Candidate Brief Head of Direct Marketing October 2015 1
Welcome We are delighted you are interested in the role of Head of Direct Marketing at CARE International UK (CIUK). CARE is an effective and innovative organisation to work for. We fight poverty and injustice in the world s most vulnerable places. We save lives in disasters and conflicts. We stand with women, girls and their communities to achieve lasting change for a better future. The Head of Direct Marketing plays a crucial role in delivering unrestricted income for CIUK, contributing to our 2020 Global Programme Strategy. Managing acquisition, development, analysis & insight as well as the database and supporter care teams you will not only ensure that team targets are met, but you will also ensure the service function within the team work closely with other fundraising teams to support them in achieving department objectives. This is an excellent time to join the leadership team of the Fundraising, Partnerships and Communications team. With a commitment to engaging and raising funds from individuals we recently launched a new website focussed on the key individual audiences we want to reach and inspire. In celebration of CARE s 70 th anniversary, we have launched an integrated campaign spanning the entire department with brand, digital, communications, fundraising and corporate engagement objectives - with a unique and engaging campaign. We have some established fundraising products which need to be enhanced and some new products that are set for testing and refinement, and with the largest budget across the department, there is scope for greater innovation and to really propel CIUK s income. Currently we are in the process of carving out a refined identity for CIUK through updated brand guidelines and clear messaging which aims to serve a variety of key audiences - including individuals. Leading a team with a key role in communicating with potential and current supporters, you will act as a brand ambassador, contributing to raising brand awareness and achieving cut-through in a crowded marketplace. CARE plays an important leadership role within the CARE confederation, being the largest member in Europe with a reputation for innovation, expertise and talented staff. In fact the previous Head of Direct Marketing has been key in influencing other members to focus on regular giving and to trial DRTV as a new channel in three countries. So not only is this is a key role at CIUK, but also excitingly, this is a role that can play an even bigger part in realising CARE s programme strategy. The role provides the opportunity to proactively share knowledge and support other CARE members operating in new, developing and mature markets attending skill-shares led by the Global Fundraising Director and keeping in regular contact with peers globally. If you have the skills and experience we are looking for and you share a passion for fighting poverty and social inequality, please don t hesitate in applying now. 2
Background Information CARE is one of the world s leading humanitarian and development organisations. Founded nearly 70 years ago with the CARE package, CARE now fights poverty and injustice in 84 countries and has built up a strong reputation for innovation and impact. CARE s programmes focus on achieving lasting change by tackling the underlying causes of poverty and strengthening the capacities of poor communities to help themselves. In everything we do, CARE places special focus on gender issues and working alongside poor women and girls because, equipped with the proper resources, women have the power to help whole families and entire communities escape poverty. Women are a vital part of CARE s community-based efforts to improve food and nutrition security; protect life and resilience in humanitarian crisis; increase access to quality healthcare and education and expand economic opportunity for all. CARE helps poor people have a greater say about the decisions and policies that affect their lives, supporting them with information and skills so they can challenge decision-makers. CARE s advocacy efforts also bring evidence from our programmes of what works to change policy and practice at both a local and global scale. CARE is a non-sectarian and nonpartisan organisation. 3
About the CARE Confederation CARE International operates in 84 countries, but is held together by 13 national members. These national agencies are separate legal entities but operate through one presence in each country and work together under the CARE International Board and Secretariat, based in Geneva. They are bound together by the CARE code. Globally CARE employs 8,000 staff, with over 95% of them locally sourced and has an annual income of $800m. CARE has just agreed a new global Program Strategy which will govern all of our work and which will mean that by 2020, CARE and our partners will support 150 million people from the most vulnerable and excluded communities to overcome poverty and social injustice. About CARE International UK CARE International UK is an important part of the global CARE International confederation and one of the largest and most influential members. We employ 115 staff and generate around 45 million a year for CARE s poverty-fighting work. As well as raising money for CARE s humanitarian and development work around the world, we provide programme expertise in four key areas: Humanitarian response With a long-term presence in many of the world s most vulnerable places, we take a comprehensive approach to emergency response including preparedness, immediate assistance and long-term recovery. We have a particular focus on women and girls; shelter in emergencies, and building resilience through our climate change adaptation and food security work. Women s Economic Empowerment We are working with poor women to give them access to economic resources through programmes on financial inclusion, supply chains and workers rights. The private sector has a critical role to play in reducing poverty and supporting women s economic empowerment. We take an innovative approach to engage with the private sector at global, national and local levels to improve the impact of their activities so that real opportunities are created for poor people. CIUK has also launched Lendwithcare a new solution for financial inclusion which offers the chance for people in the UK to make small loans to poor entrepreneurs. 4
