See the world. Make it better.

On February 1, 2019, Foundation Center and GuideStar joined forces to become Candid, a 501c3 nonprofit organization. Candid connects people who want to change the world to the resources they need to do it.

Every year, millions of nonprofits spend trillions of dollars around the world. Candid finds out where that money comes from, where it goes, and why it matters. Through research, collaboration, and training, Candid connects people who want to change the world to the resources they need to do it. Candid’s data tools on nonprofits, foundations, and grants are the most comprehensive in the world.

Candid’s vision is an ambitious one. But we know that when we make investments in our talent, it translates to more access and better knowledge for those working for social good around the world.

POSITION: Market Analysis Consultant

LOCATION: Flexible

Project Due By:

June 30, 2021


Project Goals:

• Identify a new/enhanced partnership structure, including new package/tiers for FINs, along with pricing model
• Explore and make concrete suggestions for a shift in partner composition

Scope of Work:

Goal #1: Identify a new/enhanced partnership structure, including new package/tiers for FINs, along with pricing model  

  • Provide assessment of competitive landscape: assess competitors and their pricing models.  
  • Provide SWOT analysis of existing FIN program: assess strengths, weaknesses, opportunities, and threats of existing model: 
    • Evaluate existing value proposition, offerings, audiences/partners, and current pricing model.  
    • Identify and evaluate core program processes and resources.  
    • Identify core package of training for/through FINS.  
  • Present up to 3 potential new FIN partnership models, including pricing:  
    • Include conversations/interviews with Candid’s Finance and Products teams to determine a fee-structure for new model that generates optimal, mutual value for Candid and its partners, while feeding our user-engagement funnel.  
  • Propose a demand generation strategy: a strategy that builds interest in the program, generates leads and is designed to close sales. How will partners find us? What should they do once they become aware of our program and brand?  

Goal #2: Explore a shift in partner composition.  

We want to maintain current library institutions while establishing relationships with new types of institutions that are aligned with our capacity building and data sharing and gathering efforts and engage with active nonprofits and grantmaker audiences.  

  • A market analysis to determine the best types of institutions to partner with, e.g. capacity building organizations, associations of consultants, independent consultants that are known entities, fiscal sponsors, co-working spaces, etc. with a focus on key markets (priority cities to be disclosed later to contractor).  
  • Assessment of need, demand, composition of institutions available for partnership, and opportunity for growth and scaling.  
  • Establish annual targets for shifting partner composition between 2021-2024.   
    • Current composition: 87:13 with majority being libraries  
      • 87% libraries (public and academic) 
      • 6% community foundations,   
      • 7% nonprofit resource centers  Project Goals:

Assumptions & Other considerations:

• The shift in partner composition will be evaluated in conjunction with the new tier structure and will consider unique needs based on institution type.

• The fee structure will be both affordable for FIN partners and in alignment with Candid’s products’ pricing model to avoid internal competition. The cost will include a baseline cost for the tier, plus a menu of Candid products as add-ons.

• We will evaluate and revise existing FIN program requirements into ensure they support the mission of the program and the needs of our partners.

Evaluation Metrics and Criteria

● Quality of the SWOT analysis

● Quality of the business model recommendations

● Applicability of business model recommendations

● Effective communication with organization staff


Budget: $15,000-$20,000

Download the Market Analysis Consultant 113.08 kB pdf.


  • Questions can be sent to Any questions will be addressed between February 1st and February 16th 2021.
  • Please submit proposal to by Sunday Feb 28th 2021 at midnight EST. Submissions received after that time will not be reviewed.

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In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire.