Islamic Relief Worldwide Emerging Markets Department

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1 Islamic Relief Worldwide Emerging Markets Department Direct and Digital Fundraising Manager BASE LOCATION: REPORTING TO: LINE MANAGING RESPONSIBILITIES: Birmingham Director of Emerging Markets Direct and digital fundraising Officers in the new areas PURPOSE OF DIVISION: Islamic Relief is an international relief and development agency striving to alleviate poverty and suffering around the world regardless of colour, race or religion. Established in 1984 in response to the widespread famine in Africa, Islamic Relief has grown to be a key, well known and respected aid agency in disaster relief and the ongoing development of people in over 30 countries. It specialises in Education & Training, Health and Nutrition, Water & Sanitation, Income Generation, Orphans Support, Emergency Relief and Disaster Preparedness. Islamic Relief is a member of the Disasters Emergency Committee (DEC) and is an implementing partner for DFID, ECHO, the World Food Programme and UNHCR. Emerging Markets is part of a Strategic Business Unit (SBU) of the Islamic Relief Worldwide organisation. It is primarily a capacity building and awareness-raising structure. EM is responsible for conducting all required market researches and feasibility studies that are needed for setting up FR activities and new offices for Islamic Relief. The EM staff provide support to the IR Partners with the aim to enhance their performances and streamline their processes and policies. Also the mandate of EM covers all fundraising activities in the countries where Islamic Relief does not have permanent offices and outside the Middle East and North Africa region. JOB PURPOSE: To manage all the direct and online fundraising activities in a professional and systematic way, to ensure maximum income from multiple streams as well as build CRM systems to improve donor engagement. To be responsible for managing all direct and online fundraising activities in the selected countries. The post holder will set the Emerging Markets CRM strategy, with a focus on digital engagement to increase funds through innovative e-fundraising tools and campaigns and donor retention projects. 1

2 The key areas of responsibility for the role include: Developing CRM systems for all Emerging Markets territories Digital fundraising Direct mailing campaigns Supporter retention Developing communication systems between Emerging Markets countries Managing messaging and production digital and print materials for supporter acquisition, engagement and retention Direct and digital fundraising Manager Within Emerging Markets Structure of the Unit Director of Emerging Markets Partners Excellence and Admin Manager Direct and digital Fundraising manager Fundraising Development Manager Partners Coordinator Admin & Donor Care Officer Regional Fundraising Coordinator Regional Fundraising Coordinator Direct and digital fundraising officer Direct and digital fundraising officer 2

3 KEY WORKING RELATIONSHIPS Regular contact with the fundraising and Partners Excellence Managers in order to streamline the fundraising activities and maximize their impact on the income. Working with volunteer teams and staff in different Emerging Markets countries to develop systems for localised content Regular contact and liaison with the Communication division, to ensure that Emerging Market media and marketing requirements (such as leaflets, booklets, promotional materials, Emerging Market websites content and designs) are met on time and with satisfactory quality in line with organisational branding guidelines. Regular communication with all stakeholders (IRW divisions and departments, IR Partners, suppliers), and particularly with the online fundraising specialists communities Regular contact and liaison with ICT to develop CRM systems and to ensure Emerging Market online platforms are in line with required regulations. Contribute to the Emerging Markets Department PR and networking activities, and manage relationships with key external stakeholders. Manage relationships with external suppliers and partners SCOPE AND AUTHORITY Scope of the Role: Manage and lead in planning and implementing direct and digital fundraising campaigns as per the Emerging Market strategy and in line with the approved budget and plans Responsible for developing a strategy for digital and direct donor engagement across the Emerging Markets countries and well as provide support to some existing Islamic Relief Partner offices. To offer technical and strategic leadership to Emerging Market staff and volunteers, through the utilization of direct marketing and multimedia tools and new technologies in consultation with the relevant IRW departments. To develop digital systems and processes to support the setup of new offices and assist fundraising activities Responsible for the development of digital platforms and systems that support fundraising and supporter engagement for Emerging Markets countries 3

