JOB DESCRIPTION

DIRECT MARKETING MANAGER

Location:Nene Hall, Lynch Wood Park, Peterborough

Reporting To:Head of Fundraising

Grade:3

Hours:37½ per week

Responsible for:Direct Marketing Officers x 2

Supporter Database Manager

Job Summary:

Maximise the growth of and value from the charity’s supporter database through direct marketingchannels and other income generating activities. Oversee the wider data strategy for the organisation, ensuring effective use of the database and promoting the importance it has in delivering an excellent supporter experience. The post holder will play a key role in the development of the overall fundraising strategy, working with colleagues to drive innovation, integrated supporter communications and income growth.

Key accountabilities

Strategy & Leadership:

  1. Play a key role in the fundraising leadership team to develop a culture of continuous improvement which reflects the motivations and ambitions of Kidney Research UK.
  1. Drive and develop the supporter journey strategy, working with colleagues to co-ordinate fundraising activity across a variety of audiences and channels to increase engagement and lifetime value.
  2. Plan and implement investment programmes and product development to deliver new supporter acquisition and sustainable growth from the charity’s giving base.
  3. Plan and deliver the wider data strategy for the charity, ensuring knowledge and insight about our supporters is at the heart of decision making and our communications.
  4. Oversee the development and integrity of the supporter database and ensure the correct and most effective use of it by other areas of the charity.
  5. Work with colleagues in fundraising and communications to create successful fundraising propositions and products which reflect the developing brand of Kidney Research UK.
  6. Oversee the growth of income from digital channels including online and SMS. Working closely with the Digital Manager to create test and learn plans to maximise response and value from the Kidney Research UK website.

Fundraising & Operational

  1. Manage the Direct Marketing team and Supporter Database Manager, ensuring appropriate resourcing and skills development.
  1. Produce and monitor plans and budgets, including monthly reports and in particular to act as the point of contact for measures relating to supporter acquisition, development and database integrity.
  1. Oversee the delivery of fundraising campaigns via the Direct Marketing Officers, to support income generation from direct marketing (eg direct mail appeals, telephone fundraising, payroll giving, lottery, SMS and online).
  1. Work closely with the Community and Events Manager to plan and implement the use of direct marketing channels to support the recruitment and retention of events participants and community supporters where relevant.
  1. Work closely with the Supporter Care Manager in driving value from the supporter engagement process, with particular emphasis on thanking supporters and increasing retention.
  1. Work with the Head of Relationship Fundraising on the data strategy for the identification and development of potential Major Supporters and supporting direct marketing campaigns.
  1. Manage key third party agency relationships to deliver agreed direct marketing campaigns and wider fundraising activities.
  1. Work closely with the Communications Manager to ensure all supporter communications are on brand, key messages are included and audience plans are co-ordinated.

Measures of Performance:

  • Achievement of net incometargets
  • Achievement of database growth targets
  • Development of the database use and effectiveness
  • Timely and accurate production of budgets, plans and forecasts
  • Timely and accurate production of KPIs and reports
  • Delivery of fundraising activities, products and development projects to plan
  • Development of direct reports

Person Specification:

Knowledge/Qualifications

Essential

  • Graduate
  • IT literate including Office 2000+
  • Knowledge of customer or supporter databases

Desirable

  • Marketing degree or similar MInstF

Experience

Essential

  • Previous experience in fundraising or sales / marketing environments
  • Management of direct marketing programmes
  • Previous experience of development of a supporter or customer database
  • Management of staff and / or volunteers

Desirable

  • Use of Raisers Edge database
  • Customer / supporter research management and analysis
  • Experience of digital marketing

Skills and Abilities

Essential

  • Able to analyse information and communicate results effectively
  • Able to formulate budgets, adept at financial and numerical reporting
  • Good verbal communicator; skilled in presenting ideas and proposals
  • Able to negotiate and influence others including external suppliers and internal stakeholders

Personal Attributes / Qualities

Essential

  • Supporter / customer focused
  • Influential and assertive, able to obtain results through others not under direct control
  • Energetic and target-driven
  • Great team player

Circumstances

  • Must be able to work in the Head Office location and to travel occasionally.

Competency Profile:

Competent / Skilled / Advanced / Expert
Personal Effectiveness / X
Planning and Decision Making / X
Communications and Influencing / X
Building and Maintaining Relationships / X
Developing Yourself and Others / X
Innovation / X
Specialist Knowledge / X

Date reviewed: Aug 2015

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