01 Our vision
Chef Ann Foundation's online presence should work as hard as its mission. We'll build an interconnected system where a school nutrition director finds a recipe in seconds, a donor gives in a few clicks, and every form and gift flows straight into your systems. When the technology gets out of the way, more real food reaches more kids.
02 The team
Firefly Partners
Jen Frazier, Founder & CEO
Decades across nonprofit fundraising, marketing, and technology. Leads strategic engagements and keeps the work grounded in your priorities.
Stephanie Burnett, Client Services Director
20+ years in fundraising technology and philanthropic impact. Keeps delivery on scope, on time, and on budget.
Hanna Reeves
Senior Project Manager
8+ years in nonprofit fundraising, operations, and program development. Your primary day-to-day contact, embedded in your workflows from kickoff through post-launch.
Maiya Holliday
Senior Tech + Web Lead
15+ years in digital delivery. Provides technical direction and architecture oversight, and is your primary technical point of contact.
Leslie Beck
Senior Solutions Engineer
20+ years in nonprofit technology. Expert in Engaging Networks and Salesforce integration, data architecture, and platform migrations.
Karen Niedzwiecki
Senior Art + UX Director
Leads visual design and information architecture, so high-fidelity work carries beautifully across devices and contexts.
Chae Clark
Senior Tech Strategist
Bridges strategy and development, so the technical architecture supports the client experience and keeps working as CAF grows.
Percolator Consulting
⚠ Pending from Jen: Percolator's team member(s), titles, and short bios. Placeholder: [Name], Salesforce Solutions Architect · [Name], Engaging Networks / Salesforce developer.
About Firefly Partners & Percolator
03 Who we are
Firefly
Firefly Partners is a B Corp-certified, women-led digital agency founded in 2007 on a simple belief: technology shouldn't be a barrier to change, it should be a catalyst for it.
We help nonprofits align strategy, systems, and performance so teams spend less time managing marketing chaos and more time making an impact. Our fully remote team brings together strategists, developers, and data experts. Over 80% have direct nonprofit experience, and over 90% bring technical or analytics expertise.
Percolator
⚠ Pending from Jen: Percolator's paragraph, what they do, who they serve, and their Salesforce and Engaging Networks depth.
Why Firefly & Percolator
We are a purpose-built team, brought together because this RFP calls for a combination of capabilities no single agency delivers alone.
Firefly brings deep nonprofit technical work: accessible WordPress development, complex data migrations, systems integration, and Engaging Networks experience, plus strategy, IA, and content. Percolator brings dedicated Salesforce and Engaging Networks engineering: eCRM configuration, donation and advocacy pipelines, and the bi-directional data sync at the core of this project. Together we cover every dimension of this engagement, from data architecture to launch, as one team with no handoff gaps.
Our approach
04 Approach
Eight interconnected phases
Our approach is organized around interconnected phases, all building toward a connected platform that links donors to CAF's mission, puts school-nutrition resources within reach, and creates a single source of truth for data, fundraising, and content.
Phase 1 · Discovery & technical config
Discovery sets the foundation for everything that follows. We start by understanding CAF's mission, audiences, content, and current technical setup across both chefannfoundation.org and The Lunch Box, then align on what the connected ecosystem needs to accomplish and how its systems should link together. We'll ask your team to join discovery sessions, provide back-end access to current systems, and give timely feedback and approvals, so the plan is grounded in evidence.
Phase 2 · Content strategy & information architecture
Bringing two established properties together is a chance to give visitors a clear, connected experience across CAF and The Lunch Box. Before design begins, we map what content exists, how it should be structured, and how people move between the two. All IA and navigation deliverables are reviewed and approved before wireframing begins.
Phase 3 · Technical strategy & systems architecture
We recommend keeping CAF and The Lunch Box in one connected system, most likely as linked subdomains so cross-site search and navigation feel like one experience. We confirm the exact structure in discovery, weighing SEO, how much content the two sites share, and how your team maintains both. This phase produces the Technical Requirements Document (TRD).
Phase 4 · Wireframing, UX & visual design
Wireframes define layout, content hierarchy, navigation, and functionality before any visual design begins. We produce them in Figma for collaborative review, covering key page templates and conversion paths for desktop and mobile, and they're approved before visual design starts. Visual design then builds high-fidelity, responsive pages rooted in CAF's finalized brand guide, extended into a bespoke web design system with a custom UI component library.
Phase 5 · Development & system integration
Development is where the architecture becomes a working system. We build the CMS, wire the integrations, and stand up the data pipelines that keep web, Engaging Networks, and Salesforce in sync, then connect the data hub, the Health-e Pro API, and practical AI. WordPress is our recommendation for the CMS: real ownership, a large plugin ecosystem, and editing your communications team can do without a developer for every change. Because the data hub holds the source of truth, the CMS stays swappable if your needs shift.
Phase 6 · Analytics, SEO & AEO
The site has to perform in organic search. We build search performance into the architecture from day one. Search visibility takes time, so we set realistic expectations for launch versus three, six, and twelve months, and track progress across the engagement.
Phase 7 · Finalizing content
Content development begins once IA is final and runs parallel to design and development, so the site is never waiting on content at launch. By the time development wraps, content has moved through writing, editing, asset sourcing, and review. This phase brings it together for integration, QA, and launch readiness.
