JOB DESCRIPTION. Context. Scope. 1 x Senior Direct Marketing Officer 1 x Direct Marketing Officer 1 x Direct Marketing Assistant.

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1 JOB DESCRIPTION Jb title Direct Marketing Manager, Legacies Jb band SAME Ref UKO00626 Department Individual Giving Divisin Fundraising Reprting t Head f Direct Marketing (HDM) Lcatin UK Office, Lndn Duratin Permanent Respnsible fr 1 x Senir Direct Marketing Officer 1 x Direct Marketing Officer 1 x Direct Marketing Assistant Cntext The British Red Crss is the largest vluntary humanitarian rganisatin in the wrld. It prmtes humanitarian values, and prvides emergency help t peple in shrt-term crisis in the UK and verseas. Within the UK, the British Red Crss perates thrugh 31,000 vlunteers and 3,300 staff. The Individual Giving team is respnsible fr recruiting new supprters via printed, bradcast, face-t-face and new media. Relatinships with these supprters are then develped s as t maximise lifetime value t the charity, predminantly by generating cash dnatins, regular gifts, and legacy pledges. Legacies are a key surce f incme fr the British Red Crss. Prmting gifts in wills has been identified as a key pririty alngside RG in ur crprate strategy with increased investment in legacy marketing acrss Direct Marketing and Cmmunity Fundraising. We re nw embarking n an exciting new dnr-centred strategy and the Direct Marketing Manager (Legacies) will be respnsible fr devising and implementing a strategy t engage current and ptential BRC supprters with legacy giving thrugh direct marketing rutes including direct mail, telemarketing and advertising n TV, radi press and digital media. A challenging and rewarding time lies ahead fr all invlved. Scpe The pst f Direct Marketing Manager (Legacies) is within the Individual Giving team, reprting directly t the Head f Direct Marketing and managing a team f fur, including three direct reprts. In 2013 the individual giving team aims t raise ver 100 millin (including ver 20 millin thrugh legacies). This represents well ver 50% f the ttal annual fundraising target. Almst 500k regular givers and c. 500k ad hc cash dnrs have helped fuel grwth in this area.

2 Reprting t the Head f Direct Marketing, and wrking within the Individual Giving team, the psthlder will be respnsible fr the central legacy prgramme and prmting legacy giving thrugh direct marketing methds. This prgramme is designed t increase the numbers leaving a legacy t the British Red Crss in their wills. The team s success relies upn ambitius and skilled individuals able t develp and capitalise n their specialist knwledge and experience in direct marketing. This requires a cmmitment t achieving bjectives and exceptinal numeracy, literacy, and creativity as well as team wrking and interpersnal skills. The wrk f the team directly helps t transfrm the lives f millins f peple in crisis arund the wrld. Mtivating and inspiring ur dnrs t give legacies is essential t the rganisatin s cntinued success. As such the pst hlder will wrk in clse liaisn with the rest f the Individual Giving team and the Cmmunity Legacy Fundraising team t manage central marketing appraches in rder t maximise audience reach and grw legacy incme. There is a clear and timely pprtunity t develp ur direct marketing prgramme t specifically target supprters with legacy messages, aiming t maximise their respnsiveness t ur legacy requests and their engagement with the wrk f the British Red Crss. This rle therefre requires a self-starter with strng leadership, planning, relatinship building and creative develpment skills as well as a prven recrd f fundraising in a grwing and dynamic envirnment. Overall purpse f the pst T versee the develpment and implementatin f a prgramme f cmmunicatins t maximise the number and value f legacies left in favur f the British Red Crss. T develp a strategy t increase legacies thrugh managing central campaigns and direct marketing appraches t current and ptential supprters. T directly manage an expenditure budget f 2.2m. and versee all peratinal aspects f campaign planning and management. Main duties and respnsibilites As a key member f the direct marketing team this rle is respnsible fr the cst effective and timely executin f legacy marketing campaigns frm beginning t end t current and ptential supprters, using a variety f media including the telephne, mail and bradcast activity. T versee the develpment and executin f direct marketing campaigns frm beginning t end t recruit, retain and develp legacy supprters, using a variety f media and fcusing n thse prven t be mst effective. Wrking clsely with senir clleagues acrss BRC and the Head f Direct Marketing, t develp a direct marketing strategy aimed at maximising legacy incme frm individual supprters and t manage central legacy marketing appraches.

3 T wrk clsely with the cmmunity-based legacy fundraising team t generate leads fr ne-t-ne legacy appraches and t manage the develpment f materials and the legacy tlkit t supprt their wrk. T lead, manage and inspire a team f fur, including line-managing the Senir Direct Marketing Officer and Direct Marketing Officer, ensuring they are effectively trained, develped and mtivated. T set and mnitr bjectives and t supprt direct reprts with the day-t-day management f their campaigns. In line with the agreed strategy, t versee all the legacy direct marketing cmmunicatins t legacy prspects and legacy pledgers. This activity includes direct mailings and telemarketing campaigns. T wrk clsely with ther fundraising departments, including: Cmmunity Legacy Managers t prvide legacy leads fr ne-t-ne appraches, Database Marketing t run selectins and t imprve targeting, Majr Dnrs and Events t ensure that Majr Dnrs are being apprached with a legacy ask, Clleagues in Supprter Develpment, New Dnr Acquisitin and Digital Fundraising t negtiate pprtunities t include legacy messages in their cmmunicatins, and t ensure that prpsed legacy activity t existing dnrs and pledgers is cnsistent with verall supprter cntact strategies. T raise the prfile f legacies, bth internally with presentatins and externally thrugh varius central means including the website, legacy tlkit and materials. T als increase public awareness f the imprtance f legacies via cnsrtia activity such as Will Aid and Remember a Charity. T develp and manage the legacy expenditure budget (c. 2.2m); t use pledge data and trend analysis t enable accurate prjectins f incme; t mnitr incme clsely thrugh regular liaisn with the Legacy Management team and Head f Direct Marketing. T create the annual plan and budget fr central legacy marketing, t set and agree KPI s used t mnitr the team s perfrmance and t refrecast as required. T ensure that legacy direct marketing campaigns are executed accrding t agreed bjectives, budgets and timetables. This will include verseeing the surcing f qutes and negtiating f csts (wrth tens f thusands f punds), the develpment f creative design and cpy and the management f internal and external suppliers.

