ThaiNGO

TERMS OF REFERNCE

Digital Individual Giving Pilot

Save the Children Thailand Foundation

Background

As of May1st, 2022 SC Thailand (SCT) has transitioned into a local Thai Foundation. This creates a great opportunity for SCT to start domestic fundraising (Thai public, HNWI, corporates) in one of the largest fundraising markets in SE Asia. With the expectation that international institutional funding to Thailand will decline in the years ahead, domestic fundraising is viewed as critical for SCT to raise its own unrestricted resources to ensure its long-term sustainability.

The SCI Global Fundraising Hub and the global digital team have been piloting digital fundraising in several non-member markets, including Thailand.  This provides initial data points from which a Thailand specific pilot could be launched. SCI THL has also commissioned a number of studies on the Thailand fundraising market, as well as audience and brand research.

Studies completed to date indicate that the Thai fundraising market has strong potential, with a large base of regular givers and existing, well-established actors such as UNICEF showing that there is a clear route to fundraising success. There are, however, several barriers and considerations that must factor into the design of the pilot.

• A key constraint in F2F fundraising in THL is the lack of external agency capacity, and more recently COVID which has depressed the economy and the public’s ability to donate to worthy causes such as SCT.
• A 2021 market study indicates that public fundraising in THL is competitive, dominated by a few large players (UNICEF, WVI, Red Cross & SOS), and several smaller players (Action Aid, OSM, CARE, AI)
• The market leaders (UNICEF, UNHCR, SOS) continue to grow at about 4%-8% per year, whereas smaller INGOs are showing a decline of roughly -7% - -9%.
• Market leaders share similar characteristics in their success such as: well developed plans, sustained investment, focused on staff and quality, and staying on course. Whereas the laggards suffer from: a lack of or fluctuating investment, staff performance and product choices.

While a hybrid digital/F2F pilot would be preferred, with the above issues/restrictions including SC’s own funding limitations, in the short term it is thought that digital fundraising is probably the only available avenue to be explored at this time.

Objectives

The goal of the individual giving fundraising pilot is to demonstrate proof of concept that individual giving fundraising works in Thailand, to attract future fundraising investment from SCI and/or Members in order to expand SCT’s domestic fundraising.

The objective of this TOR is to design an individual giving fundraising pilot, with a fully detailed implementation plan and associated budget. This plan will enable SCT to request and secure the necessary funding and resources from SCI/ARO/Member to implement the pilot.

It is hoped that the digital individual giving pilot could be launched from December 2022 onwards as data from the remote fundraising activities led by the global team in Thailand suggests that the best fundraising months appear to be around Christmas (December) and the Thai New Year/Songkran (April).

Deliverables

The primary outputs for this TOR are:

1. Detailed pilot proposal and implementation plan, taking into account the current capabilities of SCT and leveraging the existing research, data from global team, and best practices from fundraising across the Save the Children movement. The proposal/plan should cover all the necessary dimensions required to have a functioning basic individual giving programme, including (at a minimum):

1. Digital Fundraising pilot background and objective(s)
2. Proposed approach/strategies to demonstrate proof of concept (regular giving, single giving, employee giving, etc)
3. Call to action, fundraising ask, type of content, content format, etc
4. Fundraising channels and associated implementation plan (in-house/external, how, when, for how long, etc)
5. Supplier/partner identification (digital agency, corporate partner, external providers, etc)
6. Recommendations on payment system, including assessing available options within SC (through SCI or members), or external providers
7. Recommendation on CRM systems and donor care, including identifying opportunities to leverage existing SC member CRM system, or external providers
8. Donor journey outline
9. Identification of other back office requirements (Finance, HR, Supply Chain, ICT, etc.)
10. Propose FR pilot success measures and KPIs

2. Resource plan (staffing requirement, detailed budget)

HOW TO APPLY

If you are interested in this assessment, please submit your application (by November 20, 2022 to: THA_Procurement_BKK@savethechildren.org 

If you may need further inquiry. Please contact Khun Nisfu nisfu.siribunlong@savethechildren.org Tel: 0830647805