TERMS OF REFERENCE. Market research on the fundraising potential in Bulgaria, attitudes and behavior towards charitable giving

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1 TERMS OF REFERENCE Market research n the fundraising ptential in Bulgaria, attitudes and behavir twards charitable giving Start date: 27 March 2017 End date: 20 July 2017 Reprting t: Petya Petkva, Fundraising Officer, UNICEF I. BACKGROUND INFORMATION Since 1946 UNICEF has been the wrld s leader fr children, represented in mre than 190 cuntries t help children survive and thrive, frm early childhd thrugh adlescence. UNICEF supprts child health and nutritin, quality basic educatin fr all bys and girls, and the prtectin f children frm vilence, explitatin, and AIDS. UNICEF is funded entirely by the vluntary cntributins f individuals, businesses, fundatins and gvernments thus UNICEF needs regular funding in rder t perate and deliver results fr children. UNICEF prgrammes in Bulgaria have specific fcus n the grup f the mst disadvantaged children such as children in institutins, children living in pverty and children with disabilities. UNICEF Bulgaria is currently wrking n its agenda t mnitr and t prmte children rights in line with UN Cnventin n the Rights f the Child (UNCRC). Private sectr fundraising Since 2008 UNICEF has had a leading rle fr the develpment f the lcal fundraising market and the dnr culture in the cuntry, nt nly thugh resurce mbilizatin but als thrugh establishing strng alliances with private sectr stakehlders fr prmtin f child rights, develping mdels fr integrated crprate engagement with the business sectr and creating innvative slutins (dnatin channels) used by variety f charity rganizatins in the cuntry. UNICEF has als established best practices in individual mnthly giving, setting high standards fr accuntability, dnr reprting and transparency in the sectr. UNICEF has a strng psitin in the Bulgarian market with high brand awareness and psitive image. II. OVERALL OBJECTIVE OF THE ASSIGNMENT The Cuntry Office is currently in prcess f preparatin f its private sectr fundraising strategy in the cuntry fr the perid As part f this prcess UNICEF plans t assess the lcal market ptential fr fundraising frm crprates and private individuals and t cnduct a marketing survey amng a natinally representative sample f the general public in Bulgaria as well as amng UNICEF dnrs. UNICEF in Bulgaria wuld like t select a research agency t wrk with in cnducting the survey with the fllwing bjectives: Assess the Bulgarian market ptential fr philanthrpic dnatins fr children in Bulgaria and wrldwide thrugh UNICEF; Identify the barriers t fundraising sectr in Bulgaria and factrs that affect the industry plitical, ecnmic, sci demgraphic, technical;

2 Map the key private sectr stakehlders n the market (crprate dnrs with develped crprate scial respnsibility strategy, individual philanthrpists and fundatins); Outline the prfile f ptential crprate dnrs in the cuntry, level f awareness f UNICEF, attitudes and expectatins cncerning dnatins; Define the prfiles f the current UNICEF dnrs (ne-ff and mnthly private individual dnrs and Pledge SMS dnrs); Outline the prfile f the ptential high-value regular dnrs in the cuntry and define targeted apprach t reach and engage them; Identify the mst effective fundraising techniques in Bulgaria fr acquisitin f individual mnthly dnrs and crprates, the mst preferred dnatin methds and strategies fr grwth fr UNICEF; Evaluate UNICEF dnrs cmmitment and satisfactin frm the current cmmunicatin cycle (thank yu s and calls, mnthly e-newsletter, reprts). Identify ther rganizatins in the field f lcal fundraising in Bulgaria and define the UNICEF s cmparative advantages; Assess the awareness f the ppulatin regarding UNICEF activities in Bulgaria and the impact f the latest cmmunicatin activities f the Representatin in the cuntry. Assess and identify the mst effective cmmunicatin channels in terms f fundraising; TARGET AUDIENCE: UNICEF dnrs and supprters (40,000 data base): Mnthly individual dnrs via bank transfer, nline, payrll dnatins (abut 500 e- mail cntacts); Mnthly dnrs via SMS (abut 23,000 cntacts); One-ff individual dnrs ( list f 6,000 cntacts); Lapsed UNICEF dnrs (abut 280 cntacts); Crprate dnrs and partners (abut 1,000 cntacts) UNICEF supprters (8,000 s). Ptential dnrs and partners: Private individuals natinal representative sample f the active ppulatin (gender, age and regin); Tp 200 cmpanies in the cuntry based n annual revenue and number f emplyees, with established CSR strategy r philanthrpic practices middle t senir management (decisin makers); Small and medium enterprises decisin makers; III. IMPLEMENTATION APPROACH AND METHODOLOGY 1. Desk research The desk research will be cnducted, encmpassing the fllwing: Page 2 f 6

