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RFP-2026-EA-007: Terms of Reference 009 for Awareness and Fundraising Campaign – Marketing Agency Services

  • Doctors Without Borders / Médecins Sans Frontières (MSF), Nairobi, Kenya, Communications and Fundraising is inviting bids for TOR-009: Awareness and Fundraising Campaign, Marketing Agency Services.
  • Contract duration: Up to 3 months. Any extension subject to prior written agreement and approvals. Indicative campaign period: 15 January to 30 March 2027, provisional, subject to onboarding and agreed workplan. Kenya target audiences, with hybrid and remote coordination.
  • One campaign specific award is expected. Evaluation is 100 points total, including 10 points for Cost Effectiveness. No separate financial score is added. Commercial review is on a comparable scope.

Introduction and Overview

  • Procuring entity: Doctors Without Borders / Médecins Sans Frontières (MSF), Nairobi, Kenya.
  • Requesting unit: Communications and Fundraising.
  • Assignment: Campaign strategy, creative development, content production, media management and approved influencer activations.
  • Background: MSF is an independent medical humanitarian organisation operating in more than 75 countries. Based in Nairobi, it supports humanitarian operations, regional engagement, communication and fundraising activities.
  • Context: MSF intends to engage a marketing agency for a major awareness and fundraising campaign in Kenya. The agency will support campaign strategy, creative output, audience acquisition, public engagement and donation conversion under the direction of MSF Communications and Fundraising teams.

Purpose and Objectives

  • Plan, produce, execute and evaluate an integrated major awareness and fundraising campaign using approved channels and budgets.
  • Increase awareness and understanding of MSF humanitarian and medical work among priority audiences in Kenya.
  • Encourage donations from existing and new supporters and improve the effectiveness of relevant donation journeys.
  • Build an audience acquisition and engagement approach appropriate to the Kenyan market.
  • Develop credible creative concepts, messaging and content consistent with MSF identity and humanitarian principles.
  • Identify, assess and coordinate suitable influencers and partners where their inclusion is approved by MSF.
  • Track campaign performance, optimise approved activities and document results and lessons for future campaigns.
  • Targets note: Donation, audience acquisition and awareness targets are intended outcomes rather than unconditional contractual guarantees. Baselines, target values, attribution arrangements and available MSF verified donation data will be agreed during the inception phase after agency onboarding.

Scope, Lots and Eligibility

  • Scope: Single campaign lot covering five workstreams. All proposed channels, messaging, commitments and expenditures remain subject to MSF written approval.
  • Eligibility: Open to bidders who meet the mandatory requirements in Section 8 and can deliver the full campaign within up to 3 months, with relevant Kenyan market capability.
  • Approval rule: No paid advertising, subcontracting or third party spending without agreed written approval and budget limit. Any proposed additional work, channel, influencer, subcontractor or spending above agreed limits requires a documented change approval before execution.

