National Science Foundation proposals must explicitly address two merit review criteria: Intellectual Merit and Broader Impacts. Both must be highlighted and discussed in the Project Summary, and the Project Description must include a separate section with the exact title, "Broader Impacts."
The Intellectual Merit criterion encompasses the potential to advance knowledge. The Broader Impacts criterion encompasses the potential to benefit society and contribute to the achievement of specific, desired societal outcomes.
Resources for understanding and developing that section of your proposal may be found at:
Proposal Development Materials Developed by UCR, found in the Proposal Development section on the Research Development website, provides sample proposal materials and examples. (Login is required.)