Request for Proposals: Equity in Communications Review and Recommendations

The Health Foundation for Western & Central New York (Health Foundation) is requesting proposals from communications firms that specialize in racial and socioeconomic equity-driven projects to partner with us on a review of our communications assets.

In 2020, the Health Foundation launched a new vision statement and strategic plan. The Health Foundation’s vision is a healthy central and western New York where racial and socioeconomic health equity is prioritized and all people can achieve equitable health outcomes. Please read our vision and strategic plan to understand our organization’s work more fully.

This work has deepened our understanding that philanthropy has traditionally upheld existing power structures and excluded the voice and contributions of marginalized groups and grassroots community organizations.

In order to more effectively reach communities who have not had access to philanthropic relationships, the Health Foundation is undergoing a rigorous review of our processes and procedures based on best practices in racial and socioeconomic equity.

This includes a review of our communications assets in order to determine how well those assets reflect our organization’s commitment to racial and socioeconomic health equity, and how effectively we are reaching nonprofit organizations who serve under-resourced communities in order to build trust, awareness, and new partnerships.

Read the Frequently Asked Questions from interested applicants that resulted from our open question period here.


At the conclusion of this project, the Health Foundation will be informed on the effectiveness of our current communications and equipped with strategic recommendations of how we might revise, update, or continue reviewing those efforts. These recommendations should support our goal of reaching and building trust with grassroots nonprofits and strengthening our community partnerships.


Interested firms should submit a proposal that outlines how you would provide the following services:

1 – Conduct an audit of the Health Foundation’s overall communications assets to determine how effectively they reflect our organization’s commitment to equity and provide a report of those findings. These assets may include our social media channels, e-newsletters, annual reports, organization visual and verbal identity assets including logo, tagline, and color palette, website copy, and other collateral as identified by the Health Foundation communications team.

2 – Provide a set of recommendations based on those findings, including whether or how to revise or update our communications assets, key messaging, and visual/written identity to more effectively reach nonprofit organizations that serve communities of color, rural communities, and other under-resourced groups.

The completion of the resulting recommendations is not included in this scope of work and will be included at a later stage of work.


  • The deadline to submit questions on this RFP is January 13, 2023. Submit questions to Include “RFP Questions” in the subject line.
  • Proposals are due by January 27, 2023.
  • Application review, including the potential for virtual interviews with some candidates, will take place in early February.
  • Selected firm will be notified by February 17.
  • These services should be completed by June 1, 2023.


Our budget for this project is up to $25,000.

How to Submit Proposals

Please include the following in your proposal and email it in PDF format to Please include “Communications RFP” in your subject line.

  1. Name of firm
  2. Primary contact information for your firm
  3. 1-2 case studies or examples of previous projects that demonstrate your expertise in communications strategies that are rooted in equity best practices.
  4. A brief proposal of how you will accomplish the outlined objectives, including your team members, resources and other assets that may be involved. Tell us about your team and what you’ll bring to the table.
  5. Estimated timeline for completion
  6. Estimated fees broken down by stages or deliverables

Priority will be given to firms with experience in communications projects that include a focus on racial and/or socioeconomic health equity. MWBE and worker-owned firms encouraged to apply.

Questions? Please email before January 13, 2023. Use “RFP Questions” in the subject line.