Consultant (18 months, office-based in India) Digital Strategist, Individual Giving, Division of Private Fundraising and Partnerships (PFP)

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential. 

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone. 

And we never give up. 

For every child, hope

The purpose of this consultancy is to support UNICEF India in developing and implementing a long-term and sustainable digital engagement and fundraising strategy, with a clear aim of increasing the digital business results across measurable indicators such as net digital revenue, growth in number of donors who give regularly to UNICEF, retention rate, and increase in monthly recurring revenue.   

With the support of national, regional, and global teams within other functions such as Individual Giving, Private sector fundraising and partnerships, digital fundraising, communication, partnerships, programmes, market development, data, analytics and more, the digital strategy and activation consultant will be essential to creating and implementing a growth-oriented digital fundraising strategy, conducting skill assessments, leading capacity-building, and providing strategy and technical leadership. 

How can you make a difference? 

Scope of Work:

As a consultant for Digital fundraising strategy and activation, you will be responsible for: 

1. Revenue Growth in digital through the development of a strategic and operational plan:  Develop a long-term plan and strategy to enhance the digital business outcomes of ICO, such as revenue, loyalty, cost of acquisition, return on investment, number of new contributors (with a focus on monthly subscription pledge donors primarily), and increase in monthly recurring revenues.
2. Talent needs assessment, Training and Capacity Building: Assess needs across strategy, resources, structure, skills, and infrastructure and suggest solutions based on objectives for the future and the current situation. This would be done in collaboration with the key stakeholders in the Country Office, Private Fundraising and Partnerships Regional Support Centre and PFP HQ
3. Digital fundraising plan and execution, influencing and support: Coordinate the strategic planning, development, and implementation of digital fundraising activities within the digital fundraising team. Work closely with the Individual giving and digital fundraising team (Data, analytics, website, salesforce, content, paid media) and communications and content teams to implement the plan.
4. Knowledge management: Provide guidance, information, and reports on the organization’s overall digital maturity, institutional preservation of best practices, future-proofing and digital fundraising performance while taking into account the organization’s changing internal and external environment as well as the dynamic nature of the digital ecosystem, market changes, and customer insights. The consultant will oversee the design, development, and implementation of the country office’s digital resource mobilisation and partnerships strategy for digital marketing and fundraising under the overall direction of the Resource Mobilisation Chief in ICO, regional, and global teams.

Expected deliverables and output:

Deliverables #1: Deliver an initial assessment report, with gaps and opportunities identified. Deliver a short-term roadmap and action plan for execution that results in increased donor volumes and revenues from digital sources. Socialize and engage stakeholders, gain buy and endorsement for the roll out. Develop profitable income growth through improved digital fundraising and paid media performance marketing operations in India.

KPI: Successful delivery of phase 1 of assessment report. Business goals (income, number of monthly subscription donors, ROAS, CPA) to be decided as per mutually agreed goals.

Deliverables # 2:  Formulate and deliver a short-to-mid-term and subsequently a long-term strategic plan to enhance digital business outcomes of ICO. Develop and present a needs assessment for ICO, assessing gaps across strategy, resources, structure, skills and infrastructure. The short and mid-term plan must present a case for investment support.

Facilitate cross-functional planning sessions to develop a collaborative action plan. Implement the action plan, report on progress, provide ongoing reviews and identify bottlenecks and provide solutions and take corrective action when required. 

KPI: Assessment report delivered; midterm plans in place. Business goals (income, number of monthly subscription donors, ROAS, CPA) to be decided as per mutually agreed goals.

Deliverables # 3: Develop and deliver the digital fundraising plan and activities. Work closely with the Individual giving and digital fundraising team (Data, analytics, website, salesforce, content, paid media) and communications and content teams to implement the plan. Build and maintain relationships with agencies, services provider, global and local team members to deliver effective digital campaign and paid media performance marketing strategies.  Track progress and provide regular reporting on progress against goals. Identify and provide solutions to challenges and bottleneck ensuring the delivery of the agreed targets.

KPI: Mid-term plans being executed. Number of business goals met (income, number of monthly subscription donors, ROAS, CPA) to be decided as per mutually agreed goals.

