In the Trenches: The RFP Process
3. Provide accurate, complete information. You’ve heard the expression, “garbage in/garbage out.” The more data you provide to the agency, the better its response. Include such details as:
- the reason for your agency search (change, new ideas, etc.);
- current challenges (a drop in contributors, acquisition and retention costs, a stalled major gift program, etc.);
- specifics regarding existing and past programs (types of media used, overall income generated, response rates and the extent to which you use premiums);
- organizational background, history and mission;
- samples of current materials and an explanation of what worked and what didn’t;
- description of current processes (strategic planning, creative, production, database systems, etc.);
- comprehensive outline of services for which you’re looking and why;
- budgeting guidelines;
- clear instructions (documents required, deadlines, where to send the response, contact name for questions, etc.); and
- description of the review and feedback process (How long will it take? Will a presentation be required for stage two?).
4. Ask for comprehensive short-term plans. Most likely an agency will not be adequately equipped to provide extended-term plans (five-plus years), but a one- to two-year plan may be much more feasible, depending on the information you provide. The more meaningful the data you supply, such as current membership rate, profile of top donors and lifetime value to your organization, the better equipped an agency will be to meet your current and near-term needs. But don’t judge the response by the estimated net income or number of new donors generated. Rather, look at the process by which the agency came to its conclusions and recommendations.