Phase 8 · Testing, validation & launch
We don't launch until the site is ready. Every element goes through rigorous QA before going live: functionality, performance, accessibility, and SEO. We coordinate closely on launch sequencing so the Engaging Networks and Salesforce integrations, redirects, and indexing all align for a clean transition.
Post-launch. Launch is where the real work of adoption begins. We include 8 weeks of post-launch support: change management and training, user adoption support, parking-lot issue resolution, and content support, plus a Documentation & Handoff Kit (CMS user guides, video training, and a disaster recovery plan). This period meets and extends the RFP's 30-day support requirement. After that, ongoing maintenance retainers are available.
05 Key deliverables
- Technical Requirements Document (TRD)
- Migration & Redirect Map
- UX/UI Component Library
- Accessibility & Schema Log (WCAG 2.1/2.2 AA + AI-readability)
- Documentation & Handoff Kit (CMS guides, video training, disaster-recovery plan)
Client success stories
06 Relevant experience
Firefly · Engaging Networks
Huntsman Cancer Foundation
End-of-year campaign personalization (2024). Firefly built and ran a personalization and segmentation strategy in Engaging Networks for the 2024 end-of-year campaign. By tailoring messaging to specific donor segments, HCF saw a meaningful lift.
Firefly · Migration & technical SEO
Population Connection
Top-of-funnel rebuild and organic growth (2023–2025). Firefly rebuilt site architecture and navigation around organic and AI search, handled technical SEO, and managed donation forms through a Luminate-to-EveryAction migration. Over two years, organic clicks tripled, new subscribers tripled, and donation-form conversion doubled to 44% against a 14% benchmark. Directly relevant to CAF's platform migration and system consolidation.
Firefly · Custom WordPress
Tipping Point Community
Fundraising-focused nonprofit website. A customized website helped Tipping Point Community communicate a contemporary, compelling message about their work breaking the cycle of poverty in the Bay Area. The site brings their vision to life, a community where everyone prospers, documenting impact through yearly online Impact Reports. Scope included custom WordPress development and microsites for multiple annual reports.
Project estimate & timeline
07 Project estimate & timeline
Everything here is a range, and that's on purpose. The biggest calls on this project get made in discovery: the data architecture, the DAM approach, and how the two sites connect. We'd rather scope those with you than name a precise figure now and be wrong. The estimate below covers the RFP scope as written, and we set a not-to-exceed so there's room to build the connected data hub as we learn, without a change order every time we do. You'll always know where hours and budget stand.
One-time implementation
| Phase / milestone | Timing | CAF staff hrs | Est. cost |
|---|---|---|---|
| Discovery & technical config | Months 1–2 | [hrs] | $20,000 |
| Content strategy & IA | Month 2 | [hrs] | $15,000 |
| Technical strategy & systems architecture | Months 2–3 | [hrs] | $22,000 |
| Wireframing & UX | Month 3 | [hrs] | $17,500 |
| Visual design | Months 3–4 | [hrs] | $14,000 |
| Development & system integration | Months 4–6 | [hrs] | $61,000–$64,000 |
| CMS, block library, templates & CPTs (both sites), practical AI, security | $20,000 | ||
| Central data hub: database, API connector layer, sync pipelines | $18,000 | ||
| EN ↔ Salesforce connector (Percolator) | $15,000–$18,000 | ||
| Health-e Pro two-way API + Lunch Box archive migration | $8,000 | ||
| Analytics & SEO/AEO | Months 5–6 | [hrs] | $15,000 |
| Content | Months 3–6 | [hrs] | $17,500 |
| Testing & launch (WCAG 2.1/2.2 AA) | Months 7–8 | [hrs] | $16,000 |
| Post-launch support (8 weeks) | Months 9–10 | [hrs] | $6,500 |
| Working estimate, RFP scope as written | ~8–10 months | [sum] | $205,000–$208,000 |
| Not-to-exceed, data hub & integrations scoped in discovery | $250,000 |
Ongoing & training (separate scope)
| Item | Cadence | Est. cost |
|---|---|---|
| Hosting & security monitoring | Monthly / annual | [$] |
| Licensing (Engaging Networks, DAM, plugins) | Annual | [$] |
| Maintenance & support retainer | Monthly | [$] |
| Staff training beyond launch | As needed | [$] |
Scoped separately in discovery: a QuickBooks / general-ledger sync. Engaging Networks routes financials through Salesforce, so Percolator would quote this after a short discovery. It isn't in the estimate above.
08 Why us. Why now.
Chef Ann Foundation has reached more than 19,000 schools and 5.9 million kids across all 50 states. You've grown from 2 people to 80, and a $1M budget to $18M, on tools sized for a smaller organization. The job now is to bring it into one connected system your team controls.
The website matters, and we'll build you a great one. The bigger opportunity sits underneath it: a connected data hub you own, where your recipes, content, and supporter data live in one place and feed every tool. You stop getting locked into platforms you've outgrown, and you can swap pieces as better ones come along. This is what we kept coming back to on our call, and it's how we already work with organizations in your exact spot.
We're not going to pretend we have every answer today. A lot of this gets decided in discovery and testing, and we'll give you the honest tradeoffs as we go. You'll have a full team behind it: developers, strategists, and data people who've run migrations like this. We use AI to move faster, and experienced people to make the calls that matter.