Required Services

  • 4.1 Campaign planning and strategy: Review MSF campaign brief, available past performance information, approved fundraising mechanisms and Kenya audience context. Document material assumptions and risks. Develop one integrated campaign strategy with priority segments, positioning, communication objectives, channels, messages and a detailed workplan covering the agreed campaign period. Detailed channels and asset volumes will be finalised during inception with MSF. Produce a channel and media plan showing timing, proposed allocation by channel, targeting principles, success indicators and dependencies on MSF owned platforms. Develop KPI definitions, reporting dashboard, measurement tools and data verification responsibilities during inception, taking account of available baselines and limits of campaign attribution.
  • 4.2 Creative development and content production: Develop campaign concept or concepts, key messages, calls to action, visual direction and proposed assets, all aligned with MSF branding and communication approvals. Produce the agreed quantity of digital, social, display, video and other assets, including accessible formats and variants for approved audiences and languages. Detailed asset schedule and revision allowances will be approved during inception before production. Provide editable working files, final exports, an asset register, proof of relevant licences and consents, and agreed revision rounds. Do not publish personal stories, patient images, field material, donor information or fundraising claims without MSF approval and required rights or consent.
  • 4.3 Media and campaign execution: Set up and implement approved activities across paid, owned and earned channels, with defined roles for any MSF managed channels or donation pages. Recommend audience targeting, media placements and optimisations. Maintain a live execution calendar and delivery log with links to published assets, platform evidence and any variances from the approved plan. Provide clear invoices and proof of third party media spend, distinguishing direct spend from agency fees, management charges and other mark ups.
  • 4.4 Influencer and partner engagement: Propose, screen and conduct due diligence on 3 to 5 suitable influencers or partners against MSF criteria. The requirement is for 3 to 5 actual signed activations, subject to MSF approval of each partner, its outputs, contract and associated costs. Provide a due diligence summary for each proposed partner covering audience relevance, authenticity of reach, reputational risks, brand suitability and conflicts of interest. Obtain advance written approval from MSF Communications and Fundraising before engaging, contracting or paying any influencer, disclosing an MSF association, commissioning content or publishing material. Each activation and associated cost is approved case by case. Coordinate approved influencer briefs, contracted activations, content approvals, publication and performance evidence, and agreed rights to reuse materials. Disclose all third party fees and interests. Teresia Opany is the MSF operational focal point for influencer coordination.
  • 4.5 Monitoring, optimisation and close out: Provide regular performance reports using agreed indicators and verifiable sources. Distinguish estimated platform results from MSF verified donation and acquisition records. Recommend and document changes to creative, targeting, frequency and budget allocation. Major variations require prior written approval. Complete final financial reconciliation, asset and account handover, campaign performance evaluation, evidence of spend and recommendations for subsequent campaigns.

Technical, Creative and Media Standards

  • Strategy standard: One integrated strategy with priority segments, positioning, objectives, channels, messages and detailed workplan. Channel and media plan must show timing, allocation by channel, targeting principles, success indicators and dependencies on MSF owned platforms.
  • Creative standard: Concept, messages, visual direction, itemised asset list, formats, quantities, revision rounds, usage rights and production calendar, all with written Communications approval before production and before publication.
  • Content standard: Agreed quantity of digital, social, display, video and other assets, including accessible formats and variants for approved audiences and languages. Editable working files, final exports, asset register, proof of licences and consents.
  • Media standard: Approved activities across paid, owned and earned channels. Live execution calendar and delivery log with links to published assets, platform evidence and variances. Clear invoices and proof of third party media spend.
  • Influencer standard: Due diligence package for 3 to 5 proposed partners, including proposed terms, deliverables, fees and approvals for actual signed activations, before signing any activation.
  • Measurement standard: KPI definitions, baselines and targets proposed in collaboration with MSF during inception. MSF will validate donor related data. The agency must not claim independent access to, or verification of, MSF donation values.

Safety, Ethical, Health and Emergency Requirements

  • Ethical communications: Comply with MSF applicable communication guidelines, humanitarian principles and contractual supplier obligations. Avoid misleading or exploitative narratives, unverified claims, discriminatory targeting and unauthorised use of beneficiary or patient content.
  • Safeguarding content: Do not publish personal stories, patient images, field material, donor information or fundraising claims without MSF approval and required rights or consent.
  • Data protection: Comply with applicable Kenyan data protection law and MSF requirements, including ODPC registration where legally applicable. No access to donor databases, personal data or third party analytics without prior authorisation and appropriate safeguards.
  • Data security: Apply access restrictions, secure credential management, approved tracking and consent mechanisms and data retention and deletion rules. Notify MSF promptly of any data or security incident. Cooperate with incident assessment and remediation.
  • Third party rights: Identify all third party software, stock content, music, footage, fonts and influencer rights needed for the intended campaign use. Ensure deliverables are transferred or licensed to MSF on terms agreed in the contract.
  • Brand control: All MSF accounts, audience lists, tracking assets and organisational data remain under MSF control. No agency or subcontractor may use MSF name, brand, campaign results or confidential materials for publicity without written approval.

