Terms of Reference (TOR) for Paid Ad Media Advertising Service

Background

As part of its 2025 strategy, SOS CVE is investing in brand awareness and local resource mobilization to increase visibility and grow community-based support. Digital communication and audience engagement are therefore the core pillars of this effort.

Accordingly, this ToR is prepared to guide the selection and engagement of a qualified digital advertiser who will manage and optimize paid social media campaigns to amplify SOS CVE’s brand visibility and fundraising outreach.

Current Social Media Landscape of SOS CVE

SOS CVE actively maintains social media presence on LinkedIn, Facebook, and Instagram, with a steadily growing audience and engagement. These platforms are used to share updates, promote campaigns, raise awareness, and engage donors and partners.

Audience Overview (As of June 30, 2025)

Platform	Followers	Reach	Engagement
LinkedIn	13,923	62,680	4,597
Facebook	8,405	26,397	4,441
Instagram	721	5,266	1,139
Telegram	322	1,600	~321 (reactions & comments)

Please note that due to the absence of a Telegram Premium subscription, we were limited to manually adding up to 200 subscribers. However, additional users can still join the channel using an invite link, which allows for broader reach beyond the manual limit.

Overall Objective

The objective of this engagement is to increase the reach and visibility of SOS CVE’s brand and local fundraising efforts—particularly the Local Sponsorship Programme—through targeted paid advertising across Facebook, Instagram, LinkedIn, and Telegram.

This initiative seeks to:

• Promote key brand and fundraising messages to relevant target audiences in Ethiopia and the diaspora
• Drive higher audience engagement, awareness, and conversion (e.g., sign-ups, inquiries)
• Increase followers throughout the platforms
• Complement existing organic efforts by boosting high-performing or strategic content

Scope of Work

The selected digital advertiser will be responsible for the following:

• Develop and execute a paid ads strategy tailored to each platform (Facebook, Instagram, LinkedIn, Telegram) in alignment with SOS CVE’s communications objectives
• Set up and manage ad campaigns, including:
  • Audience segmentation
  • Budget allocation
  • Geo-targeting and A/B testing
  • Platform-appropriate formats (e.g. reels, carousels, lead ads)
• Optimize ad performance based on real-time analytics and deliver regular reports
• Propose key messaging and visual formats to enhance reach and engagement
• Recommend boosting schedule for existing organic content with high traction
• Work collaboratively with SOS CVE’s communications team to align on timelines, tone, and compliance with brand guidelines

Roles and Responsibilities

SOS Children’s Villages Ethiopia will:

• Provide all necessary content (copy, visuals, videos, hashtags, etc.)
• Approve targeting parameters and boost recommendations
• Share access to social media ad accounts and budget restrictions
• Monitor campaign outcomes and provide feedback as needed
• Facilitate collaboration between internal teams (comms, sponsorship, etc.)

The Digital Advertiser will:

• Propose, run, and monitor platform-specific campaigns
• Manage ad accounts and budgets with transparency
• Adjust strategies based on performance metrics and weekly check-ins
• Provide weekly reports including reach, engagement, Click-through rates (CTR), conversion data, and visual performance snapshots
• Advise on budget usage and optimization per platform

Specific Deliverables

The selected digital advertiser will be expected to provide the following deliverables:

Paid Ads Plan

• • Platform-specific ad plan for Facebook, Instagram, LinkedIn, and Telegram
  • Target audience profiles and objectives (awareness, engagement, conversion)
  • Recommended content formats and posting schedule

Campaign Set-Up and Management

• • Launch of ad campaigns as per agreed timelines
  • A/B testing of visuals, messages, and targeting options
  • Geo-targeting (with focus on Ethiopia and diaspora audiences)

Performance Monitoring and Optimization

• • Real-time monitoring of active campaigns
  • Ongoing adjustments for improved reach, engagement, and conversion
  • Immediate flagging of underperforming content with optimization suggestions

Reporting and Insights

• • Weekly performance reports detailing:
    • Reach, impressions, and engagement
    • Click-through rates (CTR) and cost-per-click (CPC)
    • Conversion metrics (e.g. form submissions, page visits)
    • Spend breakdown per platform
  • Final campaign summary report with analysis, insights, and recommendations for future campaigns

Content Recommendations

• • Suggestions for high-performing visuals or messages
  • Monthly proposal of content to boost (based on organic performance and relevance)

Duration of the assignment

The assignment will be carried out over a period of five (5) months, starting from the date of signing the contract. All campaign planning, execution, reporting, and deliverables are expected to be completed within this time frame, in close coordination with SOS CVE’s communications team.

Qualification

• Proven experience running successful paid ad campaigns on Facebook, Instagram, LinkedIn, and Telegram
• Demonstrated understanding of targeting audiences in Ethiopia and/or the diaspora
• Familiarity with NGO/nonprofit branding and fundraising campaigns (preferred)
• At least 2 years of relevant experience with a portfolio of similar campaigns
• Number of estimated reach/engagement as well as projected increase in followers over five months (based on your financial proposal, excluding monetary amounts).