JOB DESCRIPTION
INDIVIDUAL GIVING FUNDRAISER – DONOR RETENTION
DATE AMENDED1ST July 2016
AUTHORISED:Alex Talbot
DATE FOR REVIEW:January 2017
Title:Individual Giving Fundraiser - Retention
Responsible To:Individual Giving Manager
Line Management Responsibility: None
Overall Objectives:
Julia’s House is launching a three-year organisational strategy, making it an exciting time to be part of the charity. The strategy is based on developing our services across two counties – Dorset and Wiltshire, continuing to provide respite care to children and their families. We have big aspirations to ensure no child is turned away from our care and are looking to develop our fundraising team, to help us achieve our ambitious goals.
Reporting to the Individual Giving Fundraising Manager, you will have experience of direct marketing, ideally in both recruitment and retention of donors, and experience of running and managing your own campaigns from start to finish. You will have responsibility for running a variety of campaign and appeals that make up the supporter development programme, with a clear objective to retain individuals by providing excellent stewardship and donor care. Making our donors feel valued is of the utmost importance. This post will grow income across all individual giving retention channels, help us better understand our donors and improve data management across the whole organisation.
- Implement supporter journeysfor all individual supporters
- Ensure effective maintenance and retention of active and lapsed supporters
- Continuous monitoring of donor giving patterns and drop-off rates, reporting on patterns and using analysis to guide future campaigns
- Grow the number and value of regular givers through integrated campaigns
- Develop in-memoriam and legacy campaigns alongside the Legacy Fundraiser
- Work with various databases to segment data for appropriate use in retention campaigns
- Monitor, measure and evaluate appeals to ensure agreed ROI is achieved
- Ensure continuous testing and collate learning to develop the fundraising strategy
- Manage effective relationships with external service providers
- Monitor acquisition performance metrics, including campaign results and performance against agreed KPIs
Area of Responsibility / Key Tasks
Supporter Care / Working with the Individual Giving Manager to;
Develop and implement a strong supporter journey plan for all individual supporters, which ensures a seamless transition from supporter acquisition to retention
Develop a portfolio of online and offline donor care letters/communicationsincluding ‘welcome booklets’, thank you letters, and acknowledgements to help move supporters through the organisation
Maximise supporter retention by ensuring that excellent stewardship and donor care is provided at all times, across the fundraising team, including providing phone handling training to staff as appropriate
Ensure high value one-off donations and additional donations from regular donors are thanked within 72 hours of receipt in line with thanking strategy
Oversee handling of all fundraising complaints, ensuring prompt investigation and management of responses, ensuring the appropriate level of management involvement as necessary
Donor Appeals and Campaigns / Work with Individual Giving Manager to develop and agree with the Fundraising team, an annual individual giving communications plan – presented before the year-end
Create, develop and implementintegrated warm supporter appeals,non-ask communications and annual raffle to generate new revenue from existing supporters, converting supporters to regular giving where possible
Oversee appropriate data selection and segmentation ofdatabase for all warm supporter appeals/campaigns
Measure and providedetailed reportingon campaign activity at one week, fourweek and 12 week intervals
Monitor the ROI of off-line and on-line marketing campaigns, to measure the effectiveness across all channels and make recommendations for future activity
Ensure effective maintenance of lapsed regular donors, ideally making contact within 48 hours of cancellation or lapsed regular donation
Support wider fundraising team with the development of fundraising collateral, providing guidance and support with planning and producing associated marketing materials where required
Guide fundraising teams with campaign promotion to warm donor groups, ensuring that any activity fits with our aims to move supporters through the organisation in the right way
Agree and set KPI’s with the Individual Giving Manager, to monitor and evaluate campaign activity
Lottery / Develop retention strategy for lottery players, regularly reviewing welcome pack, non-ask comms and other standard communications to minimize attrition rates and maximise likelihood of progressing through the organisation
In Memoriam Donations / Ensure donors giving in memoriam gifts receive tailored and appropriate communications
Develop and implement campaigns tailored for in memoriam donations
Website and Online / Ensure all campaigns where appropriate are fully integrated, developing copy for landing pages and banners
Write copy for donation pages and regularly monitor and test these pages to ensure they are effective
Working with the Communications team, agree key words to maximise PPC and SEO activity
Drive integrated online marketing campaigns and establish smart metrics to determine their success by campaign, including conversion and bounce-rates, cost per lead, average page views, average time on site, aver cost per page view, rate of returns, ROI etc.
Compliance / Ensure you comply at all times with the Julia’s House Data Protection Policy, Data Protection legislation and requirements of the Information Commissioners Office (ICO)
Ensure any lottery marketing activity adheres with Gambling Commission specifications
External Relationships / Manage effective relationships with third party service providers, e.g. marketing and fundraising agencies, printers and designers
Health & Safety / Ensure that Julia’s House guidelines are adhered to at all times.
Commitment to Julia’s House Team / Represent positively the work of Julia’s House and contribute positively to good teamwork and uphold team values.
Participate in learning opportunities across different Julia’s House teams.
Training & Personal Development / Actively participate in appraisal system and attend training programmes to assist in personal development.
This job description provides the main requirements of the post but is not exclusive.
The Board of Julia’s House Trustees reserves the right, after due consideration, to indicate a requirement to develop the role where appropriate.
This post will be evaluated and the post holder appraised at regular intervals, when objectives will be set and monitored.
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