Departmental Structure and Position of the Role

Job Description

Job Title: Senior Direct Marketing Officer (Acquisition & Welcome)

Job ref: FC 1315

Departmental Structure and Position of the Role:

Individual Giving Team

This role sits within Direct Marketing which is part of the Individual Giving team. Individual Giving is responsible for raising income in the UK from individuals, through various methods to support the Brooke’s international projects. Alongside Direct Marketing is Legacy and Community Fundraising.

Purpose of role:

This Senior Direct Marketing Officer is responsible for the development, implementation, management and delivery of a portfolio of acquisition and welcome income streams within Direct Marketing in order to achieve net income targets and to drive new individuals/donors into the Direct Marketing Warm programme as well as other fundraising areas such as Legacy and Partnership Fundraising.

The post holder will develop, plan, implement, manage and deliver acquisition and welcome strategies for various audiences with a strong focus on achieving agreed targets.

The Senior Direct Marketing Officer will work with the Supporter Care Team to ensure that supporter care administration and communication is effective and maximised.

The post holder will be expected to closely monitor and evaluate all direct marketing campaigns/programmes of work and provide regular updates and reports.

The post holder will manage data, financial resources as well as external suppliers, agencies and temporary staff and/or volunteers when necessary. The post holder 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 Individual Giving Team which is part of the Fundraising and Communications Directorate. The Direct Marketing team is managed by a Direct Marketing Manager and there are three Senior Direct Marketing Officers. The team raises approximately £7 million gross income per year for the Brooke’s work.

The post holder will report to the Direct Marketing Manager and will work closely with other staff in the Individual Giving team, FundComm department and across the organisation as required. The post-holder will be expected to contribute to the overall success of the FundComm Department through effective database development, brand awareness and sharing of resources.

The job will require widespread contact externally with professional fundraisers, agencies and the general public. The post holder will be required to lead on agency training, monitoring agency activity and managing agency contracts for key bodies of work such at telemarketing, recruitment and digital fundraising.

Key tasks and responsibilities:

1. To project manage Direct Marketing campaigns including briefing on and agreeing data for target audience and using this to develop, implement, manage, monitor and evaluate campaigns to these audiences with a strong focus on acquisition of new donors and implementation of an effective welcome programme.

1. To project manage one year marketing strategies for specific audiences, including acquisition & welcome development, implementation, managing, monitoring and evaluation of strategies and to ensure feedback and learning is applied to future strategies.

1. As directed by the Direct Marketing Manager, set and manage annual budgets relating to specific audiences and campaigns and to contribute to the overall budget setting process for the Direct Marketing Team.

1. To manage and deliver agreed personal and team income targets, and ensure regular monitoring and managing of income targets and expenditure. To proactively alert the Direct Marketing Manger if income and expenditure targets are not going to be met.

1. To provide regular updates and reports on income and expenditure to date, forecasts for the income/expenditure to year end. To work closely with other fundraising staff and the Finance department to resolve queries and anomalies in income and expenditure figures.

1. To research, appoint, manage and monitor the work of external agencies using service level agreements (SLAs), including direct marketing, telemarketing agencies etc. To review service level agreements (SLA’s) to ensure efficient and effective services are provided to the Brooke at all times, and if required make suggestions for improvement.

1. To work closely with agencies/suppliers to design and develop direct marketing campaigns from concept, data selection, copywriting, creative approval of print and digital advertising and other communication materials. To ensure that all materials produced are within the Brooke’s brand guidelines and take account of other fundraising activities within the Brooke as required.

1. To ensure that prices/quotes for direct marketing activities are competitive and cost effective for the Brooke. To authorise invoices for direct marketing activity within the post holder’s responsibility. To deal with and resolve queries relating to invoices and payments.

1. To provide high level of customer care when communicating with supporters and other key Brooke stakeholders as necessary, by telephone and in writing and in person e.g.at fundraising events.

1. To develop, implement, manage and evaluate customer care programmes for various audiences. To create relevant service level agreements (SLA’s) and feed these into Supporter Care accordingly.

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. To highlight attention to any significant trends which may directly impact on the current or future year’s strategy and communication plans.

1. To identify and advise on trends and activities for potential areas for income growth that impact on longer term strategic developments and feed these into the Individual Giving strategy, as directed by the Head of Individual Giving.

1. To maintain, develop and improve processes and procedures as necessary and ensure these changes are implemented effectively and to liaise with Supporter Care and Finance teams and other staff as required regarding changes in processes and procedures.

1. To keep abreast of any developments in the direct marketing sector for example maintaining up to date knowledge of direct marketing fundraising approaches, best practice and opportunities to increase the Brooke’s fundraising income.

1. To keep abreast of legal requirements as they affect Direct Marketing activity, for example, adhering to the Data Protection regulation, Gift Aid legislation, Mailing and telemarketing preferences etc..

1. To work with other teams within FundComm to proactively maximise potential of other income streams e.g. In Memoriam, cross-team selling etc. To agree on cross-audience communication and ensure correct data is provided, information captured, evaluated and analysis fed back to Head of Individual Giving.

1. To effectively manage own workload to deliver projects to timescale and particularly to meet agreed deadlines, specifically predetermined deadlines such as for direct marketing campaigns e.g. print/publishing dates, mailing dates and dates for communication to supporters.

1. To proactively work with Brooke Digital Team to maximise on the opportunities the Brooke web and social media platforms provide fundraising plans.

1. To undertake any other duties not specified above and that are within the context and grade of this post.

Expectations

The post holder is expected to:

1. Attending and contributing to the Brooke’s supervision and appraisal process.
2. Attending and contributing to team, departmental and other meetings as required.
3. To developing and maintaining internal and external contacts with staff within/other departments and acting as a representative at internal/external conferences, seminars and meetings.
4. To represent the Brooke on fundraising consortiums / forums with authority to commit the Brooke within agreed policies and plans.

General

• Follow the Brooke’s equal opportunities statement which aims to clarify the value we place on diversity and steps we take to promote equality of opportunity for all.
• Perform such additional tasks as may reasonably be requested from time to time by the Line Manager.

Person Specification