Information Pack Contents Background Information Organogram Job Description Application Process 2
Background Information CARE is one of the world s leading humanitarian and development organisations. Founded 70 years ago with the CARE package to support poor families in war-torn Europe, CARE now fights poverty and injustice in 84 countries and has built up a strong reputation for innovation and impact. Our 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 communitybased 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 is a non-sectarian and non- partisan organisation. 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. 3
CARE International UK CARE International is one of the world s leading aid agencies. Last year we reached more than 80 million people. We worked in over 80 countries, implementing long-term programmes to fight poverty, responding to humanitarian emergencies, and advocating for policy change to improve the lives of the poorest people. CARE International UK (CIUK) supports the programming of CARE International Country Offices across the globe and is a major source of funds for global programming. CIUK s marketing income is a vital part of the funding mix. Direct Marketing provides the largest source of unrestricted funds in the UK approximately 40% - and with an increased investment of 500K in FY15, and with a new website in progress focussed on individuals, CIUK has committed to growing unrestricted income for the long-term. It s more important than ever that we have analysis and insight to guide our increased investments. Background to the job/the team The Direct Marketing team is one the largest of the three marketing teams focussed on fundraising from individuals. The other teams include Events & Community and Lendwithcare.org. The postholder will work closely with fundraising managers and their teams to advise on their programmes of work using insights from internal and external sources across channels. The post-holder is the expert decision-maker on approaches to supporter analysis and reporting specifications. This is a crucial role in determining our marketing and fundraising strategy, having full responsibility for the management and development of supporter analytics. The post-holder will also be responsible for profiling supporters; developing segmentation for targeting and determining the propensity for cohorts of supporters to engage in a variety of products with the view to increasing supporter value. 4
The Marketing Analysis Manager will lead on the development of KPIs and reporting from a detailed campaign level through to high level corporate and global dashboards, as well as ad-hoc requests. The post-holder will use data visualization tools to present findings in user-friendly formats that are suitable for a range of stakeholders including the SMT and Board of Trustees. The Marketing Analysis Manager will also work closely with our media buying agency to ensure analysis provided for campaigns is accurate, sound and leads to recommendations in the future. The post-holder will be required to keep abreast of new developments within the fundraising sector, specifically with regards to supporter analytics, and to keep abreast of developments which could enhance our fundraising performance. Organogram of the Direct Marketing Team Head of Direct Marketing Supporter Acquisition Manager Supporter Development & Loyalty Manager Database & Donor Care Manager Marketing Analysis Manager (Vacant) Direct Marketing Executive Senior Executive High Value & Legacy Marketing Supporter Care Officer Direct Market Assistant Direct Marketing Executive Donor Loyalty Supporter Care Officer Database Officer 5
Job Description 1. Overview Post Title: Department: Responsible to: Accountable to: Base Location: Line Management Responsibility: Budgetary Responsibility: Marketing Analysis Manager Direct Marketing Head of Direct Marketing Marketing Director London No line management responsibility. On occasion will manage volunteers An expenditure budget of 40K. External Contacts Data & analytics consultancies Peers in other charities Fundraising agencies Media buying agencies Internal Contacts All members of the marketing teams Finance and IT teams Business Systems Manager SMT / Board CARE member offices The above list is provided for guidance only and is not an exhaustive list of all the contacts with whom the postholder may be required to liaise. 2. Specific Areas of Responsibility Strategy and leadership To contribute to the leadership of the Direct Marketing team, through inclusive participation; working closely with team managers to work towards department goals; Develop the analysis, research and insight strategies in order to meet our fundraising objectives across individual fundraising teams. To take an entrepreneurial approach to developing new and innovative approaches when appropriate; Supporter analytics Manage outsourced data analysis suppliers and routinely assess and monitor value for money and service; in line with the procurement policy; Manage data visualization tools (e.g. tableau) which integrate with the fundraising database, ensuring dashboards are kept up to date; Develop and maintain LTV, attrition and propensity modelling tools to predict income across a range of fundraising products as well as identifying cross-selling opportunities to increase supporter value; To oversee training to all tableau users, through personal training or the use of training services by suppliers, and maintain and update user guides to support this; 6
To keep up-to-date with new fundraising techniques & analysis related technologies and to advise/influence staff in the adoption of technologies/techniques that are beneficial to CARE. User-friendly reporting Present and communicate detailed and complicated data analysis findings in a user-friendly format to a variety of internal audiences including fundraising managers and their teams, SMT and The Board of trustees; Attend fundraising planning and results meetings to provide advice and support on analysis and insight requirements; Oversee that database enhancements, which enable profiling and analysis, are delivered e.g. Mosaic appending; Work with the Business Systems Manager to integrate analytics software where applicable; Working with the Digital Team to report on website and PPC analytics, ensuring results are in an accessible format for fundraising teams; Rapidly capture user requirements for ad-hoc analysis and prioritise these according to business needs, especially at times of Emergency Appeals; Produce ad-hoc analysis that meets user requirements and provide a high-level, plain English narrative summary of your findings and their business implications; Benchmarking & research To keep abreast of new technologies through peer networks to apply new learnings to our fundraising analytics; To benchmark our fundraising and supporter care results against key competitors and CARE globally, working with partners such as Target Analytics; To perform qualitative and quantitative analysis, applying more depth to our supporter insights and monitoring attitudinal data; Use readily available market research data, e.g. TGI, to enhance our understanding of supporter cohorts, providing insights to fundraising teams when they are enhancing current products or developing new products; Others A commitment to the values and working practices of CARE. Any additional duties as may be reasonably required by a senior manager within the scope of the above. This document forms part of the post holder s contractual terms and conditions of employment. Data Protection The postholder 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 postholder 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 Postholder agrees to promote and uphold the principles of equal opportunities in accordance with CIUK s Equal Opportunities Statement and all related policies. 7
Person Specification Essential Desirable Education / Qualifications Skills / Abilities Educated to degree level or equivalent work experience. Experience of complex data analysis, preferably in fundraising Ability to data segmentation A logical and analytical mind to manipulate and analyse data and produce reports to help maximise fundraising effectiveness and opportunities Experience of online analytical tools such as google analytics integrating findings with other media channels The ability to take a brief from fundraising staff and design an appropriate system/solution The ability to convey technical information in non-technical language Excellent organisational skills Excellent knowledge of MS Access, Excel & Word Good knowledge of SQL querying Experience of data visualization software preferably tableau Excellent communication skills internally and externally Ability to work within a team and meet deadlines when under pressure Managing stakeholders at all levels and across different teams / areas Proven decision-making skills; able to identify and compare multiple potential solutions and use rigorous analysis to choose the best course of action A data analysis qualification. Experience of writing and running reports in statistical packages such as SPSS. Appreciation of direct marketing techniques. Experience of Raisers Edge and an understanding of its data structures Experience of market research techniques 8
Application Process To apply please send your completed application form via email to jobs@careinternational.org quoting C701 in the subject line. or Via post to Human Resources Department, CARE International UK, 9 th floor, 89 Albert Embankment, London SE1 7TP The closing date for Applications is 12 noon, Tuesday, 2 nd June 2015. Interviews will be held Thursday, 11 th June 2015 For further information please visit www.careinternational.org.uk Twitter: @careintuk Facebook 9