Job Description

 

REQUEST FOR PROPOSALS 

(Independent contractors and firms): 

Growth and Fundraising through Digital Advertising  

 

Overview: 

MoveOn is the largest rapid response political campaigning organization in the United States. We wield independent political power by bringing millions together to take action and mobilize for a just society where everyone can thrive.

 

For more than a generation, MoveOn has been the homebase for millions of people who refuse to accept the status quo and are moved to take action for progress. We have consistently been a bulwark against the radical right, channeling our voices to end wars, protect democracy, and advance justice for all.

 

You will work closely with staff on our growth and fundraising teams, providing regular and ongoing strategic counsel and devising and executing ad campaigns, including strategy, copy and content creation, ad buying and placement, and experimentation, testing, and analytics. Your ads will help MoveOn attract new members, activists, and contributors, expanding MoveOn’s reach into new communities. Your ads will help MoveOn fundraise digitally by expanding, retaining, and re-engaging our donor base. We will look to you as a strategic thought partner for this project, and we will expect you to have capacity to scale implementation up or down as opportunities arise or recede. 

 

In our external campaigning as well as our internal work together as a team, we seek to advance core values of equity and inclusion, including a commitment to identifying and uprooting unjust oppression. We know social identities including race, gender, immigration status, gender identity, religion, sexual orientation, age, ability, and more can show up in organizations and the movement in ways that provide unfair advantages to some while unfairly disadvantaging others. We will expect you to partner with us in supporting equity and opposing oppression as we collaborate together.

 

Within this project, you will do work for both MoveOn Civic Action and MoveOn Political Action,—a 501(c)(4) and federal political action committee, respectively—providing counsel and managing ad campaigns for each. Your proposal should cover both entities, and you may be asked, at MoveOn’s discretion, either to enter a separate contract with each entity or to allocate any fixed fee and to bill each entity separately for its own advertising.

 

In order to produce work for MoveOn Civic Action, MoveOn’s 501(c)(4), your firm must be registered for charitable fundraising counsel in states that require it.

 

Project title: Fundraising and Growth Ads Firm

 

Project begins: April 1, 2026

 

Project length: 1 year.  Any hours given in a scope of work are an estimate and MoveOn does not guarantee a specific number of hours to its contractors.  

 

Project Overview: Strategize, build, and execute MoveOn’s paid digital fundraising and growth program. The ads you contribute to and produce will grow MoveOn’s membership and raise funds to accomplish a wide variety of advocacy, campaign, and organizational goals, from electing candidates to passing legislation to building a stronger progressive movement and organizing support for bold policy ideas. They will also collectively advance a goal of supporting MoveOn members in building and exercising collective progressive people power.

 

• MoveOn is seeking an individual or firm to provide strategy and execution services in the area of search engine marketing and online ads to drive growth of our email and mobile membership lists and to raise funds to support our work. 
• Specifically, we are looking for support with the following:
  • Developing and executing a results-oriented, data-driven search engine marketing strategy for growth, specifically focused on:
    • executing and evaluating Google Search ads pointed at our petition creation page, to be updated and tested in real time over the course of the contract so that ads match the news cycle and issues that may be most likely to interest members at any given time;
    • increasing our SEO for petition pages;
    • designing and running petition-based acquisition ads, including list rental emails and Facebook petition ads; and
    • exploring opportunities with other online ads.
  • Designing, testing, and implementing digital ad campaigns to grow and broaden our membership base.
  • Designing, testing, and implementing digital ad campaigns to raise funds to support our work.

 

RFP submission date: Please submit to pr*******@****on.org by February 20, 2026 and put Fundraising and Growth Ads Firm in the subject line.

