How to Write a Marketing RFP that Gets the
Best Consultant or Firm to Deliver Everything
You Need – On Time and on Budget
Results from the 2007 Getting Attention Nonprofit Marketing
As the head of a long-time marketing firm serving
nonprofits and foundations, I've probably reviewed over 500
RFPs in my time, all from nonprofits and foundations seeking
marketing services. And I can tell you, no more than 50 of
them are effectively designed to motivate responses
that are comprehensive and accurate.
Accuracy of course is key. Because if your RFP doesn't cover
everything you're looking for – in the way you want it –
delivered, budget and timeframe are bound to be off.
Trash in, trash out as they say. So put some time and
effort into your RFP.
Here are some quick tips for writing a marketing services
RFP that'll get high-quality service providers to respond
eagerly, thoroughly and accurately:
- Be realistic...
in the work you're asking for in a particular timeframe,
within a specific budget. If you don't know what it takes
(time or $ wise), ask colleagues in peer organizations.
- Be thorough in what you include, and format the
proposal thoughtfully so it's easy for the recipient to
scan and review.
Put the effort into making the proposal easy to digest,
as you would with your brochures or Web site.
- Cover these areas:
Organizational background (brief), project description,
why you're implementing this project now, goals and
objectives, challenges (if you know them) deliverables,
timeframe, who to contact with questions.
- Ask recipients to let you know within a day or two
whether they'll be responding or not.
That way you can send the RFP out to additional
marketers if you need to.
- Give folks two weeks to respond.
Crafting a proposal is extremely labor intensive if
it's done right. Frequently, it's work implemented
that isn't rewarded with the job.
- Be prepared to answer these questions:
- How many firms/individuals will be submitting
proposals?
I never jump in if a prospect is expecting more
than five proposals. That says to me that they
are fishing for ideas, may not know what they want,
and we don't have a good chance of getting the work.
- What's your budget range?
Some prospects are reluctant to share this
information, thinking that the bidders will just
mark up the work to that level. Most of the time,
believe me, the budget isn't enough, and knowing
the range enables us to define what we *can* provide
for that fee.
- What are your criteria for selecting a consultant or
firm?
I like to know what's most important to a prospective
client, and also get a sense of the culture of the
organization. A good fit is crucial.
- Who would your point person on this project be?
It's difficult to succeed in bringing a project
to life when there's not a single point person
Your point person should run much of the review
and approval processes inside your organization
it'll be much more effective and efficient that
way, and ensure everyone's on the same page.
- Be aware of the marketer who submits a proposal without
asking questions.
That indicates someone who's either not serious about the
job or not putting the required time into the proposal
development process.
I'm looking for a connection, as well, when I call with
questions. That's a critical component of project success,
and not testable via written communications.
Readers, follow these guidelines and I promise you a much
more successful vendor selection process, and product.
© 2002-2008 Nancy E. Schwartz. All rights reserved.
About the Author
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (www.nancyschwartz.com), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services.
Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves.
NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the copyright and "about the author" info at the end), and you send a copy of your reprint.
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© 2002-2008, Nancy Schwartz & Company
Revised April 12, 2008
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