Position Description

Transcription

1 ABN Position Title: Donor Loyalty and Retention Program Manager Team / Business Unit: Fundraising Team / Fundraising & Marketing Unit Location: NSW Action Centre, Sydney Manager: Fundraising Team Manager Date Original Prepared: August 2014 Status: Full time permanent Hours: 75 per fortnight Primary Objective(s) The Donor Loyalty and Retention Program Manager plays a key role in the planning, development, maintenance and monitoring of fundraising programs and day-to-day fundraising operations. They do this in line with organisational plans and objectives and, importantly, will lead and manage a dynamic team of employees and volunteers engaged in donor loyalty, care and retention activities. This position has specific responsibilities for the development and management of retention and loyalty programs for Amnesty International Australia s financial supporters. This includes regular givers (Human Rights Defenders), occasional donors and members. The role will undertake detailed analysis and monitoring of our donor base to ensure quality loyalty and retention programs. They ensure through testing and supporter feedback that our program of engagement generates ongoing and sustainable funding. A key component of the role is the management of best practice supporter relations and maintenance through donor care, in bound phone calls and correspondence. The role of Donor Loyalty and Retention Program Manager has a high level of autonomy and is responsible for ensuring the ongoing income from our donors, and in particular our Human Rights Defenders who provide 80% of our ongoing funds ($24 million in 2014) Reporting Relationship This position reports to Fundraising Manager as line manager. This role has 5 direct reports. The role will supervise relevant contract/casual staff and volunteers as required. Amnesty International Australia Team The Fundraising Team s mission is; To mobilise and inspire the Australian community to take action in defending human rights through financial and other types of support. The Fundraising Team has primary responsibility for the acquisition, development and retention of financial supporters resulting in revenue generation to meet Amnesty Donor Loyalty and Retention Program Manager August 2014 Page 1 of 9

2 International Australia s financial and growth targets. This is achieved through various programs including, but not limited to: face-to-face recruitment, other acquisition including mass media and internet fundraising, direct mail, relationship marketing, membership development, telemarketing, retention, bequests, supporter care, high value donors, events and corporate relationships. The Fundraising Team works closely with the Brand and Marketing Team as well as the Campaigning and Communications Units to effectively integrate fundraising and supporter servicing with activism, campaigning, branding and awareness raising. The main goal of all teams is to achieve positive human rights impact and achieve the vision of Amnesty International Australia. Key Accountabilities KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING 1. Loyalty and Manage the overall mix of donor Retention loyalty and retention programs to Programs ensure sustainability and maximum return on investment, including 35% developing the annual donor development plan and budget for approval in conjunction with broader Fundraising plans and budgets Foster a culture of excellence in supporter servicing that meets industry benchmarks Ensure the maintenance of quality business procedures to efficiently process all supporter requests and maximise income Manage the Human Rights Defender pledge program, including: banking processes, dishonoured and reactivation programs, reporting, tracking and downgrade program Deliver an ongoing program of lifetime value and segment analysis for regular and occasional gift donors, determining success factors for ongoing value Support the Donor Retention Coordinator in managing the design, production and distribution of donor care materials including the end of year receipt Work closely with the Supporter Acquisition and Loyalty and Retention Program Managers to drive an integrated approach to fundraising initiatives and maximise impact. Donor Loyalty and Retention Program Manager August 2014 Page 2 of 9

3 KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING Ensure acquisition and development programs have appropriate donor intelligence to steer investment strategies Ensure the loyalty and retention plan is integrated with the work of the Digital Fundraising Advisor Develop and maintain relationships with agencies and other service providers Ensure programs are integrated into broader organisational campaigns and communication objectives 2. Reporting, analysis, budgeting and planning Work with Fundraising Manager to develop overall strategic plan and budget. Measure program effectiveness through income modelling, lifetime value analysis and rigorous testing. Assist with development of longer term strategic fundraising budget and plan Provide regular analysis, tracking and reports against all program objectives and ensure programs meet set targets Manage budgets and expenditure for all retention and loyalty programs to achieve sustainable ROI in line with broader organisational Fundraising budget Work with Information Systems Team to conduct regular retention and attrition analysis to identify successful strategies and opportunities for improved retention communications. Develop lifetime value analysis and reporting. Undertake regular reviews of program activities to identify growth opportunities and areas for improvement Monitor project work-in-progress, timelines and milestones to ensure key deadlines and targets are achieved. Develop data integrity strategy to ensure all opportunities are used to capture up to date, relevant and accurate information about supporters 30% Donor Loyalty and Retention Program Manager August 2014 Page 3 of 9