Confidentiality and Data Protection

  • Confidentiality: Comply with MSF supplier obligations on confidentiality. Do not use MSF name, brand, campaign results or confidential materials for publicity without written approval.
  • Data handling: No access to donor databases, personal data or third party analytics without prior authorisation and appropriate safeguards. Apply access restrictions, secure credential management, approved tracking and consent mechanisms and retention and deletion rules.
  • Incident reporting: Notify MSF promptly of any data or security incident and cooperate with incident assessment and remediation.
  • Accounts and data ownership: All MSF accounts, audience lists, tracking assets and organisational data remain under MSF control.

Minimum Qualification Requirements

  • Experience: At least 5 years of experience in integrated marketing, performance marketing or fundraising campaigns is expected, together with relevant Kenyan market capability. Bidders shall provide proportionate, verifiable evidence of legal standing, relevant experience, staffing and capacity.
  • 1. Registration and legal standing: Valid registration and incorporation. Authority to operate. Applicable tax compliance evidence. Mandatory pass or fail if relevant.
  • 2. Experience: At least 5 years of relevant integrated marketing, performance marketing or fundraising campaign experience.
  • 3. Relevant portfolio: Case studies showing comparable campaign objectives, budgets, channels, outputs and demonstrable performance. Relevant NGO and humanitarian work is advantageous, not compulsory.
  • 4. Team qualifications: Named account lead, strategy, creative, media and analytics roles. CVs and allocation of effort. Disclose material subcontracting.
  • 5. References: 3 relevant client references or written recommendations, with verifiable contacts or examples.
  • 6. Commercial and ethical compliance: Conflict of interest declaration. Commitment to confidentiality, data protection and MSF supplier obligations. Required insurance where contractually justified.

Framework Agreement and Booking Mechanism

  • Contract: Initially for 3 months. Any extension or future campaign engagement must follow the applicable Procurement approval and be expressly agreed in writing. Extension is not automatic.
  • Commercial basis: Bidders shall complete one uniform pricing schedule, Annex A, clearly separating agency charges from external campaign expenditure. Indicative media or influencer budgets, if issued, must be the same for all bidders for like for like comparison.
  • Fee basis: Quote fees by deliverable or defined period, identify staff level of effort, specify all included revision rounds and distinguish recurring from one off costs.
  • Pass through separation: Separate media and platform spend, influencer and partner fees, photography and video production, licences and other pass through costs. State agency management commissions or mark ups and whether costs are based on third party quotations or estimates.
  • Currency and tax: Quote fees in Kenyan shillings. Identify applicable taxes, statutory deductions, mandatory charges and assumptions. Any final tax or invoicing provisions will be governed by the signed agreement and applicable law.
  • Approval for spend: Any paid media, influencer or partner cost, external production, reimbursable expense or change in scope requires case by case prior written approval from MSF Communications and Fundraising and other authorised approvers as applicable. Provide itemised supporting evidence for every approved third party charge.
  • Payment: Payment milestones shall be linked to agreed and accepted deliverables and supported by valid invoices. Any deposits, prepayments or cancellation liabilities require approval in the final contract.
  • Coordination: Communications and Fundraising and contract owner approves brief, campaign strategy, content, safeguarding and brand compliance, performance targets, paid media budgets and deliverable acceptance. Procurement runs the tender and contractual review, manages agreed commercial terms and variations, ensures procurement record and approved order. Finance and budget owner confirms affordability, applicable tax treatment, required payment evidence and spend authorisations. ICT, DPO and relevant focal points review campaign platform access, analytics and personal data processing arrangements where relevant. Agency account lead coordinates workplan, milestones, resources, weekly status, issue escalation, spend evidence and subcontractors. The agency shall attend coordination meetings at a frequency agreed with the contract owner. Written approvals must identify the content or cost authorised.

