Annex A: Online Donor Acquisition Services Netherlands 11 March 2016 Reference: RFP/2016/748
Table of Contents 1 Introduction... 3 1.1 Background... 3 1.2 Statement of Purpose & Objectives... 4 2 Requirements... 5 2.1 Online Donor Acquisition services... 6 3 Content of the Technical Offer... 6 3.1 Company Qualifications... 6 3.2 Proposed Services... 6 3.3 Personnel Qualifications... 6 3.4 Vendor Registration Form... 6 3.5 Applicable General Conditions... 6 4 Evaluation... 7 4.1 Technical Evaluation... 7 4.2 Financial Evaluation... 7 5 Key Performance Indicators... 8 5.1 Performance Evaluation... 8 Page 2 of 11
1 Introduction 1.1 Background The Office of the United Nations High Commissioner for Refugees (UNHCR) was established on December 14, 1950 by the United Nations General Assembly. The agency is mandated to lead and co-ordinate international action to protect refugees and resolve refugee problems worldwide. Its primary purpose is to safeguard the rights and well-being of refugees. It strives to ensure that everyone can exercise the right to seek asylum and find safe refuge in another State, with the option to return home voluntarily, integrate locally or to resettle in a third country. It also has a mandate to help stateless people. UNHCR works during emergencies, saving people lives, set up camps and assists refugees providing shelter, clean water and medical care. In addition the agency works to rebuild refugee life through education for children, vocational training and microcredit projects. In more than six decades, the agency has helped tens of millions of people restart their lives. Today, a staff of more than 9,300 people in 123 countries continues to help and protect 50 millions of refugees, returnees, internally displaced and stateless people. The primary role of the UNHCR Private Sector Fundraising (PSFR) unit is to coordinate the activities and to promote the relationship with private sector, in order to generate income to sustain UNHCR activities worldwide. In accordance with the international UNHCR PSFR strategy, PSFR Netherlands unit is responsible for coordinating the use of fundraising techniques and promotional campaigns through various channels of communication, in order to increase the donor base and the supporters engagement level. Fund Raising activities in the Netherlands are starting in 2016 and will include two different main programs: the Individual Giving (IG), raising money from individuals both regular and one-off, and the Leadership Giving (LG) targeting companies, foundations, Small and Medium Sized Enterprises (SMEs) and High Net Worth individuals. In order to maximise presence on and income from digital channels, we are now seeking the services of an online acquisition and digital consultancy agency to help us establish a Dutch best practice digital donor acquisition and retention programme. In order to support this, UNHCR requires a digital marketing agency to help deliver national digital advertising campaigns with a specific focus on (but not limited to) paid search, display, social advertising and retargeting, in order to acquire individual donors as well as quality leads that can be developed into individual donors. The digital supplier goal is to develop, execute, test and optimize the most effective strategy, in order to achieve the greatest possible impact for a given fundraising budget. PSFR Netherlands expects from the firm to maximize ROI through digital services. Page 3 of 11
The four main required areas are: 1. Full digital services aimed at donor acquisition (and loyalty): setup; ongoing testing, optimizing and full execution of a donor acquisition program (including analysis). 2. Donor retention program(s) and customer journey(s) for donors acquired under area 1. The goal is to optimize life time value of donors. 3. Online material creation and production; online media buying and digital PR 4. Consultancy and digital strategy The appointed agency will be closely working with the PSFR staff in the Netherlands and will function almost as a colleague (digital campaigner) working closely with/in our team. We are looking for one supplier to help us set up the best possible online donor acquisition and retention program, so applying agencies have to apply for all 4 areas. 1.2 Statement of Purpose & Objectives 1.2.1 Objectives: For the 3 years framework agreement (2 years with the possibility of 1 year extension) the overall objective is for our partner agency to help us develop, implement and manage a best practice online programme for donor acquisition and retention. The selected vendor is required to manage and implement digital donor acquisition activities to help achieve the following objectives: To significantly increase income from the Dutch citizens through digital acquisition activities 2016: To develop, implement, test and execute an online donor acquisition program. Generate 3,000 new one-time donors and 500 new monthly donors 2017: To improve online donor acquisition program and develop donor retention program. Generate 4,000 new one-time donors and 1,000 new monthly donors. 2018: To improve online donor acquisition program and donor retention program. To generate 5,000 new one-time donors and 2,000 new monthly donors. Meet annual digital budget targets and required ROI criteria. Numbers of donors are an indication and will be discussed monthly during the contract period. Page 4 of 11
For all of the above, we are seeking a national or global agency with local offices in The Netherlands. 1.2.2 Purpose and Scope of Assignment The Digital Marketing Agency must be able to deal with all the complex elements of a digital campaign development in The Netherlands. Therefore, it is considered essential for the agency to be selected, to comply with the following requirements to participate in this RFP (Request for Proposal): A proven track record with Digital Marketing campaigns aimed at donor acquisition; online media buying; Social Media; email marketing; content marketing and banner advertising; paid search. o Please note that for larger campaigns the agency will be asked to work with UNHCR s global media buying agency. Experience with Dutch non-profit organizations is a must and experience with United Nations organizations is an asset. Sign a specific contract of services with UNHCR. For the 3 years framework agreement (2 years plus possibility of 1 year extension), the overall objective is for our partner agency to help us develop, implement and manage a best practice online programme for donor acquisition and retention. For all of the above, we are seeking a national or global agency with local offices in The Netherlands. Page 5 of 11
