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Individual Giving Pilot – Digital Agency Partner - Request for Proposal

: Save the Children

: Nonprofits / องค์กรไม่แสวงหาผลกำไร

: 525

: 29 November 2023

11 December 2023

TERMS OF REFERENCE

Individual Giving Pilot – Digital Agency Partner Request for Proposal

Save the Children Thailand Foundation

Background

In May of last year, SC Thailand (SCT) transitioned into a local Thai Foundation. This creates an opportunity for SCT to begin domestic fundraising in one of the key nonprofit fundraising markets in SE Asia.  Studies completed to date indicate that the Thailand market has strong potential, with a large base of regular givers and existing, well-established actors such as UNICEF and World Animal Protection (just to name two) showing that there is a clear route to NGO fundraising success.

Therefore, STC TH has engaged a Fundraising Consultant to help design and implement, along with a digital agency partner in Thailand, an individual giving “Proof of Concept” Digital Fundraising Pilot, with a detailed implementation plan and associated budget, and conduct that Pilot this year.  

Objective

The objective of this TOR is to review and hire a digital agency partner for its Proof of Concept Digital Fundraising Pilot in Thailand (described above).

Therefore, Save the Children Thailand seeks a full-service digital marketing partner to provide digital marketing campaign services over the limited time of the Pilot (estimated at 4 months) to help plan and to implement a series of inter-connected test digital marketing campaigns, in order to establish a route to success for digital fundraising for STC TH in its home market. We seek a digital agency with a track-record of success, one that will bring expertise, experience, and creativity to help STC TH identify the digital channels, messaging and offers that will inspire Thai nationals to donate to STC support its work.

Therefore, STC TH requires an agency wanting to undertake this project to submit a proposal, details of which are outlined below.

Scope of Work

The digital agency will be responsible for the totality or assigned portion of the following activities:

1. Design and implement a series of digital ad campaigns that allow audiences to make donations to Save the Children Thailand Foundation.
2. Guidance and selections of marketing targets (audience identification).
3. Design or update of testing/alteration of ads including video, still and/or content-driven ads.
4. Review of competitive sets of search keywords for optimal-performing search audiences.
5. Projected testing scheduling, and timely implementation of schedule.
6. Expected results and monitoring of all KPIs (costs, views, CTs, converts, CPC and CPA, etc.)
7. Optimization cycles throughout the Pilot for all ads and channels.
8. Ongoing projected ROI for each component of Pilot testing.

Timeline

For the digital agency partner, this Pilot Project will have 4 stages:

1. Project Preparation Stage (current)
2. Fundraising Preparation Stage (4-6 weeks)
3. Digital Fundraising/marketing Implementation Stage (6 weeks)
4. Evaluation Stage (2 weeks)

1. Proposal Requirements

The primary activities that should be outlined in the Proposal are:

1. Recommendations for ad and landing page formats and testing (English/Thai language).
2. Schedule of planned marketing tests, with accompanied Ad Spend costs (3 topics).
3. Matrix plan of A/B testing that demonstrates the validity of marketing assumptions under review for the pilot (audience, language, message, offer).
4. Implementation schedule for testing.
5. Optimization plan according to each testing options (audience, key word, ad, etc.).
6. A budget framework for digital advertising spend for suggested digital media channels (below).
7. An ongoing ROAS (Return on Ad spend)* estimate for go/no-go decisions on budget allocation.
8. Identification of KPIs sufficient to indicate success for the marketing activities to the level of commercial digital campaign activities.

2. Budget

The budget spend for the Pilot Project has be capped for now at USD35,000 - USD 40,000. The total Project Budget submitted should indicate initial ad source allocations as well as all other costs

3. Capacity Statement

Submitting agencies should include a capacity statement briefly outlining previous work related to the Pilot Project and experience relevant to selection for this work.  This should include details on the project lead assigned in the agency.

4. Capacity Statement

1. Submitting agencies should include a capacity statement briefly outlining previous work related to the Pilot Project and experience relevant to selection for this work.  This should include details on the project lead assigned in the agency.
2. Experienced advice on the performance of different digital channels for budget allocation.
3. Ability to work with an assigned donor-services partner platform (payment processing, CRM data accumulation, donor communications, etc., chosen by STC).

5. Deliverables Upon Project Completion

1. Full reporting on all Project results with accompanying evaluation (PPT format).
2. Identification of measurable KPIs for specific tests .
3. Recommendations on how to proceed in future campaigns for optimum success.

Reporting Line and Working Relations

To implement this pilot, the digital agency will report to the Pilot Project lead Mitchell Hinz and will work closely with them to ensure the Pilot and its digital marketing activities fulfill the requirements set out in this TOR, and work in step with the branding, messaging, and programmatic activities of Save the Children Thailand in its work in Thailand and across the Mekong Delta region. The Pilot Project lead will engage with SCT’s finance, operations, new business development and communications team through the coordination and support of Guillaume (Will) Rachou, Executive Director, Save the Children Thailand Foundation, Mark T. Pierce, Director – Middle Income Country Unit, and Ratirose Supaporn – Advocacy, Campaign, Communication and Media Manager.

Key Stakeholders and Resources

Mitchell Hinz – Project Consultant and Lead, Guillaume (Will) Rachou – STCTH Executive Director, Mark Pierce – STC Director, Middle Income Country Unit, Ratirose Supaporn – STC TH  Advocacy, Campaign, Communication and Media Manager and Tidarat Thananant – STC TH   (Senior Operations Manager)

Application process for the consultancy

The submission must address the terms of reference and include:

• The resume of the candidate/company profile which may include Relevance Experience (detail under section D)
• A technical proposal and a detailed budget outlining all expense and consultancy fee in USD and THB (detail under section A&B)
• Payment term and condition

Close date for submissions:

Applicant should submit their interest by 11 December 2023

Reference Materials and Confidentiality

Due to the sensitive nature of information relevant to this Pilot Project, the digital agency partner will be required to sign a (standard) Non-Disclosure Agreement between its corporate entity and the Save the Children Thailand Foundation.  This will be provided upon review and selection of the final candidate.

(Confidential materials provided upon selection): STC Non-Member Marketing Testing (2021); STC Thailand Market Study for Fundraising (2022); STC Proposal for Digital Proof of Concept Pilot Project (2022)

Request more information on detail of summary examples and Identification of measurable KPIs for specific tests through : Kwang.tangmanakit@savethechildren.org  

Contact : Kwang.tangmanakit@savethechildren.org

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ที่ปรึกษา / Consultant