Request for Proposal WEB CONTENT MANAGEMENT SYSTEM IMPLEMENTATION, NEW WEB DESIGN AND MANAGED SERVICES

American Humane Association | 1400 16TH ST NW, SUITE 360, WASHINGTON, DC 20036 | 800.227.4645 | AMERICANHUMANE.ORG

Contents PROJECT OVERVIEW ................................................................................................................................................................ 2 AMERICAN HUMANE ASSOCIATION BACKGROUND ................................................................................................................. 3 WHAT WE SEEK IN A VENDOR ................................................................................................................................................. 5 CURRENT CONFIGURATION ..................................................................................................................................................... 6 BUDGET & COST ESTIMATES .................................................................................................................................................... 7 PROPOSED TIMELINE ............................................................................................................................................................... 8 SITE GOALS AND KEY AUDIENCES ............................................................................................................................................ 9 MARKETING COMMUNICATIONS, MESSAGING AND EDITORIAL FRAMEWORK .......................................................................11 INFORMATION ARCHITECTURE, CONTENT STRATEGY AND USER EXPERIENCE ........................................................................12 BRAND AND DESIGN...............................................................................................................................................................16 INTEGRATION ISSUES .............................................................................................................................................................17 REPORTING AND DATA NEEDS................................................................................................................................................19 STAFF RESOURCES ..................................................................................................................................................................20 FORMAT FOR PROPOSALS ......................................................................................................................................................21 RESPONSE INSTRUCTIONS ......................................................................................................................................................23

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PROJECT OVERVIEW American Humane Association is requesting proposals for the following:   

Implementation of web content management system; Design and development of organizational website; Providing on-going maintenance and support.

American Humane Association is planning for this project to occur in multiple phases over several years. We would like to begin planning our long term digital strategy now. This request is for the first phase of the work. The vision for the CMS will be to house our new consolidated and integrated website within one platform. American Humane Association has chosen Drupal as its new Content Management System (CMS). As we are a national organization with multiple locations, the CMS will be updated by staff across the organization of varying skill sets. Our current website (americanhumane.org) is actually multiple small websites built in a variety of CMS and homegrown technologies. The site collection has grown organically over the years as staff and leadership changed. The sites have disparate look and feel that challenge our audience to discern American Humane Association is one organization. Most of the current sites are not mobile responsive and the content templates are difficult to manage, while internal staff can minimally maintain the sites and make updates. We need a single CMS with flexible templates that can easily be managed by non-developers. American Humane Association is also seeking support services related to the CMS. Our current sites are hosted by multiple vendors with varying managed service packages. In the future, the desire is to consolidate all web properties to one host and for selected vendor to identify a hosting provider, configure and set up environment and to provide ongoing managed services and support.

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AMERICAN HUMANE ASSOCIATION BACKGROUND American Humane Association’s mission is to ensure the welfare, wellness and well-being of children and animals, and to unleash the full potential of the bond between humans and animals to the mutual benefit of both. Since 1877 the historic American Humane Association- the country’s first national humane organization- has been at the vanguard of virtually every major advance, policy movement, legislative campaign and cultural transformation aimed at protecting the most vulnerable among us, children and animals. In doing so, we believe we’ve made the world a demonstrably better place – not only for children and animals, but for all of us who recognize that the strength of our society is rooted in acting every day to promote our core values of caring, compassion and hope. As the nation’s voice for the protection of children and animals, American Humane Association reaches millions of people every day through groundbreaking research, education, training and services that span a wide network of organizations, agencies and businesses. American Humane Association is unique amongst its peers in the nonprofit arena. The organization has traditionally been high touch in their fundraising and advocacy work. The direct response program is new and growing, with revenue for online and offline being almost equal in volume. In addition, the organization offers multiple fee for service programs, which is a core part of their funding stream. There are four core areas of focus, which American Humane Association calls “planks”. Humane Hollywood- Since 1940, the Association’s Film & TV Unit has exclusive on-set jurisdiction from the Screen Actors Guild to supervise the use of animals in movies, TV shows, commercials and short films. Our Certified Animal Safety Representatives™ work around the world — not just in Hollywood — to ensure that productions meet our strict Guidelines for the Safe Use of Animals in Filmed Media. Our “No Animals Were Harmed®” certification program monitors thousands of productions a year in the entertainment industry. With established filmmaking guidelines, detailed production reviews, certified safety reps and more, we help keep the cameras rolling and the animals safe. The American Humane Association Hero Dog Awards™ were created in 2010 to celebrate the powerful relationships between dogs and people, and to serve as a catalyst to advance society's understanding of the human-animal bond. Dogs are an invaluable part of our lives every day as companion animals, service and therapy animals, animal soldiers, police officers and first responders and emerging heroes. Humane Intervention- American Humane Association works in association with American first responders, emergency managers, civic leaders, animal protection advocates, healthcare providers and families to prepare for and cope with disasters and crises. American Humane Association began doing animal relief in August, 1916, by accepting an invitation of the War Department to help animals used by the U.S. Army during WWI. The invitation resulted in the development of the American Red Star™ Animal Relief Program known today as Red Star™ Rescue. Our Red Star teams rescue and shelter animals in crisis and provide lifesaving tips to protect children, families and communities before, during and after disasters. Red Star™

