REQUEST FOR PROPOSALS: DIRECT MAIL FUNDRAISING PROGRAM
MoveOn Overview:
MoveOn is the largest rapid-response political campaigning organization in the United States. We wield independent political power by bringing millions together to take action and mobilize for a just society where everyone can thrive.
For more than a generation, MoveOn has been the home base for millions of people who refuse to accept the status quo and are moved to take action for progress. We have consistently been a bulwark against the radical right, channeling our voices to end wars, protect democracy, and advance justice for all.
Project title: Direct Mail Fundraising
Project begins: February 1, 2026
Project length: 1 year, with possibility to extend
Project Overview: MoveOn seeks a Direct Mail Fundraising vendor to plan, execute, manage, and optimize our national direct mail fundraising program. The vendor will provide strategic consulting, package development, production management, list services, reporting, and related support to grow donor engagement and revenue through effective mail campaigns.
The partner must demonstrate experience with large-scale nonprofit direct mail solicitation, cultivation, and stewardship programs, including renewal, reinstatement, and special appeals. The vendor must uphold MoveOn’s commitments to equity, data security, and high-quality donor communication.
RFP submission date: Direct mail fundraising firms must submit proposals to proposals@moveon.org by 11:59 PM ET on December 22, 2025, with the subject line “Direct Mail Fundraising Program RFP.”
Scope of work:
The selected vendor will provide comprehensive direct mail fundraising services. These services include but are not limited to the following:
1. Strategic Consulting & Program Planning
Develop annual revenue and expense projections, testing strategies and multichannel direct mail campaign planning.
Provide ongoing analysis to optimize performance and long-term donor value.
2. Creative Concepting & Package Development
Develop and produce all creative components for direct mail packages, including copywriting, design, layout, and art direction.
Deliver packages for renewal, reinstatement, and special appeals.
3. Production & Vendor Management
Manage all aspects of production, including print buying, paper sourcing, lettershop services, bindery, and quality control.
Secure competitive bids, evaluate vendors, and oversee all production timelines.
Ensure MoveOn has adequate review and approval time prior to printing and mailing.
Provide detailed cost estimates for every project, including reconciliation of actual vs. estimated costs in line with previous expectations
Agents will be trained in techniques approved by MoveOn to maximize retained donation amounts.
4. List Services & Data Management
Provide list strategy, list rental recommendations, list exchanges, and universe development.
Maintain strict confidentiality of all donor lists and comply with MoveOn’s data-protection rules
Ensure data hygiene practices (NCOA, de-duping, etc.) are implemented prior to every mailing.
5. Reporting, Analytics & Evaluation
Provide campaign-level reporting, including response rate, revenue, ROI, cost analysis, and donor segment performance.
Deliver monthly income and expense summaries, ongoing performance dashboards, and annual program evaluations.
Provide analytic add-on services (e.g., KPI reports, LTV projections, universe analysis).
6. Creative Services
Work closely with MoveOn Fundraising, Donor Services, and Operations teams.
Incorporate MoveOn feedback and approvals at all stages of the creative and production process.
No creative or production work may proceed without written approval.
7. Coordination With MoveOn
Work closely with MoveOn’s Direct Mail consultant, Mid-level Officer, Director of Donor Retention, and Tech teams.
Incorporate MoveOn feedback and approvals at all stages of the creative and production process.
No creative or production work may proceed without written approval.
8. Compliance and Legal Requirements
Ensure adherence to applicable federal and state laws regarding charitable solicitations and assist with any filing obligations required by MoveOn.
The vendor must be registered as fundraising counsel in the necessary states. Additionally, the vendor must comply with any state-specific requirements.
Support MoveOn's audit, compliance, and reporting processes.
Reports to the Director of Donor Retention. The firm will also work closely with MoveOn’s Chief Operating Officer, Donor Services and Retention Consultant, and Technology & Data staff.
Proposal submissions: Participating firms may submit a proposal which includes the following information below:
1. Background
Name, address, website, primary contact
Overview of your firm’s mission, structure, and capabilities
2. Experience
Description of relevant experience in nonprofit or political direct mail fundraising
Summary of similar programs managed, including acquisition, renewal, reinstatement, and planned giving mail
Examples of creative work or testing successes
3. Approach (Not to exceed 4 pages)
Your approach to fulfilling the scope of work, including:
Strategic methodology
Creative and testing philosophy
Segmentation strategy
Production oversight
Project management structure
Description of how staff will be assigned to the MoveOn account
Past performance metrics, if available
4. Equity: Please explain whether and how your firm has advanced the values of equity, diversity, and inclusion within the firm, and state how that is reflected in the leadership, ownership, and work of the firm. Please share how you will center equity in your work for this project.
5. Location: RFP is open to individuals/firms based in the contiguous U.S.
6. Cost and availability: $6,500 to $8,000 monthly
References: Past clients (3) that MoveOn may reach out to as references, with contact info
Most-favorable terms:
MoveOn reserves the right to make an award without further discussion of the proposal submitted. Therefore, the proposal should be submitted initially on the most favorable terms that the vendor could propose. There will be no best-and-final-offer procedure. MoveOn does reserve the right to contact a vendor for clarification of its proposal.
The vendor should be prepared to accept this request for proposal for incorporation into a contract resulting from this request for proposal. Contract negotiations may incorporate some of or the vendor’s entire proposal. It is understood that the proposal will become a part of the official procurement file on this matter without obligation to MoveOn.
No obligation to contract
This request for proposal does not obligate MoveOn to contract for services specified herein.
Rejection of proposals
MoveOn reserves the right at its sole discretion to reject any and all proposals received without penalty and not to issue a contract as a result of this request for proposal.
Nondiscrimination
The vendor will adopt and disseminate a policy that the vendor, in employment, recruitment, selection, compensation, benefits, promotion, demotion, layoff, termination, and all other terms and conditions of employment will not discriminate on the basis of race, color, creed, age, sex, national origin, ethnic identity, physical or mental disability, veteran status, marital status, economic status, religion, sexual orientation, gender identity, or any other legally protected basis.