Senior Direct Marketing Officer (Legacy and In Memory)

Transcription

1 Job description Job title Department Responsible to Responsible for Salary Hours Based at Length of contract Senior Direct Marketing Officer (Legacy and In Memory) Fundraising Department Legacy and In Memory Marketing Manager No direct reports Starting salary of 33,674 pa including London allowance. Grade D of Mind s salary scales 35 hours per week Stratford, East London Permanent Purpose of job The Senior Direct Marketing Officer is responsible for the development, implementation, day to day management, evaluation, and delivery of a portfolio of income streams within Direct Marketing in order to achieve net income targets. The focus is Legacy and In Memory income. You will develop, plan, implement, and deliver recruitment and retention strategies for various audiences with a strong focus on achieving agreed targets. You will also be expected to closely monitor and evaluate all campaigns and programmes of work and provide regular updates and reports. You will work with Fundraising Operations to ensure that supporter care administration and communication is effective. You will manage data and financial resources as well as external suppliers, agencies and temporary staff and/or volunteers when necessary. You will be required to set, monitor, evaluate and report on financial budget information including income and other key performance indicators. Scope of the job You will report to the Legacy and In Memory Marketing Manager, and will work closely with other staff in the Direct Marketing and wider Public Fundraising team, Fundraising department and across the organisation as required. You will be expected to contribute to the overall success of the Fundraising Department through effective database development, brand awareness and sharing of resources. The job will require widespread contact externally with suppliers, agencies and the general public. You will be required to lead on any agency training, monitoring agency activity and managing agency and supplier contracts. This role has specific responsibility for legacy marketing and for the In Memoriam programme.

2 Mind aims to ensure that the needs and interests of mental health service users, women, Black and Minority Ethnic communities, disabled people, 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. Key responsibilities Project Management 1. To project manage campaigns including briefing on and agreeing data for target audiences and using this to develop, implement, manage, monitor and evaluate campaigns to cohorts within the Legacy and In Memory program. 2. To recruit, retain and use appropriate stewardship methods with supporters, to optimise the value to Mind. Supporters of Mind may also be non-financial and for example may be acquired via digital channels, third party websites, Mind s tribute fund product Memory Space and Mind s Free Will offer, or Free Will campaigns. The communications should perform optimally, and meet user and stakeholder needs. 3. To keep the Legacy and In Memory areas up to date on Mind s website and Memory Space. To work with the Public Fundraising team to write and compile web copy and to liaise with Communications team to ensure adherence to brand & website guidelines. 4. To effectively manage workload to deliver projects to agreed timescales ensuring agreed deadlines are met within the wider Fundraising and Communications programme. Planning and evaluation 1. To produce evaluation reports after all campaigns, analyse results to draw on key findings (financial & non-financial) and emerging trends to inform development and decisions on the programme for the current financial year. 2. To highlight attention to any significant trends which may directly impact on the current or future year s strategy and communication plans and feed these into the Public Fundraising strategy, as directed by the Head of Public Fundraising. 3. To use the database to best advantage to plan and evaluate activities to retain and develop donors. Budget and finance management 1. As directed by the Legacy and In Memory manager, to set and manage annual budgets relating to specific audiences and campaigns and contribute to the overall budget setting process for the Direct Marketing team. 2. To manage and deliver agreed income targets and ensure regular monitoring and managing of income targets and expenditure. To proactively alert the Legacy and In Memory manager if income and expenditure targets are not going to be met. 3. To provide regular updates and reports on income and expenditure to date and forecasts for income/expenditure to year end. 4. To work closely with other fundraising staff and the Finance department to resolve queries and anomalies in income and expenditure figures. 5. To request purchase orders, and facilitate invoices for processing within the post holder s responsibility and to deal with and resolve queries relating to invoices and payments.

