The key to finding the right consultant, whether to build your brand or for a photo shoot or to write web content, is to write a good Request for Proposal (RFP).

Be clear about exactly what you want to achieve and what you expect the consultant to do. After years of experience responding to RFPs, we’ve compiled a list of RFP must-haves.

1. Overview of Your Organization

Explain your mission, services, history, and structure so that consultants can understand what you do and determine if their agencies are a good match. You want to attract someone who understands your issues and is interested in your cause, so provide them with accurate information. The details can be taken from your website, brochures or grant proposals. But be sure the description reflects what your organization is now, not what it was 5 years ago when you last updated your marketing materials.

2. Current and Past Marketing Efforts and Results

Your new brand, website, or marketing campaign does not stand in isolation. Describe:

• What marketing your organization does now
• Prior marketing efforts
• What you’ve have found successful
• What failed (and why, if you know why)

3. Reasons for the RFP

Explain what’s precipitating the need for the proposed service, whether it’s operational, competitive, fundraising, relocation, merger or other impetus. The more the consultants know, the better they can address your needs. Often, other issues will arise during the course of the selection and branding process that also need to be addressed, but you want to be as specific as you can be at the outset.

4. Goals and Outcomes

A new name or logo is nice, but without a clear understanding of what you want to accomplish, the initiative will not move your organization forward. The RFP should answer the questions: What do you want the project to accomplish and how will you measure the success of the project?

5. Specific Needs

Describe the particulars of what you are looking for. If you don’t, the responses to your proposal may vary widely in fees and services offered. For a branding initiative, lay out the elements you are looking for. Do you want a new name or just a new way of presenting your organization or both? For a web project, describe the features or functions you want, from the type of calendar functions you need to the online donation system as well as the level of flexibility in updating the site. To paint a clearer picture, you can refer to websites that have the features or “look” you want. By including these details, you save yourself the unhappy surprise of extra fees for “add-ons” that weren’t included in the original quote but were in the back of your mind all along. If the quotes come in too high, you can always prioritize what you want in order to trim the cost.

6. Technology Needs

If your goals include a new website or an interactive or online project, the proposal will be more accurate if the bidders know what technology you have and want to keep. Even if you aren’t re-doing your website, information about hardware and software is important to know. Include all relevant technology information such as: Your current Content Management System and whether you want to keep it. Programming languages you want or don’t want. Current databases and management systems used for email, donor list, invoicing system or any other systems that might need to be integrated with this project. Current applications or systems that are used in-house and the level of integration you expect. You don’t want your designer delivering InDesign files when you use Word.

7. Parties and Process

Describe who will be involved in the project and what your work and approval processes are. Will a subcommittee be formed to handle the project? Who is the day-to-day contact? You may want to include the level of marketing sophistication your staff has. Address how you would like to work — whether in person or online — any project management systems you have, and potential key dates, such as board meetings or galas.

8. Expectations

Different consultants have different styles. Be clear about your expectations so that you can find the consultant who works well with your staff and within your organization’s culture. Explain what you are looking for in terms of work process, service delivery, communication, results, staff training, or any other aspect of the project.

9. Timing

So you have neglected your brand for 10 years, and now you want it redesigned immediately so you can pump up your fundraising efforts. Be realistic about how much time the process will take, the time needed to get input and approval from all parties, and the time to conduct the creative work. Recognize, too, that a “rush” project will cost more … or be of lower quality.

10. Budget

It is very helpful to let consultants know your budget for the project. Most consultants and vendors tailor their services to your needs and budget. Find the consultant who can deliver the most value for your budget. Remember, however, to allow for negotiations or for phased projects. You may not be able to accomplish all you want to right away but you may make some very good progress toward your goal.

11. Evaluation Criteria

Explain what criteria you will use to evaluate consultants for this project. It takes a lot of time to develop a good proposal, so be fair to the consultants. Describe what you are looking for — such as sector experience or specific skills — if innovative solutions or ideas are wanted or if the budget or timing are the key priorities.

12. Evaluation Process and Timing

On the first page, give the due date for the RFP, the format in which it should be submitted (PDF, email, printed, in-person presentation), how many copies are needed, and the address to which the RFP should be sent. Also, describe your selection process and the date on which you will make your final decision.

Finally, provide contact information for a person who can answer any questions those bidding on the proposal may have. No matter how well-crafted your RFP is, many consultants will want to talk with your point person in order to establish rapport and to make sure that what you are asking is something they can provide.