Job Description. Context. Scope. Job Title. Assistant Digital Fundraising Manager. Job Band SAME Job Reference UKO55432

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1 Job Description Job Title Assistant Digital Fundraising Manager Job Band SAME Job Reference UKO55432 Department Individual Giving Digital Fundraising Division Fundraising Location UK Office, London Duration Permanent Reporting to Digital Fundraising Manager Direct Reports Digital Fundraising Executive, Digital Fundraising Web Development Officer Last Updated October 2013 Context The British Red Cross is the largest voluntary humanitarian organisation in the world. It promotes humanitarian values, and provides emergency help to people in short-term crisis in the UK and overseas. Within the UK, the British Red Cross operates through 35,000 volunteers and 2,800 staff. The digital fundraising team is responsible for recruiting new supporters via digital and mobile channels. Relationships with these supporters are then developed to maximise lifetime value, predominantly by generating cash donations and regular gifts. The team was formed several years ago and in that time has experienced considerable success particularly in generating fundraising income during emergency appeals. Scope The post is based within the Individual Giving Team, reporting directly to the Digital Fundraising Manager and managing two Digital fundraising Officers, working within a team of 8. The team s success relies upon highly motivated and skilled individuals able to develop and capitalise on their specialist technical knowledge and experience in digital marketing. This requires a commitment to achieving objectives and exceptional numeracy, literacy, and creativity as well as team working and interpersonal skills. The post holder will be expected to take a leading role in the launch of emergency appeals online, such as the Japan Tsunami or more recent Syria Crisis appeals. They will also have specific responsibility for formulating and developing our strategy and co-ordinating the prioritisation of web development for the team and to support individual giving. The work of the team directly helps to transform the lives of millions of people in crisis around the world. Retaining our donors while motivating and inspiring them to give is essential to our continued success. This role requires strong leadership and interpersonal skills and the ability to plan and manage a wide variety of projects and activities to tight deadlines. The post holder will have 1

2 a proven record of fundraising in a growing and dynamic digital environment as well as hands on experience of using broadcast solutions to set up, send and analyse communications, manipulating HTML, using Google Analytics and Ad Words and web content management systems. Overall Purpose of the Post To help maximise fundraising income generated through digital channels. Position within the team The post of Assistant Digital Fundraising Manager reports to the Digital Fundraising Manager. As a key member of the digital fundraising team the post holder will be specifically responsible for leading the launch and management of emergency appeals online and will be the main point of contact with key internal and external. They will work closely with the other Assistant Manager and will alternate responsibility of being the team appeal lead with them, They will also be specifically responsible for the development of strategy and web development for the team. Main Duties and Responsibilities 1. To take the lead in launching and managing appeals online in the event of a major emergency such as the Japan Tsunami or Syria Crisis and be the main point of contact with key internal and external parties. To analyse results and circulate summary emergency appeal reports after each appeal launch and full reports once appeals have been closed. To be contactable out of hours if necessary. This will alternate between the two Assistant Manager roles, if one is managing the launch and co-ordination of the team the other will be expected to take on key tasks in order to ensure that strategic development of other areas does not suffer as a result of an appeal launch. 2. To actively take steps to help maximise emergency appeal income generating opportunities, identify and develop new digital fundraising initiatives. 3. Line management of two Digital fundraising Officers. To ensure they are effectively trained, developed and motivated. To set and monitor objectives and to support the dayto-day management of their campaigns. 4. To play a key role in the planning process, in the development of our digital fundraising strategy and in cross team working. 5. To develop and implement the communications strategy to support the recruitment and retention of individual cash and regular givers. To work alongside stakeholders within Individual Giving to implement and develop the strategy and manage the communications plan. To particularly work with the supporter development team to ensure that is fully integrated with offline communications and that we are effectively using to support offline activity and income streams. 2

