Communication and Fundraising Strategy for the Conservation of the International Cocoa Collections
On September 28, 2018, the United States Department of Agricultures (USDA) Foreign Agriculture Service (FAS) and TechnoServe signed a cooperative agreement to implement a project entitled ‘Maximizing Opportunities in Coffee and Cacao in the Americas (MOCCA)’ in El Salvador, Guatemala, Honduras, Nicaragua, Ecuador, and Peru. As is the case with other Food for Progress Programs (FFPr), the MOCCA project is helping farmers improve sustainability through increasing productivity, expanding trade opportunities, and additionally, improving their ability to adopt rehabilitation and renovation (R&R) best practices.
Lutheran World Relief, leads all cocoa activities in the six MOCCA countries and among the key activities of this program, is to build a long-term funding solution for the two international cocoa germplasm banks managed by the Cocoa Research Centre of the University of the West Indies (CRC/UWI) and the Tropical Agricultural Research and Higher Education Center (CATIE). These are the only collections in the world in the public domain. MOCCA, in collaboration with the Global Network for Cacao Genetic resources (CacaoNet), is providing short-term financial support to the two public collections, while developing a long-term sustainability strategy for these two international cocoa collections.
The Alliance of Bioversity International and CIAT coordinates CacaoNet, which developed in 2012 a global strategy for the long- term conservation and utilization of cacao genetic diversity that included the establishment of Global Strategic Cacao Collection (GSCC) and a plan to secure a mix of long-term and short-term funding to achieve this. The GSCC would be established based on unique and valuable materials maintained at CATIE and CRC but also filling gaps of threatened genetic diversity from material yet to be collected from the wild and on-farms. Annual workplans are developed and managed under the guidance of the CacaoNet Scientific Advisory Group which includes representatives of the Alliance Bioversity-CIAT, CATIE, CRC/UWI, Cocoa Research Association UK (CRA), the International Cocoa Quarantine Centre at Reading, representatives of the cocoa breeding community and research institutes. The CacaoNet also undertook a costing exercise to determine the cost of long-term conservation of cacao genetic resources using best practices established for the conservation of other crops.
The Alliance Bioversity-CIAT, CRA, CRC, and CATIE, are exploring different incentives for private company participation in sharing the cost of conservation and have been successful in attracting some companies to contribute towards this exercise. Nevertheless, there is need to further raise awareness among the cocoa community, private and public donors, and cacao and chocolate consumers of the importance and urgent need to maintain the international cocoa collections.
The genetic material conserved in these international collections has served as the basis of historic breeding efforts to overcome the devastating effects of cacao diseases on the cacao industry and will continue to serve as the backbone of future breeding and the foundation for the development of improved, adapted and quality planting materials. Between the two organizations, CRC manages a field collection of about 2,400 accessions and CATIE of about 1,200 accessions. The collections are also responsible for collection, conservation of field collection, accurate morphological characterization, accurate identification by genetic fingerprinting, evaluation, comprehensive information management quarantine and transfer, which requires appropriate field facilities, laboratory facilities, equipment, supplies and human resources.
At present, the funding sources for these international collections do not meet current needs and are also often committed only on a short-term basis (even annually), meaning that each year CRC and CATIE must make difficult decisions about a long-term conversation on a short-term budget.
A commitment from the private sector/ public sector for funding will complement the financial security with a guaranteed minimum funding level and allow CacaoNet members to use this funding commitment to leverage other resources.
Short-term funding will provide for urgent needs to stop the continuing deterioration of the germplasm collections and to reduce the risk of permanently losing genetic resources, national and international public funds dedicated to the preservation of biodiversity are also involved in the collections’ conservation. It will also help smooth inefficiencies as current resources are focused on critical maintenance at the expense of investing in new technology or management practices that could have longer-term cost savings.
CacaoNet is looking to design a communication and fundraising strategy to secure funding for the long-term sustainability of the cocoa international collections, targeting different audiences and potential donors, prioritizing the private sector. The type of contributions to be sought should include (but not limited to) individuals, foundations, cocoa and chocolate companies, multilateral funding agencies, governments and could include donations, endowments, gifts, and bequests allocated for purposes consistent with CacaoNet priorities. For each audience, the following could be addressed: (1) why genetic diversity matter and why they should care, (2) the status of conservation and urgency to act, (3) how to support CacaoNet in conserving and leveraging the genetic resources to build a robust and sustainable cocoa industry.
Objective of this consultancy:
MOCCA will enter into a contractual agreement with a successful bidder who will carry out:
- The design of a CacaoNet communication and fundraising strategy; and
- The design of CacaoNet communication and fundraising campaign to increase awareness of the importance of cacao genetic diversity, its conservation and use and the unique and critical role that the international collections at CRC and CATIE play and a call for action for financial support.
- fund-raising event for CATIE, CRC and the ICQC at Reading.
