Pledge Donor Management Specialist Support for UNICEF

The purpose of this Request for Proposal (RFP) is to seek proposals from qualified consultant/individual contractors and corporate organisations for the provision of Pledge Donor Management Specialist Support for UNICEF.

BACKGROUND

UNICEF’s Private Fundraising and Partnerships Division (PFP) has driven significant growth in pledge donors (individuals that donate by automated payment from their bank account or credit card, usually on a monthly basis). This has been achieved by ensuring both strategic and technical support to National Committees and Country Offices and backing this with an increased level of investment funds. The growth of pledge income continues to be the number one priority for PFP.

Pledge giving is the largest, and fastest growing, source of private income for UNICEF.  PFP’s increased pledge focus is evident the successful delivery of the 3-in-3 Campaign six months early, the ongoing drive for growth in this area, and the ambitious pledge targets for 2013 ($540M in gross income from pledge) and for 2017 ($1B in gross income from pledge).

The main risk to a heavy investment in pledge fundraising is pledge donor attrition (pledge donors who cease supporting the organisation) as the techniques which deliver high volumes of new pledge donors require more systematic pledge donor management.  As such, PFP is committed to supporting National Committees and Country Offices in improving their pledge donor retention by implementing cutting edge pledge donor management techniques. As our pledge files grow ever larger, it will be increasingly important to manage those files effectively. The value of a 1% gain in pledge performance globally is over $5M per year in income, a figure that is set to grow.

SUMMARY SCOPE OF WORK

This role supports the advancement of pledge donor management processes by National Committees and Country Offices, in order to help reduce the attrition, and maximize the commitment and value of UNICEF’s pledge donors worldwide. Specifically the contractor works with PFP’s pledge fundraising team to drive improvements in pledge donor development and innovation for National Committees and Country Offices.

The purpose of this is to ensure that pledge donor attrition is reduced, and the Long Term Value (LTV) of pledge donors is maximized. Of particular importance in donor retention and value maximization will be the use of telemarketing by National Committees and Country Offices. By retaining donors better, and asking them to give more, UNICEF can increase the LTV of donors.

This role will be focused specifically on Stewardship calls, Upgrade calls, Saving calls and Reactivation calls.