Publicity

Agency principals answering the Agencyfinder survey seem to agree. "RFP criteria are usually based on what is needed in very tactical terms," wrote one survey respondent. "We answered the RFP strategically to address ways to help fund the greater good of the organization, but what (they) really asked for was how to print, fold and mail a cheaper direct mail piece."

So, how do you improve this situation and make sure non-profits and foundations are getting the best marketing help they can afford? The time seems to call for a significant change.

Meyst outlined the issues. "First, the RFP should not be used to identify qualified candidates. To find qualified agency candidates, the Internet offers immediate and unlimited access to uniquely compiled agency databases designed for just that purpose. Some of the online databases have more information and more current material than what a client is going to get today directly from an agency new business person."

"Then, to a handful of qualified prospects, send a well-prepared, non-intrusive Request for Information (RFI), asking only for relevant information and that not already found, either in the on-line database or agency web site. From here, it's possible to continue along the lines of what many do today."

Respect seems to be a big issue. "Don't ask for free (spec) creative, media or PR ideas … if you need them, offer to pay for them," suggests Meyst "Also, be sure to provide feedback on a timely basis." The Agencyfinder study showed that over 60% of the agencies participating in the study reported that non-profits and foundations took an inordinate length of time to get back with an answer on the award of the account. While these agencies generally considered one to three weeks to be acceptable, many of the search committees took more than a month and several never got back with the agencies at all.

"Along with respect," says Agencyfinder's Mr. Meyst, "Comes relationships. A significant number of our agencies said that if the non-profit took some time out to form relationships with a few pre-selected agencies first, then each side would know and understand the expectations of the other. Who knows, a worthy cause may manage to get help from more than just one source?"

"I would insert objectives and accountability into the RFP," wrote one agency principal. "I would also be less concerned with agency background and history and more concerned with the diagnosis and prognosis of (the non-profit or foundation).