Request for Proposals (RFP) Optimize Salesforce Email Marketing & Engagement Strategy

Overview

UNRWA USA invites proposals from qualified consultants to provide email marketing expertise coupled with technical training for Salesforce’s Account Engagement tool (Pardot). With no in-house email marketing lead, our goal is to help our comms and fundraising teams better understand current email marketing best practices and master Account Engagement to optimize subscriber/donor engagement. Our ultimate goal is to get the right message(s) to the right audience(s) using the right channel(s) at the right time to maximize both our fundraising and advocacy efforts. 

With the right contractor, we hope to:

  1. Level up our email marketing skills for our communications and fundraising teams.

  2. Standardize email marketing processes to improve efficiency and prevent over-sending.

  3. Maximize our use of Salesforce by building UNRWA USA’s know-how.

This project will be a 3-5 month contract, with the selected consultant working primarily with our Senior Director of Communications and receiving regular input from the Senior Director of Philanthropy.

Background

In 2023, UNRWA USA deployed Salesforce’s Account Engagement (formerly known as Pardot) to integrate email marketing and automation with our CRM. While Salesforce’s Account Engagement is now part of our operations, our staff is still “hacking the system” and facing challenges. We require:

  • Strategic email marketing guidance

  • Comprehensive SOPs to standardize processes, enhance reporting, improve interdepartmental workflows (between fundraising and communications), optimize the cadence of our fundraising vs. communications outreach, and list management.

  • Hands-on, role-specific training to master technical functionalities of the platform.

Scope of Work

The selected consultant will provide the following services:

  1. Needs Assessment:

    • Evaluate staff capabilities and develop a customized training plan addressing both technical and strategic marketing needs.

  2. Email Marketing Strategy & Technical Training:

    • Deliver hands-on training sessions on email marketing best practices, helping our team better understand frequency, tone, formats, embedded links, CTA buttons, A/B testing, etc.

    • Provide technical support for email campaign creation, dynamic content, automation workflows, and list management.

    • Offer training on analytics, reporting, and data hygiene.

    • Tailor training modules to different skill levels.

  3. Documentation & Deliverables:

    • Record training sessions for future reference with troubleshooting and best practices.

    • Deliver a comprehensive, easy-to-follow, dynamic Email Marketing Management Guide (we have a draft) and SOPs that incorporates our current strategy, outlining campaign planning, editorial calendar management, content collaboration, performance analysis, and best practices.

    • Provide effective target lists, detailed reports, and improved backend data hygiene.

    • Work with Salesforce to build an intuitive strategic communications dashboard to track key performance indicators (KPIs) and marketing metrics using Tableau.

  4. Strategic Recommendations and Capacity Building:

    • Review past email campaigns and provide actionable insights.

    • Advise on optimizing target lists and regulatory compliance.

    • Conduct capacity-building workshops in data literacy and process consistency.

  5. Post-Training Support:

    • Offer a period of post-training support through Q&A sessions, one-on-one coaching, or follow-up webinars on a month-to-month basis until our team fully optimizes the platform and processes.

    • Address any implementation challenges or advanced use cases as they arise.

Qualifications

Ideal candidates should have:

  • Marketing acumen: A nonprofit marketing pro who brings fundraising and donor engagement strategies, including responsibilities akin to a nonprofit email marketing lead.

  • Technical expertise: Extensive experience in building and training on Salesforce’s Account Engagement tool and customizing training for nonprofits.

  • Effective communication: Excellent communication skills and engaging, hands-on training skills.

  • Mission Alignment (bonus!): A passion for UNRWA USA’s mission for Palestine refugees will set you apart.

Proposal Requirements

Interested consultant should submit a proposal (maximum 5 pages) including:

  1. Consultant Information: Name, contact details, and resume.

  2. Approach and Methodology: Outline your experience, approach to training, and proposed formats.

  3. Experience and References: Provide examples of previous relevant consulting work and at least two (2) client references.

  4. Cost and Timeline: A detailed cost proposal (including expenses) and a proposed timeline.

  5. Additional Info: Highlight any unique insights or value-added services you bring.

Evaluation Criteria

Proposals will be evaluated based on:

  • Relevant experience and expertise.

  • Alignment with the proposed scope of work and goals.

  • Cost-effectiveness.

  • Feedback from references.

Submission Deadline

Proposals will be considered on a rolling basis. All proposals must be submitted by April 1, 2025, to talent@unrwausa.org.

Note: UNRWA USA reserves the right to reject any or all proposals received and to negotiate separately with any source whatsoever in any manner necessary to serve the best interests of the organization. This RFP does not commit UNRWA USA to award a contract or to pay any costs incurred in the preparation of a proposal in response to this request.