Consultancy: Communication for fundraising, WCARO, Dakar, Senegal, 6 months (home-based)

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential. 

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone. 

And we never give up. 

For every child, Hope

Purpose of Activity/Assignment:

The purpose of the consultancy is to develop, localise, and design compelling multi-channel messaging and creatives for digital fundraising purposes, specifically to fundraise locally and enhance visibility of Individual Giving initiatives and to retain, attract, and engage individual donors through digital fundraising strategies.

Under the overall guidance of the Senior Advisor for Partnerships and the direct supervision of partnership officer individual giving, the consultant will undertake the following tasks in line with UNICEF’s values, Brand Guidelines, and Graphics Manual: layout, design, and development of visually engaging creatives and messaging for the content as outlined below. The content will be optimized for digital platforms to ensure maximum impact and donor engagement in key growth markets.

No printing service is needed for this consultancy assignment. Electronic versions of documents/materials as well as file sources would be the final products.

How can you make a difference? 

Scope of Work:

Scope of Work:

Under this contract, the selected consultant will provide specialized support to UNICEF’s digital fundraising efforts by delivering creative and compelling design services to enhance donor engagement and retention. Specific tasks include:

• Collaborate with the Regional Office Partnerships team leading Individual Giving and the digital fundraising team to enhance the visual appeal of key campaigns through innovative design solutions.
• Develop a quarterly content calendar aligned with Individual Giving (IG) campaigns and donor momentum.
• Draft compelling fundraising messages (copywriting) in English and French for paid and unpaid campaigns.
• Support adaptation of regional campaigns for key markets (Senegal, Ghana, Nigeria, DRC, and Côte d’Ivoire) in the local context and tone.
• Provide toolkits for Country Offices to promote IG campaigns across channels.
• Design visually impactful creative decks, campaign materials, and templates for digital fundraising campaigns, ensuring alignment with UNICEF’s branding guidelines.
• Create engaging visual assets for paid and unpaid social media posts (Facebook, Instagram, YouTube, and other channels), donor newsletters, and webpages. Support the development of localized campaign content in key languages to resonate with target audiences in priority markets (Senegal, Ghana, Nigeria, and Ivory Coast).
• Ensure all design outputs are tailored for various digital platforms, maintaining functionality and responsiveness across devices.
• Work closely with stakeholders across regional and global teams to align designed outputs with overall fundraising objectives.
• Contribute to the creative vision of fundraising campaigns, ensuring consistent and engaging visual narratives.
• Share strategic insights and recommendations to improve message resonance and donor conversion
• Document developed creatives and messaging and create a local repository of creatives.
• Provide regular updates on the workload, objectives, and deliverables.

Note:
The work will require an iteration between the consultant and WCARO’s partnership and communication unit, Country Offices, and PFP.

Payments will be made upon completion of each deliverable, based on the actual number of days worked.

Work Assignments Overview	Deliverables/Outputs	Delivery deadline
Multi-channel creative assets and messaging	Create campaign-specific multi-channel compelling creative assets for paid and unpaid content, posts, videos, banners, and other digital materials to support regional fundraising efforts.	Months 1-5 (ongoing, campaign-based)
Donor newsletters	Support adaptation of campaigns for targeted key markets. Source and draft human-interest stories/child impact stories/UNICEF interventions tailored to newsletter engagement.	1 newsletter/month
Web content design	Source and draft human-interest stories/child impact stories/UNICEF interventions tailored to landing pages. Build and optimize campaign webpages on UNICEF’s Global Giving Platform, ensuring responsiveness and SEO considerations.	Month 1-5
Final analytics and design report	Prepare a summary/report, in collaboration with the digital fundraising team, detailing the design work and its impact on campaign performance and donor engagement.	Month 5
Knowledge management	Document and classify all developed and approved content. Develop a repository of creatives: images/videos/messaging from COs and from UNICEF’s digital asset management system, WeShare. Develop a social media calendar per quarter for our targeted markets.	Months 1,3,5

 

To qualify as an advocate for every child you will have… 

• Educational background:
  A university degree (Bachelor’s or higher) in Communications, Graphic design, Marketing, Journalism, Public Relations, or a related field.
• Professional experience:
  Minimum 5 years of relevant professional experience in communications, graphic design, digital marketing, content production, or fundraising.
• Language proficiency:
  Fluency in English (spoken and written). Working knowledge of French is an asset.
• Availability: Available for a 6-month consultancy, with the ability to deliver on agreed deadlines.

• Knowledge/Expertise/Skills required *:

• Content development and storytelling:
  Proven experience in writing, editing, and designing compelling donor-facing content (e.g., human-interest stories, newsletters, landing pages, social media posts) with the ability to adapt tone and message to different audiences.

• Digital fundraising & marketing:
  Demonstrated understanding of digital fundraising or marketing strategies, especially in non-profit or humanitarian contexts.

• Multi-channel campaign experience:
  Experience developing creative assets across platforms (Meta, web, email, etc.) for paid and organic campaigns.

• Graphic design and visual storytelling:
  Excellent knowledge of Adobe Creative Suite products, such as InDesign, Illustrator, Photoshop, and Canva. Ability to design or supervise the production of digital assets (banners, videos, visuals) in line with branding guidelines.

• Web and SEO optimization:
  Familiarity with managing and optimizing landing pages for fundraising, including basic SEO principles.

• Analytical and reporting skills:
  Ability to translate content performance into insights for reporting and optimization.

• Project management:
  Strong organizational skills, ability to work under pressure, and deliver high-quality outputs within deadlines.

• Knowledge management:
  Experience creating content libraries, asset repositories, and editorial calendars.

• Cross-cultural communication:
  Demonstrated ability to adapt content and messaging to diverse audiences and regional contexts (preferably in Africa).

Other Requirements

• Completed profile in UNICEF’s e-Recruitment system /Resume
• Academic credentials/certificates
• Consultancy proposal
• Financial proposal that will include:
  • Costs for each deliverable and total all-inclusive (lump sum) fees for the whole assignment
  • Travel costs and daily subsistence allowance, if internationally recruited or travel is required as per ToR
  • Any other estimated costs: visa, health insurance, and living costs, as applicable
• Previously relevant consultancy products & final evaluations (if available)
• Indicate your availability
• At the time the contract is awarded, the selected candidate must have in place current health insurance coverage.
• Payment of professional fees will be based on submission of agreed satisfactory deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.

For every Child, you demonstrate… 

UNICEF’s values of Care, Respect, Integrity, Trust, Accountability, and Sustainability (CRITAS). 

 To view our competency framework, please visit  here. 

 UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment. 

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check. 

Remarks:  

Only shortlisted candidates will be contacted and advance to the next stage of the selection process. 

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws. 

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.