Deliverables, Reporting and Acceptance

msf.or.ke
  • 1. Inception and workplan: Kick off summary. Responsibilities, detailed timetable, dependencies, assumptions and risk log. Provisional kick off: 15 January 2027. Final date agreed after onboarding.
  • 2. Campaign strategy and measurement plan: Audience segments. Concept rationale. Channel strategy. KPIs, baselines, target proposals, attribution and data access rules. Due: Before creative production or media commitment.
  • 3. Creative concept and production plan: Concept, messages, visual direction, itemised asset list, formats, quantities, revision rounds, usage rights and production calendar. Due: Before production. Written Communications approval.
  • 4. Final campaign assets: Approved creative outputs, variants, source files, licensing and consent records, and organised asset register. Due: According to agreed schedule. Written approval prior to publication.
  • 5. Influencer and partner due diligence package: Shortlist and due diligence on 3 to 5 proposed partners, including proposed terms, deliverables, fees and approvals for actual signed activations. Due: Before signing any influencer or partner activation. Prior MSF approval required.
  • 6. Campaign activation and control log: Approved launch checklist, media and channel plan, live delivery log, proof of publication and approved budget tracking. Due: During active campaign.
  • 7. Performance and optimisation reports: KPI dashboard, spend to date, performance trends, conversion evidence where available, tests, actions and decisions. Due: Weekly during campaign execution.
  • 8. Final performance and financial report: Results versus baseline and targets. Attributable donations where MSF verifiable. Reach, engagement, conversions, spend and media invoices. Recommendations. Due: Provisional close out: 30 March 2027. Final date in approved workplan.
  • 9. Handover package: Editable files, approved account and admin access arrangements, campaign data exports where permitted, asset rights record and supplier closure checklist. Due: Before final acceptance and payment.
  • Review rule: MSF will review each deliverable against the approved brief and agreed quality criteria. The agency must address documented corrections within the agreed review window. Approval by silence must not be assumed.
  • KPIs to define at inception: Awareness, qualified reach, impressions, awareness and brand lift measures where available, from advertising dashboards and third party evidence if survey commissioned. Engagement and acquisition, click through rate, engaged visitors, new audience opt ins where lawfully captured, from platform reports and MSF approved analytics. Fundraising conversion, donation page visits, completed donations, conversion rate and donor acquisition only where data is available, from MSF owned donation platform and Finance confirmation. Efficiency, cost per click, cost per qualified visit, cost per verified acquisition, media spend versus plan, from reconciled invoices, media dashboards and verified transactions. Influencer output, approved posts and videos, posting dates, actual reach and engagement and trackable traffic where possible, from approved influencer evidence and campaign trackers. Return on investment, if requested, must state the calculation method, included costs, verified income, attribution period and limitations. MSF Finance and Fundraising remains responsible for validating donation amounts.
  • Implementation phases: Mobilisation, kick off, review of brief and baseline, detailed resource plan, dependency: written order and access to approved briefing materials. Strategy and approvals, audience, concept, messaging, KPI plan, channel and spend proposal, dependency: MSF sign off before production and budget commitment. Production, content creation, formatting, quality checks, influencer due diligence, dependency: rights, approvals and asset quantities agreed. Campaign execution, media and content launch, reporting, testing, authorised optimisation, dependency: approved launch date, functioning donation channels and budgets. Close out, results and cost reconciliation, reports, source files and account handover, dependency: MSF data validation and final acceptance. Bidders shall propose a feasible implementation schedule for an assignment of up to 3 months. Proposals shall allow time for MSF review and approval.
  • Proposal submission: Signed technical proposal covering assignment understanding, strategy, creative concept approach, workplan, delivery arrangements, risk management and measurable outputs. Proposed project team, roles, CVs and allocation of effort. Identify third party partners and proposed subcontractors. Relevant campaign portfolio and case studies with measurable results, plus verifiable client references. Proposed channel plan, approach to data protection and ethical communications and influencer due diligence. Completed standard Financial Proposal and Pricing Schedule, Annex A, including costs, assumptions, exclusions, taxes and proposed payment milestones. Company documents and compliance declarations identified in the RFP, including any conflict of interest disclosure.