4 KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING Undertake monthly and quarterly budget reforecast for pledge base and other relevant programs, including updating reforecasting and budget modelling as appropriate 3. Fundraising Development Identify and evaluate new fundraising opportunities through testing new ideas and agencies, creative thinking, keeping abreast of new developments in fundraising and the broader marketing environment. Work with the Fundraising Projects and Innovation Manager on selected innovations projects Maintain contact with professional bodies and other charities, other Amnesty International Sections and the International Secretariat to identify and evaluate new fundraising opportunities 7.5% 4. Organisation and Compliance Ensure the good governance of AIA s fundraising programs through compliance with government legislation and regulation, AIA policies and contractual obligations Comply with banking and financial services guidelines and procedures as required. Maintain contact with relevant financial suppliers Act as a cheque signatory and authority for financial transactions as required Other duties/projects on occasion, including national/international projects as they arise. Represent the Fundraising Team in AIA/external for a as required 7.5% 5. People & Resources Manage all direct reports in accordance with the Fundraising Team Delegations table and AIA processes, to meet the Program s objectives and targets and individual performance plans Provide leadership and direction to direct reports including providing feedback, training, coaching and continuous development on an 20% Donor Loyalty and Retention Program Manager August 2014 Page 4 of 9

5 KEY RESULT AREA MAJOR ACTIVITIES WEIGHTING informal and formal basis, and modelling expected behaviours In consultation with Fundraising Manager, conduct performance reviews and plans for direct reports Ensure people resources within the Program are managed effectively, specifically ensuring recruitment, probation, and fixed term contracts meet Program resourcing needs, and that leave, flexible hours, and TOIL, are approved appropriately Lead a positive culture within the Program including facilitating constructive meetings, providing career opportunities, providing role context and ensuring the celebration of achievement Manage human resources administrative workflows of Program in consultation with AIA s HR Team, and in line with the Fundraising Team Delegations table Key Relationships INTERNAL Fundraising Manager Direct Reports Donor Development Program Manager Supporter Acquisition Program Manager Senior Management Team Special Projects and Innovation Manager Activism Manager Media and Public Affairs Manager and Campaign Manager Digital Fundraising Program Coordinator Database Administration Campaigning and Communications Units PURPOSE OF CONTACT Fundraising Manager assist in the development of overall fundraising strategy and budget Direct Reports Line Management and ensure program delivery Donor Development Program Manager ensure quality investment and tracking Supporter Acquisition Program Manager integration of work Senior Management Team To regularly apprise Director Marketing and Fundraising, relevant senior management and/or Board of key metric, tracking and longer term plans Special Projects and Innovation Manager development of new acquisition channels Activism Manager servicing of non financial supporters Donor Loyalty and Retention Program Manager August 2014 Page 5 of 9

6 Media and Public Affairs Manager and Campaign Manager ensure appropriate responses to requests from public Digital Fundraising Program Coordinator integration of digital projects into overall acquisition plans Database Administration To achieve high levels of data management for current and future use Campaigning & Communication Units To ensure that AIA communications are complementary and consistent. EXTERNAL PURPOSE OF CONTACT External Service Providers External Service Providers - To ensure that limited resources are deployed effectively Donor Loyalty and Retention Program Manager August 2014 Page 6 of 9

7 Knowledge, Skills and Experience Required (Selection Criteria) Essential 1. Demonstrated high level fundraising skills, creativity, analysis and experience, including the ability to identify opportunities and implement innovative solutions 2. Ability to undertake high level data analysis, including modelling programs to ensure ongoing effectiveness and sustainability 3. Highly analytical with high proficiency in Excel 4. Prior management experience in leading, motivating, supervising and supporting staff and volunteers 5. Significant experience in retention and donor loyalty, including high level skills in customer servicing 6. Demonstrated strategic planning and project management skills, including developing longer term projections and plans 7. Knowledge and experience of customer relationship marketing and data driven techniques 8. Excellent interpersonal and negotiation skills and relevant high level oral and written communication skills including the ability to communicate with diverse groups on complex issues and campaigns 9. Ability to establish and monitor budgets 10. Strong work ethic: energy, initiative, vision and commitment Desirable 11. Marketing, Fundraising or other relevant higher education qualifications 12. Experience in digital communication channels 13. Experience in working in a large international non profit organisation 14. Understanding of and commitment to human rights Donor Loyalty and Retention Program Manager August 2014 Page 7 of 9

8 Organisational Profile Donor Loyalty and Retention Program Manager August 2014 Page 8 of 9

9 Verification This section verifies that the position holder has read the attached position description and agrees to perform the duties set out to the performance standards required. The position holder acknowledges that this list of duties is not exhaustive and that he/she may be required to perform other duties as directed within his/her range of competence as required. Name Signature Date Donor Loyalty and Retention Program Manager August 2014 Page 9 of 9