The Direct Marketing team sits within the Public Fundraising unit and raises 3.4 million income per year for Mind.

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1 Job description Job title Responsible to Responsible for Department Team Remit of post covers Salary Hours of work Located at Type of contract: Head of Direct Marketing Head of Public Fundraising Senior Direct Marketing Officer (retention), Senior Direct Marketing Officer (acquisition), Direct Marketing Officer, Direct Marketing Officer (part time) Fundraising Direct Marketing England and Wales Grade F of Mind s salary scales 35 hours per week, full time Stratford Permanent Purpose and scope of the job We re Mind, the mental health charity. We won t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding. You will be responsible for the development and management of the Direct Marketing strategy, programme and plans, maximising all opportunities for income generation to achieve income targets. You will develop the current donor base and plan and implement the recruitment of new donors, reporting regularly on progress. To achieve this you will shape and deliver an exciting multi-channel programme of campaigns. This will be carried out through the day to day management and co-ordination of the direct marketing team, outside specialist agencies and in liaison with Mind specialist staff. The Direct Marketing team sits within the Public Fundraising unit and raises 3.4 million income per year for Mind. You will report to the Head of Public Fundraising and you will line manage a team. You will need to work closely with other staff in the team and department. You will be contributing to the overall success of the Fundraising department. Mind aims to ensure that the needs and interests of people who experience mental health problems, women, Black and Minority Ethnic Communities, people with disabilities, lesbians, gay men, bisexuals, transgender and people of all ages are reflected in all its activities. You will be expected to contribute to this aim.

2 Key responsibilities Direct Marketing Programme 1. Develop a strategic DM plan and long-term growth budgets. This covers existing donors and the recruitment of new donors with the purpose of raising funds and establishing future income streams. 2. To prepare forecasts, set and manage annual budgets and take responsibility for achieving annual target income taking particularly care to manage and keep expenditure for DM within budget. 3. Develop, deliver, manage and oversee an annual programme of campaigns using digital marketing, direct mail and telemarketing, to recruit new cash donors and regular givers. 4. Optimise opportunities through data segmentation, supporter journey development, cross sell, new products and propositions and optimisation of current programme. 5. Ensure that all campaigns, publications and materials fall within the Mind s tone of voice and brand guidelines. 6. To develop, maintain and produce statistical reports and financial analyses necessary for direct marketing decision making analyse results and use findings in future selection decision-making. 7. To lead on identifying and advising on trends and activities for potential areas for income growth that impact on longer term strategic developments and feed these into the Public Fundraising Strategy as directed. 8. To appoint, negotiate and decide on the activities to be performed by outside specialist agencies and to manage these specialist agencies to ensure effective coordination between Mind and each other. 9. To manage customer care programmes for DM activity to ensure highest levels of customer care to various audiences. 10. To manage work with other teams within Fundraising to ensure effective collaboration and proactively maximise potential of income streams for Mind. 11. To manage developments in Direct Marketing and related legal requirements and ensure that the direct marketing programme is carried out within the letter and spirit of the law, and in conformity with guidance from relevant authorities. Line Management 12. Responsible for the line management and development of Four DM staff. This includes regular supervision, training and appraisals as per Mind s policy.

3 General 1. Represent Public Fundraising on organisation wide working groups from time to time. 2. Maintain an up to date knowledge of current activities in Mind and keep abreast of new developments and contributing to departmental development. 3. Attend supervision, appraisal, learning and development activities, team meetings and other meetings as required including with the Head of Public Fundraising and keep them fully briefed on activities undertaken. 4. To maintain an appropriate level of confidentiality at all times and in accordance with the Data Protection Act. 5. To work within the spirit of Mind s policies/procedures. 6. Be prepared to work flexible hours including evenings and weekends when required. 7. Any other duties that are consistent with the nature and grade of the post may be required.

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5 Person Specification: Head of Direct Marketing Essential criteria Experience 1. Substantial demonstrable fundraising experience in direct marketing including donor relationship management and using databases within direct marketing. 2. Substantial project management experience including monitoring and evaluation. 3. Substantial experience of achieving objectives and targets including income/fundraising targets. 4. Substantial experience of managing a team including supervisions, appraisals, delegating, supporting and developing. 5. Excellent proven track record in charity appeals marketing online and offline (Acquisition and retention) 6. Experience of developing strategies, policies, programmes and plans of work. 7. Experience of managing third party agencies and suppliers. 8. Planning and developing income generation through direct marketing against an annual target, and a track record of success in achieving this. 9. Planning, developing and managing budgets including forecasting, summarising and analysing, monitoring and regular reporting of outcome against target. 10. Educated to degree level and/or relevant professional qualification (or equivalent by experience) Skills 1. Proven analytical skills to evaluate opportunities 2. Excellent interpersonal and communication skills in English. 3. Excellent IT skills including using MS office packages, internet and using databases as relevant to role. Knowledge 1. Up to date and detailed knowledge of fundraising approaches and techniques and specifically in direct marketing 2. Working knowledge of using databases and spreadsheets and how they are used in fundraising. 3. Knowledge of digital marketing techniques.

6 4. Understanding of and commitment to the Mind s vision, mission, values and ambition. 5. Willingness to travel across England and Wales