Direct Marketing Officer, Regular Giving Acquisition. Assistant Agency Regular Giving Manager, Regular Giving Acquisition

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1 Job Description Job Title Direct Marketing Officer, Regular Giving Acquisition Job Band EP1G Ref UKO Department Individual Giving Direct Marketing Division Fundraising Reporting To Assistant Agency Regular Giving Manager, Regular Giving Acquisition Location UK Office, London Direct Reports None Duration Permanent 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 short-term crisis in the UK and overseas. Within the UK, the British Red Cross operates through 35,000 volunteers and 2,800 staff. At the heart of the BRC fundraising strategy is a commitment to regular giving and direct marketing. The regular giving and direct marketing teams are responsible for recruiting new supporters via printed, broadcast and face-to-face media. Relationships with these supporters are then developed to maximise lifetime value, predominantly by generating cash donations and regular gifts. Over recent years, the direct marketing team has experienced considerable success and is on course to more than triple its income in less than five years. Over 490k regular givers and over 550k ad hoc cash donors have helped fuel growth in this area. Scope The post is within the Individual Giving Team, reporting directly to the Assistant Agency Regular Giving Manager. Supporter Acquisition Regular Giving (SARG) represents almost 50% of the Division s total annual fundraising target. In 2014, the SARG agency team aims to raise approximately 27 million from an expenditure of over 9 million. The team s success relies upon ambitious and skilled individuals able to develop and capitalise on their specialist knowledge and experience in direct marketing. This requires a commitment to achieving objectives and exceptional numeracy, literacy, and creativity, as well as team working and interpersonal skills. The work of the team directly helps to transform the lives of millions of people in crisis around the world. Keeping, motivating and inspiring our donors is essential to continued success. The post-holder is directly responsible for implementing regular giving donor acquisition strategies and managing key elements of the regular giving acquisition programme. This role requires strong planning, attention to detail and time management skills, as well as a proven record of fundraising in a growing and dynamic environment. March

2 Overall Purpose of the Role To develop and implement a selection of campaigns to generate new regular givers through a variety of media, but primarily through face-to-face, managing operational aspects of campaign planning and execution. Main Duties and Responsibilities As a key member of the supporter acquisition regular giving (SARG) team, this role is responsible for the cost-effective and timely execution of supporter acquisition campaigns from beginning to end to recruit new donors, using a variety of regular giving media. To operationally manage the day-to-day development and execution of Regular Giving campaigns from beginning to end to generate new donors for the British Red Cross. Using a variety of media and propositions, but primarily focusing on face-to-face. To manage relationships with external agencies, such as professional fundraising organisations. To manage the development of any campaigns from initial brief through to post-campaign analysis, involving managing project schedules, managing any day-to dayqueries, setting up new campaigns, managing existing activity, training fundraisers, developing fundraising messages and new fundraising materials. To manage the operational relationship with other external agencies such as printers, list brokers, media buyers, payroll giving agencies, fulfilment agencies and telephone agencies, as appropriate, to enable effective delivery of campaigns. To devise, and assist the Quality and Training Team in carrying out training sessions to groups of external fundraisers to give them an overview of the British Red Cross and the International Red Cross and Red Crescent Movement. To also inspire and motivate them in their fundraising activities. To project manage each fundraising activity according to stringent budgets and tight timetables. To negotiate costs (worth hundreds of thousands of pounds) and manage schedules with suppliers and ensure that these are adhered to. To contribute to the planning process and development of regular giving strategy. To collate and produce results for each campaign and to provide detailed analysis (including attrition analysis) and recommendations for future campaigns, in order to maximise the income raised for the British Red Cross. To create results reporting spreadsheets (including analysis of testing), record and monitor results daily from external agencies and supporter services, and to update the team regularly with a summary of campaign performance via team meetings and s. To assist the Assistant Agency Regular Giving Manager (AARGM) and Agency Regular Giving Manager (ARGM) with monthly forecasting and budgeting activities when required. To collate and produce written campaign review and results documents with key findings and recommendations to be taken forward into future campaign activities. To research and/or keep abreast of activity internally, within the British Red Cross and wider Red Cross Movement, including liaising with communications, first aid and 2

3 emergency response teams, to gather information, case studies and photos for use in fundraiser training sessions and materials. To liaise with internal teams within the Individual Giving department including the Business Intelligence, Data Services and Supporter Services teams on reporting and analysis requirements, data import processing requirements and complaints and queries relating to our fundraising methods. To produce data selection briefs (where appropriate) following segmentation protocols and definitions, and request data from internal departments for supporter recruitment direct marketing activity. Brief all internal departments on campaigns as appropriate. To update the SARG team schedules, procedures and protocols as and when necessary, including the supporter services activity schedule, the supporter acquisition campaign checklists, supporter acquisition reforecast procedures, SARG updates, and the monthly and quarterly attrition results and ROIs spreadsheets. To ensure that key staff within the British Red Cross are kept informed and briefed on all upcoming supporter recruitment campaigns. To keep abreast of competitor activities by reading fundraising and the direct marketing press, by attending sector user group meetings, and also actively making recommendations to the SARG team on future improvements and opportunities we could test in the recruitment programme. To develop and provide support for other marketing opportunities with other British Red Cross departments including supporter development activity, digital fundraising and community fundraising. In the event of a major emergency appeal, to provide assistance/co-ordinate as required, including working unsociable hours if necessary. To process and reconcile invoices and maintain a spreadsheet record of expenditure on activity, monitoring against budget and flagging variances/discrepancies. To undertake any other reasonable duties as requested by the Assistant Agency Regular Giving Manager, the Agency Regular Giving Manager and the Head of Regular Giving Acquisition. To uphold the Fundamental Principles of the International Red Cross and Red Crescent Movement and to work within the Society s Equal Opportunities Policy. 3

4 Person Specification JOB TITLE: Direct Marketing Officer Regular Giving Acquisition REF: UKO BAND: EP1G EDUCATION/ TRAINING EXPERIENCE Educated to degree level or equivalent** Experience of working in a busy direct marketing or fundraising environment.** Proven experience of DM campaign management, ideally including managing and liaising with suppliers.** Strong working knowledge of face-to-face fundraising techniques and mechanics such as doorstep and street fundraising.** Direct, hands-on experience an advantage. Good knowledge of telephone fundraising and payroll giving techniques and mechanics. Direct hands-on experience an advantage. TECHNICAL SKILLS IT literate Microsoft Office (Word, Excel and PowerPoint)** Experience of databases would be an advantage, but not essential COMPETENCIES 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 external suppliers and internal departments** Excellent written and verbal communication skills, including the ability to carry out presentations and produce written documents to a high standard** Excellent attention to detail, including proof reading skills** Excellent numerical skills and ability to analyse campaign results** Excellent negotiation skills Highly innovative and creative thinker Proactive approach to work with a keenness to progress in fundraising Strong team worker and self-motivator 4

5 Willingness to use initiative and have the confidence to make decisions BEHAVIOURS Flexibility in managing a variety of tasks/projects concurrently Uphold the Fundamental Principles and act with integrity and in accordance with the Society s values and obligations Adhere to BRC equal opportunities and anti-discriminatory policies and promote diversity SPECIAL CIRCUMSTANCES Interested in working in the voluntary sector and humanitarian development 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 will be short-listed for interview in line with our commitment under the two- tick symbol scheme. 5