Position Description TBC. 1 Direct Marketing Manager. Direct Marketing. Fundraising. Head of Individual Giving NAME: JOB TITLE: DEPARTMENT: DIVISION:

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1 NAME: JOB TITLE: DEPARTMENT: DIVISION: REPORTS TO (TITLE): TBC Direct Marketing Manager Direct Marketing Fundraising Head of Individual Giving LAST DATE REVIEWED: May 2017 JOB SUMMARY Develop a successful direct marketing growth strategy with a comprehensive implementation plan that builds the mass individual giving base through a compelling donor journey to deliver net income to budget. Identification of new opportunities for strategic growth given the pressures on traditional fundraising channels due to market sector shifts. Management of the existing direct marketing portfolio to ensure profitable growth of this income stream including direct mail warm appeals, acquisition appeals, regular giving program and telemarketing. In line with our fundraising strategy of investing to grow individual giving, identification of new business opportunities including the potential for digital campaigns, implementation of a segmented communications plan and other new initiatives as relevant. Management and analysis of the mass donor base to ensure effective data segmentation, relevant communications and informed decision making. Direct marketing performance analysis and reporting to the Head of Individual Giving, Head of Fundraising & Marketing and Children s Cancer Institute senior executive including insights into internal and external trends which may impact the business. Demonstrate leadership qualities within the fundraising team by contributing to overall strategy, supporting colleagues, nurturing our culture and upholding our values. PRIMARY TASKS / RESPONSIBILITIES Develop and implement a strategic plan for Direct Marketing to maximise the opportunity for growing the individual giving base for both regular giving donors and cash appeal donors to establish a sustainable, predictable and untagged income stream achieving net income to budget, which supports the overarching strategic direction and business plan objectives of the Institute Development of the Direct Marketing budget annually in conjunction with the Head of Individual Giving; liaise with the financial team and Database & Customer Services Manager to produce effective, timely reporting of income and expense performance. Direction and management of robust campaigns to drive net income effectively for warm appeals, acquisition appeals and telemarketing including agency management, relevant donor segmentation and data management to ensure all KPIs are achieved. 1 Direct Marketing Manager

2 Direction and management of the regular giving program to include acquisition of regular giving donors through Face 2 Face recruitment and other identified methods, manage relevant agencies to ensure they meet agreed KPIs and identification of new opportunities to grow regular giving effectively. Develop and implement a donor journey for cash and regular giving donors that increases their understanding of our cause and impact, ensures they feel valued and understand how significant their contribution is to helping achieve our mission to find a cure for every child. Contribute to the development of the mid-value donor program in conjunction with the Major Giving Manager and Head of Individual Giving to ensure this donor segment is nurtured to optimise their growth potential and lifetime value. Collaborative with the Major Giving and Bequest team to identify donors of high net worth potential, optimise donor development and promote acquisition of major donors and bequest intenders. With the support of the Head of Individual Giving, deliver comprehensive analysis, measurement and reporting of campaign results that informs a predictive income model based on multi-channel activity and effective donor segmentation. Manage all Direct Marketing policies and procedures to ensure compliance with national and state based fundraising regulations, implement and document a rigorous compliance sign-off policy for all initiatives. Review, update and co-ordinate all marketing collateral relating to the Direct Marketing campaigns to ensure a consistent reinforcement of the Children s Cancer Institute brand and adherence to brand guidelines. In conjunction with the Supporter Care team, supervise management of all mass donor records on the database to ensure accuracy of coding, reporting and relationship information. In conjunction with the Marketing & Communications team liaise with parents and families of children who have had cancer in an empathetic and sensitive way to develop strong case studies that support our direct marketing activity. Establish strong relationships with the internal research teams to understand their work, the positive impact of this research for children with cancer and the opportunity we offer partners to be part of this journey towards curing every child. Mentor and manage the Direct Marketing Executives to develop their capabilities and encourage their success. Work cohesively with the fundraising, research and marketing teams. MINIMUM REQUIREMENTS Tertiary qualified in relevant field e.g. marketing, business, economics Strategic skills to identify most relevant business opportunities and how to develop these effectively. Operational management skills to implement this strategy in a timely manner with appropriate key indicators to track progress and report back to senior management. Highly organised with ability to manage multiple projects Knowledge of developments, innovation and initiatives in the fundraising industry both in Australia and globally Well networked into the non-profit sector and possess a genuine passion for working in this sector Evidence of people management skills to create a collegiate and positive working environment Passion for our cause and skill to communicate this in a compelling manner Excellent attention to detail Ability to take initiative and act autonomously as appropriate to ensure efficiencies Excellent oral and written communication skills with highly developed interpersonal skills 2 Direct Marketing Manager

