The main objective is to generate actionable, data-driven insights on African individual donor behavior to strengthen fundraising strategies. Specific objectives include: • Understand perceptions, motivations, emotional triggers, and values influencing donations. • Identify barriers to giving to formal organizations like UNICEF (e.g., trust, visibility, payment issues). • Explore thematic areas that resonate with African donors (e.g., education, health, climate, education, emergencies, local empowerment). • Map preferred giving donation methods (mobile money, cards, etc.) and communication channels. • Assess donor recognition preferences (e.g., public acknowledgment, symbolic gifts, tangible). The consultancy will conduct a multi-country research study to understand African individual donor behavior, focusing on motivations, barriers, and preferences in giving to organizations like UNICEF. The study will produce actionable insights to inform strategies for engaging African donors in West and Central Africa. Scope of work: The assignment will cover five major cities in West Africa: Abuja and Lagos (Nigeria), Dakar (Senegal), Abidjan (Côte d’Ivoire), Accra (Ghana).