Consultancy (11.5 months): Individual Giving DRTV Specialist (Asia), New Delhi, India

India is the largest programme country in UNICEF and will be celebrating 70 years in India in 2019. The current country programme for 2018-2022 has ambitious targets to help millions of children and their families across multiple programme outcomes through 13 state offices. The middle-class population in this country of 1.3 billion is growing rapidly. India is a large and dynamic market with frequent changes and innovations happening across multiple sectors and industries. To enable UNICEF to deliver programmatic results for children, the organization needs to maximize income potential from the Private Sector. Through previous fundraising efforts, India Country Office (ICO) has now established a base of c.40,000 active pledge donors recruited primarily via face to face (F2F). However, market research indicates that there is significant potential for extremely ambitious growth if new channels can be activated that will reach ICO’s target audiences and successfully convert them to new donors. Direct response television has been identified as a channel that will be central to the success of the newly developed fundraising strategy and ICO now needs an experienced DRTV Project Manager to help the office set up and begin testing. More widely, UNICEF Country Offices in Southeast Asia have been successfully fundraising for many years. However, there is a common need to diversify acquisition channels and clear potential to test DRTV across the region.

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 fundamental mission of UNICEF is to promote the rights of every child, everywhere, in everything the organization does - in programs, in advocacy and in operations. The equity strategy, emphasizing the most disadvantaged and excluded children and families, translates this commitment to children's rights into action. For UNICEF, equity means that all children have an opportunity to survive, develop and reach their full potential, without discrimination, bias or favoritism. To the degree that any child has an unequal chance in life - in its social, political, economic, civic and cultural dimensions - her or his rights are violated. There is growing evidence that investing in the health, education and protection of a society's most disadvantaged citizens - addressing inequity - not only will give all children the opportunity to fulfil their potential but also will lead to sustained growth and stability of countries. This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nations.

The Individual Giving DRTV Specialist role is located in the Individual Giving Team, which is itself part of Fundraising Services. The consultant will report to the Individual Giving Manager and will be available to support the Country Offices in the Asia and Pacific region with an initial focus on India.

India is the largest programme country in UNICEF and will be celebrating 70 years in India in 2019. The current country programme for 2018-2022 has ambitious targets to help millions of children and their families across multiple programme outcomes through 13 state offices. The middle-class population in this country of 1.3 billion is growing rapidly. India is a large and dynamic market with frequent changes and innovations happening across multiple sectors and industries.

To enable UNICEF to deliver programmatic results for children, the organization needs to maximize income potential from the Private Sector. Through previous fundraising efforts, India Country Office (ICO) has now established a base of c.40,000 active pledge donors recruited primarily via face to face (F2F). However, market research indicates that there is significant potential for extremely ambitious growth if new channels can be activated that will reach ICO's target audiences and successfully convert them to new donors. Direct response television has been identified as a channel that will be central to the success of the newly developed fundraising strategy and ICO now needs an experienced DRTV Project Manager to help the office set up and begin testing.

More widely, UNICEF Country Offices in Southeast Asia have been successfully fundraising for many years. However, there is a common need to diversify acquisition channels and clear potential to test DRTV across the region.

How can you make a difference?

UNICEF seeks an experienced consultant to project manage DRTV and lead the set-up, testing and evaluation of direct response television as a pledge donor recruitment channel. This will require creating media plans in collaboration with ICO staff and the newly procured DRTV agency, identifying and setting up appropriate response channels and coordinating the production of appropriate creative, including ensuring the involvement of key stakeholders within the office at all stages.

The assignment will also be required to develop and coach identified staff members from the fundraising team at ICO so that they can take on the management of the new DRTV program in the future.

Once the India DRTV project has been initiated there may be additional test projects in Southeast Asia, most likely Thailand, to support alongside the ongoing activity in India. Currently the expected split of work will be 70% focused on India and 30% on Thailand but this is subject to change. This will require occasional international travel.