3 6. To be responsible for the co-ordinating and prioritising web development work on the Donate section of the website. Working closely with the digital fundraising team in order to make decisions about web development as well as co-ordinating with the Digital communications team to ensure that fundraising developments are effectively placed alongside other web development. 7. Responsible for the end-to-end management of digital fundraising campaigns from creation to evaluation across a range of channels, including communications, search marketing, mobile and affiliate marketing to achieve digital fundraising objectives. To negotiate and agree digital agency budgets and schedules and manage fundraising campaigns in accordance. 8. Responsible for tracking and analysis using in-house systems and Google Analytics to evaluate the results for each digital campaign and emergency appeal and to provide recommendations for future campaigns, in order to maximise the online income raised for the British Red Cross. 9. To support and train the Digital Fundraising Officers and any other team members in sending scheduled communications to supporters. To include html design, copy writing, testing, approval and send e.g. monthly enewsletter. 10. To support and train the Digital Fundraising Officers and any other team members in using the website content management system. To include putting appeal pages together, tracking and reporting. 11. To respond to any complex queries or complaints relating to our digital fundraising methods and online payment systems and implement any changes necessary to resolve issues. To support the Digital Fundraising Officer s, Executive and any temporary/intern team members with advanced technical queries. 12. To investigate and recommend new innovative digital fundraising and testing opportunities. To develop business cases for investment as requested by the Digital Fundraising Manager and to work with colleagues across and outside of Fundraising to implement systems to get new initiatives underway. 13. To develop and provide support for other digital marketing opportunities across the Fundraising department. 14. To ensure that key staff within the British Red Cross are kept informed of all upcoming digital fundraising activity. 15. Keep up to date with developments in digital marketing within the industry and charity sector e.g. social media channels, web 2.0, mobile, HTML5 and push forward any relevant opportunities for British Red Cross fundraising. 16. To help raise the profile - within and outside the Red Cross - of the charity s digital fundraising, and to generate enthusiasm, increased knowledge and capability amongst key staff. 3

4 17. To be part of the on call weekend rota, and responsible for setting up and launching emergency appeals online at weekends if required. 18. To cover and deputise for the Digital Fundraising Manager as well as the other Assistant Manager in order to take over key tasks at times of high work loads and to offer support to the Digital Fundraising Officers in the team as required. 19. To undertake any other reasonable duties as requested by the Digital Fundraising Manager and Head of Individual Giving. 20. To uphold the Fundamental Principles of the International Red Cross and Red Crescent Movement and to work within the Society s Equal Opportunities Policy 4

5 Person Specification Job Title: Assistant Digital Fundraising Manager Reference: UKO55432 Education/ Training Educated to degree or equivalent ** Band: SAME Extensive experience in digital marketing, fundraising or similar ** IT literate Microsoft Office (Word, Excel and PowerPoint). ** Extensive experience of project managing marketing campaigns from concept through to evaluation. ** Hands on experience of using at least one service provider to send and analyse marketing campaigns. ** Demonstrable experience of using digital marketing techniques such as search marketing, mobile marketing, online advertising and affiliate schemes. ** Experience Proven experience in using HTML, Google Analytics, Ad Words and content management systems.** Ability to plan and manage a variety of projects and activities to tight deadlines with often changing priorities. ** Strong interpersonal skills and the ability to develop good working relationships with external suppliers/internal departments. Digital experience in a charity environment preferred but not essential. Demonstrable experience or understanding of supporting the decision-making skills and development of others. Working knowledge of line management and coaching techniques. Line management experience is advantageous but not essential. Digital marketing background.** Good knowledge of Direct Marketing principles. Technical Knowledge/ Skills Exceptional knowledge of digital marketing techniques, e.g. communications, search marketing, mobile marketing, affiliate schemes, etc.** Good ability to measure, interpret and evaluate campaign results.** Strategic planning. Implementation skills - including web editing, image editing (e.g. Photoshop) and HTML manipulation. First-rate project management, scheduling and budgeting skills. 5

6 Excellent organisational skills with the ability to plan and manage a variety of projects and activities to tight deadlines.** Excellent interpersonal skills, along with the ability to develop strong working relationships with direct reports, external suppliers and internal departments** Ability to negotiate, mediate and use persuasion skills where necessary Excellent written and verbal communication skills, including the ability to carry out presentations and produce written documents to a high standard** Competencies Excellent attention to detail, including proof reading skills** Analysis skills with a proven ability to analyse and interpret results and translating this analysis into action Strong team worker and motivator of self and others. Willingness to use initiative and have the confidence to make decisions. Behaviours Special Circumstances Innovative and creative thinker. Able to identify new fundraising opportunities and develop conceptual ideas. Excellent web copy-writing skills and the ability to select appropriate imagery and manipulate according to campaign requirements. Extensive working knowledge of web, mobile and interactive technologies. Uphold the Fundamental Principles and act with integrity and in accordance with the Society s values and obligations Adhere to BRCS equal opportunities and anti-discriminatory policies and promote diversity Interested in working in the voluntary sector and humanitarian development Able to work occasional unsociable hours when required, particularly during an emergency appeal. **Minimum short-listing criteria. N.B. All disabled candidates who meet these criteria must be short-listed for interview in line with our commitment under the two- tick symbol scheme. 6

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