Request for Proposals: Digital Strategy

Request for Proposals: Digital Strategy

Our Story: MOBILIZE, ORGANIZE, VOTE AND EMPOWER
MOVE Texas is a nonpartisan, nonprofit, grassroots organization working to build power in underrepresented youth communities through civic engagement, leadership development, and issue advocacy. In 2013, MOVE was founded by a small group of dedicated students at the University of Texas at San Antonio to increase participation in local elections. Since then our work has gone statewide to become one of the most effective voter registration and engagement groups in the state. MOVE Texas has helped transform the Texas electorate over the past decade and continues to bring new voters into the electorate. We don’t just register voters, we invest in communities of young people that are traditionally underserved and underinvested in – especially young people of color and meeting them where they are at on local college campuses. We are building the next generation of Texas leadership by teaching critical organizing skills to take them from voters to effective, lifelong organizers. Our theory of change is simple: develop new leaders, educate voters and create space for the changes we need to make so that our state can be a place where all Texans can thrive. We believe that together we are transforming democracy in Texas and beyond.
Why Now

We're seeking a digital strategy partner to help us build and execute a robust digital plan through the 2026 election, set clear goals against that plan, and strengthen our internal Communications team's capacity to lead this work independently over time. This engagement supports a broader investment in our Communications function as we head into a critical election cycle, and builds on insights from our 2025 Bold at the Ballot Box narrative work and Your Texas, Your Say survey to keep our digital presence aligned with our base.
Our Digital Challenges

The firm must solve four primary challenges to ensure our digital strategy meets the moment and sets our team up to sustain it:

- Build a Digital Plan With Clear Goals Through the Election Our current digital work has been driven more by day-to-day execution than by a defined strategy tied to measurable goals. The firm is challenged to build a digital plan spanning owned, earned, and paid channels that is explicitly sequenced against 2026 election milestones, with concrete goals our team can be held to and can track progress against.

- Elevate Paid & Earned Media Beyond a Reactive Posture Traditional and paid media have largely been pursued reactively rather than as a proactive strategy. The firm is challenged to help us build sustained paid media capacity for younger-audience and electoral engagement goals, and support a more proactive approach to earned media and press opportunities, including building a proactive media strategy heading into the 2027 legislative session, so we're positioned to shape coverage of our legislative and advocacy priorities rather than reacting to it after the fact.

- Build Internal Capacity We are not looking for a firm to execute digital strategy on our behalf indefinitely. The firm is challenged to work alongside our Senior Communications Manager and Digital Communications Associate throughout the engagement, through training, shared strategy sessions, and documentation, so that our internal team can increasingly own and lead this work after the engagement ends.

- Integrate Digital Strategy With Our Narrative and Cultural Organizing Work Our digital presence doesn't operate in isolation; it's informed by ongoing narrative testing and by the cultural organizing work that tells us what resonates with our base. The firm is challenged to build a digital strategy that can absorb and act on that insight, rather than operating as a separate execution track.

Scope of Work
- Develop a digital strategy and plan that defines:
- Channel strategy across owned, earned, and paid media through the 2026 election and early 2027 legislative