MAIN TASKS: 

Under the guidance of the Global Individual Giving Team and the relevant Country Office, the incumbent will perform the following duties:

• Overall project management of DRTV campaigns to deliver on targets and budget
• Close collaboration with UNICEF's global DRTV specialist consultants throughout the planning, execution and evaluation stages of each campaign
• Under the guidance of the Individual Giving Manager, management and coordination of suppliers across media, creative and response channels
• Under the guidance of the Individual Giving Manager, coordination of feedback from all DRTV stakeholders
• Development of test plans across audience, media, message and offer, alongside suppliers and other key stakeholders
• Sourcing of appropriate DRTV content and working with suppliers to develop that content into strong DRTV and supporting online and offline creative consistent with the UNICEF brand and accounting for globally accepted good practice
• Working in close collaboration with the Country Office field offices to source DRTV content
• Ensuring there are smooth data flows between all response channels, in-bound and outbound teams and follow on conversion and welcome activities
• Monitoring of results within each campaign, including the timely and accurate delivery of results from suppliers, and optimizing campaign performance where possible based on these results
• Production of end of campaign results, key learnings and recommendations which then feed into the next phase of planned activity to continually improve performance
• Work alongside the following key staff members and teams to maximize DRTV performance:
  • Telemarketing Manager to ensure that agencies, in-house capacity and all supporting technologies are set up to handle responses, that scripts are produced and that all in-bound operators are fully trained both before and during the campaign phases and debriefed after each campaign
  • Digital Team to ensure integration across channels and that strong supporting marketing collateral is produced across paid, earned and owned media
  • Communications Team to secure media support during campaign
  • Donor Retention Teams to ensure relevant ongoing supporter journeys for all new supporters recruited via DRTV campaigns

For other Country Office needs, some or all the above duties will be required.

DELIVERABLES:

The incumbent will have a significant impact on UNICEF's private sector income and the diversification efforts of Country Offices in the Asia and Pacific Region. The overall success of private sector income generation is built upon the success of fundraising in individual markets, therefore this role directly contributes to the achievement of the overall private sector income goals for UNICEF.

The specific, measurable results for this consultancy will be:

• The production of DRTV test plans and media schedules for multiple campaigns in 2019.
• At least one DRTV advertisement creatively developed and tested within each market the position is assigned to.
• Full campaign analysis and evaluation after each test phase.
• High quality support as required to each identified Country Office in the region.

ESTIMATED DURATION OF THE CONTRACT AND PROPOSAL:

The estimated duration of the contract is 11.5 months, starting from the 1^st May 2019 (tentatively).

REPORTING TO:  

Supervisors: Individual Giving Specialist, Fundraising Services and Individual Giving Manager of Country Office.

Peer group: Individual Giving team, Fundraising specialists.

Key contacts: Country Office Staff, Regional Support Centre, Digital Section.

WORK PLACE:

The incumbent will be based at India Country Office (ICO) in New Delhi. Travel to the field will be required for the filming of projects in India for DRTV campaigns and to visit local call centers. Occasional overseas travel lasting between one week and one month to support other UNICEF offices in the setup of DRTV tests may also be required. Currently Thailand is an identified test market for 2019.

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

• Master's degree in a business or communications related field desirable with a minimum of 3 years of experience. Alternatively, an undergraduate degree in a business or communications related field and a minimum of 5 years of experience.
• Hands-on experience in developing and managing DRTV campaigns and supporting suppliers and a strong understanding of media buying.
• Ability to develop robust test plans.
• Strong project management and organizational skills.
• Ability to coordinate and influence staff at all levels of seniority.
• Excellent planning and analysis skills.
• Understanding of markets in middle income countries, with knowledge of the Indian market desirable.
• Fluency in English is required.

For every Child, you demonstrate…

Core Values:

• Commitment
• Diversity and Inclusion 
• Integrity

Core Competencies:

• Communication (II)
• Working with People (II)
• Drive for Results (II)

Functional Competencies:

• Analyzing (Level II)
• Relating and networking (Level II)
• Applying technical expertise (Level II)
• Planning and organizing (Level II)

View our competency framework at http://www.unicef.org/about/employ/files/UNICEF_Competencies.pdf

Remarks:

Please indicate your ability, availability and gross daily/monthly rate (in US$) to undertake the terms of reference above (including travel and daily subsistence allowance, if applicable).  Applications submitted without a daily/monthly rate will not be considered. Also, please mention the earliest date you can start.

Taxation: UNICEF and the United Nations accept no liability for any taxes, duty or other contribution payable by the consultant and individual contractor on payments made under this contract. Neither UNICEF nor the United Nations will issue a statement of earnings to the consultant and individual contractor.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the organization.

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, therefore, undergo rigorous reference and background checks, and will be expected to adhere to these standards and principles.