Job Profile and Person Specification

Job Profile and Person Specification

Job Title: / Senior Acquisition Direct Marketing Officer – Donor Appeals (14 months FTC)
Reports to: / Senior Acquisition Direct Marketing Manager
Department: / Direct Marketing
Salary:
Hours / 37.5 per week
Job Type / Permanent
Date: / June 2015 (post to commence 1 October 2015 and end 1 December 2016)

Job Summary

Great Ormond Street Hospital is one of the world’s top children’s research hospitals. Children are referred from all over the UK and also abroad and are often in need of treatment for the most complex and life threatening diseases. Working in partnership with the UCL Institute of Child Health, the hospital is the largest paediatric research and training centre in the UK and one of a very small number of internationally recognised centres of excellence in the field of child health. Great Ormond Street Hospital Children’s Charity exists to enable the hospital to reach its ambitions, providing world-class care for thousands of children facing life threatening or life shortening conditions.

The post-holder will take responsibility for the delivery of all donor appeal related acquisition direct marketing campaign activity. Campaigning activity will include direct mail, door drops, inserts, development of the charity’s gaming products and mid value donor acquisition. The post holder will have responsibility for one direct report (Acquisition Direct Marketing Officer).

The post holder will support the Senior Acquisition Direct Marketing Manager, contributing to the departmental strategy, producing budget forecasts and assessment and reporting on campaign activity.

Line Management Responsibility

1x Acquisition Direct Marketing Officer

Main duties and responsibilities

Take the operational lead on managing all donor appeal related acquisition direct marketing campaign activity. To include:

Development of strategy

·  Draft the marketing plans for all campaign activity using marketing knowledge and insight gathered from the sector and previous campaign activity.

·  Produce end of campaign reports on performance activity with recommendations for future appeals.

·  You will be required to audit our current supplier roster (adhering to the charity’s procurement policy) working with the Senior Acquisition Direct Marketing Manager and Head of Information Governance in this review.

·  Instruct direct report and media agency to undertake quarterly research in to competitor fundraising activity.

·  Review the ask strategy by campaign, working with the Grants and Communications teams to ensure a compelling, accurate and up-to-date case is in place.

·  To monitor lifetime value reporting to gain an accurate picture of the long term effectiveness of each type of marketing activity, reviewing the charity’s marketing automation reporting on a monthly basis to identify the demographics of supporters and use this insight to drive strategy – feeding this back to the agencies at reviews.

·  Participate in setting, monitoring and reviewing annual budgets and quarterly forecasts, making recommendations to the Senior Acquisition Direct Marketing Manager to enable achievement of the annual and long term net income targets.

·  Report on the import of data files from suppliers under the remit of the role, highlighting inconsistencies or variances.

·  To brief the department’s Marketing Analysis team and external agencies on selection and analysis requirements.

·  Manage the set-up of new agencies as required ensuring they are briefed to meet SLAs.

Management of cash campaigns

·  Manage schedules and for each campaign, coordinating internal and external set up.

·  Produce and review campaign briefs, creative materials and films, pitch documents, scripts and fulfillment materials.

·  To tightly control the sign off process ensuring all permissions are in place.

·  To lead on the copy and artwork development of promotional materials.

·  To specifically check that all direct marketing activity clearly reflects GOSHCC’s aims, vision and values and to co-ordinate the internal checking process with internal PR and Communications Departments for the portfolio of projects to ensure that all material produced adheres to house style and branding guidelines.

·  To brief media agency on selection of door drop areas.

·  To brief media agency on selection of insert titles.

·  To source and manage the print production of appeals.

·  To oversee the production of roll out direct mail appeals.

·  To oversee the briefing of the fulfilment house, liaising with the retention team to ensure welcome communications are in line with the charity’s welcome strategy.

·  To oversee the sign off of invoices related to the appeal, ensuring all are within budget.

Management of gaming programme

·  Prepare briefs and brief the External Lottery Manager, list broker and Marketing Analysis team for each campaign.

·  To tightly control the case study process ensuring all permissions are in place.

·  To contribute to copy and artwork development of appeals and promotional materials.

·  To specifically check that all direct marketing activity clearly reflects the Charity’s aims, vision and values and to co-ordinate the internal checking process with internal PR and Communications Departments for the portfolio of projects to ensure that all material produced adheres to house style and branding guidelines.

·  To manage the print production of appeals.

·  Oversee the management of campaign schedules.

·  To oversee the briefing of the fulfilment house, liaising with the retention team to ensure welcome communications are in line with the charity’s welcome strategy.

·  To oversee the sign off of invoices related to the appeal, ensuring all are within budget.

·  To work with the Head of Information Governance to ensure all relevant legal documentation is in place (e.g. Gambling Commission licenses) and feedback to the Gambling Commission on an annualised basis in the form of raffle returns.