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Animal-Assisted Therapy teams are on the ground year-round providing life-healing comfort for children with cancer, the aged, the infirm, and military families impacted by service. Humane Heartland- American Humane Association created the first welfare certification program in the United States to ensure the humane treatment of farm animals. The American Humane Certified™ program provides third-party, independent verification that certified producers’ care and handling of farm animals meet the science-based animal welfare standards of American Humane Association. The program provides ongoing outreach to farmers in the implementation of the best humane practices for animals. American Humane Association is working on a new educational curriculum for children on farm animals to help educate our children about where our food comes from and ensure future generations are invested in the humane treatment of farm animals. Humane Research & Policy- In collaboration with animal experts from across the nation and around the world, American Humane Association uses strategic science to get to the bottom of what keeps animals healthy and safe. We’re also finding ways to connect the welfare of animals to the well-being of children, both a critical part of our mission to create a more humane and compassionate world by ending abuse and neglect of children and animals. Anchored by two cutting-edge research institutes – the new Animal Welfare Research Institute and the new Children’s Innovation Institute – Humane Research & Policy brings participatory, preventive science to our communities with robust solutions that prevent abuse and neglect of our most vulnerable. Throughout our history, American Humane Association has been a solutions-based organization that relies on knowledge as well as kindness, science as well as sentiment, hard facts as well as the facts of the heart to provide enduring answers to society’s most pressing challenges. Our goal is to create healthier, more humane and compassionate communities where our children and our animals – the voiceless and the vulnerable – can thrive. Every day, more supporters join our ranks, from pet lovers to farmers, child welfare advocates, and powerful, caring leaders from Martha Stewart to Steven Spielberg. Yet even with all the progress we’ve made, there’s still so much to do to ensure the well-being of all children and the welfare of all animals.

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WHAT WE SEEK IN A VENDOR American Humane Association is seeking more than a vendor; we are seeking a long term contract partner to create our digital roadmap. We are seeking an innovative vendor who will enable us to advance our technology future and create a sustainable system for our team to carry forward. Our ideal partner will share a passion for our mission. They will bring superior skills in user experience, design and strategy to the table. They will understand the importance of a strong, stable and secure technology infrastructure. They will be patient and empathetic with a small organization with a mighty mission to carry out. It also should be noted that our fundraising efforts will be a focal point for this new website. It is highly desirable to have a full service agency, with creative, nonprofit fundraising and digital technology strengths. Partnership proposals will be considered, should agencies decide to bid together. While we are not limiting bids to only Washington DC Metro area organizations, American Humane Association will want face- to- face collaboration on this project and will not reimburse for travel expenses.

