Request Proposal; RFP): Paid Social & Digital Media Buying Services English-speaking au

Amnesty International Canadian Section English Speaking is seeking a media-buying agency partner to support and scale our paid digital advertising efforts across key platforms.

We are seeking an agency partner with strong performance marketing expertise and a proven track record for ad management and audience building in advocacy, nonprofit, or political organizations. The ideal partner will demonstrate deep familiarity with platform compliance requirements and political advertising policies, and be able to navigate complex, multi‑audience environments with strategic precision.

Above all, we are looking for an agency that upholds rigorous ethical standards and prioritizes brand safety in all aspects of media planning and execution.

The selected agency will act as a strategic and operational partner to our in‑house digital fundraising and engagement team.

• Meta (Facebook & Instagram)
• Word Press Website
• Google Ads
• You Tube
• Testing:
  Tik Tok, Linked In

• Lead generation (hand‑raisers, petitions, actions)
• Fundraising (campaign‑specific, general appeals, micro‑donation campaigns)
• Brand awareness and list growth to new and current audiences
• Website advertising
• Campaign mobilization (event, webinar, book club)

• A steady monthly spend range of 7000 CAD
• Increased spending during peak moments (e.g., Giving Tuesday, year‑end campaigns, emergency appeals)
• Annual spend in the six‑figure range (Exact figures will be shared with shortlisted vendors)

• Creative development
• Campaign strategy and messaging
• Landing pages and conversion flows
• Data analysis (CRM integration, fundraising reporting)

• Paid media strategy and channel planning
• Platform execution and optimization
• Budget pacing and bid management
• Audience development
• Performance reporting and insight generation

• Scaling into new platforms and formats (e.g., Tik Tok, Reddit, Roku, Linked In)
• Strengthening and diversifying online brand awareness among English‑speaking audiences in Canada
• Managing multi‑audience complexity (activists, donors, new supporters, diaspora communities, youth audiences)
• Navigating platform policy constraints on political/advocacy advertising
• Maintaining performance during algorithm changes or policy shifts

• Paid Media Strategy & Planning
• Channel recommendations
• Budget allocation strategy
• Funnel architecture (awareness → action → donation)
• Platform Buying & Optimization
• Campaign setup and management
• A/B testing
• Bid strategy management
• Ongoing optimization
• Budget Pacing & Forecasting
• Monthly pacing reports
• Spend forecasting aligned with fundraising goals
• Creative Testing Support
• Structured testing frameworks
• Creative performance feedback
• Collaboration with in‑house creative team
• Audience Development & Targeting
• Interest, lookalike, contextual and privacy‑safe targeting
• First‑party data usage strategy
• Privacy‑compliant audience modeling
• Platform Policy Monitoring
• Ongoing monitoring of policy updates
• Guidance on compliance risks
• Proactive alerts regarding changes affecting advocacy or political content
• Strategic alignment with organic social media

• Meta
• Google
• Word Press
• You Tube
• Linked In
• Tik Tok
• Roku
• Reddit

• Pinterest
• Emerging or alternative platforms relevant to English‑speaking Canadian audiences

• Manage sudden policy changes and message pivots
• Respond to rejected ads
• Navigate political ad restrictions
• Embed ARAO and ethics into your work

• Organic social media management