When it comes to transforming your organization’s online presence a good request for proposal (RFP) is essential – especially for mission-focused organizations and non-profits. In this guide, we’ll explore how to write out non-profit RFP requirements for a website redesign to get you the results you want. Whether you’re a board member, director or a marketing manager this article will walk you through all the things and tell you everything you need to know and provide an example to help you connect the dots. We’ve also created a template you can customize for your organization.

The basics of an RFP

A website is often the digital front door of your organization. For non-profits a website is not just about aesthetics – it’s a platform for sharing your mission, engaging donors and driving social impact. However setting out to do a website redesign can be daunting if your expectations and goals are not clearly communicated. That’s where having a solid RFP comes in.

An RFP outlines your project’s scope, requirements and expectations. When done right, it ensures that vendors understand your vision and can deliver a website that not only looks great but also drives results. In this article we’re sharing with you how to write effective non-profit RFP requirements that set you up for success.

Why a well-defined RFP is critical for your website redesign

For mission-focused organizations, every dollar and every hour counts. A well-crafted RFP serves as a roadmap for your website redesign project by:

• Ensuring clarity – Clearly defining what you need avoids misunderstandings later in the project
• Saving time – A comprehensive RFP helps filter out vendors who aren’t a good fit
• Keeping things cost efficient – Detailed requirements prevent scope creep – which can drive up costs
• Aligning expectations – All stakeholders (from board members to the marketing team) can agree on what success looks like

By setting out your non-profit RFP requirements in detail you give vendors a clear picture of your goals and the outcomes you expect helping to ensure that you end up partnering with the right team.

A guide on writing your non-profit RFP requirements

Let’s break down the process of writing effective RFP requirements for a website redesign into manageable steps.

1. Define your goals and objectives

Begin by outlining what you want to achieve with your website redesign. Ask yourself:

• What is the primary purpose of the website? Is it donations, volunteer sign-ups, awareness, etc? 
• What are the key performance indicators (KPIs) you want to track (increase traffic, increase conversion rates, improve user engagement, etc.)?
• How will a new website help to advance your mission?

Clearly stating your goals will help vendors propose solutions that align with your organization’s vision.

2. Provide a detailed project overview

Your RFP should include an overview of your organization, your mission and your target audience. Explain why you’re redesigning your website and what challenges you’re currently facing. This context is critical for vendors to understand your unique needs.

A project overview example:

“Our organization, Dog Hearts Rescue is dedicated to saving abandoned and abused dogs in Markham. We serve a broad audience – from local dog lovers to international animal welfare advocates. Our current website lacks the modern design and functionality required to efficiently collect donations, showcase success stories and get volunteers.”

3. Outline technical and functional requirements

This section is the heart of your RFP. Detail the features, functionalities and technical specifications you expect in your new website. Consider including:

• Design requirements:

  • Responsive design for mobile and tablet devices
  • Accessibility standards (WCAG 2.1 compliance)
  • Branding guidelines (colours, typography, imagery)

• Functional requirements:

  • Content management system (CMS) preferences (e.g., WordPress, Drupal, Squarespace, Webflow, etc.)
  • Integration with donation platforms, email marketing tools and social media
  • Event management and volunteer sign-up forms
  • Search engine optimization (SEO) best practices built into the site

• Performance requirements:

  • Fast load times and optimized media
  • Reliable hosting options with scalability
  • Security measures to protect donor data

4. Establish your budget and timeline

Be upfront about your budget and any time constraints. This transparency helps vendors determine if they can meet your requirements within your financial and time limits.

• Budget: Provide a range if possible.  We understand that sometimes discussing budgets and costs can feel a little uncomfortable but the openness creates a mutual benefit for both sides. You can clarify your available resources upfront and your web agency partner can precisely outline what solutions they can craft within that range  – often tailoring options you might not have considered.
• Timeline: Include key milestones such as RFP submission deadlines, selection date, project kickoff, design phase, development, testing and launch.

5. Request case studies and references

Ask vendors to share examples of previous work – preferably with mission-driven organizations or non-profits. This allows you to assess their experience and expertise in handling projects similar to yours.