Preventing and responding to sexual violence in conflict In an increasingly turbulent world, we provide expertise and support to our field operations in countries experiencing conflict, by supporting programmes spanning peace-building, reconciliation and rehabilitation. Protecting women from violence and increasing their participation in peace-building is a major advocacy priority. Governance The capacity of poor people to influence the institutions that govern their lives is fundamental to addressing the underlying causes of poverty. We work at a local level to help the most vulnerable and marginalised hold public authorities and other power holders to account for how they take decisions and allocate public funds. Within the CARE confederation, we have five strategic roles. We: 1. Design and deliver quality programmes that address the underlying causes of poverty and specifically examine and address the disproportionate impact of poverty on women and girls. 2. Advocate for policies to help the poorest, and change government and business practices to bring about lasting social change among communities living in poverty and affected by crises. 3. Raise strategic and transformational funding for CARE s poverty-fighting programmes in the world s poorest and most vulnerable communities. 4. Support CARE International s global transformation to achieve broader and deeper impact in our fight against poverty by providing strategic direction, resource and expertise. 5. Value our staff and strengthen our organisational effectiveness and accountability. 5
Background to the job/the team Direct Marketing provides the largest source of unrestricted funds in the UK approximately 40% and is set for growth. With an increased investment of 500K in FY15, and with a new website focussed on individuals, CIUK has committed to growing unrestricted income for the long-term and the direct marketing team are essential to this growth. The DM team is one of the largest teams in the department and the post holder will work closely with the other Heads of Department: Communications & Digital; Events & Community; Corporate Partnerships and www.lendwithcare.org to develop integrated objectives and plans which aim to maximise income. The DM team has a suite of fundraising products, including a successful high value programme, legacies, regular giving and cash products - all of which have corresponding supporter journeys integrating with the extended product range including Events & Community, lendwithcare.org and advocacy campaigns from time to time. The Head of DM is a key senior role for CIUK. The post-holder will lead an ambitious growth plan which will see us invest to grow our supporter base in volume and value in order to deliver our 2020 programme strategy. The Head of DM will be responsible and accountable for delivering 3.5 million plus income targets per annum and will oversee a major acquisition retention and development programme across multiple channels. Organogram Please see page 12. 6
Job Description 1. Overview Post Title: Department: Responsible to: Accountable to: Base Location: Head of Direct Marketing Fundraising, Partnerships & Communications Director of Fundraising, Partnerships & Communications Chief Executive Vauxhall, London CARE International UK reserves the right in consultation with employees to change base location according to organisational and departmental requirements. Line Management Responsibility: Management of: Supporter Development Manager; Supporter Acquisition Manager; Database & Supporter Care Manager and the Marketing Analysis Manager. Budgetary Responsibility: Responsible for all Direct Marketing income cash givers; regular givers, mid/high value and legacies CARE International UK s largest source of unrestricted income. Budgetary responsibility for income of over 3.5M million and spend of c. 2.5 million. External Contacts CIUK supporters (current and potential) DEC and counterparts at DEC member charities Agency, consultant and fulfilment suppliers INGO peers and umbrella organisations Fundraising bodies e.g. FRSB, PFRA, IoF Internal Contacts Managers in the Programme Department Heads of team across organisation CIUK Senior Management Team Counterparts across CARE International and Geneva Secretariat Staff at Country Offices and Regional Management Units 7
2. Specific Areas of Responsibility i. Strategic leadership & planning, management and relationships Lead, recruit, line manage and develop the Direct Marketing team ensuring excellent performance and delivery of targets and plans Provide positive leadership and development for the DM team ensuring they feel close to the mission and the importance of their delivery against budget and other targets To lead on the strategy and plan for a multi-channel, creative and ambitious programme for the acquisition, retention and development of individual supporters; Close and effective management of multi-million pound DM budgets with regular forecasting and trend analysis To research and set accurate but ambitious budgetary targets and deliver on both income and expenditure projections Work closely with the Programme Department to support CIUK programming priorities and deliver a DM programme which hits targets but which does not compromise the dignity and integrity of our work To oversee any tenders and appointments of suppliers, including the media buying agency as well as fundraising and creative agencies; Keep abreast of fundraising legislation, developing and updating policies where applicable At times of emergency fundraising, lead the individual fundraising teams to deliver an integrated campaign ii. Engaging individuals To close the gap between the DM team and supporters so that they feel close to the people CARE supports in developing countries To review and update our range of products and communications, and oversee the delivery of an inspiring supporter journey plan which will see supporters receiving personalised and compelling communications that fit into an overall coherent plan To oversee the supporter care programme ensuring sector-beating customer care and a personalised service which aims to take complaints seriously and reduce attrition Create a clear identity for CARE s approach to overcoming poverty in supporter communications by incorporating key messages and imagery as per the brand guidelines To incorporate key messaging, and follow guidelines in terms of look and feel, in communications from the brand guidelines which aims to create a clear identity for CARE s approach to our poverty fighting work To reduce attrition levels by deepening our relationship with supporters and bringing them closer to the mission 8
