calibrated to the relationship and project scale. Most freelance proposals fall here.
The informal proposal is the workhorse of freelance business — personal enough to feel tailored, structured enough to cover scope, timeline, and price clearly.
An informal proposal for a $3,000 copywriting project might be:
- A one-page document covering scope, deliverables, timeline, and price
- Or even a well-structured email with the same information
The key is that it still covers the essential elements — deliverables, timeline, price, and next step — even if the format is relaxed. “Informal” doesn’t mean vague.
How to choose the right type
| Situation | Proposal type |
|---|---|
| Client sent an RFP | Formal, solicited |
| Client said “send over your thoughts” | Informal, solicited |
| You’re pitching a new project idea | Informal or formal, unsolicited |
| Government or institutional contract | Formal, solicited |
| Small project with existing client | Informal, solicited |
| Cold pitch to a company you’ve researched | Unsolicited (any formality) |
The practical overlap
In practice, most freelancers work primarily in one quadrant: solicited and informal. A client reaches out, you have a discovery call, you write a focused proposal, and the client signs or asks questions.
The value in understanding all four types is knowing when to shift. A client who mentions they’re “collecting a few quotes” may be running an informal competitive process — which means your informal proposal is competing against others, and you should treat it with the rigor of a formal document. An unsolicited proposal needs more context-setting than a solicited one, or it lands as spam.
Waco3 lets you track proposal views after you send them — so if your solicited proposal sits unopened for four days, you know to follow up, regardless of which type you sent.
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