JOB DESCRIPTION. Digital Fundraising Analyst Marketing and Campaigns. Southern Support Centre Digital Fundraising Manager

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1 A JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Digital Fundraising Analyst Marketing and Campaigns Fundraising Southern Support Centre Digital Fundraising Manager N/A MS3 1. Purpose of the job The Digital Fundraising team provides support and advice to individual fundraising teams in order to achieve their financial and non-financial objectives. The team delivers this through recommending suitable digital improvements to existing activity and investigating and implementing new digital activity. The postholder reports to the Digital Fundraising Manager and is responsible for: developing analytics and methodology to track the performance of RSPCA Digital Fundraising activity, analysing statistics and market intelligence to inform decisionmaking, all with the aim of improving conversion rates and return on investment online and via connected devices. This will include but not be limited to: Analysis and reporting of existing and new digital channels Current and potential audience insights 360 degree testing and optimisation plan across all digital channels Competitor research Investigation and implementation of multi-attribution model 2. Dimensions Providing specialist support and advice across six fundraising teams (Individual Giving, Events, Community, Legacy, High Value Giving and Business Innovation). This is delivered in close collaboration with three key stakeholder teams within the fundraising department (Data and Insight, Business Innovation and Supporter Services teams), cross-departmentally (with the Digital Media and IT teams) and externally with relevant agencies. Digital and connected channels supported the generation of 2.9m income in 2013 across the Fundraising department 19,000 donations generated in 2013 via the RSPCA website

2 875,000 income generated via RSPCA website in million unique visits to RSPCA website per month 2014 target of generating 4.78m via digital and connected channels across the Fundraising department 3. Principal Accountabilities All work is developed within the context and parameters of the: Digital Fundraising Strategy and Operational Plan Digital Media Strategy Fundraising Strategy To develop and apply a variety of analytical tools to analyse RSPCA donation and fundraising pages, and within the context of fundraising: performance, natural and paid search engine results, social networking activity, YouTube activity, and performance of RSPCA vs. its competitors to identify opportunities, optimize conversions and maintain best practice. General 3.1 Work closely with the Digital Fundraising Manager to optimise budgets and digital fundraising activity in order to meet existing Fundraising targets and grow the Digital Fundraising program. 3.2 Interpret, question and interrogate a wide range of data and information using various software tools. 3.3 Work with the Digital Analyst in the Digital Media team and our IT department to ensure best practices are adhered to and that precise, consistent tracking and reporting are implemented and delivered at all times. Audience profiling 3.4 In conjunction with the Business Innovation and Data and Insight teams, recommend and manage additional marketing research requirements (in-house and via third parties) to enhance stakeholder data and information. 3.5 Working in collaboration with the Data and Insight team, build up a supporter profile of RSPCA s current online supporters. 3.6 Contribute to the development of the Digital Fundraising Strategy and provide data driven insights to grow existing and new audiences with the focus being on income generation. Testing and optimisation 3.7 Implement a 360 degree testing and optimisation program across all digital channels and in collaboration with the Digital Analyst within the Digital Media team to ensure activity is continually optimised for fundraising. This includes, but is not limited to: donation and fundraising pages, , natural and paid search, natural and paid social media, display, and our YouTube channel (including TrueView). 3.8 Carry out quarterly reviews of competitor activity focused on online/connected channels including, in addition to the above channels: affiliates/partnerships, lead generation, Text to Donate, tablets, mobiles, SMART TVs, gaming devices, and

3 Other Video On Demand. Use insight gained to inform planning for RSPCA Digital Fundraising team. 3.9 Design and develop reports for Fundraising teams to assist in monitoring the use of and responses to their various online fundraising activities Review, recommend and implement a suitable multi-attribution model that measures: impact on and offline channels have on each other in the donation process (research stage channels versus last click converters); impact on recruitment of donors; and impact on value and frequency of existing donors. Work alongside external agencies and the Data & Insight team to interpret and implement insight and findings from multi-attribution analysis. Provide support to the Digital Fundraising Manager and take on any other responsibilities as required. Maintain and develop both individual and team knowledge and understanding of all legislation and self regulatory codes of practice relating to digital fundraising and data protection to ensure the RSPCA s compliance. Maintain an up-to-date knowledge of competitor activity, best practice and trends in digital fundraising through IoF, Third Sector, DMA, Charitycomms, Econsultancy and other relevant forums. While at work all staff are required to: Take care of their own health and safety and that of others who may be affected by their acts and omissions. Co-operate with Society policies and procedures for health and safety. 4. Knowledge, skill and experience Please refer to the attached person specification. 5. Organisation

