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RFP for Online / Digital Marketing and Fundraising for HELPAGE INDIA (www.helpageindia.org) Overview of our Business: HelpAge India (HI) is a leading, secular, national level NGO with a mission “to work for the cause and care of disadvantaged aged persons and to improve their quality of life”.Our non-profit is currently lead through the vision and mission as aligned by our CEO Mr. Rohit Prasad. Registered in 1978 under the Societies' Registration Act of 1860, for over 42 years, HelpAge India has focussed on the issues of the elders, and helped millions of India’s elderly – particularly the destitute. Our focus over the years has moved from Welfare to Development, to protect the rights of India's elderly and provide relief to them through nationwide interventions, so as to enable them to live better and healthier and more dignified lives. HelpAge provides support and assistance to elderly through various age-care interventions and multiple projects across 24 states in 175 districts, covering 1906 villages in India and impacts the lives of over 2 million Indian elders who face financial, health, and emotional deprivation through focused interventions.Former Presidents of India, R. Venkataraman and K. R. Narayanan, have been Patrons of HelpAge India. For more details please check www.helpageindia.org Our Partner & United States focussed entity, American Friends of HelpAge India (AFHI), was established as a 501 (c) (3) non-profit organization in 2019 to help India’s disadvantaged and vulnerable elderly population lead healthy, active and dignified lives, free from poverty, suffering and abuse. AFHI raises funds and awareness in the United States in support of HelpAge India, India’s longest standing and reputed non-profit organization serving the disadvantaged elderly. AFHI harnesses the power of the Indian American diaspora and well-wishers of India to support HelpAge India’s programs and on-ground initiatives geared towards at-risk elders. For more details please check www.af-hi.org HelpAge India, became the first Indian non-profit to be honoured with the ‘United Nations Population Award 2020’, for its exemplary work working in the field of ageing for disadvantaged elderly in India, work during the Covid 19 pandemic and recognition of the organization’s outstanding contribution to population issues and efforts in the realization of older people rights in India since 1978. Current Stage of Digital Initiatives:HelpAge India has an existing Online Donation set up and has been doing online fundraising since 6+years. Presently almost 50% of the fulfilment/conversion of retail/individual fund raising by HelpAge is through Online channel’s. HelpAge offers all convenient forms of online/ digital payment/ gateway options. Instant Thank You & Tax Exemption certificates are auto-generated for online donors. We work across all major social, affiliate, email marketing, native and other advertising platforms like Google, META, LinkedIn, etc. (HI owned), to drive donations including a fully functional website. Google Analytics for HelpAge India is setup and mostly tracks donations efficiently. Hotjar further helps us understand a bird’s eye view on donor journey across the website. Challenges/Pain points: High expectation of ROI (considering the non-profit sector needs) limits scope for branding activities/test campaigns/testing new age platforms/technologies. Content (visual/case studies/data/impact) challenges on both quality and quality. Policy issues restrict campaign approvals (ads level). Regular algorithm changes/updates, privacy setting creates impacts on conversions & tracking. Shelf life of occasions other than Diwali/New Year is not more than 24-48 hours. Unavailability of content in a timely manner inhibits campaign planning. Engagement/Recognition/Retention for acquired donors is low. Limited access to existing 1st party data. Primary focus is currently on One-time donations. Limited conversions from 18-30 age group. Product/Program mix is limited and we still trying to find ways to increase the types of “ask”. Missing aspect of user generated content for marketing collaterals. Charity is not a priority Current Donor Persona/Profiling: 25+ male (70%) and female (30%) both, revenue is skewed towards 35+ Top 30% income bracket Primarily transactional audience like, shoppers, food & Dining, Travel/Travel Buffs, News & Politics/News Readers, financial services/investment services sector, Arts & Entertainment/Movies, etc. Location: India (93-95%) and expats living out of country. Device Usage: Traffic 80% + via mobile however desktop users convert more (65%) with a higher AOV/ADS. Top Devices: Apple iPhone, iPad, Samsung Galaxy, One Plus. Key Objectives & Time Frame: We aspire to reach 20.0 Cr through digital fundraising initiatives in FY 23-24 with an ROI ask ranging from 5-6 and 100% growth in new acquisitions. New donor acquisition to remain as top priority, for digital as a source of donation in retail/individual fundraising. Partnership Goals:Given the rapid growth in digital/online payments, the convenience it offers and the preference among younger generations for online/digital payments, HelpAge India would like to focus its efforts so as to grow online fundraising exponentially through aggressive online and social media efforts. HelpAge seeks an agency to provide campaign support across major advertising platforms, as well as appropriate targeted media buying to reach the target audiences with compelling story lines and strong call to Donate to HelpAge India, for India audience. We also have presence in the US market where we have established American Friends of HelpAge India which is 501 3 (c ) compl |