JOB DESCRIPTION DIGITAL FUNDRAISING & MARKETING COORDINATOR

Transcription

1 JOB DESCRIPTION DIGITAL FUNDRAISING & MARKETING COORDINATOR Reporting to: Employment Status: Director Fundraising Marketing and Communications Full-time Date Prepared: August 2015 POSITION PURPOSE The primary purpose of the role is to support digital marketing and fundraising activity, advise as to the best way to implement channel marketing and fundraising activity and use their channel knowledge particularly for Digital, Social Media, Direct Marketing and Events. Delivering positive results in line with budgets and expected Return on investment The role will work closely with the Director Fundraising Marketing and Communications in the development of digital and other channel fundraising policies, and translate these into operational initiatives. The Digital Fundraising & Marketing Coordinator will work collaboratively and cooperatively as a member of the Fundraising, Marketing and Communications Team to achieve Mary Potter Hospice fundraising strategic goals to grow financial support for and the profile of Mary Potter Hospice. RESPONSIBILITIES In all these functions the Digital Fundraising and Marketing Coordinator must use initiative and delegated authority appropriately and maintain an open accountability and reporting relationship with the Director Fundraising Marketing and Communications. We would expect to see as a result of this role; an increase in the online engagement for Mary Potter Hospice an increase in the interaction with social media a set of metrics (around financial targets, online traffic and website /social media interaction) that are developed and met

2 A. DIGITAL RESPONSIBILITIES With the Director Fundraising, Marketing and Communications and respective team members undertake the following: 1. Social Media strategy and marketing Social Media policy development Social Media marketing and communication plan Social Media content management Overall Social Marketing & Fundraising Facebook, twitter and other social vehicles Event and activity support through social media channels Peer to Peer fundraising and other online fundraising tactics and strategies Ensure that our digital communications are easily accessible on mobile devices 2. Website strategy Develop and/or have significant input into digital and web strategy, policy and implementation plans: Develop and implement the approved Annual Website Plan so it achieves objectives, including meeting budget objectives Devise, implement and sustain a responsive web design that is aligned with the fundraising and organisational objectives Manage web implementation for the organisation Develop performance improvement strategies to align with organisations communication plan Develop keyword search and strategy 3. Website content & design Build on and develop a website that is appealing, responsive and flexible to planned and unplanned marketing opportunities: Process and organisation policies are followed Legal compliance is achieved Ensure all content is current and engaging (including eye catching web site graphics that appeal to Hospice audiences and stakeholders), and is created to high standard with no errors Works closely with colleagues to identify and deliver campaign objectives, ensuring timeframes and budgets are met and work is high quality Works with the Director Fundraising Marketing & Communications to approve new content as it is created and prior to uploading Ensures that the website committee is functioning well to provide relevant user and organisation feedback and fix as required Ensure CMS and templates remain effective to meet the ongoing site objectives Use appropriate best test and deployment practices and implement performance tracking Advise colleagues on campaign performance and identify achievable improvements Seek site referrals Assist sponsors and donors to present /link to information 2

3 4 User Experience Ensure the website is easy and intuitive to navigate around and meets diverse needs of our user experience: Identify the range of user groups and needs Identify improvements and infrastructure enhancements to meet objectives e.g. support and scale campaign activity fundraising based on agreed ROI s All content/improvements are tested adequately before implementation Online feedback from users recognise a good user experience Inquiries are managed the same working day they are received Create online forms and donation functionality that are easy to use and that increase donations received through this channel Works with data analyst to coordinate related reports 5 Search Engine Optimisation (SEO)/Search Engine Marketing (SEM) Undertakes and circulates regular reporting on site effectiveness: Grow traffic to agreed targets Data accuracy is verified Reporting is accurate and timely Manage SEM and SEO campaigns 6 Collateral Management Manage, with the Director of Fundraising, Marketing and Communications, external contracts with copy writers, graphic designers and image contractors Manage digital assets such as digital imagery (photos) Brand assets such as artwork and brand collateral Manage imagery creation and procurement such as photo shoots as required Manage on-line collateral Manage and catalogue photo library and other online resources, newsletter and information B. FUNDRAISING RESPONSIBILITIES With the Director Fundraising, Marketing and Communications and respective team members undertake the following: 1 Develop Fundraising Collateral Develop collateral and/or copy for fundraising activity or work with contracted copy writers on fundraising collateral, including; Direct marketing campaigns Online and social media content Scripting/copy for telemarketing Regular giving and other channel fundraising 3