3 Overview f the fundraising market and charity in Bulgaria in the last 5 years ( ); Mapping f the key private sectr stakehlders n the market (tp crprate dnrs with develped crprate scial respnsibility strategy, individual philanthrpists and fundatins); Mapping f the main actrs (cmpetitr NGOs) in the charity sectr in Bulgaria, their activities and results. SWOT analysis and recmmended actins t UNICEF in Bulgaria; PEST analysis (verview f external factrs influencing the fundraising market); Glbal and lcal trends in fundraising; The current ptential f the fundraising market in Bulgaria by incme streams (crprate and individuals), target grups (crprate dnrs, ne-ff and mnthly individual dnrs), supprted causes and dnatin mechanisms (SMS, bank, nline, cause related marketing, custmer fundraising, events); Triggers fr dnatin and barriers twards charity; Attitude f Bulgarian sciety and specifically f ptential dnrs t regular dnatins; The attitude and ptential f crprate dnrs fr integrated crprate engagement including philanthrpy, CSR, custmer fundraising, cause related marketing and prgrammatic cperatin beynd financial supprt; During this stage, the agency culd cnduct interviews with private sectr stakehlders (business assciatins, lcal r multinatinal cmpanies, etc.) and nn-gvernmental rganizatins (Bulgarian Dnrs Frum, etc.). 2. Quantitative nline survey amng private individuals (current UNICEF dnrs and ptential individual dnrs) An nline methdlgy is preferred fr the quantitative survey amng private individuals; The nline survey will require 2 questinnaires (ptential and current dnrs) The questinnaires shuld be adapted t the specifics f the target grup (ne-ff dnrs, mnthly dnrs, mnthly SMS dnrs, lapsed & supprters) Csts shuld be prvided fr 2 questinnaires (15-20 minutes lng each), including key demgraphics. Sample size f the questinnaire t ptential dnrs: 1,000 respndents, natinally representative f the adult ppulatin in terms f age, gender and regin. The questinnaire will cver the fllwing main tpics: Brand awareness f nn-prfit rganizatins in the cuntry (prmpted and spntaneus); Dnatin practices (supprted causes, triggers and cnstraints fr dnatin, average ne-ff/mnthly dnatin, regularity f dnatin, preferred payment channels); Attitude twards mnthly dnatins (mst ppular and preferred cmmunicatin channels fr acquisitin, preferred payment methds, amunts f mnthly dnatin); Sci-demgraphic and psychgraphic prfile f the current and ptential dnrs including media cnsumptin habits. Page 3 f 6

4 3. Qualitative survey amng private individuals (current UNICEF dnrs and ptential individual dnrs) Fcus grups are preferred methd fr the qualitative survey amng private individuals; Fcus grups shuld be cnducted amng tw main target grups (ptential and current dnrs); Csts shuld be prvided per 1 fcus grup in Sfia and the majr cities; Presence f UNICEF staff is preferred r pssibility fr nline streaming; 4. Telephne interviews amng crprate dnrs (current UNICEF dnrs and ptential nes) Effective telephne interview shuld be cnducted amng tw main target grups (100 ptential and 100 current crprate dnrs); Cst shuld be prvided per unit successful telephne interview; IV. DELIVERABLES It is expected that the agency will have t prvide the fllwing deliverables: Detailed descriptin f the methdlgy, including cncrete research tasks, research hyptheses, the target grups and stakehlders, data cllectin instruments and strategy, indicatrs t be included in the questinnaires/inquiries, sampling methd, methdlgy fr fcus grups and individual interviews, etc. Detailed wrk plan, including the specific tasks, their timing and related deliverables, including draft and final prducts; Desk research reprt; All questinnaires; Fully tabulated tables per target grups; Draft reprt frm quantitative survey cnducted amng private individuals (nline survey); Draft reprt frm qualitative survey cnducted amng private individuals (fcus grups); Draft reprt frm telephne interviews cnducted amng UNICEF crprate dnrs and ptential nes; Final detailed reprt per target grups (private individuals and crprate dnrs and per current UNICEF dnrs and ptential nes), with analysis f data, key learnings, recmmendatins fr effective fundraising techniques and apprpriate cmmunicatin channels fr UNICEF fundraising strategy in the cuntry; Summary reprt per target grups, utlining key findings, cnclusins and recmmendatins frm the surveys. All deliverables shuld be in Bulgarian. The summary shuld be submitted in Bulgarian and English. All deliverables shuld be prvided fr apprval t the UNICEF Fundraising Officer. Page 4 f 6