Products of the successful bidder’s work will include:
1.CacaoNet Communication and Fundraising strategy that identifies:
- Guiding principles, taking into consideration all relevant documents discussions and decisions by CacaoNet Scientific Advisory Group
- Fundraising needs and opportunities, specific fundraising goals
- Target groups, potential donors, and strategies to approach each donor detailed information about potential donors, including names of entities/organizations/companies, contacting strategies (e.g., direct solicitation, online micro-donations, event-based fundraising, etc.) and names and contact information of relevant point persons.
- An analysis of incentives for giving.
- A communication strategy should include key messages that convey the importance/relevance of the cocoa international collections to target donors and reasons to contribute to the CacaoNet efforts.
- Effective online payment alternatives, funding management mechanisms for establishing an endowment fund for long-term financing.
- Evaluate the solutions found to finance other collections (CGIAR)
- Detailed CacaoNet communication and fundraising event description(s) and implementation plan(s) to achieve the objectives of the fundraising strategy, which shall include:
- A summary providing background/overview information about the proposed campaign(s);
- A list of objectives for the proposed event(s), including fundraising and communication goals.
- The different channels through which donors should be approached before, during and after the event.
- Specific messages adapted to the different audiences.
- A proposed timeframe for the implementation of campaign activities, including the fundraising event, ideally programmed between October-December of 2021.
- Define specific roles, functions, and activities to be undertaken by relevant actors in the implementation of the fundraising campaign, including members of CacaoNet and the Scientific Advisory Group, as well as private sector actors, cocoa, and chocolate consumers.
Activities to complete the communication and fundraising strategy and fundraising campaign include, but are not necessarily limited to, the following:
- Consulting with CacaoNet on the proposed process and information to be reviewed.
- Reviewing all working documents, decisions, background information, evaluations, private sector strategy with CRA, and relevant documentations suggested by CacaoNet
- Analysing CacaoNet historical contribution record and assessing its growth potential.
- Conducting interviews with international collection managers about their current resources, updated needs (such as salaries, training, evaluations, equipment, tools, etc.)
- Apply relevant best practices and lessons learned.
- Assessing CacaoNet current communication key messages
- Analysing the landscape of potential donors and identifying relevant target groups.
- Conducting interviews with relevant stakeholders in the cacao sector to assess the needs, priorities and requirements of potential donors and beneficiaries of the Fund.
- Drafting reports and integrating feedback, comments, and input from CacaoNet and MOCCA/LWR and other relevant stakeholders.
- Develop the draft communication and fundraising strategy.
- Develop the draft plans for the fundraising event and campaign.
- Review and confirm the annual costs of maintenance of the collections; the current funds to cover such budgets (how much (%) the centers themselves are contributing, and what is the need of complementary funds); how much has been collected from different sources to support the collections.
The successful bidder should, based on their technical experience, add other activities they find relevant to achieve the expected output.
Total duration of this consultancy is two months, with the following timetable:
- 15 August 2021 selection and engagement of successful bidder. LWR/MOCCA and CacaoNet coordination with CRC and CATIE will be involved in the selection process and implementation for this consultancy.
- 10 September 2021 submission to MOCCA/LWR and CacaoNet of (a) draft detailed CacaoNet communication and fundraising event and campaign(s) description(s) and implementation plan(s);
- 25 September 2021 submission to MOCCA/LWR and CacaoNet of final versions of both the communication and fundraising strategy and detailed communication and fundraising campaign(s) description(s) and implementation plan(s).
- 5 October 2021- list of fundraising event participants, invitations design and communication materials for the event, proposed agenda for CacaoNet approval.
- 15 October 2021 final version for all fundraising events communication materials and design
The successful bidder is expected to submit during the contract the following four reports:
- Draft CacaoNet communication and fundraising strategy
- Finalized CacaoNet communication and fundraising strategy.
- Draft detailed communication and fundraising campaign(s) description(s) and implementation plan(s)
- Finalized detailed communication and fundraising campaign(s) description(s) and implementation plan(s)
Bidder should be a company or individual operating in the field of fundraising and communications with proven expertise in developing successful fundraising strategies and campaigns.
At least seven years of experience in developing fundraising strategies and campaigns adaptable to various media, audiences, and target groups. Previous work with international institutions, operating in the field of development and/or culture, agriculture and value chains, cocoa and chocolate would be an asset. A minimum of two references from such international organizations would be desirable.
Adequate facilities for teleconferencing as well as electronic communications must be available during all working hours.
The staff proposed must be able to work in English and it is desirable for the bidder to propose at least one staff member who has a minimum of five years of experience in developing fundraising strategies and campaigns on an international scale.
Bidder must submit a technical and financial proposal to develop the fundraising strategy to this email: AdquisicionesLWRNicaragua@lwr.org
Deadline for reception of quotes: August 5, 2021