HELPAGE INDIA Procurement of Digital Marketing Agency – SEO, Social, Performance

Marketing and New-Gen channels for HelpAge India 

HELPAGE INDIA 

Request for Proposal (RFP) 

I.About HelpAge India
HelpAge India is a non-profit organization dedicated to serving the elderly population in India. It was established in 1978 and has since been actively involved in various initiatives aimed at improving the quality of life for senior citizens. HelpAge India runs various programs and services to address the needs of older persons. These include Shelter support for destitute elderly, healthcare services, elder helplines, livelihood support, advocacy for elder rights, and disaster relief efforts tailored to the elderly population. 

In order to meet our digital marketing requirements for SEO, Performance Marketing (Social+Search), LinkedIn Fundraising, and New-Gen Channels, HELPAGE INDIA invites proposals from experienced digital marketing agencies as per details, terms, and conditions given below:

Current Digital Landscape
HelpAge India has an existing Online Donation set up and has been doing online fundraising since several years now. Presently almost 50% of the fulfilment/conversion of retail/individual fund raising by HelpAge is through Online channels. HelpAge offers all convenient forms of online/ digital payment/ gateway options. Instant Thank You & Tax Exemption certificates are auto-generated for online donors. We work across all major advertising platforms like Google, Meta, LinkedIn, etc. (HelpAge India owned) to drive donations including a fully functional website. Google Analytics for HelpAge India tracks donations efficiently.

Context and Rationale
In an increasingly digital-first ecosystem, the need for a specialized performance marketing agency has become critical to effectively reach, engage, and convert target audiences at scale. As the development sector evolves and digital platforms become more sophisticated, leveraging data-driven, performance-led marketing strategies is essential to ensure optimal utilization of marketing investments and measurable impact. 

To address this need, we invite experienced performance marketing agencies and partners from across India to collaborate with us in strengthening and scaling our performance marketing capabilities. The objective of this engagement is to enhance our digital presence within the development sector by adopting new-age, AI-driven marketing techniques and industry best practices. Through this partnership, we aim to build a robust, data-led digital ecosystem that improves visibility, drives measurable outcomes, and expands our digital footprint in an efficient and sustainable manner.

1. SEO
HelpAge India enjoys robust brand equity in the nonprofit elderly care space, fuelling high organic search visibility and steady donation revenue. Despite this foundation-with thousands of monthly sessions from branded queries-technical SEO gaps persist, capping traffic growth and conversion rates. Key opportunities include faster site speeds, better mobile optimization, schema markup for rich snippets, content silos around high-intent terms and new-age SEO, GEO and AEO capabilities.

Pain points:

• Seeking growth in organic search income.
• Not ranking for high-intent generic keywords despite 42+ years of brand equity.
• Technical debt (crawl errors, XML sitemap issues, slow page speed) limiting discoverability.
• Heavy dependency on paid acquisition.
• AEO, GEO based SEO implementation.
• Voice Search Strategy Implementation.
• Core Web Vitals.

Core Deliverables:

• Own 12-month SEO roadmap targeting additional revenue of ?1-2 crores in a year.
• SEO should be constructed as a revenue driving channel not just a technical checklist with measurable organic revenue attribution in place with proper tracking.
• Making SEO compatible with AI and voice-based searches.
• Secure high-DA backlinks from charity networks, elder care portals, and international nonprofit sites to boost domain authority.
• Rank #1 for high intent donation keywords to funnel qualified traffic to donation pages.
• Optimising the website’s on-page SEO for 2x conversion ratios via inter-page linking, donation funnels, and engagement boosters.
• Systematically build 5-star reviews to enhance local SEO and trust for "HelpAge India NGO near me."
• SEO-Related Updates Required (Meta Tags, On-Page Changes), Implement title tags, meta descriptions with CTAs, header optimizations, and image alt text.

