Job description Job title Department Responsible to Responsible for Salary Hours Based at Senior Direct Marketing Officer Fundraising Department Head of Public Fundraising No direct reports Starting salary of 32,299 pa including London allowance. Grade D of Mind s salary scales 35 hours per week Stratford, East London Length of contract Temporary maternity cover from April 2014 Purpose of job The Senior Direct Marketing Officer is responsible for the development, implementation, management and delivery of a portfolio of income streams within Direct Marketing in order to achieve net income targets. You will develop, plan, implement, manage and deliver donor recruitment and retention strategies for various audiences with a strong focus on achieving agreed targets. You will also be expected to closely monitor and evaluate all direct marketing campaigns and programmes of work and provide regular updates and reports. You will work with Fundraising Operations to ensure that supporter care administration and communication is effective. You will manage data and financial resources as well as external suppliers, agencies and temporary staff and/or volunteers when necessary. You will be required to set, monitor, evaluate and report on financial budget information including income and other key performance indicators. Scope of the job The Direct Marketing Team sits within the Public Fundraising Unit and is made up of two Senior Direct Marketing Officers and a Direct Marketing Officer. The team raises approximately 5 million net income per year for Mind s work. You will report to the Head of Public Fundraising and will work closely with other staff in the Public Fundraising team, Fundraising department and across the organisation as required. You will be expected to contribute to the overall success of the Fundraising Department through effective database development, brand awareness and sharing of resources. The job will 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 1 of 8
require widespread contact externally with professional fundraisers, agencies and the general public. You will be required to lead on agency training, monitoring agency activity and managing agency contracts. This role has specific responsibility for legacy marketing and for Mind s individual giving digital fundraising channels whilst also overseeing the In Memoriam programme that is run day to day by the Direct Marketing Officer Mind aims to ensure that the needs and interests of mental health service users, women, Black and Minority Ethnic communities, disabled people, lesbians, gay men, bisexuals, transgender and people of all ages are reflected in all its activities. You will be expected to contribute to this aim. Key responsibilities Project Management 1. To project manage Direct Marketing campaigns including briefing on and agreeing data for target audiences and using this to develop, implement, manage, monitor and evaluate campaigns to these audiences with a strong focus on Legacies, new supporters to Mind acquired via digital channels and, working with the Direct Marketing Officer, on In Memoriam fundraising and Mind s tribute fund product, Memory Space. 2. To project manage one year marketing strategies for specific audiences, including development, implementation, management, monitoring and evaluation of strategies, ensuring feedback and learning is applied, working with the Head of Public Fundraising, to future strategies. 3. To keep the Direct Marketing pages and areas up to date on Mind s website. To work with the Public Fundraising team to write and compile web copy and to liaise with Communications team to ensure adherence to brand & website guidelines. 4. To effectively manage workload to deliver projects to agreed timescales ensuring agreed deadlines are met within the wider Fundraising and Comms programme. Planning and evaluation 1. To produce evaluation reports after all Direct Marketing campaigns, analyse results to draw on key findings (financial & non-financial) and emerging trends to inform development and decisions on the Direct Marketing programme for the current financial year. 2. To highlight attention to any significant trends which may directly impact on the current or future year s strategy and communication plans and feed these into the Public Fundraising strategy, as directed by the Head of Public Fundraising. 3. To use the CARE database to best advantage to plan and evaluate activities to retain and develop individual giving donors. Budget and finance management 1. As directed by the Head of Public Fundraising, to set and manage annual budgets relating to specific audiences and campaigns and contribute to the overall budget setting process for the Direct Marketing team. 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 2 of 8
2. To manage and deliver agreed income targets and ensure regular monitoring and managing of income targets and expenditure. To proactively alert the Head of Public Fundraising if income and expenditure targets are not going to be met. 3. To provide regular updates and reports on income and expenditure to date and forecasts for income/expenditure to year end. 4. To work closely with other fundraising staff and the Finance department to resolve queries and anomalies in income and expenditure figures. 5. To authorise invoices for direct marketing activity within the post holder s responsibility and to deal with and resolve queries relating to invoices and payments. Working with other teams in Fundraising 1. To work with other teams within Fundraising to proactively maximise the potential of other income streams e.g. Partnerships, Training. 2. Working with the CARE database, to agree on cross-audience communication strategies and ensure correct data is provided, information captured, evaluated and analysis fed back to Head of Public Fundraising. Working with suppliers 1. To research, appoint, manage and monitor the work of external agencies using service level agreements (SLAs), including direct marketing and telemarketing agencies, fulfillment houses and data bureau. To review service level agreements to ensure efficient and effective services are provided to Mind at all times, and if required make suggestions for improvement. 2. To work closely with agencies/suppliers to design and develop direct marketing campaigns, including creative development, media and data selection, print and digital advertising as well as other communication materials as required. 3. To ensure that all materials produced are within Mind s brand guidelines and take account of other fundraising activities within Mind as required. 4. To ensure that prices/quotes for direct marketing activities are competitive and cost effective for Mind. Supporter care 1. To provide a high level of customer care when communicating with Legacy enquirers, pledgers and other key supporters as necessary. This may be by telephone, in writing and in person e.g. at fundraising events. 2. To develop, implement, manage and evaluate customer care programmes and supporter journeys for various audiences. To create relevant service level agreements and feed these into Fundraising Operations accordingly. 3. To maintain, develop and improve supporter care processes and procedures as necessary and ensure these changes are implemented effectively. Liaise with the Fundraising Operations team and other staff as required regarding any changes to processes and procedures. Expectations 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 3 of 8
