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March 27, 2021

We are requesting proposals from interested parties to create a website for a brand with an established brand narrative and a brand style guide.


McKinsey.org is an independent non-profit founded in 2018 by McKinsey & Company to address the world’s most complex social and environmental challenges by partnering across sectors to create lasting and substantial impact. 

Rethinking Recycling – our flagship program – aims to dramatically improve recycling systems in cities around the world so that they are truly economically sustainable, socially inclusive, and environmentally beneficial – thus accelerating the transition to a zero-waste, circular economy. We focus particularly on plastics and organics (food and garden waste) in the post-consumer waste stream, which together drive much of the waste pollution crisis and its contribution to climate change.

 Rethinking Recycling has three major components, aimed at overcoming the vicious cycle of poor supply and inadequate demand for recycled material that plagues most cities today:

  • We improve supply of recyclable waste at the source through better design of collection systems and behavioral nudges.
  • We build community recycling systems that drive cost efficiency and ethical operations in sorting, logistics, and processing of recyclable waste.
  • We work to stabilize recycling demand and unlock better pricing by streamlining and bringing transparency to the full recycling value chain.

Our goal is to create a rapidly replicable model for managing waste that cities around the world will adopt.  We currently have programs in three locations: Buenos Aires and Olavarria in Argentina and Bali in Indonesia. Read more about our work on our current website.

In the future, McKinsey.org has ambitions to diversify to other causes and programs. 


  • An entirely new website with complete UX, UI, front-end and backend build, leveraging an established brand narrative and a brand style guide
  • Detailed benchmark and best practices review of our top 5-7 peer organisations’ websites to inform our website concept development
  • Deliver 3-4 concept designs and online visual identities to iterate over 2-3 rounds with the McKinsey.org team before initiating development of wireframes and site architecture
  • Develop wireframes and site architecture to show content strategy, placement with 2-3 rounds of revisions 
  • Develop user design archetype and user journeys, especially for fundraising with 2-3 rounds of revisions
  • High quality copywriting of the end-to-end website content, leveraging existing materials, to simplify hard to grasp ideas, with 2-3 rounds for content and placement revisions
  • Launch of website, incl. testing before and after launch
  • Training of relevant McKinsey.org team members on website content, navigation and media updates and routine maintenance
  • After project completion, handover of source code, master files and hosting credentials


  • Fully responsive layout to fit mobile, tablet, desktop and other leading device types
  • Default geo-specific language functionality; additional toggle functionality between at least English, Bahasa and Spanish with options to add additional languages in the future. 
  • 5-6 core sections and content pages
  • Additional functionalities must include at least: ability to add/edit our list of funders/partners; ability to publish blogs; ability to add multiple types of pages including landing pages; add multimedia to pages; fundraising and payment functionality; contact us form; sign-up for newsletter functionality; live-feed of content from select social media handles
  • High performance across KPIs of responsiveness, speed of loading etc. (i.e., top quartile against industry and peer websites)
  • SEO optimized website and content, incl. having Google analytics installed and   configured
  • Meets at least WCAG2.1 AA accessibility guidelines
  • Complies with all relevant laws and regulations around GDPR and data privacy
  • Built in a manner so that the McKinsey.org team can easily update all pages including homepage in the future
  • Given that in the future, McKinsey.org has ambitions to diversify to other causes and programs, the website should be built with that expansion in mind. 


McKinsey.org is committed to working in a collaborative way that allows for upfront strategic alignment, frequent sharing of feedback and iterative manner of working. In turn, we expect high quality draft outputs to react to and provide feedback on.

The selected firm will be available for regularly scheduled weekly or periodical programmed phone calls and as needed with the rest of the team to ensure consistent communication and alignment on active tasks and deliverables. The firm will also provide activity reports on an agreed upon schedule (usually on a weekly basis).


End-to-end Statement of Work to be completed in no more than 6-8 weeks. 


McKinsey.org retains the rights to all customer data and personally identifiable information (PII) entered into the website


Proposals should be concise and limited to information requested, no longer than 8 ppt pages for the main body and not more than 15 pages for appendix. Each proposal shall include the following information. In the main body, besides an introduction to your organisation and its work, please make sure to include the following:

  • Work plan: Provide a plan for delivering the features outlined in the Statement of Work, including timelines, deliverables, and expected results.
  • Costs: Submit a detailed line-by-line cost proposal to deliver the Statement of Work. Include any purchasing of plug-ins and stock photos as part of the proposal. Include platform hosting costs as a distinct line item. State preferred payment terms, specifying share of upfront payment expected.  Cost proposals must include all costs that will be incurred including any projected additional reimbursable costs. Please use the attached budget template to submit the cost estimates. In the event that you can not access the budget template, please visit our website which has the RFP and the budget template. 
  • Schedule: Provide a schedule outlining key milestones related to the scope of work and estimated date of completion.
  • Team: Include a list of proposed personnel who will work on the project, allocations of time each person will work on the project and the corresponding hourly or daily rates.

In the Appendix please include,

  • Qualifications: Provide resumes of the key personnel to be assigned to the project and list their portfolio within the last three years.
  • Language: Please also mention support staff fluency in Spanish and/or Bahasa as that is considered a plus (English required) 
  • Case examples or samples: Provide examples or visual samples of relevant project experience. Experience in website development and content writing for the nonprofit sector a plus
  • Location: Physical presence in North America, Australia, SE Asia and/or South America a plus
  • Additional services (optional): Include any related and recommended services not specified in this RFP which may be considered essential or beneficial by the firm. These services should be priced separately.
  • References: Provide 3 professional references including name and daytime contact information

An electronic version of the proposal must be submitted to Aishwarya Sharma at aishwarya@mckinsey.org 


Bidders can submit questions in one sending to Aishwarya Sharma by 05 April 2021 at aishwarya@mckinsey.org. By submitting questions, bidder acknowledges that their questions will be collated into a document of all questions and answers, to be posted for viewing by all bidders.

  • Answers will be provided within 72 hours.
  • All proposals must be received by 09 April 2021 by 5pm EST
  • The criteria for evaluation is how well a proposal addresses the various sections of this RFP i.e. Statement of work, technical requirements, cost, prior relevant experience, robustness of work plan, timelines etc. These criteria will be used by the Project Team to determine, in its sole judgement, the most qualified firm.
  • It is the responsibility of the firm submitting a proposal to ensure that the proposal is delivered on time. Any proposals received after the deadline will not be considered.
  • The Project Team reserves the right to reject any or all proposals with or without cause.


The selection of a firm will be made based on experience and qualifications; ability of proposed approach to meet the needs of the organization; and cost effectiveness. The finalist agencies will be notified by 23 April 2021 and will be asked to respond to final negotiation requests and questions based on the review provided by the team. The selected company will commence work on 10 May 2021 unless otherwise negotiated. McKinsey.org reserves the right to push back any of the above dates as per its discretion. 

View the budget template