2 Requirements Online donor acquisition services The project aims to have the support of a digital agency specialized in the Dutch NGO market and with full experience in developing, testing, optimizing and implementing online donor acquisition programs to help us develop and execute a best digital acquisition practice that is results-oriented and based on agency experience and proven record. The agency will be fully responsible for all aspects of an online donor acquisition-and retention strategy, optimization, planning, execution, and ongoing campaign management. We are looking to establish an open and honest working relationship whereby the bidder has a complete understanding of the project objectives and aims to help us achieve them from the outset. The online services should incorporate: 2.1 Account Management/Strategic Planning a. Provide overall account management including a dedicated account team b. Design and develop a digital acquisition strategy which achieves the above objectives c. Develop creative testing plan d. Manage all aspects of the online donor acquisition program e. Provide ongoing strategic advice and planning based on results; constantly optimize for the best possible ROI and adjust the program accordingly f. Provide weekly updates on the process of campaigns through detailed weekly reports and analytics g. Monitor and report on all key metrics and overall ROI h. Participate in weekly call and monthly face-to-face meetings with UNHCR staff i. Provide weekly/monthly and quarterly qualitative and quantitative analytics report and evaluation on the impact of digital campaign including key metrics and overall ROI. (Leads, optimization, landing page conversions etc.) j. Provide optimization and performance evaluation to achieve better results and increase the fundraising. k. Provide recommendations to UNHCR to test new digital acquisition strategies 2.2 Hands on execution a. Provide hands on digital campaigner(s) to implement and run the campaign(s) and program(s) until UNHCR Netherlands has staff in place that can take over. o It is proposed to test and learn which themes lead best to online donor acquisition but please note that shelter will be the theme for a three year global campaign being launched in 2016. Page 6 of 11
o Emergencies: In case of an emergency all (online) focus needs to go to the emergency within 24 hours to be able to raise as many funds as possible for the crisis on hand and boost donor acquisition. Please tell us how you propose to be ready for an emergency, where very fast turnaround is required, specifying granted delivery timings. b. In order to meet the objectives and possible upscaling of activities in The Netherlands, the vendor needs to have enough staff and be flexible enough to guarantee optimal execution. Please tell us how you can guarantee this. c. Creation and production and implementation of online materials and analytics needed for the full program will be required of the agency. These can consist of (but are not limited to): Google Grant; SEO; SEA; Banners; Landing pages; Email; Social Media etc. 2.3 Campaign and projects ongoing optimization a. Continuous optimization, adjustments and recommendations to digital acquisition program, in order to achieve digital fundraising and donor engagement online objectives. Page 7 of 11
3 Content of the Technical Offer Agencies are requested to submit both a technical offer (in a separate document) and financial offer (annex B). Your Technical proposal should be concisely presented and structured in the following order to include, but not necessarily be limited to, the following information: 3.1 Company Qualifications A description of your company with evidence of your company s capacity to perform the services required (as described in chapter 2 of this TOR i.e. 2.1 / 2.2 / 2.3), including: o Company profile, registration certificate and last audit reports If a multi-location company, please specify the location of the company s headquarters, and the branches that will be involved in the project work with founding dates; Three or more letters of reference, with contact information; General Liability / capacity of the company showing you can handle the full scope of this RFP; Overall fundraising experience. 3.2 Proposed Services An explanation of how you are planning to set up an online donor acquisition program and donor retention program; Please tell us how you propose to be ready for an emergency, where very fast turnaround is required, specifying granted delivery timings; Please explain how you will reach the objectives to significantly increase income from the Dutch citizens through digital acquisition activities including ROI expectations. 2016: o To develop, implement, test and execute an online donor acquisition program. o Generate 3,000 new one-time donors and 500 new monthly donors 2017: o To improve online donor acquisition program and develop donor retention program. o Generate 4,000 new one-time donors and 1,000 new monthly donors. 2018: o To improve online donor acquisition program and donor retention program. Page 8 of 11
o To generate 5,000 new one-time donors and 2,000 new monthly donors. Evidence of similar work undertaken for at least 3 NGO s in the Netherlands; Evidence of your experience (if any) with UN/UNHCR; We welcome any challenges or thoughts outside of these. 3.3 Personnel Qualifications Biographies of key staff who will be working on the campaign 3.4 Vendor Registration Form If your company is not already registered with UNHCR, please complete, sign, and submit with your Technical Proposal the Vendor Registration Form (Annex C). 3.5 Applicable General Conditions Please indicate your acknowledgement of the UNHCR General Conditions of Contract for the Provision of Services by signing this document (Annex D) and including it in your submitted Technical Proposal. Page 9 of 11
4 Evaluation 4.1 Technical Evaluation The Technical offer will be evaluated and scored and will count for 70% of the total score. This 70% will be consisting of: Requirement Description Max % Overall Score 1. Company Qualifications 18% 2. Quality of Proposed Service 42% 3. Project staff 10% 4.2 Financial Evaluation The Financial offer will be evaluated and scored and will count for 30% of the total score. Page 10 of 11
5 Key Performance Indicators 5.1 Performance Evaluation UNHCR expects to monitor the performance of the selected supplier. The performance will be monitored by PSFR Netherlands and will be based on: Future expectations based on test results; Results in numbers of donors acquired; Results in ROI; Supplier readiness in emergency situations; Flexibility of the supplier in working with a UNHCR office that is just starting Fundraising in The Netherlands; Overall teamwork between supplier and UNHCR Netherlands. Page 11 of 11