JOB DESCRIPTION. Digital Fundraising Manager Marketing and Campaigns. Southern Support Centre. 2 x Digital Fundraisers and the Digital Data Analyst

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1 A JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Digital Fundraising Manager Marketing and Campaigns Fundraising Southern Support Centre Head of Fundraising 2 x Digital Fundraisers and the Digital Data Analyst MS4 1. Purpose of the job To lead on the development and implementation of digital fundraising and customer relationship management, ensuring activity is fully integrated with traditional media fundraising activities. To act as the liaison between RSPCA fundraising teams, Digital Media team and external agencies, 2. Dimensions Work with the wider fundraising team and closely with ISSD and Digital Media teams to lead the development and delivery of RSPCA s online fundraising campaigns, generating up to 1m income per year. Be responsible for appointing and managing external digital agencies and consultants. Influence and support all digital fundraising activity across the RSPCA. Develop digital fundraising strategy and annual operational plan including setting and monitoring key performance indicators (KPIs) 3. Principal Accountabilities To create a digital fundraising and supporter communications strategy to be integrated across all fundraising activity. Work with the Digital Media team to create an organisation-wide digital strategy for future RSPCA activity. Create, deliver and lead an integrated online fundraising and supporter communication programme to recruit new donors and develop and retain existing donors in partnership with the Digital Media team and wider fundraising teams.

2 Appoint and manage external digital fundraising agencies and consultants ensuring contracts are negotiated and followed, having negotiated the most competitive deals and budgets to fulfil a meaningful digital calendar of activity. Communicate digital fundraising plans across the Society. Prepare and present information to a variety of RSPCA audiences. Oversee an expenditure budget of circa 500,000-1m. Develop digital income elements within donor recruitment and donor development budgets. Develop an e-marketing programme and work closely with the Digital Media team to ensure delivery and analysis is completed. Plan and implement a calendar of digital fundraising activity. Devise ways to regain previous online and offline supporters. Create e-commerce platforms and fulfilment, online and offline customer journeys and management Work closely with supporter services to ensure promotional activity is properly fulfilled, accounted for and recorded in the RSPCA s CRM database to enable targeting and personalisation. Proactively seek out and assess affiliate marketing opportunities for revenue generation and identify and advise on opportunities for fundraising and donor management using e-marketing channels. Responsible for developing and co-ordinating the delivery of a social media strategy to support fundraising campaigns either through the digital media team or external suppliers. Devise an effective reporting process to feedback progress on digital fundraising activity and growth to the Head of Fundraising Other Works with the Digital Data Analyst to specify reports and tracking requirements, interpret data and make recommendations to clients (including regular site tracking analyses, market analysis, strategies and tactics to target and develop various supporter groups, monitoring of competitor activity). Maintain an up to date knowledge of competitor activity, best practice and trends in digital communications Maintain an up to date knowledge of all legislation and self regulatory codes of practice relating to digital communications ensuring the Society s compliance

3 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 3. Knowledge, skill and experience Please refer to attached person specification 4. Organisation Digital Fundraising Manager Digital Fundraising Analyst Digital Fundraiser X2 5. Job Context RSPCA s Individual Giving programme generates 40m income across a range of media. The Personal Fundraising Strategy aims to test and implement new digital fundraising techniques to generate incremental income of 2-5m over five years. The RSPCA s ongoing financial success relies on understanding the needs and potential of differing donor groups, their chosen preferences for communication and an ability to develop strong relationships with our supporters. Delivering a fundraising and supporter communication programme to satisfy these needs requires the full integration of digital and traditional media. The postholder will play a pivotal role in the delivery of integrated fundraising activity that maximizes the potential to recruit new donors and retain existing donors. The postholder will be required to work collaboratively with the Individual Giving Manager, the High Value Giving Manager and the Head of RSPCA Enterprises as well as working cross-departmentally to ensure the online requirements of marketing programmes, technical developments and fulfillment are met.

4 6. Additional information This job description is a statement of the job content at June It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:.

5 APPENDIX A Person Specification Digital Fundraising Manager Criteria Essential Desirable Professional/Techni cal Qualifications Experience & Job Knowledge Good level education, appropriate A levels or technical equivalents. Substantial practical experience of developing web based solutions to sales/marketing problems. (including PPC, advertising, affiliate marketing) Experience of working with a range of digital devices and channels Experience of appointing external agencies and consultants, including contract negotiation Experience in managing income and expenditure budgets Understanding of e-commerce platforms and fulfilment, online and offline customer journeys and management Experience in managing external agencies and consultants Understanding of direct marketing and fundraising techniques Proven application of market analysis to drive communication strategy. Proven application of creative solutions to maximise return on investment. IDM or equivalent digital marketing Diploma IoF Diploma and membership Charity marketing Knowledge or experience of social media Knowledge of digital marketing or fundraising databases Aware of data protection legislation relating to marketing activity

6 Skills & Competencies Personal Qualities Special Circumstances (if any) Experience of marketing Account management skills acting as interface between user and technical systems Excellent communicator of creative and technical applications and concepts Experience of managing contracts and large budgets Use of website tracking analysis software to measure and drive marketing applications Experience of generating web/crm system interfaces Evidence of building strong working relationships Creative approach to web based marketing Client/customer focused approach to delivering solutions Interest and awareness in developing technologies Ability to work well across teams Organised and able to work within deadlines Be comfortable around dogs Willingness to travel to meetings and conferences with occasional overnight stays Experience in content management systems

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