Digital Marketing Advertising Performance Consultant

Organizational Need & Invitation for ProposalsOrganizational ContextMuslim Aid USA (MAUSA) is a growing international humanitarian organization expanding its global programs portfolio across multiple countries and thematic areas.As MAUSA continues to scale its impact, there is a critical need to strengthen its financial infrastructure, financial stewardship, internal controls, and data governance practices.As MAUSA continues to grow and mature, the organization is seeking to strengthen its digital fundraising infrastructure by improving the effectiveness, efficiency, and scalability of its paid digital advertising efforts. While MAUSA actively utilizes paid digital channels to support fundraising campaigns, donor acquisition, and program awareness, performance has historically been constrained by inconsistent testing practices, fragmented insights, and limited institutionalized learning across campaigns.MAUSA recognizes the need to move beyond campaign-by-campaign execution toward a more intentional, data-driven performance marketing model-one that aligns creative, messaging, media spend, and analytics; supports informed decision-making; and builds internal capability over time.This engagement is part of a broader organizational effort to improve systems, documentation, cross-departmental coordination, and leadership visibility across core operational and fundraising functions.Purpose of the EngagementThe purpose of this consultancy is to support Muslim Aid USA (MAUSA) in strengthening its digital fundraising and paid advertising capabilities by moving from largely ad hoc or campaign-specific execution toward a cohesive, data-driven, and repeatable performance marketing model that enables:More efficient donor acquisition and improved return on ad spend (ROAS)Stronger alignment between fundraising strategy, creative messaging, and paid media executionConsistent testing, learning, and optimization across digital advertising channelsClear leadership visibility into performance, insights, and decision-makingLong-term internal capacity to sustain high-performing digital fundraising campaignsThe consultant will work closely with the Director of Marketing, COO, and cross-functional partners-including Programs, Development/Fundraising, and CRM administration-to assess current practices, identify gaps and opportunities, and propose practical, implementable solutions aligned with MAUSA's mission, values, and fundraising goals.Priority Focus AreasWhile MAUSA is intentionally leaving space for consultants to propose their own methodology and approach, proposals should demonstrate experience and thoughtful consideration of the following organizational needs:1. Paid Advertising Performance Assessment & Baseline AnalysisAssessment of current and recent paid digital advertising performance across relevant platforms (e.g., Meta, Google, TikTok, or others, as applicable)Evaluation of channel effectiveness, audience targeting, creative performance, and budget allocationIdentification of tracking, attribution, or data integrity gaps that may limit performance insightsReview of landing pages and donation flows in coordination with Marketing and DevelopmentClear articulation of risks, opportunities, and priority improvement areas2. Performance Marketing Strategy & PlanningDevelopment of a performance marketing strategy aligned with MAUSA's fundraising calendar, campaigns, and signature initiativesClarification of channel roles (e.g., acquisition, retargeting, amplification)Definition of meaningful KPIs and success metrics by channel and campaign typeGuidance on budget allocation, pacing, and scaling decisionsIntegration with organic marketing, email, and community fundraising efforts3. Creative Performance & Messaging OptimizationAnalysis of historical creative and messaging performanceIdentification of effective storytelling approaches, emotional drivers, and calls-to-actionTranslation of program narratives and humanitarian impact into ad-ready creative conceptsGuidance on creative formats and best practices across platformsDevelopment of clear creative performance principles to inform future campaigns4. Testing, Learning & Optimization FrameworkDesign of a structured testing framework to support continuous learning and improvementClear test hypotheses, prioritization, and cadenceApproaches to isolating variables (creative, copy, audience, placement, landing page)Documentation of learnings and criteria for scaling, pausing, or discontinuing adsProcesses that embed testing and learning into regular campaign workflows5. Donor Acquisition Funnel & Cost BenchmarkingMapping and analysis of the digital donor acquisition journeyDefinition of cost benchmarks and performance targets by channel and campaign typeGuidance on audience segmentation strategies (e.g., cold, warm, retargeting)Support for clearer attribution logic and funnel visibilityIdentification of opportunities to improve conversion, retention signals, and long-term value6. Performance Dashboards & Leadership ReportingDevelopment of clear, executive-friendly performance reporting and dashboardsConsistent visibility into spend, efficiency, and performance trendsCreative-level insights and actionable recommendationsReporting suitable for leadership review and Board-level summariesPractices that support consistent month-over-month analysis and decision-making7. Team Enablement, Documentation & Knowledge TransferAssessment of internal team capabilities related to performance marketingTraining and coaching to build confidence in paid advertising execution and optimizationDevelopment of SOPs, templates, and reference materialsKnowledge transfer and transition planning to support sustainability beyond the engagementOngoing guidance and feedback during live campaignsExpected OutcomesBy the conclusion of the engagement, MAUSA seeks to be positioned with:Improved paid advertising efficiency and donor acquisition performanceClear, documented learning from creative, audience, and channel testingA defined and repeatable performance marketing modelStronger internal capability to plan, execute, and optimize digital fundraising campaignsIncreased leadership visibility into paid marketing performance, insights, and ROIConsultant ProfileMAUSA is seeking consultants with deep experience in digital fundraising, performance marketing, and creative optimization-particularly those who have supported mission-driven or nonprofit organizations through periods of growth or increased digital investment. Ideal proposals will demonstrate:Senior-level experience in digital advertising and performance marketingProven success improving ROAS, CAC, and donor acquisition efficiencyFamiliarity with nonprofit fundraising and donor-centered messagingStrong analytical and testing-oriented mindsetExperience building dashboards, reporting frameworks, and decision toolsAbility to translate data and insights into actionable guidance for teamsStrong collaboration and stakeholder engagement skillsProposal Submission & TimelineInterested consultants are invited to submit a proposal outlining their recommended approach, methodology, timeline, and level of effort, as well as relevant experience and examples of similar engagements. MAUSA welcomes proposals that reflect thoughtful, tailored solutions aligned with the organization's mission, fundraising goals, and current stage of growth.Anticipated Engagement Term: 12 months (with option to renew based on performance)Submission Deadline: January 15, 2026