  • Evaluation stages: 1. Administrative and mandatory screening, pass or fail, documentation, legal status and eligibility stated in the RFP. Any clarification opportunities must be applied consistently. 2. Evaluation against the 10 published criteria and their maximum scores set out below. The Cost Effectiveness criterion is included within the 100 point matrix. 3. Commercial review, examine the standard financial proposal, agency fees, third party spend, applicable charges and exclusions on a consistent basis. No separate financial score will be added to the 100 point matrix. 4. Award, MSF will make one campaign specific award, subject to administrative compliance, evaluation results, affordability, due diligence, documented approval and agreed contract terms.
  • Technical and value for money evaluation, 100 points total: 1. Understanding of the Assignment and Strategic Approach, 10 points, demonstrated understanding of MSF in Kenya fundraising context, objectives and challenges, quality of proposed strategic approach, including how the agency would develop campaign strategy, identify and prioritise audiences, develop messaging, and select appropriate channels. 2. Creative and Content Approach, 15 points, quality of creative thinking and approach to developing fundraising concepts, messaging and content, demonstrated ability to develop compelling donation focused communications and adapt creative content across relevant audiences, platforms and formats, supported by relevant examples. 3. Campaign Execution and Media Management, 15 points, strength and practicality of proposed approach to campaign implementation, including coordination of paid, owned and earned channels, media planning and buying, audience targeting, campaign optimisation, content production and delivery. 4. Influencer Strategy and Due Diligence, 10 points, proposed approach to identifying, assessing and managing influencers and other relevant partners, assessment will consider audience relevance, credibility, brand alignment, reputational due diligence, content management, contracting, coordination and performance monitoring. 5. Monitoring, Optimisation and Measurement, 10 points, proposed approach to defining KPIs, tracking performance, testing and optimisation, reporting and learning, demonstrated ability to use campaign data to identify opportunities, optimise performance and provide actionable recommendations. 6. Relevant Experience and Team Capacity, 10 points, demonstrated experience delivering fundraising, donor acquisition, digital, humanitarian or NGO campaigns, particularly in relevant African and Kenyan contexts, includes quality and relevance of case studies, demonstrated results, and experience and capacity of proposed team. 7. Timeline Feasibility, 10 points, clear and realistic implementation schedule demonstrating ability to deliver all required outputs within the specified timeframe, adequately accounting for key activities, deliverables, dependencies, internal review and approval processes, resource allocation, campaign preparation, implementation, and reporting. 8. Business Verification, 5 points, provision of verification documents, certificate of registration, Tax Compliance Certificate, CV of the lead consultant, 3 recommendations. 9. Post Campaign Evaluation and Learning, 5 points, proposed approach to evaluating campaign performance, documenting key insights and lessons learned, and providing recommendations to inform future MSF in Kenya fundraising activities. 10. Cost Effectiveness, 10 points, overall value for money, considering proposed fees, level of effort, resources, deliverables, and demonstrated capability.
  • Financial assessment and award: One agency is expected to be appointed. The 10 criteria total 100 points, including 10 points for Cost Effectiveness. Financial proposals will be reviewed on a comparable scope and the Cost Effectiveness assessment will be applied consistently under the evaluation instructions in the RFP. No additional financial points are created. The comparable commercial amount comprises mandatory agency and production fees, applicable management charges or mark ups against a common set of assumptions, and applicable taxes or mandatory charges. Identical third party budgets passed through at cost will be disclosed separately for affordability and reconciliation. A low nominal agency fee will not be treated as the complete price if material charges are excluded, unpriced or embedded in media or influencer commissions. All bidders shall disclose agency fees, pass through costs, mark ups and material assumptions.
