3.1 RFP Purpose
The purpose of this Request for Proposal (RFP) is to solicit proposals from various agencies
(consultants or freelancers), conduct a fair evaluation based on the criteria listed herein, and
select the organization that can best support and facilitate a new comprehensive Direct Response
fundraising strategy and execution partnership. Moving ahead, a primary objective of our Direct
Response program is to move appropriate direct mail donors to online giving, along with targeted
solicitation levels and segmented marketing (NYC, LA, etc.) to increase the number of mail-responsive lower-level donors and the related pipeline to major gifts.
With this initiative, we aim to include in-house “top of the funnel” online marketing strategies to increase
awareness. We also anticipate increasing the total number of donors while decreasing acquisition and solicitation cost per donor.
3.2 Response Submittal
Respondents are required to submit printed copies (if they are postmarked by the deadline) or
digital copy (in PDF format) of their proposal. Submissions must be received no later than 3:00
PM on January 15, 2025. Proposals submitted after this deadline may not be considered.
The chosen vendor(s) will be responsible for:
• Gaining a deep understanding of Green Chimneys’ mission and its impact in the
community.
• Providing full-service direct mail and digital fundraising support, including graphic
design, digital giving management, and support.
• Handling every aspect of the fundraising physical direct mail and digital fundraising
program, from initial concepts and design, through strategy, data-informed campaign
optimization, implementation, printing, and mailing.
• Providing recommendations to The Friends of Green Chimneys to test new digital fundraising and direct mail strategies for donor acquisition.
• Running direct mail and digital fundraising strategies which procure recurring and onetime gift donors at a positive return on investment.
• Developing and providing examples of the following:
▪ Project Management
▪ Strategy and Creative Development
▪ Direct Mail and Digital Appeals
▪ Acquisition Campaigns
▪ Renewal Campaign/Appeals
▪ Sustainer Campaigns
• For each effort, the selected firm will develop a comprehensive campaign, from creating
or utilizing mailing lists, designing artwork, writing copy, printing products, handling
postage, packaging, and shipping, and any other type of direct mail fundraising service,
including:
• data processing, including de-duping, postal presorting.
• Mailing execution, inclusive of printing, folding/inserting, stamping, and labeling.
The Friends of Green Chimneys is looking for a vendor offering an integrated solution with a single point of contact. If subcontractors are to be used, their roles and responsibilities must be transparently disclosed in the proposal, including an itemized list of costs for their services. The primary vendor will be held accountable for the quality and timeliness of all work, including that performed by subcontractors.
4.2 Proposal Requirements
Proposals should include the following components:
• Topline Scope of Services.
• Examples and specific touchpoint content of direct mail campaigns, digital marketing
campaigns, donor journeys, workplace campaigns, and other outreach.
• Examples of visually compelling printed collateral.
• Examples of detailed real-time (name periodic reporting frequency) analytics, including
psychographic/geographic/demographic data, response for existing or new acquisitions.
• Examples of case studies presenting income maximization while still maintaining ROI
benchmarks.
• Topline paid media invoices payment processes (please note that we will be able to pay
some of the paid media partners directly).
• Mailing list management strategy, inclusive of existing lists and acquisition of new lists.
• Organizational policy regarding privacy/security on sensitive donor information.
• Proposed communications/meeting cadence.
