Development of Oxfam Kenya's Public Fundraising Market Analysis, Public Fundraising Strategy, and Overall Fundraising Strategy

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Background and Context

Oxfam has maintained a long-standing presence in Kenya since 1963, working in partnership with civil society organisations, community groups, and social movements to address poverty and inequality. As part of Oxfam's confederation-wide commitment to localisation and the redistribution of power to the Global South, Oxfam Kenya (OKE) has undergone a significant institutional transition, and soon to become a fully autonomous national affiliate with independent governance, leadership, and strategic decision-making authority, while remaining part of the global Oxfam confederation. As an autonomous Oxfam Global South affiliate, OKE will operate as an independent, local Kenyan organisation that both contributes to, and draws value from, the global Oxfam confederation. This shift carries direct implications for how OKE mobilises and manages resources. Historically, funding has come predominantly through institutional donors, trusts and foundations, and confederation affiliates such as Oxfam GB (OGB), Oxfam Denmark (ODK), Oxfam Novib (ONL), Oxfam International, and Oxfam America (OUS). To secure long-term financial sustainability and, OKE will diversify its income base beyond institutional grants to include public fundraising. This includes resource mobilisation efforts from individuals, the Kenyan public, corporates, legacy giving, the diaspora, and mass- participation or digital/online giving channels. As the resource mobilization environment continues to evolve, OKE plans to venture into the public fundraising space as a potential income stream source. Kenyans are known for their giving spirit. Platforms such as M-Changa and GlobalGiving all point to significant, still largely untapped, potential for individual and mass-market giving in Kenya. On the other hand, public fundraising requires distinct capabilities, infrastructure, and market understanding that differ from institutional fundraising, and cannot be pursued responsibly without a clear-eyed analysis of the market, the regulatory environment, and OKE's own readiness and comparative advantage. OKE is therefore seeking a consultancy to develop; (1) a Public Fundraising Market Analysis that gives a true and contextualized picture of the Kenyan public fundraising space; (2) a Public Fundraising Strategy that translates this market analysis into a realistic, contextualized and OKE owned and driven strategy; and (3) an Overall 5-year OKE Fundraising Strategy that integrates public fundraising alongside OKE's existing institutional, corporate, trusts and foundations, and philanthropic fundraising work into a single, coherent resource mobilisation strategy aligned with the OKE Strategy 2026–2031. Purpose of the Consultancy The purpose of this consultancy is to engage an experienced and professional fundraising consultant (or consulting team/firm) to conduct a rigorous Fundraising market analysis and develop fundraising strategies, aiming to strengthen and diversify OKE's resource mobilisation base: - A Public Fundraising Market Analysis: An evidence-based and contextualized assessment of the Kenyan public fundraising landscape, giving opportunities, potential supporters, donor behaviour and giving culture, challenges, SWOT analysis, regulatory and fiscal considerations, giving modalities and infrastructure. The analysis will include OKE's own comparative advantage and readiness to fundraise from the public (which in our context includes individuals, the Kenyan public, corporates, legacy giving, the diaspora, and mass- participation or digital/online giving channels). - A Public Fundraising Strategy: a costed, contextualized, OKE owed, and realistic strategy setting out the public fundraising products, channels, partnerships, and investment case through which OKE will grow individual, corporate and mass-market giving over a defined period. The strategy should build directly on the findings of the market analysis. - An Overall Oxfam Kenya Fundraising Strategy: An integrated resource mobilisation strategy that situates public fundraising alongside OKE's institutional donor, trusts and foundations, OKE affiliates, and corporate partnerships work. The strategy should provide a single coherent framework, objectives, fundraising approaches, income diversification targets, Key donors (locally, regionally and internationally) per OKE pillars, and organisational implications (systems, capacity, and compliance) for OKE's fundraising function as a newly autonomous affiliate. Together, these outputs are intended to give Oxfam Affiliates, OKE's Senior Management Team, OKE staff and Board, a credible, actionable basis for investment decisions on public fundraising, and to ensure that OKE's overall approach to resource mobilisation is coherent, diversified, and sustainable in the medium to long term. Role of the Consultant The consultant will act as an independent technical expert, bringing external market intelligence, and fundraising and resource mobilisation strategy expertise. The consultant will work closely with OKE's Funding Team, Senior Management Team, and relevant confederation Institutional/Public Fundraising team to ensure the deliverables are contextualized, grounded in OKE's affiliation reality and organisational strategy.

The consultant will:

- Conduct a comprehensive and contextualized scan and analysis of the Kenyan public fundraising market (which includes the different categories of public fundraising that we have identified). This will include donor behaviour and giving trends, online/digital and mobile giving infrastructure and trends, regulatory considerations, challenges, risks and mitigation plans and the peer landscape from other NGOs/INGO, crowdfunding, individual giving platforms, traditional and other emerging public giving models. - Assess OKE's internal readiness for public fundraising, including brand strength and public image, supporter data, digital assets, compliance and governance requirements,