Job Description

Description

Medical Aid for Palestinians (MAP) is seeking an experienced digital marketing agency to become a strategic growth partner. Following a period of rapid expansion - from 6m to over 50m annual income - MAP is now focused on sustaining and scaling digital fundraising to support long-term impact for Palestinian communities. The selected partner will help drive full-funnel digital performance, bringing expertise in paid media, SEO, data insights, and creative strategy.

Service Requirements

Medical Aid for Palestinians (MAP) is looking to appoint a Digital Marketing Agency on a monthly retainer (a retainer amount or a percentage of ad spend would be accepted, our preference would be for a monthly retainer as a fixed cost), for a 24-month contract, with a 12 month break clause, to satisfy the specified requirements for the delivery of the digital and fundraising strategy, running to 2028. MAP has an ambitious goal, to deliver 160,000 one off donations in 2028 with an average gift amount of 52, as well as the recruitment of over 10k new regular givers a year through digital channels. We are keen to hear from pitching agencies to understand your steer on activities and requirements for monthly spend to achieve these targets.




Digital areas and requirements include (but are not limited to) the following:

Strategic Support

MAP is looking for a strategic partner to bring fresh insight, challenge MAP's thinking and help to share and deliver data-driven campaigns which align with our fundraising and communication strategies. Strategic support would need to include, but not be limited to:

Quarterly planning meetings to review and assess the direction in line with targets Ongoing account management support with a weekly/fortnightly meeting with key MAP stakeholders Monthly review and evaluation of the channels and activity undertaken to optimise performance A comprehensive Google Looker studio reporting dashboard for internal MAP reporting requirements Full understanding of MAPs audiences, who is converting, messaging and content insight, programme area insight Assist in recommendations for target audience for upcoming campaigns Join all channels under the digital agency responsibility to create the best integrated strategy. Pitching agencies should also be open to collaborating with other agency partners for integrated appeal Give recommendations for further areas of opportunity to help MAP realise fundraising ambitions Supporting with the development of testing plans to grow MAPs insight base and to support data and supporter-centric decision making

Full funnel digital marketing support

We require a partner that are both 'bottom of the funnel' performance marketing experts as well as understanding the value of full funnel digital marketing. It's crucial that we begin to drive more awareness and consideration for MAP and to safeguard our position within the UK and international market as a front of mind and trusted place to donate to support Palestinian communities. We would like our next Digital Marketing Agency to:

Support in delivering a full funnel digital marketing/fundraising strategy An ability to demonstrate using dedicated awareness and consideration metrics to report on the success of 'upper funnel' activity An understanding of how 'upper funnel' activity drives conversions further down the funnel and how this can be effectively reported on Expertise in planning budget splits between awareness, consideration and conversion based on the above points

Google Ads, Google Grants and Microsoft Ads

Full audit of current accounts - including Google Grant accounts and paid accounts - structure recommendations/changes & quick wins Full audit of past performance Keyword targeting & prioritisation - Review messaging & ad structure to deliver higher CTR & Conversion Full audit and review of Google Ads and Microsoft Ads conversion events Application of appropriate bidding strategies and conversions taking into account a 'full funnel' approach Testing plan - to expand reach & improve performance Daily Campaign Management Planning & Reporting Forecasting & Budget Spend - maximising budget GDN & Remarketing strategy and implementation Improve quality score - across Grant accounts and paid campaigns Cross Channel considerations Ad hoc design and approval

Meta Ads Management

This is an area we would want to understand approach and cost for with a view to bringing this in-house in the short to medium term. We would want an agency partner to help us understand the opportunities and limitations of doing this. Price dependent, we would want paid social support to cover at least the first three months of the contract.

Identify opportunities for paid promotion across Meta ads Identify audiences & targeting opportunities Create & deliver a successful Social Media Advertising Strategy Audit and review of Meta ads manager conversion events Ad budgeting & goal setting Ad creation - for remarketing, brand awareness, campaign promotion, etc. Day-to-day Campaign Management Reporting, forecasting & budget spend Social media paid ad marketing and strategy, including Facebook and Instagram Ad hoc support to cover integrated moments such as Ramadan and Winter where we might have additional campaigns running

SEO

This is a new area for MAP, there is currently no SEO expertise in-house and, up to April 2025, this is an area that also hasn't been outsourced. An SEO and Content Audit was undertaken in January 2025 which identified opportunities for MAP through SEO.

Initial audit and review of current digital real estate setup - setup & quick wins, following the new website launch Keyword identification & prioritisation - growth opportunities, themes, ROI Competitor Benchmarking Backlink Audit - identifying poor quality links Content Quality - Review, recommendations. On-site - effectiveness of on-site content, recommendations for future content, and new content review process Off-site - Analysis of how & where content is being used on other sites & how it is generating backlinks, providing advice & guidance on promotion strategies Social Media Review International SEO Strategy & Direction Guidance and governance on best practices for structuring brand and markets Planning, reporting & Forecasting Costs & Resources

Reporting

A comprehensive Google Looker studio reporting dashboard for internal MAP reporting requirements + Real-time reports for MAP, with the ability to break down performance by channels of campaigns and BAU ads
Support with attribution reporting to assess cross channel uplift as well as the impact that awareness and consideration activity is having on conversion Use of live data to shape a greater understanding of performance across the digital channels

Creative Support

MAP have been using our incumbent agency to support with creative resource on an ad hoc basis. Digital graphic design is not currently a resource MAP has in place, but we are looking to grow this as a resource in the future. We would like to understand the support available from your agency in this area - with creative strategy, testing and asset creation.

Governance

Work on governance to ensure the grant account works to maximise spend and avoid traffic cannibalisation Governance around ad and account structure, reporting metrics, and GTM configuration Assist the Digital Fundraising Manager in compiling central reports, ensuring data analysis is consistent and statistically significant to enable data-driven decision-making

Onboarding

Onboarding setup with full deep dive into current accounts and platforms Account Management setup with regular meetings and QPRs Integration review and best practices in setup Tracking setup in line with best practice

Application Instructions

Interested agencies are encouraged to submit a detailed proposal showcasing their expertise and vision for this transformative project. Please submit your tender documents to

vicki.robb@map-uk.org

.

About Medical Aid for Palestinians

Medical Aid for Palestinians (MAP) works in partnership with Palestinian communities to uphold their rights to health and dignity. We do this by developing effective, sustainable and locally-led healthcare services, providing medical aid during emergencies, and campaigning to break down the barriers to Palestinian health and healthcare today and for the future.



MAP has a zero tolerance policy with regard to Sexual Exploitation and Abuse by MAP's personnel against the people they serve. Protection from Sexual Exploitation and Abuse (PSEA) is the responsibility of everyone, and all selected candidates will be required to comply with MAP's PSEA Policy at all times. Selected candidates will therefore undergo rigorous reference and background checks against their past behaviour related to sexual exploitation and abuse, and may be required to provide additional information further on in the selection process.