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Alliance of Arizona Nonprofits Seeks PR Firm for Media Outreach


Alliance of Arizona Nonprofits Seeks PR Firm for Media Outreach

Project Scope 
The Alliance of Arizona Nonprofits and Arizona Grantmakers Forum, working under the Alliance of Arizona Nonprofits (the Alliance), are seeking a PR firm with extensive experience in promoting nonprofit or membership organizations. The selected firm will work closely with the Alliance’s Marketing Department and Leadership Team to provide comprehensive press releases and media opportunities for the organization. The selected firm will be given access to Alliance staff and board as needed during the project, which can include regularly scheduled meetings. The firm selected will provide communications and public relations services that will:

  • Promote the Alliance as a highly respected organization offering strong capacity building programs for Arizona’s nonprofit and philanthropy sectors.
  • Position the Alliance as a leading and trusted source of appropriate nonprofit and philanthropic information for the media and the public.
  • Drive traffic to the Alliance events, website, and social media.
  • Grow awareness of the Alliance reputation and brand.
  • Produce and report clear measures of success.

Upon award of this project, the firm will be given a one-year contract with the option for renewal at the end of the year should both the Alliance and firm agree. Renewal is optional for up to four years, contingent upon success of goals. After the fifth year of contract, the Alliance will go through a new RFP process for which the awarded firm may re-apply.  

Scope of Services 
The following provides a general overview of the specific work the Alliance will expect the selected firm to complete. This should not be considered an exhaustive list of tactics to meet the goals stated above. The Alliance welcomes proposer’s recommendations to add strategies and tactics to this list.  

1. Media Relations

  • Propose and implement media relations strategies that elevate the Alliance’s exposure to identified audiences via regional news and media organizations. Regions that we identify are Southern Arizona, Northern Arizona, Maricopa County, and rural Arizona.
  • Proactively identify opportunities for media coverage and work to facilitate that coverage.
  • Schedule media interviews for identified Alliance staff, board members, members, and supporters to promote Alliance programming.
  • Draft news releases and send news releases to promote the Alliance programs.

i. Programs include but are not limited to: Arizona Gives Day, Transform Arizona, ENGAGE Nonprofit Conference, yearly summits, Nonprofit Lifecycles, Business on Board, Social Return on Investment, AZUL, AmeriCorps VISTA, Organization for Nonprofit Executives (ONE), Day of Advocacy, Guide to Grants Online, Resources for Good Directory, general events and programming, general membership, and general advocacy activities.

  • Pitch stories to local, regional, and national media outlets.
  • Monitor and report on the effectiveness of the Alliance’s own press releases, story pitches, and activities.
  • Generate measurable increases in media coverage of the Alliance work with the nonprofit and philanthropic communities.

2. Reputation and Branding

The Alliance is well known for its programs and advocacy work supporting both the nonprofit and philanthropic sectors throughout the state. General perception of the Alliance is very positive.

However, the Alliance is best known in the Phoenix-metro area and Tucson and brand recognition is lower in other areas including rural Arizona. The Alliance is currently working on expanding programs throughout the state to help build this recognition. The anticipated scope of work should include a thorough discussion of the ways in which the Alliance’s reputation and brand can be enhanced both in the markets in which they are currently well-known but also throughout the remainder of the state.

Ownership of Final Product/Intellectual Property 
The ownership of press releases and communication plans that are completed upon award of this RFP will fall under the Alliance’s purview, but the PR firm may use it as examples in their portfolios.

Assumptions and Agreements 
The Alliance reserves the right to dismiss any proposal for any reason. 
The proposal must include portfolio examples (online links are acceptable) and references of businesses with which the firm has worked on similar assignments. 

Submittal Requirements 
Proposals must be submitted in a .pdf format to the Alliance Marketing Team at 

Proposals must include the following: 

1) A firm profile, length of time in business and a description of the firm’s core competencies.
2) Portfolio of similar work completed for previous clients including a comprehensive package illustrating communication plans and media coverage.
3) Description of the firm’s availability to begin the project as well as a proposed timeline for assessment, implementation, and delivery.

4) List service fees for the completion of the elements as requested and present the total estimated cost per month or year, the hourly fees (with number of hours estimated) or flat rates.

5) Examples and/or description of reporting that will be provided if the contract is awarded.
6) Biographies for key individual(s) assigned to the project including tenure with the firm.
7) Three references including the type of work done for each and the date of completion. Please include company name, address, phone number and contact name.
8) Explanation of what regions the firm will focus on.
a) We acknowledge that Arizona is a large state and that this RFP may be best satisfied if multiple firms are retained for the various regions. Please feel free to submit should you only focus on one region of the state.
9) A summary explaining why your firm is most qualified.

All submissions must be sent electronically as a .pdf. 

Selection Process 
The following details the two-step process the Alliance will use to determine the interest, qualifications and selection of a final partner for the project:

1) Submission of qualifications: Pre-qualification
The Marketing Department will determine which firms are best qualified to complete the project based on the information requested in the RFP.
2) Finalists
The Marketing Department will ask the finalists to make a presentation discussing their qualifications, the process, and any items they envision or any suggestions for desired outcomes. The selection committee reserves the right to determine the number of finalists, but it is expected that 2-3 firms will be selected for further consideration.

Schedule for Selection Process 
Issuance of RFP:   October 4, 2022 
Questions from Submitters: October 21, 2022 5PM MST 
Responses Due:   October 28, 2022 5PM MST 
Finalists Notified by Phone:   Week of October 31, 2022 
Finalist Interviews:   November 7 – 11, 2022 
Award of Contract:   Week of November 14, 2022 
Anticipated Commencement of Project: December 5, 2022 

Request for Additional Information 
The Alliance reserves the right to request any additional documentation that it deems necessary to assist with the review and contract award process. 

Contract Terms 
All produced materials by the selected firm on behalf of the Alliance of Arizona Nonprofits are confidential and become the exclusive property of the Alliance. The selected firm may not share project materials, member data, industry or project participant contact information unless explicitly authorized by the Alliance to do so. The Alliance is not responsible for any costs incurred in preparation of a proposal. The Alliance reserves the right to accept or reject any or all proposals received as a result of this RFP, to negotiate with all qualified bidders and to cancel the RFP, in part or in its entirety, at its sole discretion. 

If you have questions, please contact the Alliance Marketing Team, at Firms are not allowed to contact individual team members at the Alliance or Arizona Grantmakers Forum after the RFP is released. This may grant disqualifications. 

At the Alliance, we recognize the importance of diversity. We are committed to being a valuable member of the communities in which we live and operate. Diversity in our supplier base is an important part of that commitment. Through our Supplier Diversity Program, we are dedicated to diversifying our supplier base to include minority-owned (MBE), women-owned 
(WBE), veteran-owned (DVBE), LGBTQ (Lesbian, Gay, Bi-Sexual, Transgender, Queer/LGBTBE)-owned and disabled-owned businesses and individuals wherever possible. We actively work to include diverse suppliers in every bidding opportunity.  

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