 

Scope of work:

• Direct donate and acquisition digital advertising and strategy
  • Write digital advertisement copy
    • Direct donate ads, direct response acquisition ads, list rental acquisition emails, 
  • Design creative graphics for advertisements
  • Setup landing pages for advertisement campaigns
  • Compile multiple audience targeting sets
  • Test different permutations of ads using statistical analysis to optimize
  • Monitor ad performance daily and make recommendations for optimizations
  • Collaborate with other vendors on creative, placement, targeting, and reporting
  • Setup or optimize a pre-existing CRM (Action Network)
  • Stay up on the latest ad innovations to suggest new platforms and tactics
• Communications & Reporting
  • Essential data reporting for the organization
    • Maintain spreadsheet of ads reporting
    • Weekday daily live ad report
  • Meet once per week for an hour with Associate Director of Web and Web Ads Fundraising and Email Growth Marketing Manager 
  • Daily reporting before 12pm ET, including on weekends and holidays, using MoveOn’s reporting software as needed for legal compliance (PAC independent expenditure ad campaigns, etc.)
  • Contributing to digital strategy discussions as needed
  • Integrate into MoveOn tech stack: VPN, CRM, fundraising platform, database to run queries, Slack communications 

 

Works closely with: Associate Director of Web and Web Ads Fundraising, Email Growth Marketing Manager

The project manager will also work closely with key staff including the organic social team, the Managing Director of Platform & Growth, Tech, and Finance/Operations staff.

 

Proposal submissions:  Please submit a resume and a proposal which includes the following information below: 

 

Background: Name, title and contact information. Bios of the team and explanation of the role each person would play, plus expected proportion of hours each person would spend on the project.

Experience: Tell us about your relevant experience. A resume may be submitted in lieu of this section if your relevant experience appears within your resume.

Approach: In two pages or less, Please tell us how you would approach the above scope of work, including proposed workflows, project structure, and budget.

Work sample: Portfolio of similar work for other clients, including work conducted by the people who would work on this project. Please include examples of data-driven analysis and testing + outcomes in previous projects.

Work assignment: Note: MoveOn will not utilize the work sample you produce for any purpose besides evaluation for the RFP

Draft fundraising ad copy versions based on this email:

Dear MoveOn member,

Yesterday, something extraordinary happened across America!

7 million people gathered at 2,700 No Kings events in all 50 states and abroad, making it the single largest day of protest in modern U.S. history. WE DID IT!

Young and old. Urban and rural. First-time protesters standing alongside movement veterans. People waving American flags, wearing frog and unicorn costumes, carrying handmade signs saying, “Democracy Doesn’t Fear Protest. Dictators Do,” “We Dumped Tea for Less,” and “Melt ICE.” All of us united by one simple truth: America is a democracy, not a dictatorship. This country does not belong to kings.

Donald Trump and Republicans tried to silence us, dismiss us, and convince America we don’t exist. They failed.

Trump said on Wednesday, “They have their day coming up. I hear very few people are gonna be there, by the way. But they have their day coming up and they want to have their day in the sun.”1

MAGA House Speaker Mike Johnson called it a “hate-America rally” that would draw “the pro-Hamas wing” of the Democratic Party and “the antifa people.”2

They wanted us to stay home. They wanted us isolated, afraid, and silent.

Instead, 7 million of us filled the streets. We were loud. We were joyful. And we were everywhere.

But here’s what matters even more than the numbers: This movement is building the strength and momentum we need to stop authoritarianism in America.

As Maria Stephan, co-author of “Why Civil Resistance Works,” explains, “The research on nonviolent resistance movements really focuses on the importance of momentum. It’s not just a lot of people showing up for mass demonstrations; it’s about sustained engagement.”3

And that’s precisely what’s next. We need to keep bringing people into our movement and building that sustained engagement.

MoveOn worked alongside many organizations to help provide the infrastructure for yesterday’s protests—the coordination, intense focus and preparation to ensure the protests were peaceful, training of thousands of volunteers who hosted protests in their communities, training of hundreds of thousands of attendees, designing and printing materials, providing technology platforms, and much more. And MoveOn will keep dedicating our work, day in and day out, 24/7, to building the movement. But, as a grassroots organization, we need your help.