4 Responsibility for Resources: The post holder is responsible to maintain the fundraising digital tools and resources up to date through making use of the budget allocated for this purpose. The post holder is also responsible for the departmental budget related to both offline and online media campaigns. KEY ACCOUNTABILITIES The job holder is accountable for fulfilling his or her roles and responsibilities in line with Islamic values and principles of fairness, humanity, honesty, respect and fair treatment of his/her colleagues and staff. 1. To be responsible for developing, executing and delivering the emerging market department s direct and digital fundraising plans also leading the direct fundraising activities at the international level. 2. To manage the Emerging Market online activities, lead campaigns through digital tools, building the online community, donor acquisition, relevant search engine optimisation, and other innovative new media fundraising. 3. Working with other departments to constantly develop the multimedia tools in use and explore new developments in the digital landscape in order to find ways to more effectively fundraise. 4. To provide strategic leadership to the regional fundraisers and new offices to start/enhance their direct and digital fundraising activities, in line with their plans and budgets. 5. To manage all the Emerging Markets direct and digital coordinators and officers in the new areas. 6. Taking the lead on the Customer Relationship Management (CRM) digital tools for the Emerging Markets donors, customising it to the needs of each country for fundraising purposes. 7. To be responsible to optimise income from direct and digital income streams in emerging market areas. 4

5 Managing, developing and delivering the EMERGING MARKET Dept s direct and online fundraising activities: To be responsible for the Management and effectiveness of digital and social media fundraising, in order to maximize the online fund raising opportunities in the selected areas. To be responsible for identifying and prioritising digital fundraising objectives, establishing and communicating fundraising targets in agreement with the Dept s strategy. To analyse campaigns, identify trends and provide fast, accurate reports, optimising campaigns to produce the best return on investment for the Dept. To implement and monitor SEO and PPC strategy to drive traffic and conversion rates To analyse and interpret user journey stats in order to improve the customer experience To Manage Emerging Market Direct and Digital officers and coordinators to improve customer attraction and retention To lead in managing significant digital Fundraising projects ensuring that they are delivered within budget and scope Manage, Develop &implement the Direct &digital Fundraising strategy for Emerging Market and its offices for fundraising purposes. Implement tactical campaigns through Google grants in the Emerging Markets areas. Implement display campaigns using innovative tools& techniques such as re-targeting, interest category marketing, contextual, audience-based buying, behaviour & mobile on search engines. Analyzing and reporting fundraising Google analytics, Google insights, Google trends & optimize campaigns in the new IR partners managed by Emerging Markets. Make strategic recommendations on improvement& usability of direct mailing and digital assets, to improve fundraising efforts in the long term. Horizon scanning for new digital fundraising initiatives. Managing the SEO and PPC campaigns fundraising keyword research, bid management, grouping, writing ad copy, long tail, making recommendations on landing pages. A/B testing of adverts and landing pages. Advise, consult, and provide services related to the design & creation of online creative fundraising tools within Emerging Market.. Liaison with relevant departments to support specific assignments with creative agencies. Research, identify 3 rd party ad serving platforms and opportunities in the sector. Interact and collaborate with team to streamline digital media activities across the Dept and new IR Partners. Build and maintain content distribution network. 5

