Call: Global Digital Services for UNHCR private sector partnership
Buyer: UNHCR (UN Refugee Agency)
Deadline: 21/11/2024 2:00 PM
Background:UNHCR aims to further enhance its global digital presence to deliver enduring, sustainable solutions that offer refugees security, dignity, and a promising future. Through our ‘Private Sector Engagement’ strategy, we will actively seek out digital fundraising opportunities in all aspects of our operations. Our global investment priority is to swift expansion of digital supporter engagement.
To advance in full funnel integrated campaigns, UNHCR is initiating the search for a global digital paid media and creative agency to oversee integrated acquisition campaigns, harmonizing all media channels, including supporter engagement, and fundraising initiatives.
The selected service providers will offer top‐tier digital and offline creative services, strategic guidance, captivating content, and communications focusing on enhancing supporter experience, performance, and data‐driven insights.
It is imperative that any paid media agency responding to this tender showcases a strong foundation in digital expertise. In alignment with prevailing global audience media consumption patterns, the digitization of offline channels, and the ‘digital transformation’ emphasis in PSP’s engagement strategy, a critical requirement of the Request for Proposal (RFP) is that a majority of UNHCR’s paid media campaigns in the next five years will be channelled through digital platforms. A digital‐first agency is thus a fundamental prerequisite for any agency desiring to bid for this RFP.
UNHCR will engage the chosen agency/agencies to spearhead regional/country‐specific paid media campaigns, encompassing donor acquisition, lead generation, supporter engagement, advocacy campaigns, digital asset creation, and brand lift campaigns. The selected agency must possess global reach and able to collaborate with UNHCR’s network of PSP regional/country fundraising branches.
This selected agency should offer account management services from a central HQ location to guide, supervise, and onboard all regional offices, ensuring adherence to agreed processes, key performance indicators (KPIs), and standard operating procedures, while providing ongoing global insights and strategic support.
Private Sector Partnerships (PSP) at UNHCR is looking to establish Frame Agreements (FA) with external service providers for a maximum duration of thirty‐six (36) months, with the option of two (2) additional twelve (12) months extensions, contingent upon satisfactory performance. The essential services UNHCR requires because of this RFP are outlined in section 3, ‘Core Requirements’. UNHCR may award multiple contracts under each Lot to ensure supply security. to ensure contingency in case of poor performance. The services are split into four different lots as per below list:
1. Digital Strategy Development
2. Full funnel integrated paid media services
3. Digital Donor Development Services
4. Digital creative and content development services
The companies can submit offer for each lot separately, it is not mandatory to bid for all the four lots. The evaluation will be carried out separately on the technical and financial level for the four lots.
Requirements
LOT 1: Digital Strategy Development
1. Audience Segmentation and Targeting: Clearly define audience segments and develop targeted digital fundraising campaigns to effectively engage and resonate with specific supporter demographics.
2. Multi‐Channel Campaign Integration: Ensure seamless integration of digital fundraising initiatives across various channels, including social, search, programmatic, and email marketing, to maximize reach and impact.
3. Data‐Driven Strategy: Utilize data analytics to inform strategic decisions, optimize campaigns in realtime, and drive ROI by identifying high‐performing tactics and channels.
4. Creative Testing and Optimization: Continuously test and refine creative elements, messaging, and calls‐to‐action to enhance campaign performance, engagement, and conversion rates.
5. Performance Monitoring and Reporting: Establish robust tracking mechanisms to monitor campaign performance, measure key metrics, and generate actionable insights to refine strategies and improve outcomes.
6. Conversion Rate Optimization: Focus on optimizing the conversion funnel by streamlining the supporter journey, enhancing user experience, and implementing personalized strategies to increase conversion rates and donor retention.
7. Attribution Modeling: Implement comprehensive attribution models to track donor interactions across touchpoints, understand the impact of each channel on the supporter journey, and accurately attribute conversions to optimize budget allocation.
8. Strategic Partnerships and Influencer Collaboration: Develop strategic partnerships with influencers and relevant organizations to expand campaign reach, credibility, and impact, leveraging their networks to drive donations and support the fundraising efforts effectively.
9. Advanced Predictive Analytics: Integrate predictive analytics into your digital strategy to forecast future trends in donor behavior and campaign success. By analyzing historical data and current market conditions, you can predict which approaches will resonate best with different segments. This allows for proactive campaign adjustments, ensuring maximum engagement and effectiveness.
10. Innovation through Emerging Technologies: Embrace cutting‐edge technologies such as artificial intelligence, and machine learning, to revolutionize your digital fundraising efforts. AI can personalize donor interactions at scale, machine learning can optimize donation suggestions based on past behavior,
LOT 2: Full funnel integrated paid media services
1. Comprehensive Strategy Development: Ability to develop and implement a holistic paid media strategy that covers the entire marketing funnel, from awareness to conversion, ensuring consistency across all channels.
2. Expertise Across Channels: Proficient in managing and optimizing paid campaigns across a variety of platforms, including but not limited to Google Ads (search, YouTube, DemandGen, Performance Max, DV360, etc), Bing Ads, social media platforms (e.g., Facebook, Instagram, LinkedIn, TikTok), and programmatic advertising networks.
3. Data‐Driven Approach: Strong capability in utilizing data analytics to inform strategy, optimize campaigns in real‐time, and achieve maximum ROI. Includes proficiency in tools like Google Analytics 4, Campaign Manager, Search Ads 360, Display & Video 360, Tag Manager 360.