6. Outline your evaluation criteria

Specify how proposals will be evaluated. Common criteria include:

• Relevant experience with non-profits and website redesign projects
• Technical expertise and creative design capabilities
• Project management approach and communication skills
• Cost-effectiveness and overall value

7. Include a Q&A section

Offer vendors the opportunity to ask questions. This can be done via a pre-proposal Q&A period to help ensure that everyone is on the same page before submitting their proposals.

*Example of a dog rescue non-profit RFP*

Let’s look at a practical example for a dog rescue non-profit. Imagine you’re part of “Dog Hearts Rescue,” a non-profit committed to rescuing abandoned animals. Here’s how you might write your RFP requirements.

Project overview

Dog Hearts Rescue is seeking proposals for a complete website redesign. Our mission is to provide a safe haven for abandoned dogs and educate the community about animal rescue and welfare. Our current website is outdated, non-responsive and does not effectively support our fundraising or volunteer recruitment efforts.

Goals and objectives

• Increase online donations by 30% within one year of launch
• Enhance volunteer sign-up functionality to boost community engagement
• Improve user experience and accessibility to ensure visitors can easily find information about our mission and services
• Integrate a robust CMS for regular content updates and blog posts

Technical and functional requirements

Design and user experience:

• Responsive design: The website must adapt seamlessly to mobile, tablet and desktop screens
• Accessibility: The site must meet WCAG 2.1 standards to ensure it is accessible to all users
• Branding: Follow our existing branding guidelines, including logo usage, colour palette and typography

Content management and functionality:

• CMS: Use WordPress with a custom theme that allows for easy content updates
• Donation integration: Seamless integration with our preferred donation platform (e.g., Donorbox, PayPal, OneCause, Classy, etc.)
• Volunteer management: Online sign-up forms that integrate with our CRM
• Event calendar: Functionality to display upcoming events and volunteer opportunities
• Blog: Easy-to-use blog section for sharing success stories, news and updates
• SEO: Built-in SEO features to help our site rank well for key search terms

Performance and security:

• Load time: Ensure page load times are optimized for a fast and smooth user experience
• Hosting: Recommendations for a scalable hosting solution
• Security: Implement best practices for data security and privacy especially for donor information

Budget and timeline

• Budget: $10,000 – $15,000 CAD/USD
• Timeline:
  • Proposal submission deadline: May 15, 2025
  • Vendor selection: May 30, 2025
  • Project kick-off: June 10, 2025
  • Target completion and launch: September 30, 2025

Evaluation criteria

Proposals will be evaluated based on:

• Demonstrated experience with website redesign projects for non-profits
• Understanding of our mission and how to effectively communicate it through design
• Technical approach, including CMS, integrations and security measures
• Overall cost-effectiveness and adherence to budget
• Project management plan and timeline reliability

Q&A process

Vendors are invited to submit any questions by May 15, 2025. All questions and responses will be shared with all bidders to ensure transparency.

Tips for a successful website redesign RFP

Be specific but flexible

Outline your requirements clearly and allow room for some creative input from vendors. They are the experts on websites and may offer some unique ideas and propose solutions that you haven’t considered.

Focus on outcomes

Instead of only listing technical specifications remember to focus on the outcomes you want to achieve. For example if you want to increase online donations as a key objective also state the desired conversion rate improvements that you want. This outcome based approach helps vendors align their proposals with your goals.

Involve all stakeholders

Make sure that everyone who is involved in the decision making process – from board members to the marketing team – gets a chance to review the RFP. Their input can help to refine the requirements and ensure the final website meets the organization’s needs.

Use clear and concise language

PLEASE avoid industry jargon that might confuse vendors that are unfamiliar with your industry or organization. Clear and concise language helps to ensure that everyone understands your non-profit’s RFP requirements and the expectations for the website redesign project.

Set REALISTIC expectations

It’s great to aim high – we love that! But remember that setting unrealistic goals or an overly tight timeline can lead to potential issues and project delays. Do some research and make sure your budget and timeline are in line with industry standards for a quality website redesign.

Wrapping things up

By now, you have an understanding of what an RFP is, why it’s important to have a good one and even have a practical example to work from when creating your own. By following the steps outlined you can create a non-profit website redesign RFP that sets the stage for a successful project and get a website that truly reflects your mission and engages people.

If you have any questions or need further assistance feel free to reach out to our team. We’re here to help you!