4 T ensure external agencies are surced and managed as apprpriate - including print/prductin huses, media agencies, research agencies and telemarketing agencies - t ensure activity is carried ut effectively. T play a key rle in the planning prcess, in the develpment f ur direct marketing legacy strategy and in crss team wrking parties. This will include cntributing t the develpment and implementatin f tailred cmmunicatin prgrammes t thse dnrs wh are cnsidering r intending t supprt Red Crss wrk in this way. T be familiar with the fundraising database and its capabilities, and t prduce regular reprts identifying the number f pledgers and dnrs wh g n t leave legacies whilst identifying and reprting n ther essential KPIs. T be respnsible fr central research and analysis f legacy supprters, incme and expenditure, including wrking with the Database Marketing team t develp analysis and insight in rder t imprve future targeting. T manage BRC participatin in sectr cnsrtia and available will-writing and prmtinal schemes, including Will Aid and Remember a Charity. T undertake ther tasks and duties as may reasnably be requested by the Head f Direct Marketing and Head f Individual Giving. T uphld the Fundamental Principles f the Internatinal Red Crss and Red Crescent Mvement and t wrk within the Sciety s Equal Opprtunities Plicy. This pst may invlve sme travel, vernight stays and ccasinal wrking utside ffice hurs.

5 PERSON SPECIFICATION Jb Title: Direct Marketing Manager, Legacies Reference: UKO00626 EDUCATION/ > Educated t degree level r equivalent. ** TRAINING Band: SAME > Institute f Direct Marketing r CIM Diplma diplma wuld be an advantage EXPERIENCE > Extensive and prven experience f wrking in a fast-mving and successful fundraising r direct marketing envirnment.** > Prven experience creating and managing direct marketing campaigns t tens/hundreds f thusands f peple.** Direct experience f direct mail and telemarketing is highly advantageus. > Experience f creating and effectively managing and mnitring substantial budgets.** > Experience f managing a fundraising prgramme designed t maximise the number and value f legacies wuld be highly advantageus. > Strng interpersnal skills and a demnstrable understanding/experience f managing dnr/custmer relatinships, particularly thse with legacy pledgers and prspects.** > Experience f liaising with and influencing clleagues at all levels and managing suppliers is essential, including negtiating cntracts and supply f gds/services fr 6 figure sums.** > Prven experience f devising and mnitring relevant perfrmance indicatrs fr campaigns/ marketing initiatives. > Prven ability t wrk t very tight deadlines in a dynamic envirnment with ften changing pririties.** > Frmal line management experience, and a strng wrking knwledge f line management and caching techniques.** KNOWLEDGE/ TECHNICAL SKILLS > Strng IT skills including a high degree f cmpetence using Excel.** > Experience f databases (experience f a fundraising r relatinship databases wuld be an advantage).

6 > A prven ability t develp & apply creative marketing slutins t build incme & develp dnr/custmer lyalty. > A prven ability t develp strategies and peratinal plans alng with effective mnitring and cntrl systems. > A demnstrable knwledge f and interest in legacy marketing.** > An understanding f cmmunity fundraising, as well as a wide range f charity fundraising methds. COMPETENCIES > Excellent ability t plan and manage a variety f prjects and activities t tight deadlines.** > Ability t think strategically and translate these thughts int wrkable peratinal plans.** > Excellent analysis skills with a prven ability t analyse and interpret results and translating this analysis int actin.** > Excellent interpersnal skills, alng with the ability t develp strng wrking relatinships with supprters, external suppliers and internal departments** > Excellent written and verbal cmmunicatin skills, including the ability t carry ut presentatins and prduce written dcuments t a high standard** > Able t demnstrate a very high level f numeracy.** > Strng team wrker and mtivatr f self and thers.** > Willingness t use initiative and have the cnfidence t make decisins.** > Outstanding negtiatin skills bth with internal clleagues and external suppliers (cntracts wrth tens/hundreds f 000s).** > Highly innvative and creative thinker with an ability t critically appraise ideas. In additin t be have a highly develped eye fr creative/cpy.** > Ability t make a cmpelling case fr supprt. BEHAVIOURS > Recgnise and value the cntributin f thers, giving feedback and

7 supprt. > Ability t wrk independently: a self-starter. > Adhere t BRC s equal pprtunities and anti-discriminatry plicies and prmte diversity.** > Take respnsibility fr wn and team s decisins and actins. > Demnstrate flexibility and pen mindedness. > Uphld the Red Crss s Fundamental Principles and act with integrity and in accrdance with BRC values and bligatins.** Special Circumstances > Able t wrk ccasinal unsciable hurs as and when required, particularly during an emergency appeal. ** Minimum shrt-listing criteria. All disabled candidates wh meet these criteria must be shrt-listed fr interview in line with ur cmmitment under the tw-tick symbl scheme.