McVay won the award over the Patriots' Bill Belichick, the Eagles' Doug Pederson and the Minnesota Vikings' Mike Zimmer. As he concluded his acceptance speech during the telecast, McVay looked at Donald, Gurley and Goff in the audience.
"The future looks bright with these guys leading the way," he said. "This is a credit to you guys."
Gurley, 23, was the NFL's offensive rookie of the year in 2015, but struggled in the Rams' return to Los Angeles in 2016.
McVay deployed him this season as a runner and receiver, and the 6-foot-1, 226-pound Gurley responded with a performance that put him in MVP consideration.
Gurley rushed for 1,305 yards and 13 touchdowns in 279 carries and also caught a team-best 64 passes for 788 yards and six touchdowns. His 19 touchdowns led the league.
"In life you go through highs and lows," Gurley said. "It's just all about how you maintain and handle the situation and, you know, bounce back from it or however you want to call it.
"For me to go through what I did -- not just me, the whole team, this is a team award--for us to get this award is crazy for sure."
Donald, 26, had another outstanding season despite sitting out offseason workouts and training camp because of a contract dispute.
The 6-1, 285-pound Donald played in only 14 games but still recorded 11 sacks, increasing his career total to 39.
"I'm trying to hold back tears," he said of winning the award. "I'm trying to man-up but it's just crazy. I can't really put it in words.