Division. Direct Reports 2/3 digital fundraising officers

Transcription

1 Job Description Job Title Assistant Digital Fundraising Manager Job Band SAME Job Reference UKO52697 Department Individual Giving Direct Marketing Division Fundraising Location UK Office, London Duration Permanent Reporting to Digital Fundraising Manager Direct Reports 2/3 digital fundraising officers Last updated October 2014 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 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 sits within the Individual Giving department, in the Direct Marketing team, which is responsible for recruiting and developing supporters via digital, printed, broadcast and face-to-face media. Relationships with these supporters are developed to maximise lifetime value, predominantly by generating cash donations and regular gifts. The digital fundraising team is at an exciting time of change, with the introduction of an ambitious new digital acquisition strategy and the launch of a business partnering model across the fundraising division. The team will champion digital fundraising by inspiring and developing digital knowledge in other fundraising teams (e.g. Individual Giving, Events, Legacies, Community and High Value Giving). The team will lead the way in creating a fundraising-wide passion and commitment to digital. Scope This post is based within the Individual Giving department, reporting directly to the Digital Fundraising Manager and managing 2/3 direct reports, working within a team of 8. The digital fundraising team s success relies on ambitious and skilled individuals able to develop and capitalise on their specialist knowledge and experience in digital fundraising. This requires a commitment to achieving objectives as well as exceptional numeracy, literacy, creativity, team work and interpersonal skills. The work of the team directly helps to transform the lives of millions of people in crisis around the world. Acquiring new supporters while retaining, motivating and inspiring our existing supporters is key to our success.

2 This role requires outstanding leadership and interpersonal skills, as well as the ability to plan and manage a wide variety of projects and activities to tight deadlines. The post holder will have a proven record of marketing in a growing and dynamic digital environment as well as hands on experience using digital tools e.g. Google Analytics, content management systems and broadcasting systems. An understanding of how to apply skills and experience to fundraising in a charity context is essential. Overall Purpose of the Post Through excellent planning, management and oversight of digital fundraising activities, this post will help lead the team in acquiring new supporters and generating income across wider fundraising teams. Working closely with the Digital Fundraising Manager and another Assistant Digital Fundraising Manager, this post will help to develop the strategy, manage budgets and champion the new way of working. 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 sharing the lead in the launch and management of emergency appeals via digital channels and will be the main point of contact with key internal and external stakeholders. They will also be jointly responsible for the management of new acquisition activity as well as actively supporting the new business partnering model. Main Duties and Responsibilities To oversee the operational management, day-to-day development and the cost-effective and timely execution of digital fundraising campaigns within the Digital Fundraising Team. To line manage 2/3 Digital Fundraising Officers/Executives. To ensure they are effectively trained, developed and motivated. To set and monitor objectives and to support the day-to-day management of their campaigns. To play a lead role in the implementation of a new business partnering model, supporting the team throughout this process and actively engaging with the new ways of working. To take the lead in launching and managing appeals online in the event of a major emergency, such as the Ebola Outbreak or Syria Crisis. To be the main point of contact with key internal and external stakeholders. Working closely with the other Assistant Digital Fundraising Manager to alternate the co-ordination of emergency appeals while delivering on strategic activities. To play a key role in the planning process, in the development of our digital fundraising strategy, budgeting and in cross-team working.

3 To advise on best practice in using digital channels such as , search, SMS, display, and social media advertising. To work alongside colleagues across fundraising to support and develop their digital strategies. To support and train other fundraising teams to ensure that digital channels are integrated with offline communications and are effectively supporting a range of income streams. Responsibilities at any time may include the following: developing fundraising-wide mobile and strategies; leading on fundraising acquisition campaigns such as display, PPC, lead generation; optimising the Donate section of the website to enhance conversion and average gift. Responsible for the end-to-end management of digital fundraising campaigns from creation to evaluation across a range of existing channels as well as exploring and testing new channels to achieve digital fundraising targets. To source and manage relationships with external agencies (such as digital media and creative agencies) and to negotiate and agree contracts where applicable. Responsible for tracking and analysis using in-house systems and Google Analytics. To support the team to collate, produce and interpret results for each campaign as well as trends across a series of campaigns. To ensure detailed analysis is provided, that results-reporting spreadsheets (including analysis of testing) are created, that results from external agencies and supporter services are recorded and monitored, and that the team are updated on campaign performance via team meetings and s. To support and train team members in delivering digital communications. To include HTML design, SMS, and website copywriting, testing, tracking and using a content management system to create online appeals. 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 team with advanced technical queries. To investigate and recommend new innovative digital fundraising and testing opportunities. 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 and launch new initiatives. Keep up to date with developments in digital marketing within the industry and charity sector and push forward any relevant opportunities for British Red Cross fundraising. To champion digital fundraising activities both within and outside the Red Cross, generate enthusiasm and increase awareness of our team s work. To be part of the on-call weekend rota in case of emergency appeals, being responsible for setting up and launching an appeal at weekends if required.

4 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 workloads. To offer support to the Digital Fundraising Officers/Executive in the team as required. To undertake any other reasonable duties as requested by the Digital Fundraising Manager and Head of Direct Marketing. To uphold the Fundamental Principles of the International Red Cross and Red Crescent Movement and to work within the Society s Equal Opportunities Policy. Person Specification Job Title: Assistant Digital Fundraising Manager Reference: UKO52697 Education/ Training Educated to degree level 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 digital fundraising/marketing campaigns from concept through to evaluation** Hands on experience of using an service provider to send and analyse marketing campaigns** Demonstrable experience of using digital marketing techniques such as search marketing, marketing, mobile marketing, display advertising and social media advertising** 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 Demonstrable experience of working within a business partnering model Digital experience in a charity environment would be advantageous 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

5 Technical Knowledge/ Skills Competencies Behaviours Digital marketing background** Good knowledge of Direct Marketing principles in particular direct response techniques for acquisition and retention programmes Exceptional knowledge of digital marketing techniques, e.g. communications, search marketing, mobile marketing, display advertising, affiliate marketing etc** Outstanding ability to measure, interpret and evaluate campaign results** Strategic planning capabilities Implementation skills - including web editing, image editing (e.g. Photoshop) and HTML manipulation First-rate project management, scheduling and budgeting skills 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 Excellent written and verbal communication skills, including the ability to present with confidence and produce written documents to a high standard** Excellent attention to detail and proof reading skills** Excellent numerical skills and ability to analyse campaign results** Proven ability to analyse and interpret results, using analysis to inform decision-making Strong team worker and motivator of self and others** Proactive approach to problem-solving with the confidence to make decisions Innovative and creative thinker. Proactive in identifying new fundraising opportunities and developing conceptual ideas Excellent web copy-writing skills and the ability to select appropriate imagery 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

6 Special Circumstances 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.