5 V. TIMEFRAME First draft f the desk research and draft reprts frm the quantitative and qualitative surveys shuld be prvided by 20 May The assignment is t be cmpleted by 20 July VI. SELECTION CRITERIA The eligible candidates shuld make prf f: Relevant experience f the cmpany in the field f market research Experience with prjects f a similar scpe and delivery is an asset; Relevant experience with charitable rganizatins in the cuntries wuld be an asset; Knwledge abut UNICEF activities in Bulgaria. Ability and resurces t prvide the full set f deliverables within the set deadlines as per the Terms f Reference. The fllwing criteria will be used in assessing prpsals: Cmpleteness f respnse and verall crrespndence between TR requirements and prpsal (specific tasks, deliverables). Clarity and cmprehensiveness f prpsal; Demnstrated understanding f prject requirements; Demnstrated ability f the cmpany t fulfil the Terms f Reference; Prpsed methdlgy and apprach; Experience f the cmpany in market research and the experts invlved in the prject. Curriculum Vitae f the invlved researchers shuld be prvided; Reference checks. VII. GENERAL CONDITIONS 1. Cntractr will wrk utside UNICEF premises, with the exceptin f meetings cnvened by the respective UNICEF Officer; 2. Cntractr will respnd t all enquiries within 4 hurs. VIII. STANDARD PROCEDURES IN THE DELIVERY OF THE PRODUCTS All materials in supprt f the implementatin f the task will be prvided by UNICEF ffice upn assignment f the cncrete task. In case f late delivery f services and unsatisfactry perfrmance n behalf f the Cntractr, UNICEF may refuse t accept delivery f all r part f the services and claim liquidated damages as per UNICEF Special Terms and Cnditins. IX. PAYMENT SCHEDULE The cntractr will be paid 30% f the amunt upn delivery and apprval f the questinnaires and 70% will be paid upn apprval f final reprt. Payment terms are 30 days net after invice. Payment fr the services will be effected upn the Supervisr s acceptance f the services. X. MONITORING AND EVALUATION OF THE ASSIGNMENT The selected cntractr will wrk under the direct supervisin f the UNICEF Fundraising Officer. Page 5 f 6

6 Payment fr the services will be effected upn the Supervisr s acceptance f the services. XI. SUBMISSION OF PROPOSALS Candidates are requested t submit separate technical and financial prpsals by 20 March SEALED Prpsals shuld be sent t: UNICEF, 87 Dndukv Blvd., fl. 2, Sfia 1504 Subject: RFP - Market research n the fundraising ptential in Bulgaria and attitudes & behavir twards charitable giving Attn: Mr. Krassimir Dimitrv Offers received later than 18.00h n 20 March 2017 and nt as per the requirements will nt be reviewed. Price prpsals shuld include budget breakdwn in BGN, VAT excluded. The Price ffers shuld be in separate sealed envelpe in the main envelpe f the technical prpsal. If yur cmpany is nt VAT registered, please indicate explicitly. Technical prpsals shuld include descriptin f the prpsed methdlgy, number and level f researchers and experts invlved in each activity. Technical prpsals shuld be send als by t kdimitrv@unicef.rg r submitted n CD tgether with the sealed paper prpsal. N electrnic submissin f price ffers. Price ffers shuld be submitted nly in separate sealed envelpe in the main envelpe f the prpsal. Designed by: Viletka Minkva Resurce Mbilizatin Officer Apprved by: Maria Jesus Cnde UNICEF Representative Page 6 f 6