Request for Proposal
Communications Consultant for GreenGive 2019
Background
The GreenGive, now in its third year, has raised over $300,000 supporting local grassroots efforts to restore the waterways of Anne Arundel County. This year, ten organizations have banded together to create an even bigger impact. On May 28-29, 2019, we will invite the Anne Arundel County community to support clean waterways in our own communities. We will hold a kickoff event on Tuesday, May 28, 5:30-7:30 p.m. at Maryland Hall for the Creative Arts and expect over 200 people to attend
This year, the GreenGive partners will focus on increasing participation among groups who do not typically donate to environmental restoration. In a recent survey of Anne Arundel County residents, 57% cannot name a single group protecting local waterways and only 14% regularly support local environmental groups through charitable donations. Paradoxically, this same survey indicates that waterway health remains a top concern among all residents, meaning that GreenGive offers a clear opportunity to raise the visibility of and increase support for local waterway restoration.
For the first time, the GreenGive partners will highlight collaborative waterway restoration through a stormwater project at Maryland Hall. This project will showcase environmental restoration at a beloved location frequented by thousands of people each year. Signage at the site will draw a connection between the project and local water quality. This project also represents the first of several projects aimed at transforming the campus surrounding Maryland Hall into a welcoming outdoor space to inspire creativity and connection with nature.
Building on the efforts of the GreenGive Partners (including execution of the attached Draft Media Toolkit, the GreenGive kickoff party, conservation planting and engagement of Maryland Hall in raising visibility for the event), the Partners are seeking a communication consultant to raise the visibility of the GreenGive, resulting in a 30% increase in donors and donations. In 2018, GreenGive brought in a total of $113,605 from 352 donors. This year, we hope to raise the total number of donors by 30% to 500, and raise donations to $150,000.
2019 Partner Organizations
- Annapolis Green
http://annapolisgreen.com - ClearShark H2O
http://clearsharkh2o.org/ - Friends of Jug Bay
https://www.friendsofjugbay.org/ - Our Creeks and Conservancy
https://sites.google.com/view/ourcreeksandconservancy - Severn RiverKeeper
http://severnriverkeeper.org/ - Scenic Rivers Land Trust
http://www.srlt.org - Spa Creek Conservancy
http://spacreek.net - Luke’s Restoration of Nature Project
http://www.stlukeseastport.org/environmental-ministry - Unity Gardens
http://unitygardens.org - Watershed Stewards Academy
http://aawsa.org
Consultant Experience
The Communications Consultant is expected to have experience in multiple disciplines including, concise writing, media outreach, messaging, public affairs, fundraising, digital media (website, social media, video), and event planning.
We will judge the RFPs based on innovative strategies proposed and proven capacity to meet the deliverables. Maximum funds available: $3000.
Scope of Work
The Communications Consultant is expected to create and execute a two-month Communications Plan that will:
- Build on messages included on the Draft Media Toolkit (attached)
- Reach beyond the traditional environmental audience to new donors who may not be familiar with the environmental work being done in the community, particularly the arts community as our collaborative project is at Maryland Hall
- Set goals and strategies to meet them
- Bring public awareness to the GreenGive in advance of the kick-off date of May 28
Strategies may include traditional media, social media (including low-cost paid advertising such as Google and Facebook Ads), email blasts, podcast and traditional media interviews, blogs, op-ed pieces, Letters to the Editor, etc., to bring attention to:
- The collaborative stormwater work event we are planning at Maryland Hall that will include a conservation garden
- The kickoff event on May 28 to which potential donors will be invited
- The ease of online donation
- Key messages outlined in the Draft Media Toolkit
Upon the agreement of both parties to the Scope of Work, a schedule of deliverables will be determined. The Communications Consultant will begin development of a Communications Plan as soon as a contract is signed and will be due two weeks thereafter, at which time its execution will begin.
Plan activities will continue through the date of the GreenGive and a final media release summarizing the effort and funds raised will be distributed no later than one week after the GreenGive date. A report will be required at the end of the GreenGive listing work done under this contract.
In addition to the design and execution of the communications plan, the consultant will coordinate with partners as follows:
- Partner Media Training – The Consultant will conduct at least one in-person, group training for partner representatives to help them maximize use of the existing Draft Media Toolkit (attached).
- Website Coordination – The Consultant will coordinate with the Partner responsible for updating and maintaining the existing website so that it is up to date with Consultant-generated materials, events, final report, etc.
Deliverables
Increase the total number of donors by 30% from 352 to 500 individual donors. Increase donations from $113,000 to $150,000.
Types of Activities Expected Under this Contract
Community Relations & Public Events
- Outreach and relationship building with existing donors, targeted community groups/advocates, stakeholders, relevant local businesses, educational institutions, particularly those outside the normal reach of the partners – that is, the portion of the public that is not engaged with local environmental efforts
- Coordination of regular and special events and promotions geared toward potential donors as a vehicle to garner increased exposure of the partners’ programs and projects
- Regular communication and dissemination of information via traditional media, email blasts, website, etc.
- Identification and facilitation of new community, business and individuals who may be potential donors
- Partnerships designed to further the goals of the GreenGive and to support existing projects and programs
Social Media
- Establishment of GreenGive social media to complement the social media of the partners including YouTube, Facebook, Twitter, Pinterest, Instagram, etc.
- Refreshed and additional content development and postings of relevant material and coverage from last year’s campaign
Coordination with Partners
- Partner Media Training – The Consultant will conduct at least one in-person, group training of the partner representatives to help them maximize use of the existing Draft Media Toolkit (attached)
- Website Coordination – The Consultant will coordinate with the Partner responsible for updating and maintaining the existing website so that it is up to date with Consultant-generated materials, events, final report, etc.
RPF Submissions are due April 3. Submissions may be sent via email to both:
Suzanne Etgen, setgen@aacps.org
Elvia Thompson, starbord@annapolisgreen.org
Draft Media toolkit available here: http://annapolisgreen.com/pdf/GreenGivePartnersToolkit-Draft-2019.pdf