To oversee the development of an annual communications planning calendar and ensure the team are locating compelling case studies, photographs and information Through communications to current and potential supporters, act as a brand ambassador and contribute to raising brand awareness iii. Data, evaluation and insight To oversee CIUK s overall data management and effective use of the CRM system in order to develop effective segmentation, campaign planning and clear analysis To use propensity and scenario modelling in order to make sound investment decisions in acquisition in order to deliver sustainable income growth Utilise data profiling tools and market research to develop key audience profiles Together with the Heads of Lendwithcare.org and Events & Community as well as the Marketing Analysis Manager, lead on the quarterly reporting of individual fundraising in order to ensure targets and plans are adjusted to deliver on overall individual fundraising targets Work closely with the Marketing Analysis Manager to ensure teams are planning their programmes based on insight and analysis iv. CIUK leadership and global fundraising As a member of the CIUK leadership team, ensure organisational objectives are met through collaborative working To play a key role in the leadership of the Fundraising, Partnerships and Communications department, through inclusive participation; working closely with Heads of teams to achieve department goals Actively participate in, and on occasion facilitate, CIUK s leadership team meetings; Actively participate and share knowledge at the global fundraising skill-shares, as well as through forums facilitated by the Global Fundraising Director Proactively share innovation and learning of the UK DM programme and market with global colleagues Working with the global fundraising team, seek out opportunities for investing in new markets 1. Any additional duties as may be reasonably required by a senior manager within the scope of the above. 2. This document forms part of the post holder s contractual terms and conditions of employment. 3. The document is not an exhaustive list of core elements of the role. It is a working document and may be amended from time to time by mutual agreement. 9
Data Protection The post holder hereby agrees not to disclose any confidential or sensitive information to a third party or outside organisation except where required to do so by law. Health and Safety The post holder agrees to abide by CIUK s Health and Safety principles and code of conduct and to take all reasonable steps to ensure both their own safety in the work place as well as that of their colleagues. Equal Opportunities The Post holder agrees to promote and uphold the principles of equal opportunities in accordance with CIUK s Equal Opportunities Statement and all related policies. 10
Person specification Education/ Qualifications Essential Degree level or equivalent work experience IDM Postgraduate Diploma or CIM Diploma Skills / Abilities Substantial DM management experience in a UK based major charity Excellent leadership skills, including the proven ability to lead and motivate a team Excellent communications skills including the ability to pitch and communicate at the highest level and excellent written English skills. Outstanding creative skills and ability to innovate proven ability to produce winning fundraising products Ability to attend to detail whilst seeing the bigger picture and strategic direction Commitment to on-going learning and development in order to deliver excellent results Competence / Track record of leading and personally Experience delivering on challenging multi-million pound DM targets and budgets. Significant experience of leading multichannel marketing strategies Proven ability to network and influence at senior level both inside and outside an organisation Excellent grasp of data and financial management Experience of campaigning and developing prospects through non-financial engagement Capacity to support colleagues to undertake quality design, monitoring and evaluation. Experience of case study collection and management of a film and/or photography crew Other A commitment to the values and working practices of CARE Overseas travel Desirable Relevant masters degree. Experience of working at a UK based INGO Ability to speak French or Spanish to a working standard Experience of fundraising in markets outside of the UK Able to represent the organisation at a high level in the media 11
Organogram of Direct Marketing Team Head of Direct Marketing Supporter Acquisition Manager Supporter Development Manager Database & Supporter Care Manager Marketing Analysis Manager Direct Marketing Assistant Direct Marketing Executive Direct Marketing Executive Senior Direct Marketing Executive - High Value & Legacy Database Marketing Officer Database Marketing Officer (contract) Senior Supporter Care Officer Supporter Care Officer 12
Application Process To apply please send your completed application form via email to jobs@careinternational.org quoting C730 in the subject line or Via post to Human Resources Department, CARE International UK, 9 th floor, 89 Albert Embankment, London SE1 7TP. Closing date: 19 October 2015 Interview date: w/c 26 October 2015 For further information please visit www.careinternational.org.uk Twitter: @careintuk Facebook 13