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CURRENT CONFIGURATION The current configuration of web content technologies is driving this request for proposal. At present, best efforts to maintain, modernize and monetize are thwarted. The website has grown organically over the last several years. New standalone technology solutions have been implemented by the team, in an attempt to use more modern digital approaches. This has caused many to become outdated, orphaned and non-functional. The situation is not sustainable to achieve success. Website

Purpose

Status

Technology

Page Counts

American Humane Association www.americanhumane.org

Flagship website for organization

Actively used

Convio CMS Luminate Online

2207 Total 1203 About Us/News 247 Animals 220 Children 533 Other

Be Humane www.behumane.org Humane Heartland www.humaneheartland.org

Humane Hollywood www.humanehollywood.org

American Humane Association Blog www.americanhumaneblog.org

Initiated as a member website and to house newsletter. Gateway to our Heartland programs for farmers, producers and other food industry audiences. Front end to Humane Heartland Certification Gateway to our film and television programs for producers, directors and other film audiences. Front end to monitoring report database. Main organizational blog

Hero Dog Awards www.herodogawards.org

Website for Hero Dog Awards Program, handles nominations and voting

Hero Vet and Tech Awards www.herovetawards.org

Website for Hero Dog Awards Program, handles nominations and voting

Kindness 100 Campaign Microsite www.kindness100.org

Campaign microsite to honor program milestone

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Orphaned, CMS version is out of date Actively used, CMS version is out of date

Joomla

Front end is Joomla, with a .NET application on backend for certification

Not including action alerts, landing or donation pages 646 Active 18 Inactive 213 Newsletters 859 Active 1 Inactive Currently approximately 6700 audit locations with 270 producers. 3950 Active

Actively used, CMS version is out of date

Front end is Joomla, with a FileMaker Pro data backend. Powers website and a mobile application in development.

Actively used, CMS version is out of date Actively used, built by internal team, multiple technical issues, highest traffic website in collection Actively used, built by internal team, multiple technical issues, second highest traffic website in collection Actively used, but not sure of fate post campaign.

WordPress CMS version is out of date HTML front end, PHP and MySQL backend and application to power voting

325 Published

HTML front end, PHP and MySQL backend and application to power voting

24 Active

HTML5 with Convio integration

3 Active

165 Active

BUDGET & COST ESTIMATES American Humane Association has divided the budget for this request into two distinct parts, one for CMS implementation and website design and another for maintenance and support. Budget for CMS Implementation Given the level of complexity and strong desire for very high quality work, American Humane Association has established a target budget of $175,000 for the initial phase of the project. We will consider proposals that are above our cap, but will require a persuasive and compelling proposal to justify exceeding it. And obviously, proposals that are under budget and are able to meet requirements are highly desirable. Budget for Hosting and Support The proposed costs for managed services and support, if a vendor chooses to bid, does not need to be included as part of the overall project budget. We are treating this as a separate cost allocation. Vendor should outline advantages of hosting configuration, maintenance and support services to be provided through them. The targeted budget for this work should not exceed $1000 per month for hosting and managed services. Hosting will be contracted by American Humane Association, however respondent should be prepared to assist with proper configuration and set up. The hosting should include sufficient storage and bandwidth to afford for not only the existing production environment's content, traffic, and seasonality, but also for expected growth of the website resulting from the improved design and content production as well as increased promotion by the Association. Test and development environments should be included in the proposal, with the appropriate reduction in compute capacity. American Humane Association prefers month to month terms on hosting, to allow us to move due to dissatisfaction or other reasons. This would also be preferable in a managed services arrangement. While this RFP will not detail the full extent of the technical requirements, future discussions can cover those details. For the initial rough proposal, interested vendors should use levels of capacity, availability, scalability, backup, and retention suitable for the public online presence for the association. Appropriate levels of monitoring, reporting, patch and upgrade management should also be included as part of the managed services proposal. Please specify the typical frequency and approach for identifying and deploying patches and upgrades, including security patches. Ongoing patch and upgrade management and maintaining a healthy environment for security and compatibility is of particular importance for this project. In addition, it is requested to see the full suite of options for managed service packages that respondents offer. Ideally, we will be able to adjust budgets and scale accordingly, depending upon value of offerings. American Humane Association is ready to begin the project immediately and it is fully funded.