4 Digital Fundraising Manager Digital Fundraising Project Manager Digital Fundraising Analyst Digital Fundraiser 6. Job Context The post holder will be consultative and provide reports and recommendations, based on analysis of available data and trends to the Digital Fundraising team and other Fundraising teams to promote best-practice in Digital Fundraising activity and further the Society s supporter relationship aims, improving ROI and conversions. Whilst not directly responsible for generating income, the postholder will work alongside other Fundraising teams in the department to identify how and where they can support teams in achieving their income targets. Work may be assigned by the Digital Fundraising Manager, Head of Fundraising and other members of the Fundraising team, as agreed via the Digital Fundraising Manager. The postholder will work predominantly unsupervised on a day-to-day basis. He/she will be comfortable working independently and will be expected to prioritise and manage their workload to perform research and analysis to meet specific project needs. He/she will also contribute to Fundraising projects during development by utilising web analytics data to inform usability testing and market research. The post holder will set benchmarks and monitor performance across all Digital Fundraising activity providing periodic reports to the Digital Fundraising Manager. He/she will also be expected to be proactive in performing analysis of the RSPCA s competitive position relating to the web and gathering trend information. The post holder will be expected to make decisions and recommendations to improve the tracking and outcome of Digital Fundraising activity, however, any decisions or recommendations being put forward that may have a significant impact on the budget or timescale of projects should be referred to the Digital Fundraising Manager. The Digital Fundraising Analyst will need to work collaboratively and cross-reference information with departments such as IT and Digital Media to build up a complete picture

5 of our supporters, donors and potential donors. He/she will also need experience of stakeholder management and will employ decision-making skills and an ability to influence as well as strong communication skills to achieve this. The post holder will also be required to work closely with the Data & Insight team in order to fully utilise the SRM information they hold to provide a holistic view of our supporters and donors. The role will develop to use this data to enhance the online supporter journey through behavioural targeting, dynamic content and personalisation, leading to an increase in lifetime value. Similarly, the postholder will need to work in unison with the Data Analyst in the Digital Media team to embed a collaborative and integrated approach, avoiding duplication of resource and maximising efficiencies. N/A. 7. Additional information Job holder s signature:.. Date: Line manager s signature: Date:.

6 APPENDIX A Person Specification for Digital Fundraising Analyst Criteria Essential Desirable Professional/Technical Qualifications Educated to A level standard or equivalent. Degree in relevant subject such as mathematics or statistics or equivalent numerical ability gained through experience. Current holder of Google Analytics Individual Qualification. Experience & Job Knowledge Significant experience interpreting complex web analytics data and applying insight to business issues. Knowledge and experience of customer/supporter relationship management system. Knowledge and experience of various web analytics tools. Experience of generating and presenting reports to senior management and making recommendations on the basis of insight garnered from these to inform marketing actions. Awareness of data protection legislation relating to digital fundraising activity or similar. Experience in a similar role in a marketing/new media environment, ideally with a knowledge of E-commerce or online Fundraising. An understanding and experience of modern SEO techniques. Experience of extracting data and setting up tracking mechanisms for bulk ing (enewsletters etc). Experience of marketing program evaluation and implementing tracking solutions. Experience reporting and analysing display advertising campaigns. A general understanding of website architecture and linking this to supporting your objectives. Understanding and experience of market research techniques.

7 Skills & Competencies Personal Qualities Excellent written and verbal skills including ability to summarise and articulate complex reports to management. Well-developed IT, analytical and problem solving skills. Advanced Excel. Advanced Google Analytics experience. Evidence of building strong working relationships. Client/customer focused approach to delivering solutions. Awareness and enthusiasm for new and innovative technologies. Ability to work well across teams. Organised and able to work to strict deadlines on multiple projects simultaneously. Ability to turn ideas into requirements. Ability to prioritise workload according to business needs. Interest and awareness in developing technologies and trends. Skilled in using site analytics and market intelligence tools such as Hitwise, Optimizely, Brandwatch, Trueview. A working knowledge of Google AdWords. Experience working with ad serving software such as Doubleclick, Search Ignite and/or Atlas. Working knowledge of the CRM platform Salesforce and its integration with Google Analytics and the Service Provider Silverpop.

8 Ability to identify and capitalise on good practice. Enthusiastic and passionate. Special Circumstances (if any) Willingness to travel to meetings and conferences with occasional overnight stays. Comfortable around dogs.

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