Background & Scope
There has never been a more critical time for sexual and reproductive health and rights globally, and individual donors and advocates play a critical role in advancing the mission of IPPF. The Individual Philanthropy programme was established to bolster IPPF’s institutional resources and build an external community of donors and advocates for its work. Over the last several years, the programme has seen significant year-over-year growth across all the Individual Philanthropy program’s revenue streams (small/recurring, mid-level, major and principal donors).
As we enter a new phase of our fundraising roadmap (2024-2028), we are scaling all fundraising pillars, especially our Digital Marketing fundraising work. As such, we are seeking a dynamic Digital Marketing agency to support our ongoing efforts. With an increasingly competitive fundraising space and the newness of IPPF’s donor file, we need a partner who will help us be bold in our messaging, aggressive in our testing, and significantly grow our audiences and revenue generation. The partner will build upon the foundational work of the last three years and have core responsibilities that include:
1. Account Management & Strategy: Serve as IPPF’s resident expert on digital marketing and key collaborator to lead annual strategies and evaluate and plan fundraising campaigns. Conduct weekly status meetings, as well as such tasks as creative concept development, creative asset review, testing, schedule updates and ad Hoc support.
2. Email Fundraising Management: Work with the IPPF team to coordinate, create content and assets (including copywriting), and build and deploy emails to select audiences. Aim to develop and deploy 2-4 emails monthly during non-priority months. This also includes support with automation journeys and updates (welcome series, new donor journey, etc.).
3. Paid Media Management: Full campaign management, including deploying new acquisition, lead generation and retention campaigns, creating campaign components across paid social and display, and ongoing campaign optimization. This includes creative content generation, support for all campaigns, and ongoing management of paid search.
4. Reporting & Analysis: Regular reporting on growth and fundraising metrics important to IPPF, as well as specific analysis requests and dashboard updates.
5. Non-fundraising Media Management: support for designing and creating monthly e-newsletters and bespoke communications efforts.
Additionally, the Digital Marketing partner will work in tandem with a retained Campaigns Consultant, leading our awareness/brand-building efforts. Their work will focus on movement-building campaigns to increase the number of people “thinking” and “caring” about IPPF and its mission. Campaigns and media activities will overlap with the Marketing team and is a new workstream starting at the end of 2024 and launching in 2025.
Performance Metrics
- Growth in overall active email files through lead generation efforts
- Expansion and diversification of external audiences
- Successful execution of pillar fundraising campaigns throughout the year
- Driving growth in non-fundraising audience engagement
- Achieving high ROAS across all paid media channels
Additional Notes:
• Preference for consultants in an East Coast (US) time zone.
• Consultants with experience in sexual and reproductive health and rights, advocacy, gender justice, and INGO experience are especially critical.
• Additionally, consultants with experience in markets outside the US, like the UK and Canada, would be valuable.
Timeline & Budget
Following a successful bid and contracting before the end of 2024, the partner’s expected start date is January 2025. For budgeting, estimated monthly retainer fees should not exceed $25,000. We have an allocated paid media budget that can be shared in the exploratory phase, separate from retainer fees.
Application Process & Selection Criteria
The application window opens on 25 September 2024 and closes on 23 October 2024. Applicants may submit questions via email to the IPPF point of contact and/or request a brief exploratory call before submissions to review the scope of work and proposal expectations. Please note that we cannot accommodate all requests and will agree to meet based on availability and time.
Upon review, IPPF will invite a shortlisted group of applicants to present their proposals to an internal committee of fundraising and communications focal points. The scoring criteria for submissions will include the following:
• Technical Proposal: Examples of previous work, ability to undertake all factions of the RFP, and creative campaigning examples (45%)
• Feasibility of budget (30%)
• Management team profile and experience with similar clients or projects (25%)
Please send enquiries and materials to Bill Lane, Global Head of Individual Philanthropy, at [email protected]. *No phone calls.*
Terms: Please note that any agency that applies should be legally registered and/or bonded in all states requiring charitable solicitation registration and has no current state regulatory enforcement actions pending against it related to charitable registration or fundraising that would interfere with IPPF’s ability to fundraise in any and all jurisdictions. Any detailed information about IPPF’s current performance and strategy will require signing a Non-disclosure Agreement (NDA)
Photo credits: Eric Prouzet/Unsplash