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PROPOSED TIMELINE Phase 1: CMS Implementation and Website Design June 25, 2015: RFP release date July 3, 2015: Submission deadline for questions on RFP July 7, 2015: Answers to questions posted on americanhumane.org/webrfp July 10, 2015: Notification of intention to bid July 24, 2015: Proposals due August 3-7, 2015: Finalist interviews August 11, 2015: Proposal award date and notifications sent to finalists August 17-21, 2015: Kick off meetings November 15, 2015: Drop-dead Date (no new concepts/functionality added) January 15, 2016: Beta site launch February 28, 2016: Proposed site launch Phase 2: Enhanced Website Release TBD 2016 Phase 3: Legacy Application Redevelopment and System Integration TBD 2016

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SITE GOALS AND KEY AUDIENCES American Humane Association has retained a consultant to manage the RFP process. In order to select the technology and deliver the RFP, a comprehensive needs analysis was conducted and stakeholder input has been gathered. The consultant has worked with the internal stakeholders to develop the website and audience goals, tasks and measurements of success. Along with a technology assessment, to help vendors prepare an accurate scope of work in their proposal. Upon submitting an intent to bid, this information will be made available. Site Objectives  Reach: Broaden the reach of American Humane Association to new and more diverse audiences  Engagement: Deepen engagement across our distinctive audience segments and channels  Empowerment: Empower our audiences to choose their journey and share with others  Revenue: Increase our online revenue and bolster offline revenue generation Site Goals  Increase visibility of and enrollment in programs  Articulate why American Humane Association should be the choice for partners, funders and supporters  Attract high quality talent to organization  Demonstrate the high impact results of our work  Display relevance to specific audiences  Increase revenue across entire giving portfolio  Grow base of supporters Key Audiences  Believers  Responders  Influencers  Funders  Industry partners Believers- Those who believe in what we do, share our values, whether they know us or not. At American Humane Association, there is a deeply held belief it’s a duty of everyone to stand up and speak up for the most vulnerable, children and animals. Attracting more and more believers and developing a deep and lasting relationship with them is our goal. Anyone who values compassion and humanity is an audience we wish to attract. Responders- Those who in times of crisis, need and celebration can be counted on to activate on our behalf. We would not be able to carry out our mission without our volunteers, advocates and supporters who give of their time to the greater cause of protecting children and animals. Influencers- Those who share our vision and will enroll others. This audience is one of great diversity. From our celebrity ambassadors to those who make policy at all legislative levels to municipalities preparing for disaster response to scientists discovering new cures to the media, 9|P a g e

they are all influential. Their influence on our behalf is essential to our important messages being conveyed. Funders- Those with the means to support our mission financially. American Humane Association works to deliver impactful results to all of our funders, no matter the size of the gift. Foundations, corporations, customers of our services and individual donors are all vital to our continued success. Industry partners- Those who demonstrate our values through their work. Industry partners cross many sectors from film and television to agriculture to science and medical research to the military, law enforcement and first responders. They are a valued partner to the organization ensuring the humane ethics are shared by their supply chains, employees and customers. Site will be accessible by general public. Currently, several of the Association websites have web applications that require users to create accounts and login. This will be a longer term requirement that should be considered during the initial design and planning. The desire is to have the user information captured into both the web application and our CRM system.

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MARKETING COMMUNICATIONS, MESSAGING AND EDITORIAL FRAMEWORK American Humane Association views this new CMS and website design as the cornerstone to our fundraising, marketing and communications efforts. In order to deliver on our mission, we will need to refine our overall approach to how we communicate via the web. As a complement to the strategic plan for the new site, we are also requesting the creation of a messaging framework to be developed. The framework should go beyond our new website and take a comprehensive view of both online and off line messaging. The areas to be included would be:    

Website Annual Report Email Direct Mail

The expectation for this deliverable is to have a manual that can be used across the organization by all staff. It would provide guidance for how to gain cohesion across all audience touch points. Our goal is to provide a seamless 360 degree user experience of our organization; we feel a new message framework will be key in achieving this goal. The elements would include content, messaging, brand and design elements. We want our audiences to know, no matter what specific program they are interacting with, they are all a part of American Humane Association. While the messaging framework will accelerate how we communicate across these channels, the editorial framework must be sustainable. Explanation should be provided of how you will work with Association to maintain this new cohesive communications plan. Outline how you would deliver on the set up of both a technical and human governance system. Workflows within the CMS are but one part of our needs, the human elements will be important. The Association will be most interested in the recommendations for how this is successfully addressed in practice.

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INFORMATION ARCHITECTURE, CONTENT STRATEGY AND USER EXPERIENCE American Humane Association recognizes that the design and implementation of a new CSM alone will not remedy all of their issues. The Association considers the user experience to be equally important, if not more so than the technical solutions provided. The work we do is complex and quite diverse - our programs are very distinctive, as are their core audience groups. Food producers have very different needs than Hollywood producers. We must be able to meet these highly specialized needs while providing a seamless experience for everyone. We believe that the humane treatment of all animals is our golden thread. Our challenge is that our golden thread is applied so distinctively to each program, our efforts are often very fragmented and siloed. As a complement to this need, attention should be paid in the response to the brand and messaging sections. This overarching user experience challenge should be addressed from multiple angles. The desire is to have all of our currently separate websites to live within the new CMS and under one unified information architecture. It is critically important for our users to satisfy their specific goals with us, and to feel compelled to explore the intense breadth of work the Association delivers to ensure the protection of animals and children. A deeper audience analysis proposal is requested to best inform the information architecture, content strategy and user experience. While in this request there are high level audience groups provided, bidders will receive a granular listing of the numerous distinctive audiences. Content clean-up efforts have not begun at present. An outline of the process for content auditing, migrating and creating should be included. While there is valuable content available across all of our properties, it will likely need extensive refreshing before it can be used again. Another key area for consideration regarding the architecture and experience is that innovation is critical for the Association. Programs and services are created to meet the needs as the demand changes. The architecture should afford for changes to programs and offerings without requiring an overhaul of the site structure. We want a flexible architecture that will allow for the normal expansions and contractions of delivering our mission.

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ESSENTIAL TOOLS AND FUNCTIONALITIES American Humane Association has identified the following areas to be of significant importance of the CMS implementation. Search: We require a robust solution that is customizable to our needs. These customization could include advanced search functions, filtering and faceting, controls over results page layout, keyword/phrase matching. Forms: Email captures, contact forms and other forms can be created within the CMS technology, however all constituent data collected via forms should be stored in our CRM system. The form tool should allow non-technical staff to easily create and manage forms. There is a great need to create a number of hand-raiser forms to allow specific audiences to submit information, such as volunteers. Also, grant application forms are currently built in Jotforms, with only one team member able to update. Surveys, Polls, Voting, Contests and Quizzes: The ability to create interactive features to further engage audiences is a must. While there are available platforms that offer this tool suite (PollDaddy, Convio and SurveyMonkey) it would ideally be branded and integrated within the CMS. Should provide an admin panel for non-technical staff to administer. Blog: Currently there is a standalone blog built in WordPress. There is a desire to integrate a robust blogging solution within the new CMS. Relevant blog content will need to be pulled into specific sections of the website, along with providing a destination where audiences may interact with our diverse content. Commenting: The blog will provide our users with a forum to engage in conversation with American Humane Association staff. Commenting will be allowed on the blog, but not required elsewhere on the website. A solution would provide the ability to moderate and delete comments. Comment poster information should be captured within the CRM system. Donations: American Humane Association will continue to use Blackbaud’s Luminate Online (Convio) as their primary donation platform. However, the desire is to create seamless user experience by using APIs to pass data from the CMS into the CRM. Should there be a need to use the Blackbaud system as the front end, then vendor will need experience designing and developing within Convio. Workflows: Current content approval is very manual. A customizable workflow system is needed within the new CMS. This feature should allow for content routing, approvals and publishing controls. Vendor would be expected to work with American Humane stakeholders to map out a technical governance plan for content creating, editing, approving and publishing and implement plan via workflows within the CMS. Editorial Calendaring and Management: A solution is required to allow staff to create and maintain an editorial calendar for the website, social and blog within the CMS.

