10 Tips for Better RFPs (& 1 Suggestion on What Can Work Better)

Better RFPs start with clearer goals and smarter strategies

We have seen this happen a number of times with our clients over the decades: someone says an request for proposal (RFP) is the only way to go to find a quality communications vendor in your budget range. Maybe your board or executive director insists on a RFP because the bylaws say you need to see at least 3 bids to ensure there isn’t any collusion. Or your procurement office says it’s required by the agency oversight. Or the argument was given at a meeting that RFPs are the only ‘fair’ and ‘transparent’ way to select a vendor.

However, if you have ever tried to write or respond to one, you know the process can go sideways fast. Too often, RFPs are either so vague they confuse potential partners, or so prescriptive they box out the very creativity you’re trying to hire.

In some cases, important information needed to respond to the request is left out or hidden to attempt to find the lowest bidder for the most deliverables. In others, the company will refuse to answer any questions outside of what is stated in the document. Some RFPs ask for so much information that responding to the RPF takes more hours than most firms are willing to do on spec. In the worst case, the RFPs ask whole swaths of vendors to compete by doing extensive pitches with detailed outlines of brainstorming and solutions. Most of those also say the organization reserves the right to all submitted material, which is implied they will give to the winning vendor to use.

If you are stuck issuing an RFP, here are 10 tips on how to improve the process for both you and those who will respond to your request. And, the last tip offers a few ideas on what you could do instead to find a solid partner for your next communications project.

1. Don’t ask people to solve your entire problem for free.

Asking for full strategies, creative pitches, or detailed solutions in a proposal might feel like “due diligence,” but it’s speculative work. Good vendors won’t give you their best thinking in a format where their ideas can be taken and shopped around.

2. Be clear about your budget range.

Not including a budget doesn’t make you mysterious or strategic; it makes the process inefficient. A clear range helps vendors understand what scope is feasible and allows them to demonstrate how much value they can bring to the table at different levels.

3. Explain your project in context, not just in parts.

Include background on your organization, your current communications infrastructure, and how this project fits into your broader strategy. A good vendor needs to understand where this work sits within the big picture, not just isolated tasks.

4. Tell us who we will be working with.

Will your internal team be hands-on or hands-off? Will we be collaborating with a board, a marketing manager, or a cross-departmental committee? Knowing the team structure helps vendors set expectations, create feasible milestones, and design better workflows.

5. Describe your ideal vendor.

It’s okay to be honest with the target audience. Are you looking for a firm with experience in your specific sector? A team in your time zone? A woman- or BIPOC-owned business only? Are small businesses or large firms preferred? Being upfront about these details saves everyone time, creates a concentrated but effective pool of applicants, and ensures a better match from the start.

6. Don’t reward the lowest bidder by default.

Procurement teams and money managers often assume the cheapest bid is the safest choice. But communications isn’t a commodity. It’s a creative service. If your scoring rubric favors low cost over fit or quality, you’re likely to get underwhelming results and disappointing outcomes.

7. Don’t plagiarize your vendors.

This has happen to us and, sadly, countless others: parts of a solicited pitch deck have shown up in a reissued RFP, clearly reused to find someone cheaper. It’s unethical, first of all. Second, this treatment can be shared with others in the industry and your organization becomes known for disrespecting vendors’ hard work. Third, when that gets around, top-tier vendors won’t trust you enough to bid in the first palce. Respect the work that goes into every submission, before or after an RFP is issued.

8. Be honest about what you do and don’t want.

If something is a deal breaker, make sure it is in the RFP and not left up to interpretation. If you won’t work with small teams, solo consultants, or generalists, say so. If the contract has binding clauses that you will not negotiate, tell people expliciticly what those terms are before they respond. If you only pay vendors when the job is done or your deadline for the project completion is set in stone, then put that in the document. Being clear about exactly what you will and won’t do saves everyone time. It also ensures your responses are closely aligned with your needs and there are few surprises when you move to the contract stage.

9. Let actual humans read the proposals.

Sure, AI tools can help sort responses, especially if you are overwhelmed by how many are submitted which usually comes from building a vague RFP. However, bots can’t assess voice, chemistry, or cultural fit. Ultimately, your team (not just your software) has to work with the vendor. Don’t hand off your decision-making entirely to algorithms.

10. Know that RFPs are not the only option.

Sometimes, the better way to hire a great communications partner (or any vendor, really) is by invitation, interview, or pilot project. A paid discovery phase, a proof of concept, or a simple call for qualifications (RFQ) can give you better information with less wasted effort for both you and your potential partners.

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Still planning to issue an RFP?

A well-crafted RFP can lead to strong partnerships when grounded in clarity, transparency, and mutual respect. Whether you are early in the process or looking to refine your approach, our team is happy to offer guidance on how to create the right RFP for your needs. We can also respond to your RFP with thoughtful, tailored insight about our process and vision for your success.

Even if we are not the right fit for your project and you want to explore alternative ideas, we are equally glad to discuss other ways to find the right communications partner for your goals or make suggestions on what firms might be right for your needs.

Topics covered in our 10 Tips series explore essential areas of brand and communications strategy, including brand consistency, consistent messaging, external communications best practices, nonprofit communications strategy, integrated marketing communications, and cross-channel communication strategy. We also address practical tools like using content calendars for marketing, vendor communications support, and brand voice training for staff. Whether you’re a nonprofit, business, or agency, our insights on repurposing content, social media consistency, and partnering with a communications agency can help elevate your external messaging.

About the author: Jamie Rose is a co-founder and COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the joyful exterior fool you. Her sharp approach to communications is what landed her previous positions with international companies and nonprofit organizations like The New York Times and The Global Fund and makes her strategic communications and campaign planning skills indispensable to our clients today.

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