Scope of Work: 

Strategic:

• Own 12-month SEO roadmap targeting ?1-2 crores revenue in a year
• 135-keyword strategy with quarterly ranking milestones (60:40 skewed towards short-tail generic keywords)
• Competitor tracking (Agewell, Akshaypatra, Unicef, CRY, GiveIndia, Smile Foundation and related)

Note: We would be happy to fill questionnaire, only after signing a full Non-Disclosure Agreement, via email to procurement.query@helpageindia.org deadline 14^th Feb 2026. 

II.  Terms and conditions

• The agency can be an individual/HUF/Partnership firm/Company incorporated under the laws of India.
• This RFP is not an offer by HelpAge India, but an invitation to receive responses from the eligible bidders dealing in Digital Marketing.
• No agency shall be entitled to submit more than one bid whether jointly or severally. If one does so, all bids wherein the agency has participated shall stand disqualified.
• The agency shall bear all costs associated with the preparation and submission of bid.
• The agency must have PAN (Permanent Account Number) and registered with GST and the document for the same is to be attached.
• HelpAge India reserves the right to accept /reject/ select one or more than one agency and to annul the bidding process any or all bids at any time prior to award of contract without thereby incurring any liability to the affected agency.
• The supplier should have all valid licenses, approvals, certificates, registration from all statutory authorities like Income Tax/GST/any other relevant and mandatory requirements.
• Notification will be provided by HelpAge India while issuing Purchase Order/ email intimation to the selected bidder at each stage. In case of delay in supply, penalty will be levied.
• HelpAge India reserves the right to cancel the bid/contract based on performance without assigning any reason thereof.
• Evaluation of the bids will be done by Purchase Committee from HelpAge India.
• HelpAge India management reserves the right to change (increase or reduce) the numbers/units as per its sole discretion and Project requirement.
• Documents required to release the payment:

1. Bill / Invoice mentioning Permanent Account Number of Income Tax Department
2. Documentary proof of the delivery/ service including E-Way Bill, wherever applicable, as per Purchase order

• Agencies that will be technically qualified would only be considered for opening of financial bids.
• The bidder is expected to examine all instructions, forms, terms and specification in this RFP. Failure to furnish all information required under this RFP or to submit a bid not substantially responsive to this RFP in all respect will be at bidder’s risk and shall result in rejection of the bid.
• The bidder and their respective officers, employees, agents shall observe the highest standards of ethics dividing the bidding process. HelpAge India has adopted a zero-tolerance policy on gifts and hospitality. Suppliers are therefore requested not to send gifts or offer hospitality to HelpAge India personnel. Notwithstanding anything to the contrary contained herein, HelpAge India shall reject bid without being liable in any manner whatsoever to the bidder if it determines that the bidder has directly or indirectly or through an agent, engaged in corrupts/fraud tent/coercive/undesirable or restrictive practice in the bidding process.
• Indemnity: The bidder shall indemnity HelpAge India against all actions, suits, claims and demands brought or made against HelpAge India in respect of anything done or committed to be done by the bidder in execution of or in connection with the work of this contract and against any loss or damage to HelpAge India in consequences to any action or suit being against the selected vendor for anything done or committed to be done in the execution of this contract.
• The RFP shall be evaluated strictly based on the substantive information/credentials/documentary evidences submitted by the agencies.
• The bidder is expected to examine all instruction, forms, terms and specification
• HelpAge India Management reserves the Right to award the work to more than one Agency as per requirement.
• All the bid needs to be submitted via email to procurement@helpageindia.org by Sunday, 22nd February 2026 at 23.59 hours IST
• Agencies would not be allowed to subcontract partial/full of the work assigned to them. In such case the Management reserves the right to cancel the bid/contract with the agency.
• The rates quoted by the agency will be inclusive of all Taxes/Levies/Packing and Freight Charges/ platform fees/media spends/content-creative production/personnel/tools/software licenses, etc. Agency should submit the financial bid as per the Annexure-3: Financial Bid Format.
• Agency shall bear the Insurance if any taken.
• The rate quoted by the agency will be valid for one season from the award of the contract
• Items not meeting the specified requirements has to be returned.

For detailed information, please check the complete version of the RFP attached below. 

Job Email ID: procurement(at)helpageindia.org

Download Attachment: SOW digital marketing agency.doc