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Responsive Image and Video Slider: A slider solution should be provided that allows for images and videos to render in an elegant fashion. The feature should allow for both image and videos within a single slider, rendered at the same size and resolution, with video controls appearing to alert the user to video. Social Sharing: American Humane Association requires social sharing be implemented at the template level, so that every page of the site can easily be shared via social media. We also require a mail to, PDF and print feature for sharing purposes. We would like recommendations on the best tool and approach. Currently we use multiple solutions and it is a very manual process. Mobile Responsiveness: One of the major requirements for the new site is to be mobile responsive. As our audiences vary, special attention should be paid to touch responsiveness as well as providing a robust desktop experience. SEO: Exposing our content and improving our SEO is very important. Use of an accelerator module in addition to native capabilities within the CMS. In addition, we are open to other SEO improvements. Server Side Performance Improvement: We need to insure high speed and performance for the site at all times. Vendor should be prepared to make recommendations to both performance enhancement through software additions and optimal server and network configuration, such as fail over, redundancy and load balancing. Multilanguage Support: While we will not launch with multi-languages in place, we will need to support multiple languages in the future. The main additional languages will be Spanish. Single Sign-On: American Humane Association will require a single sign-on experience using a SAML plug-in that is compatible with Drupal and Active Directory. Our goal is to manage our access permissions from Active Directory, to ensure security of our systems. Would be interested in larger efforts to include Luminate Online. Multisite Management: American Humane Association will be managing multiple sites within the CMS, there will be a need for Multisite Program Manager to ensure we can easily manage features and functions provided by plug-ins to multiple websites. Library Accessibility and Archiving: In over 100 years, the Association has created a great deal of professional publications, reports and white papers. While some of these publications may be older, they are often cited in research, policy and other matters. There is a desire to create a robust publication archive system on the website. While this would not be a top level navigation item, a solution is warranted to make this information easy to find and use.

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BRAND AND DESIGN American Humane Association does not have a system in place for asset management. Having a solution within the CMS would be ideal for the organization. Assets are now spread out across multiple sites and on network drives. There is a decent amount of owned photography, which can be used on the site. Stock photography has been used heavily in the past by the web and communications team. The organization desires a way to grow their image assets in a cost effective way. Perhaps as other organizations have done, a photography contest could address this need. Vendor should be prepared to develop this need more as part of the strategy portion of the request. The organization desires the new site to be visually simplified, yet allowing multiple key messages be communicated. The site should convey warmth and strike an emotional chord with our audience. It should also be visually impactful, to distinguish American Humane Association and our work from other organizations within our sector. Branding guidelines, logo files and color palette information will be made available upon award. The logo (red/white/blue circle with paw and hand) is relatively new. The older logo can be found on multiple web properties and in printed materials. While this request is not specifically about rebranding the organization, the multiple program logos could prove challenging. American Humane Association is open to new options and different brand systems. Our desire is to bring align our brands better. We would prefer to be more like FedEx than Proctor & Gamble when it comes to brand and logos. The site should be responsive across multiple devices including desktop, tablet and phone. There is no desire to maintain multiple templates for each, so responsive design is our preference. American Humane Association will require a minimum of two and a maximum of five design choices. Vendor should afford for two rounds of revision once final design choice is made. The design comps to be included are:   

Homepage Interior Landing Page Content Page

In addition to creating the web materials, it is also required to deliver new email stationary, landing page, action alerts and donation form page wrapper designs to be implemented within Luminate Online (Convio). A completely cohesive feel is needed. At present, there is no count of how many distinctive stationaries will be needed, it should be priced so that Association can understand the cost for scaling and creating multiple versions. Style tiles and mood boards are acceptable to avoid the creation of full comp renderings of all pages. There is also a need for a style guide to be created, allowing the organization to maintain the look and feel moving forward.