·  To support the digital development of the gaming programme as required (for example scoping out and testing SMS raffle entry).

·  To support the development of a weekly lottery programme for testing in 2016/17 onwards.

Mid Value programme

·  To work with manager and retention team to support the development of the new mid value appeal strategy and thereafter manage programme implementation.

·  Brief external agencies for the campaign – this could include production of new DRTV ad, direct mail, inserts, door drops, digital and outdoor advertising (campaign strategy to be defined).

·  To tightly control the case study process ensuring all permissions are in place.

·  To contribute to copy and artwork development of appeals and promotional materials.

·  To specifically check that all direct marketing activity clearly reflects the Charity’s aims, vision and values and to co-ordinate the internal checking process with internal PR and Communications Departments for the portfolio of projects to ensure that all material produced adheres to house style and branding guidelines.

·  To manage the print production of appeals.

·  Oversee the management of campaign schedules.

·  To oversee the briefing of the fulfilment house, liaising with the retention team to ensure welcome communications are in line with the charity’s welcome strategy.

·  To oversee the sign off of invoices related to the appeal, ensuring all are within budget.

Internal operational campaign management

·  Ensure the results are updated on a weekly basis and presented to the Deputy Director

·  Ensure the Operations team and Supporter Care team are briefed on activity and that the Database Income team are importing on time and to brief.

·  Monitor all campaign costs. Brief the Acquisition Officer – Donor Appeals to process campaign invoices, ensuring they are coded and logged and check these before submitting for authorisation.

·  Direct the Acquisition Officer – Donor Appeals to produce monthly reconciliation reports of results received by supplier vs. donor volumes as reported on database. Follow up any inconsistencies with suppliers as required.

·  Review expenditure and income on management accounts on a monthly basis, producing monthly accruals. Feedback on a monthly basis.

·  Brief the Acquisition Officer – Donor Appeals to ensure CMS pages are updated as required.

General

·  Line management, coaching, mentoring and development of Acquisition Direct Marketing Officer – Donor Appeals.

·  Ensure the charity’s performance management policy is adhered to and undertake formal quarterly performance management meetings as well as weekly 1:1 meetings.

·  To provide consultancy, mentoring and support to other team members to assist with the development of campaigns.

·  To provide support and advice to other teams seeking to undertake Direct Marketing activity as appropriate.

·  You will keep abreast of innovative direct marketing practises – within the framework of fundraising– recommending appropriate tests.

·  Maintain your knowledge of the competitor activity, attending agency quarterly review presentations, reading the trade press and networking; sharing knowledge with the wider team

·  To undertake any other projects as required appropriate to the role.

Person Specification

Please denote whether Essential (E) or Desirable (D)

Key requirements / CV & Covering Letter / Interview / Testing
1.  Proven experience in leading and managing the implementation of Direct Marketing campaigns (in particular acquisition) / E / E
2.  Demonstrable experience of charity fundraising (client side or agency) / E / E
3.  Demonstrable experience of managing direct mail, door drop and raffle campaigns / E / E
4.  Experience of mid value appeals / D / D
5.  Line management experience / E / E
6.  A team player, who can work confidently with key charity stakeholders, working collaboratively to achieve our ambitious targets. / E / E
7.  Numerate (wi and confident user of excel for budgeting purposes / E / E / E
8.  An excellent verbal and written communicator / E / E / E
9.  Demonstrable eye for detail / E / E / E
10.  Experience of working for a children’s charity / D / D
11.  Degree qualification and/or Professional Direct Marketing of Fundraising Qualification desirable (e.g. IDM or IOF) / D / D

This document is not a set of terms and conditions of your contract but a comprehensive guide indicating core responsibilities and accountabilities attributed to the role. We expect all our employees to share the values that are important to the Organisation and behave in a way that reflect these in keeping with the Competency Framework.

All applicants to any post within the Charity are required to declare any involvement, either directly or indirectly, with any firm, company or organisation which has a contract with the GOSH Trust or the Charity. Failure to do so may result in an application being rejected, or, if it is discovered after appointment that such information is being withheld, then this may lead to dismissal.

The Employee will have access to confidential information which may only be disclosed to parties entitled to receive it. Information obtained during the course of employment should not be used for any purpose other than that intended. Unauthorised disclosure of information is a disciplinary offence.

Great Ormond Street Hospital and the Charity are regulated organisations and as such, all Employees must have their criminal record checked and their name checked against the Sex Offenders Register.

You are required to comply with the regulations of the Human Rights Act 1998 during the course of your employment. Smoking is strictly forbidden on any of the Charity’s or Hospital’s premises and is considered a disciplinary offence.