Why Your RFP Determines the Quality of Your Agency Proposals
A Request for Proposals (RFP) is often the first formal communication between your non-profit and a potential web agency. How well you write it directly determines the quality of proposals you receive back. A vague RFP attracts generic responses. A specific, well-structured RFP attracts partners who actually understand your sector.
This guide walks through what a strong non-profit website RFP should include, how long it should be, and the most common mistakes that result in proposals that are impossible to compare.
What to Include in Your Non-Profit Website RFP
Organisation background. Two to three paragraphs covering your mission, the communities you serve, your geographic reach, and your team size. Agencies need context to understand your organisation before they can propose an appropriate solution.
Project goals. State specifically what you want the website to achieve. Not “a modern, accessible website” — that describes every project. Instead: “increase online donation completion rates,” “replace a manual event registration process,” or “help program participants find services without calling us.”
Audiences. List your primary audiences in priority order. Donors, program participants, volunteers, and funders often have different needs and different starting points. An agency that understands your audiences will design a better information architecture.
Scope and functionality. List the pages and features you know you need. Be specific: donation integration, event calendar, bilingual content, member login, resource library, or CRM integration. If you are not sure what is possible, say so — a good agency will advise you.
Accessibility requirements. Specify WCAG 2.1 AA compliance as a minimum requirement. If you are an Ontario organisation with 50 or more employees, AODA compliance is a legal obligation. If you receive federal funding, reference the Accessible Canada Act. Make accessibility a pass/fail criterion, not a nice-to-have.
Budget range. Include a budget range. This is the single most common omission in non-profit RFPs, and the one that most damages proposal quality. Agencies who cannot deliver within your range will self-select out. Those who respond will tailor their proposals accordingly rather than submitting a wish list.
Timeline. State your target launch date and any hard deadlines driven by campaigns, events, or funding requirements. Be realistic — a professional website redesign takes 12 to 20 weeks from kickoff to launch.
Evaluation criteria. Tell agencies how you will score proposals. Typical criteria include relevant sector experience, accessibility knowledge, proposed process, team composition, references, and price. Stating these upfront attracts serious respondents and simplifies your internal review.
How Long Should an RFP Be?
Between four and eight pages for most non-profit website projects. Short enough that quality agencies will read it thoroughly. Detailed enough that they can price accurately and propose a relevant solution. Documents under two pages produce proposals that are barely better than cold quotes. Documents over fifteen pages signal organisational dysfunction and deter the best agencies.
How Many Agencies Should You Send Your RFP To?
Three to five is the standard recommendation. Sending to fewer than three limits your comparison. Sending to more than seven is disrespectful of respondents’ time and rarely produces better outcomes — agencies know when an RFP is broadcast widely and invest less effort accordingly.
The Most Common RFP Mistakes Canadian Non-Profits Make
Omitting a budget is the most damaging. The second most common mistake is describing the visual design you want rather than the outcomes you need. Agencies are hired to solve problems, not execute predetermined design decisions. Describe your audience’s needs and your organisation’s goals — let the agency propose the approach.
The third common mistake is not specifying post-launch requirements. Who will manage content after launch? Does your team need training? Will you need ongoing support? These questions affect platform choice and project scope significantly.
Next Steps
Pragmatica has responded to and delivered on dozens of non-profit website RFPs across Canada. If you are preparing to go to market and would like a free review of your RFP before you send it, get in touch. We are happy to provide guidance regardless of whether you ultimately choose to work with us.
