How to Write an RFP for a Website Redesign: A Nonprofit’s Step-by-Step Guide
For a nonprofit or foundation, writing a Request for Proposal (RFP) for a website redesign can feel like a daunting task. You know your current site isn’t working: it’s outdated, hard to manage, and no longer reflects your mission. But translating that frustration into a clear, comprehensive document that will attract the right agency partners is a challenge. A great RFP is the foundation of a great project; a vague one is a recipe for mismatched expectations and a painful process.
Key Takeaways
- A strong RFP clearly defines the problem you are trying to solve, not just the solution you think you need.
- Be transparent about your current technology stack, including your CMS, CRM, and donation platforms. This helps agencies understand the real integration challenges.
- The best RFPs articulate strategic goals (e.g., “strengthen donor engagement”) alongside functional requirements.
- Providing a realistic budget range is helpful; it allows agencies to propose a solution that is appropriately scaled to your resources.
- Plan ahead as much as possible. Often nonprofits underestimate the time necessary for the redesign and development process.
Be Honest About Your Technology and Its Problems
Your website does not exist in a vacuum. It is part of a complex ecosystem of tools, including your Content Management System (CMS), your Customer Relationship Management (CRM) database, and your donation processing platforms. One of the most helpful things you can do in an RFP is to be transparent about this technology stack and its current state.
One global nonprofit recently reached out to us and provided an exceptionally clear picture in their RFP, noting a “heavily customized WordPress CMS,” Salesforce as their CRM, and multiple other tools for donations and marketing. They went on to describe the result as “a system that functions, but with increasing fragility,” where “critical integration paths depend on vendor memory rather than centralized documentation.” This level of honesty is incredibly valuable. It tells agencies that the project isn’t just a redesign, but an opportunity to address long-standing technical debt. It allows them to scope their proposal accurately and anticipate the real integration challenges, leading to a more realistic and successful engagement.
Define Success with Clear Goals and Objectives
Beyond the strategic “why,” a strong RFP outlines what a successful outcome will look like. These goals should be a mix of high-level aspirations and concrete functional requirements. Think in terms of what you want your new website to do for your key audiences.
For example, instead of saying “we need a new design,” you might say your goal is to “revitalize our brand identity to align with our new mission, vision, and purpose.” Instead of “we need a better CMS,” you could state the objective is to “equip staff with the tools and training to sustain the refreshed brand and website long-term.” These goal-oriented statements give agencies a clear picture of your priorities. If you’re looking for a sense of what a strong nonprofit website design engagement looks like from an agency’s perspective, that context can also help you write a sharper RFP. They should cover key areas like user experience, accessibility (e.g., WCAG 2.1 AA compliance), SEO, and content governance. The more specific you can be about what success looks like, the more tailored and relevant the proposals you receive will be.
Setting a Realistic Timeline for a Nonprofit Website Redesign
A realistic timeline is one of the most important parts of a strong website RFP. For most nonprofit and foundation website redesigns, a well-run project typically takes six to eight months from kickoff to launch, and sometimes longer if it involves complex integrations, content migration, or multiple stakeholder groups. Rushed timelines often lead to weak strategy, incomplete content preparation, and limited time for accessibility review, QA, and training. Giving your project enough runway helps agencies plan properly, surface risks early, and deliver a better final product, not just a faster one.
Key Sections to Include in Your Website RFP
- Organizational Overview: Who are you, what is your mission, and who do you serve?
- Project Goals & Strategic Objectives: What problem are you trying to solve with this redesign?
- Current Website & Technology Assessment: What is your current website URL? What CMS, CRM, and donation tools are you using? What are the known pain points?
- Scope of Work: What are the key deliverables you expect? (e.g., brand strategy, visual design, content migration, CMS development, training).
- Audience Definition: Who are your primary and secondary audiences, and what do they need to accomplish on your site?
- Budget Range: What is your realistic, board-approved budget for this project?
- Timeline & Key Dates: What is your desired launch date (plan for at least 6 months)? When are proposals due? When will you make a decision?
—Rebekah Frank, Program Officer, Maxwell/Hanrahan FoundationProject6 listened closely, asked appropriate questions, and gently challenged our assumptions. The project manager, Christine McGuinness, was responsive, kind, warm and, most importantly, concise in her communication. The website was completed ahead of schedule and under budget. The result is a website that represents the foundation’s mission and focuses on the creative, innovative people we serve.
Every organization’s situation is different. Share yours and we’ll respond with ideas, not a pitch. Upload your RFP or drop us a note.