Deliverables # 4: Design and deliver a series of reports to provide guidance, information, and updates on the organization’s overall digital maturity and progress against the agreed strategy. Develop and deliver systems to preserve institutional knowledge, best practices, and digital fundraising performance.

KPI: Reports are generated; best practice documents are shared.

Work Assignments Overview & Deliverables

Design, develop, and implement the India Country Office digital resource mobilization strategy for digital marketing and fundraising.          

Deliverable 1                            by 30 September 2024      

All of Deliverable 1                    by 31 October 2024          

All of Deliverables 1,2 and 4       by 30 November 2024        

All of Deliverables 1, 2, and 4     by 31 December 2024       

All of Deliverables 1,2,3, & 4      by 31 January 2025          

All of Deliverables 1,2,3, & 4      by 27 February 2025         

All of Deliverables 1,2,3, & 4      by 31 March 2025 

All of Deliverables 1,2,3, & 4      by 30 April 2025    

All of Deliverables 1,2,3, & 4      by 31 May 2025    

All of Deliverables 1,2,3, & 4      by 30 June 2025

All of Deliverables 1,2,3, & 4      by 31 July 2025    

All of Deliverables 1,2,3, & 4      by 31 August 2025

All of Deliverables 1,2,3, & 4      by 30 September 2025      

All of Deliverables 1,2,3, & 4      by 31 October 2025          

All of Deliverables 1,2,3, & 4      by 30 November 2025       

All of Deliverables 1,2,3, & 4      by 31 December 2025       

All of Deliverables 1,2,3, & 4      by 31 January 2026          

All of Deliverables 1,2,3, & 4      by 01 March 2026 

To qualify as an advocate for every child you will have… 

Education:

• Advanced university degree (master’s degree or higher) in one of the following fields: Business Administration, Marketing, Communications, Engineering, Management, or another relevant technical field is required. Alternatively, a first-level university degree (bachelor’s degree or higher), in combination with an additional qualifying 2 years of experience, may be accepted in lieu of an advanced university degree.
• Chartered Institute of Marketing (CIM), Institute of Fundraising (IoF), or Institute of Direct Marketing (IDM) qualifications or other equivalent professional qualifications would be an asset.

Experience:

• A minimum of eight (8) years of professional experience, with progressively increasing responsibilities, including direct responsibility for setting and meeting digital income targets. (required)
• Led diverse and geographically dispersed digital marketing teams previously in an inclusive and empowering manner. (required)
• Experience in, and deep knowledge of, the India country context including an understanding of potential audiences, digital trends in media, tech infrastructure and payments (required)
• Proven success in delivering successful digital marketing programs with demonstrated financial results is highly desirable.
• Experience in planning digital activity across a large organization, including running and planning workshops with cross-organizational stakeholders, is highly desirable.
• Proven project management skills delivering complex projects on time and budget with a strong knowledge of all the financial aspects of digital fundraising/marketing including analysis of costs/income, ROI, conversion and attrition data, and all other relevant KPIs, is highly desirable.
• Experience conducting audience research and insight projects is an asset.
• Experience working on GA360, DCM (CM360), DV 360, Salesforce, digital attribution, and campaign tracking projects are an asset.
• Experience in audience segmentation, Data management platform and Machine learning models is desirable.

Language:

• Fluency in English is required. Knowledge of an additional UN language is desirable.

Others:

• Committed to staying abreast of emerging technologies and trends within the fundraising scape.
• Skilled at articulating marketing solutions and interpreting data for non-technical colleagues.

Duty station: India, office-based 

For every Child, you demonstrate… 

UNICEF’s values of Care, Respect, Integrity, Trust, Accountability, and Sustainability (CRITAS). 

To view our competency framework, please visit  here. 

Remarks: 

Please indicate your all-inclusive (lump sum) fees in USD against the deliverables listed above. If there is a need for business travel, the travel costs will be covered by UNICEF separately. The office selects the individual based on best value for money.

Payment of professional fees will be based on submission of agreed deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.

Only shortlisted candidates will be contacted and advance to the next stage of the selection process. 

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws. 

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts. 

UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment. 

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.