6 Conduct competitive analysis to enhance organic ranking and traffic generated by targeted keywords. Maintain and control budgets & responsible for selecting the best suppliers (in coordination with the Procurement Dept). To be responsible for managing Direct and Digital campaigns: - To conduct market research and feasibility studies in areas of digital Fundraising in the Emerging Market. - Prepare business plans based on market research to be presented to the Fundraising Manager for approval - Effectively manage the implementation of the Emerging Market direct and digital Fundraising plans - Monitoring and analysing new market trends, and studying competitors products and services. - To review the performance of the relevant sites and for campaign reporting to ensure that revenue and costs per acquisition are managed and to ensure delivery of ROI. - Manage and produce, fundraising digital and direct mail campaigns in the Emerging Markets covered areas. - Gather Emerging Market job requirements and perform project management of campaigns with understanding of fundraising objectives - Data segmentation, list manipulation, and writing letter shop instructions for complex direct mail campaigns - Manage and establish operating budgets and maintain daily tracking and analysis of benchmarking information - Manage relationships with donors and develop communication channels to ensure smooth workflow - Manage direct and digital fundraising assistants and officers in all Emerging Market partners. To review in consultation with specialist stakeholders technologies and explore new developments in the digital landscape: - Keeping updated with new technologies relevant to digital and direct fundraising. - Preparing business cases and development plans for new ideas/activities related to the direct mailing and digital fundraising and supporting the implementation of these plans. - Identify and propose new digital resources and tools to be utilized in Emerging Markets and its partners.. 6

7 To provide strategic leadership to the IR-Partners (particularly the new offices) and to the regional fundraisers in order to develop their direct and digital fundraising activities - To Manage Emerging Market Direct and Digital officers and coordinators to improve in its new partners. - Training regional fundraisers in direct mailing and digital Fundraising techniques and approaches. - Coaching new offices throughout their direct and digital Fundraising strategies, plans and activities implementation Acting as a reference point in all ICT related issues within Emerging market departments Working with ICT to administer the Emerging Markets Department server which hosts all Emerging Markets websites, covering its maintenance, updating, as well as linking new Emerging Markets sites to it. To develop a toolkit in conjunction with the IRW ICT Department, that covers all ICT needs of the new IRW offices, especially in the fundraising and donor care areas To provide strategic leadership in the development of new partner fundraising online tools, ensure they are up to date and made best use of. Make improvement to their functionality and advising colleagues on maximising their potential for fundraising. Manage the Department direct fundraising activities, conveying positive messages that raise awareness of Emerging Markets Department and the value of the Units work Develop and implement long-term Direct fundraising strategies to support Emerging Markets Department activities To create and implement a new social media strategy to market and raise funds for the Emerging Markets Department To lead on innovating the multimedia Fundraising tools, provide up to date analysis and best practice training across Emerging Markets Department, whilst ensuring resources are maximised and learning is shared Research and develop tools such as digital media technologies for fundraising purposes. Other: - Responsible for maintaining his/her own professional development. - To comply with IRW s policies and procedures in undertaking the above roles and responsibilities. - To undertake any other reasonable duties that are consistent with the job and at its level of responsibility as and when required - To develop and maintain strong relationships with colleagues and third party providers. 7

8 PERSON SPECIFICATION It is essential that the post holder shows a good understanding and empathy with the Islamic values and principles as well as commitment to IRW s vision and mission. This section should detail the requirements of the role in the following sections: Essential Knowledge, Skills and Qualifications Proven experience in digital Fundraising and online PR in an NGO or consumer branding environment Proven experience in the direct marketing and mailing. Strong understanding of the digital landscape and how it can be used to support and develop the brand Good experience and understanding of customer and market dynamics and requirements. Manage multiple roles at the same time Experience of direct and digital content management. Familiarity with managing online Fundraising tools Search engine experience, including the ability to generate inbound links for fundraising through the internet Sound financial and resource management which enables unit goals to be achieved within budgetary constraints. Strong communication skills which delivers complex information persuasively and with clarity in a wide range of situations. Proven ability and experience in analysing data which enables sound conclusion and recommendations to be drawn. Qualification in Fundraising or other relevant degree is essential. A business management degree is desirable. Fluent written and spoken English as well as sound knowledge of at least one additional language is essential. Desirable Post graduate degree in marketing Experience with INGOs Signed by: (Direct Line Manager) Signed by: (Divisional Director) 8

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