1. Attend and contribute to appropriate internal meetings, training, supervision and the appraisal process. 2. Ensure compliance with relevant legislation (eg Charities Act, Data protection). 3. Keep up to date with developments within the charity/not for profit sector and the direct/database marketing industry. 4. Work flexible hours including evenings and weekends when required. 5. Undertake any other duties as may be required by the Director of Fundraising. 6. Undertake other duties that may from time to time be necessary that are compatible with the nature and grade of this post. 7. Ensure that all responsibilities and activities discharged within this post are consistent with the terms and spirit of Mind s Equal Opportunities policy. 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 4 of 8
Mind (National Association for Mental Health) Fundraising Person specification: Senior Direct Marketing Officer Essential criteria Experience 1. Extensive and demonstrable Direct Marketing experience, especially in fundraising including planning, implementing and evaluating Legacy and In memoriam activities. 2. Demonstrable experience of planning, implementing and evaluating digital media campaigns. 3. Strong, demonstrable project management experience including devising and managing marketing strategies. 4. Proven experience of donor relationship management/development and database marketing/development. 5. Proven track record of managing budgets and meeting income targets, including forecasting, monitoring and regular reporting against budgets/targets. 6. Experience of writing reports and evaluations on activities and summarising and analysing Figures to make recommendations. 7. Proven experience of managing and working with third-party suppliers (eg. agencies, printers, mailing houses). Skills 1. Excellent communication skills (both written and spoken English). This includes the ability to write clear, concise copy for marketing materials. 2. Excellent interpersonal skills including the ability to deal with people at all levels within Mind and in all walks of life externally, whether face to face, on the telephone or by letter/email. 3. Ability to prioritise a varied workload with experience of handling multiple priorities, excellent time management skills, accuracy and keen attention to detail, including proofreading. 4. Ability to work independently with minimal supervision as well as work productively as part of a team. Knowledge 1. Good knowledge of the charity sector. 2. Up to date knowledge of fundraising approaches and techniques. 3. Proven computer skills, particularly Microsoft Office 365, databases (experience of CARE is desirable) and spreadsheets. 4. Up to date and thorough knowledge of the principles and practices of Direct Marketing. 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 5 of 8
Other 1. Understanding and proven commitment to equal opportunities policy and practices and to the aims and values of Mind. Desirable criteria 1. Direct or indirect experience of mental health problems. 2. Acceptance of the need to travel to meetings throughout the UK, which may result in overnight stays. 3. Institute of Fundraising (IOF) membership. 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 6 of 8
Mind (National Association for Mental Health) Additional information Senior Direct Marketing Officer (Maternity Cover) Interview and travel expenses Mind is prepared to pay travel expenses for those asked to attend an interview to a maximum of 175. However, the cheapest form of travel must always be used other than in exceptional circumstances in which case the agreement of the Head of Human Resources must be sought. Conditions of employment In the light of legislation [Section 8 Asylum and Immigration Act, January 1997], as a condition of being able to commence employment with Mind, the successful candidate will be required to provide documentation to prove that they are able to work in the UK. Such documents will include one or more of the following, as appropriate: National Insurance number Birth certificate or British passport Certificate of registration, or naturalisation as a British citizen Passport or documentation evidencing citizenship of an EEA country Probation The appointment is subject to a probation period of six months Salary Grade D of Mind's salary scales. Starting salary 29,337 per annum plus 2,962 per annum geographical weighting. Hours of work/flexible working hours A standard 35 hours per week within 8.00am to 7.30pm, Monday to Friday, excluding one hour break for lunch. Mind operates a flexible working hours scheme whereby members of staff can vary the time they start and finish work within the parameters agreed by their line managers. However, the core period of 10.00am to 4.00pm (excluding lunch break) are the times during which you must be at work. Time off will be given for work outside the standard hours. Overtime is not payable. How to submit your application Please submit: 1 x electronic copy of your personal details form 1 x electronic copy of your application form 1 x electronic copy of your monitoring form by email to recruitment@mind.org.uk stating reference 14-08 Closing date for completed application forms is: 12 noon on 10 February 2014. Response to advertisements for vacant posts has become extremely heavy resulting in an unacceptable increase in postage costs and a disproportionate amount of staff time used in processing applications. We regret, therefore, that it is now no longer possible to acknowledge receipt of application forms or to write personally to all applicants. Interviews are expected to be held on 24 or 25 February 2014. If you have made an application 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 7 of 8
and have not heard anything by that date, you are asked to assume that your application has been unsuccessful. Should this be the case we would like to thank you for your time and effort in submitting your application and hope that this does not deter you from applying for other vacancies within Mind. 2014.01.13. Senior Direct Marketing Officer JD+PS Grade D Page 8 of 8