Follow These Golden Rules for Writing and Answering RFPs  August, 2003

By Erica Waasdorp, Vice President, DMW

Sometimes the RFP seeks a bid for a single job; other times, a complicated proposal for multiple mailings or multiple media. Occasionally, RFPs require strategy and projections for three to five years or more. More often than not, RFP responses are expected to include so-called “spec” creative (proposed art executed specifically for the organization).

Most RFPs have two things in common: They need to be answered within a limited time and they require a lot of leg work for writing and creativity.

Thinking through the challenges within an organization and, specifically, within the development department, demands considerable time and resources. So, how can organizations that are compiling an RFP ensure that the responses both meet their needs and are similar enough to facilitate accurate, relevant comparisons?

Start by asking the Right Questions

Fundraising is a “people business,” so why do some RFPs pose virtually impossible questions or demand equally impossible deadlines? Is the goal really to look for the most desperate agency that will jump through hoops to get the answer? Or is the goal to look for the best agency for the job? A “standard RFP” is impossible. Every organization needs the agency that “fits them best.” However, the following “golden rules” will work for both organizations and agencies:

• How many agencies have received the RFP? You don’t need to share the names, but it is often helpful.

• The reason for sending out the RFP (new agency search, change, new ideas, or simply because the organization is required to do an RFP every three years).

• An outline of which challenges the organization faces—acquisition, renewal, major gifts, telemarketing, types of media used, overall income generated?

• As much background information on the organization as possible, including the website.

• Samples of materials (if an agency has to hunt, it loses valuable time; also indicate if you’re not happy with the materials and, if possible, why).

• A description of the current processes, including (if possible) results. These will remain confidential, but they will certainly guide agencies in their effort to come up with improved strategies and tactics.

• Types of services you’re looking for.

• Clear direction about the documents you’d like to receive, deadline, where to send, whom to submit to, how many copies, specific order of organization of the documents, etc. Provide the name of a contact person who can answer questions. If appropriate, share these answers. If one agency has a question, it is likely that others may have the same question. The goal is to ensure that all agencies are working from the same basic information.

• Information on the review and feedback process. How long will it take? Will a presentation be required in the second stage?

• Clear direction about cost estimates and how you’d like them presented (what should be included, what should not be included; indicate if retainer fees are acceptable or not.

• Limited expectations. Five-year plans are simply not useful because the agency doesn’t know your current situation. A one-year plan example is fine if some basic information has been given. (For instance, if a membership organization does not indicate that the current membership rate is $40 and does one acquisition appeal a year, it’s hard to come up with a relevant one-year plan. Are you testing the agency on creativity, promises or crystal-ball reading?)

• Past examples, not spec creative. Spec creative costs time and money. It is much more pertinent to expect this in a second or third phase. Past examples of an agency’s work should adequately demonstrate the production quality and how creative the agency can be. Unless it is an RFP for creative test ideas, it’s not fair to expect an agency to spend many hours of valuable time developing creative ideas that cannot be used by the organization in any case, if the agency is not selected.

• Acknowledgement of receipt of the RFP.

• Honest feedback. Do let the agency know what the real reason was they made or did not make it to the next stage.

• Agencies appreciate the opportunity to answer RFPs and they put significant time and effort into their responses. To come up with the best fit, it’s important to be able to judge agencies objectively, based upon the same criteria. Follow the above rules and chances are requesting proposals will become a more pleasant experience for everyone.

Erica Waasdorp, is vice president of Fundraising at DMW Worldwide, LLC. She has extensive experience running monthly giving programs, previously at an international nonprofit, and now with her clients at DMW. Erica can be reached at 774-773-1200 or via e-mail at ewaasdorp@dmwdirect.com. Visit DMW on the Web at www.dmwdirect.com.