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INTEGRATION ISSUES With the current systems in place, careful thought will be needed to put forth a plan to implement a new single CMS. There is a current project to address the organization’s CRM. Currently, American Humane Association uses Raiser’s Edge as the database of record, it is used to power direct mail and offline fundraising. Online philanthropic and advocacy efforts are managed through Convio (Luminate Online). The current plan regarding our CRM is to upgrade Raiser’s Edge to the cloud based Raiser’s Edge NXT and implement the synch between the two Blackbaud products to allow more accurate record keeping and marketing. There is no desire to move away from Blackbaud, and the vendor should be familiar with the Blackbaud technology. At present, PayPal is only partially implemented on the online donation forms. Internal teams are working to fully implement PayFlowPro and PayPal donation option on all donation forms. This may not be released prior to review of site to prepare a proposal. It should be noted this is underway and will be live by end of July 2015. American Humane Association would like to connect our CMS to our Active Directory, where permissions and users can be managed in one location. There may be system challenges to this approach. Vendor should advise on best pathway to managing the CMS administration and access. There have been recurring issues with domain, site and technology management. The human resources department uses Kronos as the human resource information system. The system does offer an online recruiting tool, but it is limited in functionality. American Humane Association relies on recruitment of top talent to fill numerous positions with the organization. Currently, the solution in place is a buried web page with instructions to email a resume to human resources. This solution is not sustainable. The goal would be to create a form that can be managed by human resource staff and a small database to house the information. It does appear that Kronos may have some API capability, but this would need to be explored by vendor. There are several legacy applications that will need to be addressed. Humane Hollywood generates significant revenue for the organization through fee for service. The current site connects to a FileMaker Pro database, which stores tens of thousands of records relating to our certification and monitoring to ensure animal safety. In the long term, the goal is to rebuild this application to provide a single database that the CMS can call to and display information publicly and allow our film representatives to input monitoring information in securely, through a responsive web application. In the near term, the goal would be to connect the new CMS to the FileMaker Pro database to allow records to be searched and displayed on the site. The current process is to house the data in the FileMaker Pro system and create a page within Joomla and use the search function to navigate and display. Currently, there is an iOS app in the first stages of use and development will be ongoing. In a later phase, redevelopment of this technology is desired, whether it be a native app or mobile web application.

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The registration of a production should be addressed within the first phase of project. This is currently handled by a web form builder, but is not connected to the organization’s CRM. There is also no ability to accept online payments, this should also be addressed. Humane Heartland also contributes a good deal of revenue through fee for service and certification. The current site connects to an older .NET application, which is maintained and hosted by a third party, at significant cost. Long term, this application should be rebuilt. There are multiple data issues with this program’s technology. There is a database that houses the program standards- this is maintained in two separate ways, one in the actual database, while the other is a document maintained by program directors. These are often out of synch. In the first phase, the desire is to create a single instance that can be maintained by staff; at present it requires an expensive vendor charge to update the data. Hero Dog and Hero Vet Awards are accompanied by a star-studded televised award show on Hallmark Channel. These programs draw tremendous amounts of engagement from our audiences, garnering more traffic in just a few months than all other sites combined for a year. The website is the critical element to this program, dogs and veterinarians are nominated by the general public in multiple categories to receive an award. Once nominated, the public is able to vote for their favorite dog and vet, along with sharing extensively on social media. The current nominating and voting mechanisms are homegrown and were implemented just this year to great failure. A solution to allow the public to register to nominate and also vote for Heroes will need to be provided in the first phase to rebuild this technology, as it is critical to engagement and reach. Revenue generation around these programs comes primarily from sponsors, which expect high performance of the technology. A prior solution had been provided by Donor Digital, but costs and functionality were limiting factors. There are numerous third party solutions available that allow for contest type functionality, which potentially could fill this need. The Association is not opposed to a customized solution, however long term maintenance is a larger concern. The desire is to have a system in place that will allow internal staff to manage both the Hero Dogs and Vets through the entire lifecycle. There is also a longer term goal of potentially using this program leverage micro-donations such as a $1 to vote or nominate. This ability is not required for first phase, but should be addressed in later phases. There is a new pilot program being developed now, Zoo and Aquarium Certifications. These will be similar to our other certification programs for films and farms. This will be a combination of standards being developed, auditing, reporting and certifying. The ability will be needed to allow those requesting certification to apply, pay and for our audiences to view who has been certified The future of this specific area of technology is of great importance for the Association. Our seal of approval has been a trusted and valued standard. As our innovative program staff continues to develop new programs requiring certifications, our technology must keep pace. In a second phase, the desire is to explore the creation and development of a certification system. This system would be fully integrated within our CMS, CRM and other systems. It would also be developed in a common programming language with a unified data model. Please propose an approach to achieve this.

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REPORTING AND DATA NEEDS American Humane Association uses Google Analytics currently and would like to re-implement this within the new CMS. Vendor should provide both implementation and set up of basic reports. In addition to creating the reports, there is a need to establish the key performance indicators and metrics which should be monitored. The Association is working towards adoption of more routine analytical rigor pertaining to our fundraising activities. While it is important to monitor our monetary goals, it is critical to understand how that is being achieved by a suite of factors. A deliverable would be a dashboard designed to inform both the teams closest to the work and senior staff on how the website is performing and contributing to overall fundraising success. All user information (names, emails, addresses) gathered across the site will need to be stored within our Luminate Online. Vendor should have working knowledge of Blackbaud technologies including Convio, Luminate Online and Raiser’s Edge and be confident in their ability to fully integrate these technologies. Currently there are no social measurement tools in use to gauge the impact our social media is having on overall performance. At present, a new social content strategist is being on-boarded. Their role will be key for our blog, social channels and website content creation. It will be critical to understand the date and metrics needed to accurately understand overall performance.

