About Vera
Vera Institute of Justice (“Vera”) is an independent, nonpartisan, 501(c)(3) nonprofit center for justice policy and practice, with offices in New York City, Washington, DC, New Orleans, and Los Angeles. Vera’s mission is to drive change and to urgently build and improve justice systems that ensure fairness, promote safety, and strengthen communities. We work with others who share our vision to tackle the most pressing injustices of our day—from the causes and consequences of mass incarceration, racial disparities, and the loss of public trust in law enforcement, to the unmet needs of the vulnerable, the marginalized, and those harmed by crime and violence.
Our theory of change has evolved over time to reflect an increasing emphasis on narrative change and advocacy and as critical tools for driving—and sustaining—systemic transformation at scale. We pair on-the-ground proof points with efforts to change laws and policies that influence justice systems in multiple jurisdictions, and to shape national narratives and sentiment in ways that motivate practice change among decision-makers across the country. In 2020, we launched Vera Action, a 501c(4) employing advocacy strategies—lobbying, campaigns, and legislation—in our local government work to more explicitly encourage the creation and adoption of new policies.
Purpose of Request for Proposals & Qualifications
Vera is seeking qualified vendors to work with Vera on three key streams of work — marketing and branding, website development, and digital fundraising.
Anticipated Scope of Work
Services may include, but are not limited to:
- Developing an overarching omnichannel brand identity and marketing strategy that reflects Vera’s mission and strategic priorities and increases awareness, engagement, and impact
- Conducting market research including a comprehensive audit and analysis of Vera’s brand identity, audiences, and programs and benchmark perceptions by target audiences
- Developing a distinctive brand identity and compelling assets to maximize Vera's unique positioning prioritizing our issue advocacy and fundraising
- Brand positioning, narrative, and messaging
- Revitalizing brand voice to engage new audiences
- Measuring impact in earned, owned, and paid media
- Developing internal and external launch and rollout campaigns timed to Vera’s 60th anniversary
- Designing and developing new c3 and c4 websites for Vera and Vera Action
- Researching best-in-class website functionality and user experience
- Developing year-round, multichannel digital fundraising strategies
- Developing and launching comprehensive lead and donor acquisition programs
These services may be provided on an as-needed basis to Vera by agreement described in specific task orders and based on the terms set forth in a master agreement with Vera. Please note that execution of a master agreement would not guarantee any minimum amount of work.
Minimum Qualifications
Interested and qualified Vendors that meet the following minimum qualifications are invited to submit a proposal in response to this RFQ which includes:
- Experience in the nonprofit sector, with 3-5 examples of successfully developing and launching go-to-market strategies for new public-facing brands
- Experience in developing brand identities, marketing strategies, and websites for national advocacy organizations, research and policy institutions, and/or political campaigns, with an emphasis on issue advocacy and fundraising, interactive data visualization and tools, and storytelling content
- Experience in developing web experiences and products that prioritize accessibility and mobile-friendly user experience
- Experience in developing and launching comprehensive digital fundraising strategies across all channels — advertising, email, mobile, social media, web, etc.
- Experience launching and managing acquisition programs to support long-term fundraising and advocacy efforts
Selection Criteria
During the review process, we will focus primarily on the following criteria to evaluate responses from Vendors that meet the Minimum Qualifications:
- Vendor’s commitment to diversity, equity, and inclusion
- Qualifications and Experience
- Project plan and technical approach
- Familiarity with Vera's issues and initiatives
- Cost and pricing ranges
- Adequacy, clarity, and completeness of response
- References
- Availability and timing
Timeline
- Submission deadline: March 15, 2021
- Applicants notified: March 19, 2021
Terms of RFP
Vera has the right to amend or cancel this RFP at any time. Vera reserves the right, at the time of evaluation of any Response, to request any additional information that it deems necessary. Vera further reserves the right to reject any or all Responses after evaluation, and to be the sole judge of the merits of those received. Vera will not be responsible for late or incomplete responses. Any Response which does not comply with this RFQ may not be considered. Vera will not return any materials it receives, and will not reimburse applicants for any costs incurred in developing a Response. Master agreements will have a term of five years or less, as determined by Vera.
Contact Information
Any questions regarding this RFP should be directed to:
Chris Choi
cchoi@vera.org
Digital Engagement Director
Vera Institute of Justice, Inc.
34 35th Street, Suite 4-2-A
Brooklyn, NY 11232