RFP - The American India Foundation’s Marketing & Communications

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About the Organization:

The American India Foundation (AIF) is a nonprofit American organization that is devoted to accelerating social and economic change in India. The AIF has partnered with 227 of India's NGOs to build a trusted network for implementation, scale, and sustainability while raising over $84 million since its inception. They are one of the largest secular, non-partisan American organizations supporting development work in India.

Project: American India Foundation’s Marketing & Communications in the US and India

Project Goals/Scope of Work:

In effort to unify our marketing and communications function into one strategic vision and plan, AIF seeks an agency partner to strategize, create and implement an overall marketing strategy for the organization in both the United States and India. Please note that this is a rather exhaustive overview of most of our marketing and communications functions currently done by AIF. We do not expect any proposal to include all items but rather show us where your experience and abilities can best come to advance the needs of AIF.

1. The AIF Brand

• Audit of the brand and the overall look and feel
• Design support and creation in effort to unify program sub-brands and other initiatives
• Needs assessment of differentiating needs for the US and India branding needs

2. Social Media

• Platform specific content creation
• Community engagement - responding, commenting, tagging, reposting
• Marketing - building audience via influencer partnerships, boosted post and paid advertising
• Fundraising - working in tandem with AIF development staff, build social media fundraising strategy via paid strategy and other methods to run fundraising campaigns with an emphasis on donor acquisition.

3. www.AIF.org

• Perform an audit of the AIF website to understand and simplify the wireframe to ensure focus, usability and efficiency for the end user.
• Content writing and editing.
• Manage AIF website “back end” via updates, new design or functionality and other day-to-day website needs.

4. E-mail Marketing

• Working with AIF development staff, design and develop e-mail marketing strategy for AIF’s database with the goal in donor conversion and mid-level gifts.
• Working with AIF development staff, plan a schedule of A/B testing with integrated lessons learned.
• Strategically look at improving open and click-through rates.

5. 20th Anniversary

• Strategic planning for AIF’s 20th year
• Messaging around the 20th Year
• Supporting media relations

6. Content Creation/Production

• Structuring and executing a year-long editorial calendar
• Working within India to discover, structure, film and produce program specific content
• Collateral production – creating long form and short form content including both digital and print donor-focused marketing materials

7. Media Relations

• Interviews, Expert Comments, Op-eds
• Bylines for stories
• Press Releases
• Organizational profile

8. Events Support

• Create design/brand for AIF events
• Creation of eblast schedule in coordination with AIF events staff in the US
• Creation of event-specific video content

Submission date: 09/25/20

Submit to: braden.lay@aif.org

Please send your questions to braden.lay@aif.org.

For more information please check the Link