3 KEY SKILLS Significant experience (6 years +) of Direct Marketing with some experience in the NFP sector and a proven track record of successfully growing profitable business. Talented, results driven individual motivated by success. Financially savvy with good understanding of P&L management Ability to work at a strategic level to design and implement highly targeted, data-driven Direct Marketing programs and drive a best-practice NFP Direct Marketing capability to achieve fundraising goals in a competitive environment. Strong communication skills across multiple management levels internally and with suppliers externally to promote a common understanding, build and nurture relationships and create an environment of shared goals. Effective organisational and project management skills including the ability to set priorities, work within time frames and meet deadlines Ability to work autonomously to execute best practice Direct Marketing campaigns and drive excellence through the review and implementation of rigorous policies and procedures The ability to think outside the box and identify creative methods of acquiring and growing our donor base and loyalty to optimise net income, leveraging emerging trends and establishing a distinctive position for the Institute. Data driven with strong analytical and reporting skills. Innovative with good understanding of digital activation to grow this area for direct marketing. Copy writing and creative skills to develop compelling messages and collateral. Donor focussed, passionate about dealing with people and empathetic to our cause and beneficiaries. Experience of team management to mentor the Direct Marketing team to optimise their opportunity for growth. Ability to work independently and in conjunction with the Head of Individual Giving. Behave in an ethical and professional manner at all times within the culture of Children s Cancer Institute. EXPECTED OUTPUTS Achievement of the Direct Marketing net income budget annually. Direct Marketing strategy for growth across multi channels to include the integration of cash acquired donors, warm appeals and regular giving. Comprehensive donor journey with clearly defined contact points to increase loyalty across the donor base reducing attrition and maximising income Segmented donor database model to guide fundraising communications strategy across channel and segments. Effective and timely reporting of income performance, predictive forecasting model based on historical performance and key assumptions to guide future budgets and pipeline for the future Agency management framework to include agreed KPIs and contractual obligations as relevant. Established, mutually respectful relationship with researchers and translation of their funding needs into compelling propositions for our donors. Established empathetic relationship management of parents and families contributing to direct marketing activity. Contribution to a cohesive and motivating team environment across fundraising, marketing and research teams. 3 Direct Marketing Manager

4 Children s Cancer Institute policies applicable Code of Conduct/Ethics Whistle-blowing Use of Electronic Resources Workplace Health & Safety Appropriate Workplace Behaviour Privacy Any other policies not listed here but are available on the Children s Cancer Institute Intranet Policies pages SERVICE STANDARDS AND GENERAL EXPECTATIONS Respond to phone calls and s within 48 hours Read internal communications within 48 hours Maintain up to date personal information in the HRIS (ConnX - Self Service) at all times OUR VALUES A is for Accountability and Integrity C is for Camaraderie, teamwork and Sharing E is for Excellence and Success S is for Satisfaction. The result of living our values everyday COMPLIANCE AND CODE OF ETHICS AND CONDUCT Staff members are responsible for ensuring that they are familiar with and comply with their conditions of employment as stated in their individual contract, all Children s Cancer Institute Policies and Procedures and relevant ethical and regulatory guidelines. Staff must be aware that breaches by individuals will not be tolerated or condoned and may be subject to the Disciplinary Action Policy. Your knowledge and awareness of Children s Cancer Institute Policies and Procedures (including the Code of Ethics and Conduct), will be monitored from time to time to ensure that our compliance program is effective. Part of compliance adherence involves the use of standardised forms, checklists, and other aids (as appropriate) to ensure that important compliance issues are not overlooked. All forms must be used in accordance with instructions and the procedures as outlined in the relevant policies and procedures to ensure that compliance to the laws and regulations occurs. WORK HEALTH & SAFETY Must adhere to all WHS policies and procedures including reporting incidents within 24 hours Take reasonable care for their own health and safety and the health and safety of other people who may be affected by their conduct in the workplace Actively participating in health and safety meeting, training and induction programs Complying with all safe work procedures and instructions Use equipment in compliance with relevant procedures, without wilful interference or misuse 4 Direct Marketing Manager

5 Ensure that any hazardous conditions, near misses and injuries are reported immediately to the supervisor and in the WHS reporting system (Myosh) Must not wilfully or recklessly interfere with or misuse anything provided in the interest of environment health and safety or welfare REPORTING STRUCTURE Position reports direct to: Head of Individual Giving Departmental Structure: See Organisation Chart Note: Reporting structure may change subject to management decisions and business requirements. APPROVED BY All parties below need to approve by signature and date Head of Individual Giving Date: 10 May Name Position Date: It is not the intention of the position description to limit the scope or accountabilities of the position but to highlight the most important aspects of the position. The aspects mentioned above may be altered in accordance with the changing requirements of the role. 5 Direct Marketing Manager