DEPARTMENT:Fundraising
JOB TITLE:Supporter Acquisition Manager
LAST UPDATED:September 2014
Part 1: JOB PROFILE
- MAIN PURPOSE OF JOB
To lead and manage the direct marketing programme of donor recruitment activities across different communication channels in order to grow income from new supporters for Samaritans and maximise the long-term return on investment for individual donors.
To identify areas for improvement and growth, implementing strategic and tactical plans in order to maximise these opportunities.
To develop and implement tactical activities across communication channels, monitoring and reporting on results and trends.
To be responsible for the acquisition income and expenditure budget, ensuring that KPIs are achieved and the ROI is maximised across the programme.
To manage key internal and external supplier relationships and take a lead in the development of operational relationships to ensure maximum efficiency and campaign effectiveness for Samaritans.
To lead and develop the Acquisition team.
- POSITION IN ORGANISATION
Report into: Head of Individual Giving.
Line manages:Direct Marketing Officer(s).
Works within the team of: Individual Giving.
Liaises with: Supporter Development Manager, Direct Marketing Officer(s), CRM Team, Supporter Care Team, Communications, Fundraising and all other internal departments, teams and individuals where necessary. Agencies and 3rd party suppliers. Samaritans network of 201 branches.
- SCOPE OF JOB
Develop and deliver the direct marketing activities as outlined in the annual plans.
Strategically planall donor recruitment activity across all communication channels.
Responsible for the acquisition income and expenditure budgets, including monthly reconciliation, reforecasting and financial reporting.
Work with Head of IG and CRM Manager to enhance reporting capabilities and produce analysis in order to inform activity and to ultimately increase income generation.
Manage agency and supplier relationships, maximising quality of service and value.
Investigate growth areas and produce business cases for investment as necessary.
Ensure joined-up working across Individual Giving Team.
- DIMENSIONS AND LIMITS OF AUTHORITY
Responsible for acquisition income target of £2.7m (including core regular giving income) and expenditure budget of c. £1.3m.
Responsible for the planning, production and delivery of the acquisition strategy.
Responsible for meeting financial targets and other key performance indicators set against supporter activity.
Accountable for operating against agreed schedules and processes, liaising with internal and external stakeholders and suppliers.
Acts on behalf of the Head of Individual Giving as delegated in their absence.
- QUALIFICATIONS
Degree level or equivalent essential.
DMA/IDM/CIM Diploma or equivalent Marketing qualification desirable.
Membership of IDM, DMA, CIM or IoF desirable.
- SKILLS, KNOWLEDGE AND EXPERIENCE
Significant experience of devising and managing donor acquisition activitywithin the charity sector, particularly via telemarketing, door to door, private sites and mobile fundraising.
Proven experience of individual donor fundraising and detailed knowledge of the development of acquisition strategies.
Experience of writing effective direct marketing strategies and annual activity plans.
Experience of devising and managing cross channel donor journeys and welcome programmes.
Experience of budget management, monitoring and producing reforecasts.
Proven ability to analyse and interpret results of large multi-segmented campaigns to provide recommendations to improve future performance.
Proven knowledge of working with Excel spreadsheets and CRM database to analyse data.
Experience of managing 3rd party suppliers and agencies, and negotiating contracts.
Line management experience.
Proven project management skills.
Experience of digital marketing desirable.
- PERSONAL ATTRIBUTES
Ability to manage a complex multi-channel programme of direct marketing communications.
Highly effective organisational skills with ability to prioritise own workload, working to deadlines.
In-depth knowledge of appropriate direct marketing processes and strategies.
Ability to communicate clearly to a range of people at different levels across the organisation.
Assertiveness in dealing with external suppliers.
Ability to liaise confidently, effectively and professionally with all levels of staff, agencies and branches.
Ability to take decisions within own area and level of responsibility.
Excellent copywriting and proof-reading skills with excellent attention to detail.
Ability to adopt a proactive approach, using personal initiative and confidence.
Part 2:DUTIES & KEY RESPONSIBILITIES
Direct marketing project management 40%
Oversees all supportercommunication & appeals from project initiation, through segmentation, data/media specification, creative approach, production, fulfilment to results analysis, ensuring activity is on schedule and that income andexpenditure targets are met.
Management reporting on activity on a monthly basis to monitor progress against budget.
Ensures that campaigns are monitored through weekly reports, campaign reviews and ad hoc analysis.
Produces an end of year review for all supporter recruitment activity making recommendations for future activity.
Liaises with other internal teams and stakeholders including Communications, Research & Operations to obtain information and permissions to use case studies, service statistics & project plans & information.
Maintains an awareness of all Samaritans service initiatives and communications guidelines set, to identify relevant appeal themes and ensure communications are consistent and accurate.
Undertakes copy editing, writing and proof reading as needed.
Ensures that all direct marketing activity is compliant with Samaritans’ guidelines and best practice.
Strategic planning of supporteracquisitionactivity40%
Works with Supporter Development Manager, Head of IG and externalagencies to lead on the development of specific strategic projects that will deliver an increase in ROI and LTV.
Uses CRM system to inform decision making, planning and to identify opportunities and insight.
Develop and implement donor journeys in order to develop continued support.
Works with Supporter Development Manager toreview plans & budgets and KPIs, preparing regular reforecasts as required.
Develops and maintains an awareness of new direct marketing and fundraising initiatives and analyses their potential for Samaritans, producing business cases for investment as necessary.
Works with Head of IG to feed into long term strategic planning of the direct marketing strategy as a whole.
Agency and supplier management 15%
Ongoing management of external suppliers and marketing agencies to ensure activity takes place on schedule and within budget.
Monitors and reviews the performance of external agencies and suppliers.
Involvement in the selection, briefing and appointment of alternative suppliers and agencies.
Integration of Fundraising and Communicationsactivities and objectives 3%
Considers all activities in the light of the wider need ofSamaritans to gain profile with target audiences.
Builds an understanding of the work, requirements and priorities of other teams and departments, and works cross-team to obtain collateral for campaigns.
Ensuresthe website, intranet, Samaritans News and other publications and are utilised to promote the Individual Giving team, direct marketing activities and opportunities to donate.
Works with the Communications team to ensure that they are fully briefed so that media opportunities are maximised.
Liaises with the Communications team regarding the production of promotional materials, ensuring the Media Guidelines and Visual Identity Guidelines are adhered to.
Contributes to the effective flow of information between Fundraising teams, identifying opportunities for cross-selling and shared activities.
Market research 2%
Conducts market research to evaluate direct marketing propositions, creative approaches, donor satisfaction and communications preferences.
GENERAL DUTIES OF A SAMARITANS’ STAFF MEMBER
Contribute to the effective and efficient running of the General Office as appropriate.
Participate, as appropriate, in staff forums and meetings.
Attend organisational events, meetings & conferences where necessary.
Adhere to Samaritans’ polices and procedures.
Represent the General Office appropriately across the movement and Samaritans to the wider community as appropriate.
Treat all colleagues, volunteers and members of the public with dignity and work within and adhere to
Samaritans’ equal opportunities statement and polices.
Carry out any reasonable requests made that are within the broad remit of the role.
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