How to Write a Nonprofit Website RFP That Attracts the Right Agencies

• Jul 01, 2026
• AFTW Marketing Team
• Web Design Company

If you’ve ever sent out a nonprofit website RFP and felt underwhelmed by the responses, you’re not alone.

Some proposals feel generic. Others miss the mark entirely. And a few might look polished but don’t quite align with what your organization actually needs.

At that point, it’s easy to assume the issue is with the agencies.

In many cases, it starts with the RFP itself.

Most nonprofits approach an RFP as a requirement document. A checklist of features, timelines, and expectations. But the reality is that your RFP does more than describe a project. It shapes how agencies understand your needs and whether they decide to respond at all.

A well-written RFP doesn’t just get more proposals. It attracts better ones.

Why Most Nonprofit Website RFPs Attract the Wrong Agencies

The “Checklist” Problem

A lot of RFPs are built around features.

Lists of pages, integrations, and technical requirements. While those details matter, they don’t tell the full story.

When an RFP reads like a checklist, it tends to attract agencies that respond the same way. They match your list with their services, often without digging deeper into what you’re trying to accomplish.

Lack of Clarity Around Goals

When goals aren’t clearly defined, agencies are left to interpret them.

One might assume the focus is on fundraising. Another might prioritize user experience. A third might lean heavily into design.

That leads to proposals that are difficult to compare because they’re solving different problems.

Overly Rigid or Overly Vague Requirements

Some RFPs try to control every detail. Others leave too much open to interpretation.

Both approaches create challenges.

If the RFP is too rigid, it limits the ability for agencies to bring new ideas. If it’s too vague, it creates uncertainty about what’s actually needed.

What the Right Agencies Are Actually Looking For

Clear Goals and Outcomes

Agencies want to understand what success looks like.

Not just what the website should include, but what it should accomplish. Whether that’s increasing donations, improving engagement, or making information easier to access.

Clear goals make it easier for agencies to propose meaningful solutions.

Context About Your Organization

Good agencies don’t just look at the project. They look at the organization behind it.

They want to understand your mission, your audience, and where your current website falls short.

Without that context, proposals tend to stay surface-level.

Openness to Strategic Input

The strongest agencies are not just executing tasks. They’re solving problems.

If your RFP signals that everything is already decided, you may limit the type of partners who respond.

Leaving room for input encourages more thoughtful proposals.

How to Structure a Nonprofit Website RFP That Gets Better Responses

Start With the Problem, Not the Solution

Instead of leading with features, start with challenges.

What isn’t working with your current site? Where are users getting stuck? What needs to improve?

This helps agencies understand the problem before jumping to solutions.

Provide Meaningful Organizational Context

Give a clear picture of who you are and who you serve.

This doesn’t need to be long, but it should help someone unfamiliar with your organization understand your priorities and constraints.

Define Goals Clearly

Be specific about what you want the website to achieve.

This might include improving conversions, simplifying navigation, or supporting program growth.

Clear goals lead to more aligned proposals.

Outline Scope Without Over-Engineering It

You don’t need to define every detail.

Provide enough direction so agencies understand the scope, but leave room for them to suggest better approaches where appropriate.

Be Transparent About Budget and Timeline

Including a budget range helps agencies determine if the project is a fit.

It also leads to more realistic proposals.

The same goes for timeline. Even a general timeframe provides useful context.

Explain How You’ll Evaluate Proposals

Let agencies know what matters to you.

Whether it’s experience, approach, communication, or something else, clarity here helps them tailor their responses.

Real-World Scenario: Two RFPs, Two Very Different Outcomes

Example of a Generic RFP

One nonprofit created an RFP focused heavily on features.

It listed required pages, integrations, and technical preferences but offered little context about goals or challenges.

The result was a wide range of proposals that were difficult to compare.

Some focused on design, others on development, and very few addressed the underlying issues.

Example of a Clear, Goal-Driven RFP

Another organization approached it differently.

They described their current challenges, outlined their goals, and provided context about their audience.

The responses were more aligned.

Agencies addressed the same core problems, making it easier to evaluate options and move forward with confidence.

Common Mistakes to Avoid When Writing Your RFP

• Copying another organization’s RFP without adapting it
• Listing too many features without prioritizing them
• Skipping internal alignment before writing the document
• Treating the RFP as a formality instead of a strategic step

How to Evaluate RFP Responses the Right Way

Look Beyond Price and Design

It’s tempting to compare numbers and visuals.

But those don’t tell you how the project will unfold.

Understanding how each agency approaches the work is more important.

Compare How Agencies Solve the Problem

Pay attention to how each proposal addresses your goals.

Are they responding to your challenges, or just listing services?

The difference becomes clear quickly.

Watch for Red Flags

Some warning signs include:

• Generic proposals that could apply to any organization
• Lack of clarity around process or deliverables
• Overly optimistic timelines without explanation

These don’t automatically disqualify an agency, but they’re worth noting.

Making the Right Decision After the RFP

What Matters Most in a Final Decision

The strongest partnerships usually come down to a few factors.

Clear communication. A thoughtful approach. A sense that the agency understands your organization and can guide you through the process.

Those elements tend to matter more than small differences in pricing or design style.

Architechs for the Web works with nonprofits to plan, design, and improve high-performing websites, with a focus on clarity and long-term results. That kind of approach helps ensure the project stays aligned from start to finish.

Key Takeaways Before You Send Your RFP

• A strong RFP creates clarity for both your team and potential partners
• Better RFPs lead to better proposals
• Focusing on goals leads to more meaningful solutions
• The process is just as important as the document itself

Frequently Asked Questions

How long should a nonprofit website RFP be?

It should be as long as it needs to be to clearly explain your project, but no longer. Clarity matters more than length.

Do we need to include a budget in the RFP?

Including a budget range helps agencies determine fit and leads to more realistic proposals.

How many agencies should we invite?

Three to five agencies is usually a manageable range that allows for comparison without creating unnecessary complexity.

How long does the RFP process take?

It varies, but most processes take several weeks from drafting to final selection, depending on internal timelines.

What’s the biggest mistake nonprofits make with RFPs?

Not clearly defining goals, which leads to misaligned proposals and difficult decisions.

Getting the Right Responses Starts Here

A well-written RFP doesn’t guarantee the perfect partner, but it puts you in a much better position.

It creates clarity, sets expectations, and helps attract agencies that understand what you’re trying to accomplish.

If you’re preparing for a website project, it’s worth taking the time to get this step right.

If you’re ready to move forward, get help planning your nonprofit website project.

And if you want an outside perspective before sending your RFP, you can also get a nonprofit website audit to see where your current site stands.