4 2 Develop Donor-centric Communications With the Director of Fundraising Marketing & Communications, develop donor communications and where applicable ensure that it can be easily converted and distributed through digital channels. Communications activities include; Donor newsletters and other direct campaigns Electronic direct mail (and website integration) Advertising copy such as radio, press, online and other key media to support key events and activities of the organisation Develop an archive of stories and events that can be used to support all communications and fundraising activity 3 Brand Custodianship With the Director Fundraising Marketing & Communications, review and update brand standards and guidelines, and ensure brand policies are maintained in all collateral. 4 Fundraising Support Provide marketing support for new activities, campaigns and events as well as the established activities (such as the annual Strawberry festival, Annual Appeal and Christmas events) through targeted use of digital and social media and the development of supporting marketing collateral. 5 Community Engagement Work with the Fundraising Marketing and Communications team to; Grow the profile and the support of Mary Potter Hospice through effective multimedia communications. Build relationships with individuals and organisations that will increase awareness of Mary Potter Hospice s activities. 6 Networking & Professional Development Represent and present Mary Potter Hospice in an appropriate manner in your interactions with other organisations and key stakeholders Participate in team planning and workshops in the development of team plans Ensure ongoing professional development through: - Networking with colleagues in the profession - Attending appropriate workshops, seminars and other functions - Keeping up to date with current industry practices and trends C. HEALTH AND SAFETY Practise within Mary Potter Hospice health and safety policies and procedures outlined in the Health and Safety Policy Manual. Report all identified hazards, incidents (including near-misses) and accidents to your Manager Contribute to ensuring that a safe working environment is maintained at all times Participate in mandatory health and safety training as required 4

5 FUNCTIONAL RELATIONSHIPS Internal Director Fundraising, Marketing and Communications Fundraising, Marketing and Communications team Executive team (including Chief Executive when required) Retail Operations Manager Volunteer Strategy & Services Manager Staff and Volunteers External Donors and supporters including individuals, corporate and businesses, trusts and foundations Vendors such as printers, digital services providers, media channel vendors EDUCATIONAL REQUIREMENTS A relevant tertiary qualification is desirable. Post graduate diploma in digital marketing is preferable PERSON SPECIFICATION The following attributes are sought for this position: Proven experience and success with social media marketing and fundraising Proven digital expertise in marketing and website management A sound knowledge of digital reporting including Analytics Proven experience implementing search engine optimisation (SEO) and Search Engine Marketing (SEM) Experience in team dynamics with a creative approach to problem solving. A high level of interpersonal and communication skills including: - Superior oral skills including the ability to persuade and influence others, and confidence and experience in developing and making presentations - Strong capabilities in the areas of written fundraising correspondence, report writing and writing for a range of fundraising channels - Web writing skills - Ability to work effectively and cooperatively with communications and design contractors Knowledge of existing and emerging social media platforms An ability to establish and maintain effective working relationships at many levels with a wide range of people and a wide range of health professionals. Excellent organisational skills including time management prioritising, planning, systems development. Passionate about fundraising and ensuring all we do has a positive return to the organisation Previous experience promoting agencies in the not-for-profit sector is desirable. Excellent IT skills including use of MS Office, databases and a basic understanding of HTML, CSS and search engines Advanced desktop publishing skills. A high level of integrity and understanding of what this means in a Hospice environment, including a commitment to the values of Mary Potter Hospice. An understanding of the philosophy of Mary Potter Hospice and empathy for the care of terminally ill people and their families. 5

6 Commitment to absolute confidentiality in all patient and family matters, Hospice matters and donors. Comfortable talking about death and dying. A commitment to, and an understanding of, the Treaty of Waitangi and multi-culturalism. This job description does not intend to cover every detail that may be required within the role, and the expectation is that any other reasonable requests made by the Team Manager will be undertaken. In order to meet the changing needs of Mary Potter Hospice, this job description may require change from time to time. Such change may be initiated by the Chief Executive. About Mary Potter Hospice For 35 years, Mary Potter Hospice has provided the highest quality specialist palliative care to people whose illnesses are incurable. We support patients and their families to deal with the host of significant and challenging changes. At Mary Potter Hospice our vision is that people in our communities who need palliative care have access to compassionate and quality care, when and where they need it. To achieve this, we work alongside our many health partners to promote and provide education on quality palliative care and care planning services. We provide high quality specialist palliative care in our In-Patient Unit, in other care facilities and the community. The Hospice assists patients and their families with the quality of their life, their dying and their bereavement. Our values are based on respect, compassion, dignity, hospitality, and stewardship. In 2015/16, it will cost approximately $11.4 million to run the Hospice. Just less than 50% is currently funded by Government, with the balance to be raised from the community. Nearly $2 million (gross) comes from donated goods sold through our retail shops. Mary Potter Hospice is proud to be regarded as one of Wellington's most loved and trusted charities. The Fundraising, Marketing and Communications Team The Fundraising, Marketing and Communications Team are one of a number of critical work teams within Mary Potter Hospice. This team is accountable for significantly and measurably contributing to the strategic goals (and values) of Mary Potter Hospice by increasing the size and scope of support for Mary Potter Hospice in cash, kind and in time. As at June