3 Working with other teams in Fundraising 1. To work with other teams within Fundraising to proactively maximise the potential of other income streams e.g. Partnerships, Training. 2. Working with the CARE database, to agree on cross-audience communication strategies and ensure correct data is provided, information captured, evaluated and analysis fed back to the legacy and In Memory Manager. Working with suppliers 1. To research, appoint, manage and monitor the work of external agencies using service level agreements (SLAs), including direct marketing and telemarketing agencies, fulfillment houses and data bureau. To review service level agreements to ensure efficient and effective services are provided to Mind at all times, and if required make suggestions for improvement. 2. To work closely with agencies/suppliers to design and develop direct marketing campaigns, including creative development, media and data selection, print and digital advertising as well as other communication materials as required. 3. To ensure that all materials produced are within Mind s brand guidelines and take account of other fundraising activities within Mind as required. 4. To ensure that prices/quotes for direct marketing activities are competitive and cost effective for Mind. Supporter care 1. To provide a high level of customer care when communicating with key supporters as necessary. This may be by telephone, in writing and in person e.g. at fundraising events. 2. To develop, implement, manage and evaluate customer care programmes and supporter journeys for various audiences. To create relevant service level agreements and feed these into Fundraising Operations accordingly. 3. To maintain, develop and improve supporter care processes and procedures as necessary and ensure these changes are implemented effectively. Liaise with the Fundraising Operations team and other staff as required regarding any changes to processes and procedures. Expectations 1. Attend and contribute to appropriate internal meetings, training, supervision and the appraisal process. 2. Ensure compliance with relevant legislation (e.g. Charities Act, Data protection). 3. Keep up to date with developments within the charity/not for profit sector and the direct/database marketing industry. 4. Work flexible hours including evenings and weekends when required. 5. Undertake any other duties as may be required by the Head of Public Fundraising.

4 6. Undertake other duties that may from time to time be necessary that are compatible with the nature and grade of this post. 7. Ensure that all responsibilities and activities discharged within this post are consistent with the terms and spirit of Mind s Equal Opportunities policy.

5 Mind (National Association for Mental Health) Fundraising Person specification: Senior Direct Marketing Officer (Legacy and In Memory) Essential criteria Experience 1. Extensive and demonstrable Direct Marketing experience, especially in fundraising including planning, implementing and evaluating activities. 2. Demonstrable experience of planning, implementing and evaluating digital media campaigns. 3. Strong, demonstrable project management experience including devising and managing marketing strategies. 4. Proven experience of donor relationship management/development and database marketing/development. 5. Proven track record of managing budgets and meeting income targets, including forecasting, monitoring and regular reporting against budgets/targets. 6. Experience of writing reports and evaluations on activities and summarising and analysing Figures to make recommendations. 7. Proven experience of managing and working with third-party suppliers (e.g. agencies, printers, mailing houses). Skills 1. Excellent communication skills (both written and spoken English). This includes the ability to write clear, concise copy for marketing materials. 2. Excellent interpersonal skills including the ability to deal with people at all levels within Mind and in all walks of life externally, whether face to face, on the telephone or by letter/ . 3. Ability to prioritise a varied workload with experience of handling multiple priorities, excellent time management skills, accuracy and keen attention to detail, including proofreading. 4. Ability to work independently with minimal supervision as well as work productively as part of a team. 5. Ability to empathise with supporters. Knowledge 1. Good knowledge of the charity sector. 2. Up to date knowledge of fundraising approaches and techniques. 3. Proven computer skills, particularly Microsoft Office 365, databases (experience of CARE is desirable) and spreadsheets. 4. Up to date and thorough knowledge of the principles and practices of Direct Marketing.

6 Other 1. Understanding and proven commitment to equal opportunities policy and practices and to the aims and values of Mind. Desirable criteria 1. Direct or indirect experience of mental health problems. 2. Acceptance of the need to travel to meetings throughout the UK, which may result in overnight stays. 3. Institute of Fundraising (IOF) membership. 4. Experience, or knowledge of legacy fundraising, and / or in memory fundraising.