4. Conversion Rate Optimization (CRO) and A/B Testing: Proficiency in utilizing CRO techniques and A/B testing tools to systematically improve the performance of digital assets and landing pages, enhancing the user experience to drive higher conversion rates from potential supporter. The agency must have access to and expertise in leading CRO and A/B testing platforms (e.g., Optimizely, VWO)
5. Audience Segmentation and Targeting: Expertise in identifying and segmenting target audiences, then crafting tailored messaging and campaigns to engage these segments effectively throughout the funnel.
6. Budget Management: Demonstrated experience in efficiently managing budgets across campaigns and channels to achieve optimal distribution and return on investment.
7. Performance Reporting and Insights: Regular (weekly), comprehensive reporting on campaign performance, insights, and recommendations for ongoing optimization. Should include key performance indicators (KPIs) relevant to each funnel stage.
8. Collaboration and Communication: Strong collaboration with internal stakeholders, including digital marketing, digital analytics, and campaign teams, to ensure integrated campaign planning and execution. Clear and consistent communication is essential.
9. Innovation and Continuous Improvement: Commitment to leveraging the latest technologies and trends in paid media to drive continuous improvement and innovation in campaign strategies and execution.
10. Integrated Payment Processing for In‐House Paid Media: Capability to manage and process payments for digital ad placements directly to various channels on behalf of UNHCR, followed by accurate and timely invoicing to ensure a streamlined financial workflow.
LOT 3: Digital Donor Development Services
1. Donor Retention and Loyalty Programs: Create and manage retention strategies that include personalized communication, regular updates, and exclusive content to maintain donor engagement and loyalty. Develop loyalty programs that recognize recurring donors, providing incentives for ongoing support.
2. Data‐Driven Donor Insights: Utilize advanced data analytics to gain insights into donor behavior and preferences, informing and optimizing donor engagement strategies. Implement predictive analytics to identify potential high‐value donors and tailor outreach efforts accordingly.
3. Personalized Donor Journeys: Develop personalized donor journeys that cater to individual preferences and behaviors, using marketing automation tools to deliver tailored content and communication at the right time.
4. Impact Reporting and Communication: Produce impactful reports and storytelling content that highlight the tangible impact of donations using a mix of formats such as videos, infographics, and written reports. Keep donors informed with project progress and outcomes, ensuring transparency and trust in the organization’s activities.
5. Engagement and Feedback Mechanisms: Develop mechanisms for ongoing engagement and feedback from donors through surveys, comment sections, and social media interactions. Use donor feedback to continuously improve engagement strategies and address any concerns or suggestions.
6. Integrated Campaigns: Ensure that digital donor development strategies are integrated with overal fundraising campaigns, coordinating efforts across different channels and teams. Utilize multichannel strategies to reach donors where they are most active, ensuring maximum reach and engagement.
7. Performance Monitoring and Reporting: Establish monitoring and reporting frameworks to track the effectiveness of donor development activities, using key performance indicators (KPIs) to measure success. Provide regular reports and actionable insights to inform strategy refinement and ensure continuous improvement.
8. Training and Capacity Building: Offer training and support for internal teams to manage digital donor development activities effectively, ensuring they are equipped with necessary skills and knowledge. Provide ongoing support and updates on best practices and emerging trends to ensure long‐term success and sustainability.
LOT 4: Digital creative and content development services
1. Creative Design: Expertise in creative design services, including visual campaign identity, web design, and multimedia production, ensuring all materials align with and enhance campaign goals.
2. Content Creation and Management: Capabilities in creating high‐quality, engaging content across various formats (e.g., text, video, infographics) tailored to different platforms and audiences, along with efficient content management strategies to enable local adaptations.
3. User Experience (UX) and User Interface (UI) Design: Strong focus on UX/UI design to ensure digital assets are intuitive, engaging, and effectively guide users towards desired actions or outcomes.
4. Digital Fundraising Campaigns: Proficiency in developing and executing creative digital fundraising campaigns that utilize a mix of content types (e.g., email marketing, social posts, landing page copy) to inspire action. These campaigns should be innovative and capable of capturing the attention of both new and existing donors, encouraging them to engage, donate, and share Personalized Supporter Journeys: Expertise in creating personalized content strategies that cater to the individual journey of each donor, from initial awareness through to donation and beyond. This involves using data analytics to understand donor behavior and preferences, enabling targeted communications that foster a deeper connection and encourage ongoing support.
5. Impact Reporting and Storytelling: Skills in producing compelling storytelling and impact reporting content that clearly communicates the difference donors’ contributions make. This includes utilizing a mix of formats such as video testimonials, infographics, and annual reports to showcase success stories, project updates, and the tangible impact of donations.
6. Engagement and Feedback Mechanisms: Incorporation of engagement and feedback mechanisms within content strategies to create a two‐way conversation with supporters. This could involve surveys, comment sections, and social media engagement to gather supporter feedback, preferences, and suggestions, which can inform future content and strategies.
7. Training and Support: Offering training and ongoing support for the organization’s staff to effectively manage and utilize digital assets and tools, ensuring self‐sufficiency and long‐term success.
8. Global Knowledge Sharing and Local Insights: Foster a culture of proactive knowledge sharing by regularly disseminating learnings and performance data from local markets to the global network. Utilize digital tools and platforms to create a central repository where insights, best practices, and data‐driven results are accessible. This approach not only encourages cross‐pollination of successful strategies but also ensures that local innovations can be adapted and scaled globally, enhancing overall campaign effectiveness, and fostering a unified strategic vision.
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