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STAFF RESOURCES Our web team is integrated into our larger philanthropic services department. Currently, there are 2 full time employees who work on our web properties. The front end developer has primary production responsibilities for web and email. The content strategist (new position) will oversee social media, blog and other content. These positions report directly to the vice president of philanthropic services, who will be the final decision maker on the project. In the next year, it is desired to onboard a web developer skilled in the CMS technology. This role would also be able to develop applications within the new CMS and take over maintenance for the systems. At present, there is no internal information technology department; this is outsourced to several vendors. There are two senior level consultants who have recently come on board to provide strategic advice on IT and systems. The Association is currently recruiting for a mid-level IT manager. There is a third consultant preparing this request, advising on this project and other digital initiatives. This consultant will be retained throughout this engagement and possible future phases to act in a senior level advisory role. American Humane Association has convened a proposal review committee. This internal team will be tasked with selecting 3 final vendors who will be invited to present in person to this committee. The committee is comprised of key stakeholders from philanthropy and communications, along with our advising consultants.

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FORMAT FOR PROPOSALS Executive Summary 

Summarize and present a compelling benefit to working with your company.

Technical Volume    

Web development process: explain the process you will follow to build the website, including major milestones and evaluation. Address any important technology information and specifications used in your solution. Address systems integration with current CRM and other American Humane Association data systems. Address maintenance and support solutions, please specify if you will be bidding on just the CMS implementation and web design or the maintenance and support.

Strategy Volume   

Address long term strategy of how vendor would engage with Association. What would be the phases, deliverables and high level timelines? Explain strategic planning process for delivering a comprehensive digital road map. Provide an overview of approach and deliverables for creation of a messaging framework.

User Experience and Design Volume   

Address content planning and strategy. Explain your process for assessing content and migration plan. Branding challenges should be addressed and how vendor intends provide a cohesive look and feel with significantly distinct logos and brand marks currently in use. User experience strategy should be detailed to demonstrate the methodologies vendor will employ to ensure an engaging experience.

Management Volume   

Organizational structure: communication process; including lines of reporting and any special tools used. Explain working style and project management approach. Schedule of deliverables: include major milestones and testing proposal.

Budget Volume  

Break down cost by production hours, tools and functionalities. Maintenance and support: identify any costs that should be assumed as part of the site and ongoing costs for maintenance and support we need in the future.

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   

License fees: identify the costs we will need to pay to develop or host the site. Hosting: identify a hosting provider that vendor has worked with and has great confidence in their ability to meet Association’s needs. Training and Style Guide: identify costs to train our staff to use site tools and provide a style guide. Other charge areas: Please identify whether there will be other expenses, additional/partnering consultant fees, future work, etc. to complete this project.

Attachments    

Qualifications and Experience: Five relevant case histories with information on accessing online demos or examples. Biographies/CVs , hourly fees of all who will work on account; and the team structure you will employ for client service delivery. Five professional references and contact information. Service Level Agreement (sample) for managed services, if bidding on this part of request.

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RESPONSE INSTRUCTIONS 

Proposals should be delivered electronically [email protected]. Copies should be received by July 24, 2015.

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All proposals must include a statement of authorization to bid signed by a principal of the responding company.

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Proposals from multiple partnering agencies will be accepted and considered. These proposals should outline a singular timeline, project plan and communications plan for maximum efficiency.

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All proposals must use the proposal format outlined in this RFP.

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Bidder status: bidder must disclose any relevant conflicts of interest, prior work with American Humane Association and/or pending lawsuits.

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All questions submitted and American Humane Association’s responses will be posted on our public RFP website, americanhumane.org/webrfp. Association will not respond individually to questions submitted.

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Main contact email is [email protected]. This will be used for all correspondence until award is made.

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Association will not respond to phone inquiries.

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