Digital Marketing Advertising Performance Consultant

Organizational Need & Invitation for Proposals

Organizational Context

Muslim 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 modelone 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 Engagement

The 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 execution
  
  

• Consistent testing learning and optimization across digital advertising channels
  
  

• Clear leadership visibility into performance insights and decision-making
  
  

• Long-term internal capacity to sustain high-performing digital fundraising campaigns

The consultant will work closely with the Director of Marketing COO and cross-functional partnersincluding Programs Development/Fundraising and CRM administrationto assess current practices identify gaps and opportunities and propose practical implementable solutions aligned with MAUSAs mission values and fundraising goals.

Priority Focus Areas

While 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 Analysis

• Assessment 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 allocation

• Identification of tracking attribution or data integrity gaps that may limit performance insights

• Review of landing pages and donation flows in coordination with Marketing and Development

• Clear articulation of risks opportunities and priority improvement areas

2. Performance Marketing Strategy & Planning

• Development of a performance marketing strategy aligned with MAUSAs fundraising calendar campaigns and signature initiatives

• Clarification of channel roles (e.g. acquisition retargeting amplification)

• Definition of meaningful KPIs and success metrics by channel and campaign type

• Guidance on budget allocation pacing and scaling decisions

• Integration with organic marketing email and community fundraising efforts

3. Creative Performance & Messaging Optimization

• Analysis of historical creative and messaging performance

• Identification of effective storytelling approaches emotional drivers and calls-to-action

• Translation of program narratives and humanitarian impact into ad-ready creative concepts

• Guidance on creative formats and best practices across platforms

• Development of clear creative performance principles to inform future campaigns
  
  

4. Testing Learning & Optimization Framework

• Design of a structured testing framework to support continuous learning and improvement

• Clear test hypotheses prioritization and cadence

• Approaches to isolating variables (creative copy audience placement landing page)

• Documentation of learnings and criteria for scaling pausing or discontinuing ads

• Processes that embed testing and learning into regular campaign workflows
  
  

5. Donor Acquisition Funnel & Cost Benchmarking

• Mapping and analysis of the digital donor acquisition journey

• Definition of cost benchmarks and performance targets by channel and campaign type

• Guidance on audience segmentation strategies (e.g. cold warm retargeting)

• Support for clearer attribution logic and funnel visibility

• Identification of opportunities to improve conversion retention signals and long-term value
  
  

6. Performance Dashboards & Leadership Reporting

• Development of clear executive-friendly performance reporting and dashboards

• Consistent visibility into spend efficiency and performance trends

• Creative-level insights and actionable recommendations

• Reporting suitable for leadership review and Board-level summaries

• Practices that support consistent month-over-month analysis and decision-making
  
  

7. Team Enablement Documentation & Knowledge Transfer

• Assessment of internal team capabilities related to performance marketing

• Training and coaching to build confidence in paid advertising execution and optimization

• Development of SOPs templates and reference materials

• Knowledge transfer and transition planning to support sustainability beyond the engagement

• Ongoing guidance and feedback during live campaigns

Expected Outcomes

By the conclusion of the engagement MAUSA seeks to be positioned with:

• Improved paid advertising efficiency and donor acquisition performance

• Clear documented learning from creative audience and channel testing

• A defined and repeatable performance marketing model

• Stronger internal capability to plan execute and optimize digital fundraising campaigns

• Increased leadership visibility into paid marketing performance insights and ROI

Consultant Profile

MAUSA is seeking consultants with deep experience in digital fundraising performance marketing and creative optimizationparticularly 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 marketing
  
  

• Proven success improving ROAS CAC and donor acquisition efficiency
  
  

• Familiarity with nonprofit fundraising and donor-centered messaging
  
  

• Strong analytical and testing-oriented mindset
  
  

• Experience building dashboards reporting frameworks and decision tools
  
  

• Ability to translate data and insights into actionable guidance for teams
  
  

• Strong collaboration and stakeholder engagement skills

Proposal Submission & Timeline

Interested 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 organizations 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

Submission Instructions: Bilal Aslam Chief Operating Officer