LRPS-2026-9206410 - Long Term Agreement for Performance Marketing Services for Southeast Asia Region

Long Term Agreement for Performance Marketing Services for Southeast Asia Region

 

Background

 

The UNICEF Private Fundraising Partnership (PFP) Digital team aims to drive sustainable revenue growth across Southeast Asia through data-driven performance marketing, with a focus on Indonesia, Thailand, the Philippines, Malaysia, and Vietnam. UNICEF intends to establish Regional LTAs with qualified marketing agencies to manage and optimize digital fundraising campaigns across paid and owned channels, including Google, Meta, YouTube, TikTok, CRM, and other relevant platforms. The campaigns will cover always-on, topical, and emergency fundraising, with a primary focus on acquiring recurring (Pledge) donors while also generating one-time (Cash) donations. Through advanced audience targeting, creative testing, optimization, automation, and data analytics, the LTAs will support increased donor acquisition, improved conversion and retention, higher ROAS and LTV, and overall profitability. In parallel, the initiative will strengthen digital fundraising capabilities across APAC through shared playbooks, tools, testing frameworks, and best practices, ultimately supporting UNICEF’s long-term financial sustainability and programme delivery.

 

Objectives, Purpose & Expected results

 

UNICEF APRO is seeking to establish one or more non-exclusive Long-Term Agreements for Services (LTA-S) for the duration of 3 years, with the option of additional 2 x 2-years extension, subject to satisfactory performance and agreement of both contracting parties (maximum duration of 7 years). The established LTA-S will be time bound, without a monetary value or guaranteed offtake. The LTA-S will be awarded based on a price list for the relevant services, including any volume discounts. The resulting LTA-S will be open to use by other UNICEF offices in the Asia Pacific region.

The awarded LTA-S holder(s) will be expected to deliver the following business outcomes through performance marketing:

# Scale Donor Acquisition Efficiently:

Drive significant growth in both monthly (recurring) and one-time donations through paid media channels, achieving scalability across markets while maintaining efficiency benchmarks e.g. ROAS ≥ 3, optimized CPA, and high donor ifetime value (LTV).

# Deliver Profitable Growth via Paid Media:

Ensure all paid media investments generate measurable and sustainable returns, e.g. targeting a minimum ROI of 3.0 across channels, with a strategic ambition to increase performance toward higher benchmarks through continuous optimization.

# Optimize End-to-End Performance Funnel:

Continuously improve performance across the full marketing funnel- from impressions to conversions-by optimizing key metrics including click-through rates (CTR), conversion rates (CVR), cost per acquisition (CPA), average donation value, and downstream retention indicators.

# Drive Data-Led Decision Making and Continuous Optimization:

Utilize advanced analytics, testing frameworks, and automation to continuously refine campaigns, audiences,creatives, and channel strategies to maximize performance outcomes.

# Build Performance Marketing Best Practices and Playbooks:

Document learnings, optimizations, and scalable approaches across paid media channels to support replication of success across markets and strengthen UNICEF’s institutional knowledge in performance marketing.

 

Location and Duration

 

UNICEF APRO wishes to establish non-exclusive LTA-S with one or more qualified institutions for the initial duration of 3 years, with the option of 2 x 2-years extension based on satisfactory performance and agreement of both parties (maximum duration of 7 years). The established LTA-S will be time-bound and do not guarantee a monetary value.

LTA-S holders will work remotely from their own premises. Should travel be requested, it would be part of the TOR for a specific assignment and can be costed at that point of time.

 

For full details, please refer to the attached Terms of Reference

 

This tender will be run through the UNICEF e-submissions system (UNGM).

 

By clicking on the blue ‘Express Interest’ button in the UNGM tender notice, the full UNICEF e-submission system instructions to bidders document (including instructions on how to access the tender documents and submit an Offer) will be automatically emailed to the ‘contact persons’ included in your UNGM registration. Alternatively, the full UNICEF e-submission system instructions to bidders document is publicly available on the UNICEF supply internet pages here: https://www.unicef.org/supply/index_procurement_policies.html .

 

In the tender management site, if you navigate to the documents tab and opt in to confirm your intention to submit a Bid – you will then see the mandatory placeholders for documents that must be attached prior to submitting your Offer (you will also see if there are any mandatory questionnaires to complete). As such, you are recommended to `opt in` well before the submission deadline so you are clear exactly what documents are required to be uploaded prior to completing your submission.

 

Please note that in order to access the full-set of tender documents through UNICEF’s e-submissions system, vendors must: (1) be registered with UNICEF in UNGM as a company/NGO; (2) have successfully completed all mandatory information currently required by UNGM when registering.

 

Please ensure that any files submitted as part of your bid are not corrupt or damaged in any way. Please exercise caution when using compressed files. Any corrupt or damaged files may lead to your Bid being invalidated.

 

All vendors are strongly recommended to regularly log-in to the UNICEF e-submissions system to check for any deadline extensions, new clarifications, new correspondence or updated tender documents relating to this tender.

 

Should you have any questions to the RFP, please submit your queries to THL-ML-BKKSUPPLY@unicef.org no later than 14 October 2026 at 15:00 hrs. Bangkok time - so that all queries could be clarified and circulated to all bidders before the deadline. 

 

The closing date of e-submission on UNGM is 21 October 2026 at 10:00 hrs. Bangkok time.

 

We look forward to receiving your proposals within the given timeline.

 

Best regards,

UNICEF Supply team