Consultancy - African Citizens Initiative (ACI) Fundraising Campaign at International Planned Parenthood Federation (IPPF)

Job Details

The volunteers are the leaders of IPPF’s 37 Member Associations (MAs), national level partners that are delivering the programs and services.

The MAs are locally owned independent civil society organizations (CSOs). They are connected globally to the Federation.

Each volunteer is called to reach out to their local communities – family, friends, community leaders, companies – using peer-to-peer methods to get an average of five donors to contribute to their MAs’ services annually.

The ACI is a home-grown strategy to achieve Outcome 4 of IPPFs Strategic Framework to double national income by 2022. The goal is to encourage Member Associations (MAs) to diversify their sources of income so they are less reliant on traditional funding streams which are no longer predictable nor secure.

IPPFAR is inspired by the Africa Union’s Agenda 2063 which commits to building African solutions to Africa’s development challenges. The ACI theme is “A Resilient Generation for the African We Want.”

Role of Member Association Volunteers

Volunteers join their Member Association because they are passionate about SRH issues. The majority of volunteers are involved in mobilizing communities to advocate for SRH issues to their governments; they lobby their governments on legislation and for funding.

Fundraising was traditionally a responsibility of IPPF volunteers that has fallen off in recent decades. IPPFAR and its Executive Committee (EXCO) aims to revive this approach.

ACI is a program to revive volunteers’ role in fundraising and give them the tools and platform to succeed.

Role of Member Association Staff

The volunteers are supported in all their activities by professional staff that run the day-to-day operations including developing and implementing projects funded by international donors and their governments. Most MAs have experience developing SBCC materials that address community issues and needs.

Most MAs do some form of private fundraising in the form of dinners, galas and community days. This happens on a limited scale and is often organized around an organizational anniversary, a legislative victory or to recognize volunteer, community and governmental champions. Activities are carried out by volunteers and MA staff.

However, the process of managing an on-going, systematic fundraising and marketing campaign to individuals is relatively new for current volunteers and staff.

GOALS

Following the launch of the ACI accountability systems in 2018, IPPFAR wishes to shift the focus of activity to developing and rolling out a comprehensive marketing and communication strategy. We have two goals:

To provide Members Association staff and volunteers to create effective marketing and communication program for their national context, and

To empower volunteers at all levels (national and branch level) to become more confident and enthusiastic peer-to-peer fundraisers and take action to meet their MA’s fundraising targets.

ASSIGNMENT

IPPFAR is seeking a Strategic Marketing and Communications consultant with experience in fundraising to develop a viable marketing and communications framework, communication strategies and tools to drive peer-to-peer fundraising at the MA level.

The Marketing & Communications Expert shall undertake and deliver the following:

• Develop a marketing framework to guide MAs in producing and implementing effective fundraising communication to external audiences; the framework will be adapted by Member Associations per their country contexts; i.e.;
  • Develop marketing guidelines and strategies to promote the ACI campaign that attracts supporters towards the cause and build the ‘ACI brand’.
  • Specify appropriate channels, dissemination methods and media (social/online media, video, print, traditional media etc) to effectively communicate to specific stakeholders.
  • Develop content and templates for collateral materials that support different marketing activities; i.e. for the ACI launch events, fundraising events, flyers, banner, media ads or announcements, etc.
  • Create guidelines and recommend content for digital communication including sample social media calendar.
  • Work with key MAs to gather, document and strengthen their ACI fundraising campaign messages and collateral materials.
• Develop an internal communication strategy to engage and inspire volunteers (and MA staff) to action;
  • Develop digital app to connect, communicate, gamify the ACI campaign to volunteers and engage them to be active fundraisers
  • Educate them about peer-to-peer fundraising techniques and effective communication with donors;
  • Develop an easy-to-follow peer-to-peer fundraising toolkit
  • Inform them about the progress and success of ACI activities across the region.
• Develop strategic donor recognition guidelines to benefit donor relations and stewardships and enable member associations implement successful recognition programs that balances different types of giving, involves internal and external stakeholders efficiently, anticipates changes in donor volume, brand messaging and ultimately contributes to increased giving.
• Develop fundraising evaluation guideline to enable Member Associations regularly monitor and review the execution of their fundraising plan and strategy.

DELIVERABLES

Framework for ACI marketing and communication developed to support MAs’ ACI fundraising program based on the project goals, objectives and existing ACI guidance doc “ACI brand will complement and be integrated in the MA’s brand”

• ACI marketing and communication strategy and implementation plan developed.
• Menu of viable ACI communication and marketing channels, formats and messages for different audiences (volunteers, MA staff, general public and donors).
• An ACI platform/ digital application for connect, gamification and communication to MA staff and volunteers.
• A donor recognition strategy for ACI developed.
• ACI evaluation criteria and tools developed.

EXPECTED OUTCOMES

• MAs will have a marketing and communication framework to guide implementation of ACI fundraising activities at the Member Associations.
• MAs will have a menu of communication strategies and tools for effective implementation of the peer to peer fundraising campaign.
• ARO and MAs will have a functional digital application that communicates to both MA staff and volunteers, inspires them to action, tracks activities and captures important lessons.
• MAs will have a donor recognition guideline and fundraising evaluation criteria in place

TIMELINE

The proposed work timeframe is 1st June to 31st July 2019 with final submission of deliverables on by 31st July 2019. This is not 60 days of paid work; it is the timeframe for the consultant to develop the framework and tools as per deliverables. The consultant will submit a detailed work plan and budget for the project.

Qualifications and experience required;

• At least 8 years professional experience with communication and marketing/private/NGO sector especially fundraising. Work experience within the NGOs is a strong asset in multiple markets in Sub-Saharan Africa. Experience in international development, donor aid programmes or another related field is desired.

Specific requirements are:

• Experience in Social marketing with a focus on digital marketing for leading brands and clients
• Experience of working across large NGOs in the area of digital fundraising and engagement, helping them to achieve significant growth in income, venture philanthropy, and/or social enterprise.
• Comprehensive understanding of key innovative fundraising techniques in Peer to Peer fundraising and philanthropy. Desired experience in social media advertising and email marketing
• High level of communications and presentation skills
• Demonstrated experience in messaging and branding using creative methods and multimedia channels
• Creative thinker with experience in helping organisation improve their branding/positioning
• Excellent written and verbal skills.

Please provide;

• CVs of consultants who will work on and/or manage this consultancy (please specific role for each CV)
• Previous experience in similar assignment(s)
• Approach and methodology to undertake this assignment
• Cost of services and proposed payment schedule
• Detailed financial budget (in USD) and work plan.