Direct Response and Marketing, Messaging Alignment, and Coordinated Fundraising and Communications Strategy
Global Fund for Women
With a total retainer not exceeding $200K annually, Global Fund for Women is seeking a partner or partners to help us assess and recreate our direct response and marketing strategy by conducting a full audit of our Annual Fund and Digital Marketing data against our new strategic plan.
In the long-term, this partner will help our Digital Marketing Team (DMT) and Annual Fund to evaluate current strengths and challenges, and create and implement an updated strategy around marketing and fundraising, including direct response marketing, online list growth, direct mail acquisition, and special appeals.
In the short term, we also seek a partner to help us to streamline the work of the DMT and Annual Fund by:
defining the roles of team members;
cultivating a clear tone/voice guide for all branded messaging;
building a messaging strategy that synchronizes priorities among teams;
and clarifying and advising on the messaging and content approval processes. This will involve leading us through a process of alignment between our Development Team, our Communications and Engagement Team (CET), and our Programs Team (PT) around the way we communicate, how we talk about our work, and how we apply our values as an organization to the way we do marketing, communications, and fundraising.
Budget for one-time communications alignment project not to exceed $50K.
Creative approach and openness to new and innovative marketing strategies (specifically around audience actions outside the scope of traditional political advocacy)
Analysis and application of industry trends and good practices in direct response and digital marketing
- Direct mail
- Inbound marketing
- Email marketing
- Segmentation and personalization
- Cross-channel coordination
- New donor acquisition and retention (online and direct mail)
Strong approach to content creation and understanding of our gender justice lens and alignment with our values
Demonstrated success with email strategy and list growth including organic and paid acquisition with excellent ROI
Expertise around social growth and advertising
SEO/SEM strategy and execution
EveryAction knowledge a plus but not required
San Francisco Bay Area-based a plus but not required
RFP released to potential vendors: 5/14/2021
Receive notification of intent to submit: 5/21/2021
Proposals received: 6/11/2021
Interviews conducted: 6/15-25/2021
New partner/s selected: 6/30/2021
Onboarding begins: 7/1/2021
How to Apply
Process for Submission
We would be grateful to receive an email notification of your intent to submit a proposal on or before 5/21/2021.
Please submit the following to Camille Matson (firstname.lastname@example.org) by 5pm PST on 6/11/ 2021.
Overview of agency credentials and approach to direct response, digital marketing, and/or message strategy.
Portfolio of successful projects including online and direct mail acquisition, fundraising, and awareness/visibility raising campaigns.
Profiles of the key personnel who would work on the Global Fund for Women account, including their proposed project roles and relevant experience.
Summary of the agency’s understanding of Global Fund for Women’s opportunities and challenges for fundraising, marketing, and online advocacy.
Proposed project timeline.
Contact information for two references.
Proposed budget for entire scope of work or the specific portion you propose to undertake.
We will be happy to answer questions by phone or email in advance of the submission deadline.