  • Financial assessment, Annex A, standard pricing schedule: A. Campaign Strategy and Planning: A1 Campaign strategy development, lump sum, 1. A2 Audience segmentation and targeting plan, lump sum, 1. A3 Channel and media plan and KPI measurement framework, lump sum, 1. B. Creative Development and Content Production: B1 Campaign creative concept and visual identity, lump sum, 1. B2 Social media graphics and static digital advertising assets, per asset, unit rate, final quantity at inception. B3 Short promotional videos and video editing, per video, unit rate, final quantity at inception. B4 Copywriting and donation focused campaign messaging, per item, unit rate, final quantity at inception. B5 Creative adaptations for platforms, formats or languages, per version, unit rate, final quantity at inception. C. Campaign Execution and Management: C1 Campaign set up and launch, lump sum, 1. C2 Social media and digital campaign management, per month, 3. C3 Paid media management, targeting and optimisation, per month, 3. C4 Campaign coordination and account management, per month, 3. D. Influencer Marketing: D1 Identification, screening and due diligence of influencers and partners, per candidate, 3 to 5 candidates. D2 Influencer coordination, content approvals and performance monitoring, per activation, 3 to 5 signed activations. D3 Influencer remuneration, third party pass through, separately disclosed, per influencer, 3 to 5, individually approved. E. Monitoring, Reporting and Close Out: E1 Performance monitoring and progress reports, per month, 3. E2 Post campaign evaluation, KPI and ROI analysis, final report, lump sum, 1. E3 Editable assets, usage rights, evidence and account handover, lump sum, 1. F. Third Party Spend and Optional Items, separate disclosure: F1 Paid media and platform advertising expenditure, common MSF budget, budget, 1, separate MSF authorised budget. F2 Other third party production and specialist supplier charges, if required, per item, unit rate, final quantity at inception. F3 Optional services and reimbursables, itemise separately, only if approved, per item, unit rate, final quantity at inception. All lines: Bidder to quote in Kenyan shillings, stating unit rates, line totals where quantities are specified, applicable taxes, assumptions and exclusions.
  • Pricing and comparison rules: 1. Mandatory A to E service lines: provide a unit rate for every applicable line. Included may be stated only where the charge is genuinely covered elsewhere. Disclose the corresponding priced item. Optional or unrequired items may be marked N/A only if MSF has designated them as optional. No mandatory charge may be left unpriced. 2. Quantities: the 3 month entries reflect the maximum contract period. For creative assets and influencer services, quote the required unit rates even if final volumes are agreed at inception. 3 to 5 influencer activations are envisaged, individually approved and contracted before any expenditure. 3. Third party expenditure: quote influencer remuneration, D3, paid media and platform expenditure, F1, and other approved production, F2, separately from agency charges. Disclose every agency commission, mark up, rebate, discount or minimum fee and specify where it is priced. Individual spend commitments require written approval. No cost shall be charged twice. 4. Taxes, licences and exclusions: identify amounts before tax, applicable tax and mandatory charges, total payable by MSF, all third party licence costs, planned revision rounds and any exclusions or assumptions. Bidders shall not change standard line descriptions or substitute alternative quantities. They may add explanatory notes and an optional cost sheet. 5. Commercial comparison: the RFP will define the same comparison basis for all bids. Mandatory agency and production fees, material management fees or mark ups and applicable taxes will be assessed consistently. Clearly separate media and influencer pass through amounts from agency fees. Optional items are not included unless the RFP specifies a common basis.
  • Bidder financial summary, KES: 1. Mandatory agency and production fees, A to E excluding D3. 2. Additional mandatory management charges or mark ups, if not included above. 3. Comparable assessed price before taxes, 1 plus 2. 4. Applicable taxes and mandatory charges. 5. Total comparable assessed price, 3 plus 4. 6. Separately disclosed third party pass through budgets, D3, F1, F2. The estimated overall campaign cost is the comparable assessed agency price plus separately disclosed authorised third party budgets, with no double counting of commissions or charges already included in agency fees.
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