Consultancy (11 months) : Latin America and Caribbean (LAC) DRTV Project Manager, Individual Giving, Division of Private Fundraising and Partnerships

The private sector plays a crucial role in the ability of UNICEF to deliver results for children, both by raising vital revenue and by supporting advocacy and delivery of the child rights agenda. UNICEF defines the private sector as the general public, civil society, businesses, private foundations and other social groups that can individually or collectively contribute to positive changes in the lives of children. Financial and non-financial contribution from the private sector (Individual, Corporates and Philanthropic partners) has consistently grown in Latin America and Caribbean (LAC) in the past few years, becoming the most important source of funding for UNICEF programmes in the region and helping to achieve results at scale for children. To enhance UNICEF Individual Giving fundraising efforts in the LAC Region, with a special focus on pledge donors (recurring givers) Direct response television has been identified as a channel that will be central to the success of the newly developed fundraising strategy and LAC Coun-try Offices now needs an experienced DRTV Project Manager to help the offices set up and begin testing and then roll-out.

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 private sector plays a crucial role in the ability of UNICEF to deliver results for children, both by raising vital revenue and by supporting advocacy and delivery of the child rights agenda.  UNICEF defines the private sector as the general public, civil society, businesses, private foundations and other social groups that can individually or collectively contribute to positive changes in the lives of children.

Financial and non-financial contribution from the private sector (Individual, Corporates and Philanthropic partners) has consistently grown in Latin America and Caribbean (LAC) in the past few years, becoming the most important source of funding for UNICEF programmes in the region and helping to achieve results at scale for children.

To enhance UNICEF Individual Giving fundraising efforts in the LAC Region, with a special focus on pledge donors (recurring givers) Direct response television has been identified as a channel that will be central to the success of the newly developed fundraising strategy and LAC Country Offices now needs an experienced DRTV Project Manager to help the offices set up and begin testing and then roll-out.

How can you make a difference?

UNICEF seeks an experienced DRTV Project Manager Consultant to provide support to the LAC teams and lead the set-up, testing and evaluation of direct response television as a pledge donor recruitment channel. This will require developing media plans in collaboration with LAC staff and the newly procured DRTV agencies, identifying and setting up appropriate response channels and coordinating the development of appropriate creative, including ensuring the involvement of key stakeholders within the office at all stages. The Project Manager will collaborate also with the Digital teams in order to integrate DRTV and Digital plans in order to maximize response.

The role will also be required to develop, and coach identified staff members from the fundraising teams at Country Offices (COs) so that they are capable of taking on the management of the new DRTV program once the consultancy is complete.

The incumbent will also collaborate with PFP RSF/GVA to support COs to prepare investment funds requests for DRTV campaigns.

Currently the expected split of work will be 40% focused on Brazil, 15% Mexico, 15% Chile, 15% Argentina and 15% to the other LAC + Canada markets. This will require international travel.

MAIN TASKS:

Under the guidance of the Fundraising Specialist (Individuals) based in the LAC Regional Office, the Regional Support Centre (RSC) in Panama, the consultant will perform the following duties:

Specific tasks:

• Responsible for overall project management of the DRTV activity plan across the year and the delivery of income, expenditure and new donor targets
• Close collaboration with the EAPRO DRTV specialist throughout the planning, execution and evaluation stages of each campaign
• Working with and coordination of suppliers across media, creative and response channels
• Coordination, collection and management of feedback from all internal DRTV stakeholders, including the Country Office Representatives, the Communications, Programmed and Fundraising Teams and supporting PFP teams in Geneva and the Regional Support Centre
• Development of test plans across audience, media, message and offer, alongside suppliers and other key stakeholders
• Act as liaison point between Global DRTV partner/s and Country Offices
• 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
• Ensuring there are smooth data flows between all response channels, in-bound and outbound teams and follow on conversion and welcome activities
• Ensuring the required systems and procedures are in place to track and follow up results
• Defining attribution models for each market or one size fits all, if possible – work with the international consultancy agency to develop that asset.
• 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
• Develop a report template to be used by the different markets
• Production of end of campaign results, key learnings and recommendations which then feed into the next phase of planned activity to continually improve performance
• Development of a DRTV manual at the end of the project using the learnings from the previous months.
• Work alongside the following key staff members and teams to maximize DRTV performance:

• • Telemarketing Specialists 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
  • The Digital teams to ensure integration across channels and that strong supporting marketing collateral is produced across paid, earned and owned media
  • Communications Teams to secure media support during campaign
  • Donor Retention Teams to ensure relevant ongoing supporter journeys for all new supporters recruited via DRTV campaigns

• Support the preparation of investment cases, forecasting tools and investment fund applications
• Deliver DRTV webinar for capacity building
• Give hands on support in situ when needed
• Support similar channel (Telethons) when needed

DELIVERABLES:

The incumbent will have a significant impact on UNICEF's private sector income via the diversification of acquisition channels of Country Offices in the LAC region. The recruitment of new donors via DRTV will directly contributes to the achievement of the overall private sector income goals for UNICEF.

The expected deliverables of this consultancy are:

• DRTV test plans and media schedules for multiple campaign in 2020 and 2021.
• DRTV is launched and optimized in at least Chile, Argentina, Mexico, Brazil and Canada.
• Full campaign analysis and evaluation after each test phase
• DRTV manual for the Americas region.

ESTIMATED DURATION OF THE CONTRACT AND PROPOSAL:

The estimated duration of the contract is 11 months, starting May 1^st 2020

REPORTING TO: 

The incumbent will work under the supervision of the Fundraising Specialist (Individuals) based in the LAC Regional Office, and in close collaboration with Fundraising Specialists at PFP as well as RSC colleagues

WORK PLACE:

The incumbent will be home based in the LAC region. The consultant could be asked to work from one of the UNICEF offices in LAC, preferably in one of the following cities, Brasilia, Buenos Aires, Santiago De Chile for 11 months.

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

• 5+ years of hands-on experience in developing and managing DRTV campaigns and supporting suppliers from the LAC region.
• Strong understanding of media buying and media planning.
• 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.
• First level university degree in a business or communications related field desirable.
• Fluency in English and Spanish is required. Fluency is Portuguese is highly desirable.

For every Child, you demonstrate…

UNICEF's values of Care, Respect, Integrity, Trust, and Accountability (CRITA) and core competencies in Communication, Working with People and Drive for Results.

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.

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 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.

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 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.