Will you start a $5 monthly gift to MoveOn today to help us keep building this movement with the sustained engagement we need to stop Trump’s tyranny?

Yesterday’s protests come as health care costs are about to skyrocket, ICE raids continue to terrorize whole cities and disappear people, the government shutdown enters week 3, and the MAGA Supreme Court appears poised to kill the Voting Rights Act.4

Trump wants us to accept all of this as inevitable. He wants us exhausted and isolated.

But when you look at our trajectory, you see something very different:

April: 3 million people at 1,300 Hands Off! events.

June: 5 million people at 2,100 No Kings events.

October: 7 million people at 2,700 No Kings events.

Our movement isn’t just growing, it’s surging.

The “3.5% rule” from historical research tells us that few authoritarian governments have survived when 3.5% of the population mobilizes peacefully in a sustained way.5 For the U.S., that’s roughly 11 million people showing up again and again.

We’re building toward that number, and yesterday was a huge step. But sustained organizing—the community meetings, the training sessions, the local leadership development, the infrastructure to bring new people in day after day, month after month—requires resources.

Can you chip in $5 a month to help MoveOn sustain and grow this movement?

Trump’s strategy depends on making us feel small, alone, and powerless. Yesterday, we reminded each other—and showed the country—that none of those things are true.

Yesterday showed the world what this movement is: peaceful, diverse, determined, and growing.

• Please submit two copy versions for direct donate Facebook ads. No graphics/images needed. Assume the landing page is a donation page.
  • Example of final ad here.
  • Each version should meet the following criteria:
    • Body: 250 words or less
    • Call to action: Start a monthly donation to MoveOn 
    • One unique headline

Equity: Please explain whether and how your firm has advanced the values of equity, diversity, and inclusion within the firm, and state how that is reflected in the leadership ownership, and work of the firm.  Please share how you will center equity in your work for this project. 

Location: RFP is open to individuals/firms based in the contiguous U.S.  

Cost and availability: Include an estimate for a monthly retainer, commission on ads spend, hourly rate, or project rate in your proposal and any limitations on your availability.

 

Proposals should anticipate MoveOn’s entities having a total scalable digital advertising budget of at least $700,000 for 2026 (with potential to scale up in opportune moments when there is demonstrated high ROI), with relatively high advertising spend levels in opportune moments and low spend levels at other times. This budget must cover ad buys as well as production and strategy.

 

Proposals should indicate how you’d expect to be compensated, perhaps partially through a standing retainer for strategic services, complemented by a commission on ad buys.

References: Past clients (3) that MoveOn may reach out to as references, with contact info.

 

Most-favorable terms:

• MoveOn reserves the right to make an award without further discussion of the proposal submitted. Therefore, the proposal should be submitted initially on the most favorable terms that the vendor could propose. There will be no best-and-final-offer procedure. MoveOn does reserve the right to contact a vendor for clarification of its proposal.
• The vendor should be prepared to accept this request for proposal for incorporation into a contract resulting from this request for proposal. Contract negotiations may incorporate some or the vendor’s entire proposal. It is understood that the proposal will become a part of the official procurement file on this matter without obligation to MoveOn.

 

No obligation to contract

This request for proposal does not obligate MoveOn to contract for services specified herein.

 

Rejection of proposals

MoveOn reserves the right at its sole discretion to reject any and all proposals received without penalty and not to issue a contract as a result of this request for proposal.

 

Nondiscrimination

The vendor will adopt and disseminate a policy that the vendor, in employment, recruitment, selection, compensation, benefits, promotion, demotion, layoff, termination, and all other terms and conditions of employment will not discriminate on the basis of race, color, creed, age, sex, national origin, ethnic identity, physical or mental disability, veteran status, marital status, economic status, religion, sexual orientation, gender identity, or any other legally protected basis.

How to Apply

Please submit to proposals@moveon.org by February 20, 2026 and put Fundraising and Growth Ads Firm in the subject line.

Job Types: Freelance. Salaries: Less than 20,000.

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