Download role profile - ActionAid UK

ROLE PROFILE
Role Title:
Grade:
Reporting To:
Head of Retention and Development Marketing, London (minimum
9 Month Maternity Cover)
6A
Head of Supporter Marketing, London
Division/
Department:
Fundraising
Role
Purpose:
Member of Support Marketing Management team, developing and
driving an integrated supporter retention & development strategy for
lower value and middle value supporters that will:
create an outstanding supporter experience
mean that ActionAid is the best fundraising organisation to work for
result in outstanding supporter value growth for ActionAid
Key Contacts: External: supporters; agencies, peers in other organisations, sector
expert groups
(Internal and
Internal: Head of Supporter Marketing; Head of Recruitment and
External)
Engagement, Head of Events & Community Engagement, Retention
and Development team, Recruitment and Engagement team, Head of
Data Insight, Fundraising Director; Supporter Care Team; Director of
Finance and team; Policy & Campaigns Team; Communications Team,
International Fundraising Team, Country Directors and Country
Programme Sponsorship and Programme teams.
Date:
23 July 2008 (revised May 2010)
ActionAid UK has a vision to provide the best and most engaging
Context:
supporter experience. This means that supporters are more likely to
stay with us for longer and are likely to do more.. So we will be
maximising the value contributed by each supporter whether it’s
through donating, taking action, fundraising, or volunteering. This role
plays a key role in delivering that vision
Key accountabilities
Key elements
Head of Retention and Development

Manage and
develop a team
of supporter
management
specialists






Develop the

retention &
development
strategy for all
lower value and
middle value
supporters,
integrating

proactive
(fundraising) and
responsive
(service)
strategies and
both financial and
non-financial
(e.g.
campaigning)
forms of support,
to deliver the
2006-2010 UK
Strategy and
Rights to End
Poverty
Lead the Retention and Development team (both
London and Chard based teams) to ensure that all staff
work together to maximise supporter value and to
ensure cohesion between country programme and UK
based communications and messages
Keep the team focused and motivated
Develop learning and development plans that help them
deliver outstanding retention and development plans
Recruit team members and ensure that all staff are
managed in accordance with ActionAid policies and
practice and fully understand and are committed to AA’s
mission, vision and values
Proactively ensure that all staff are kept fully briefed on
key organisational management, communications and
campaigning issues
In support of the overall SRM strategy, develop a 3 year
supporter retention and development strategy for
Supporter Marketing, monitoring progress against KPI’s
such as net supporter file growth, average number of
product holdings, length of tenure, lifetime value, non
financial value outcomes to be defined.
Provide valuable input into the development of the
overall SRM strategy for Supporter Marketing as a
whole.
Head of Retention and Development

Develop plans
and budgets and
ensure that the
supporter
retention &
development
programme
delivers planned
outcomes within
defined budget
constraints

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
To work closely
with the
Supporter Care
Team in the
development of a
Supporter Care
programme for
existing
supporters
Lead on the development and implementation of an
annual plan and budget for the Retention and
Development team, monitor team activities and
expenditure and adapt as necessary through the year
Manage and develop the portfolio of ActionAid products
in order to maximise supporter value including financial
and non financial products e.g. child sponsorship, next
step, legacies and campaigning
Manage and develop all supporters according to
marketing practices which maximises net funds,
general funds, lifetime value and campaigning
outcomes
Manage and review the relationships with key
suppliers ensuring that the right combination of
outsourcing, in-house expertise, innovation,
technology development and cost-effectiveness is
achieved. Support negotiations with those suppliers by
providing data and advice to the Head of Supporter
Marketing. Leading on negotiating contracts with key
suppliers.
Identify the business need for research and analysis,
commission and implement learning
Deliver income according to the organisational
requirement for unrestricted funds
 To meet regularly with Head of Supporter Care and
Supervisors to review progress and update on plans
 To work with the Head of Supporter Care and relevant
teams in the translation of Supporter Marketing Strategies
and programmes into an effective supporter management
service
 To ensure that communications and relationships between
Chard and London-based Supporter Marketing staff are at
all times excellent and effective; to take a lead in arranging
and participating in briefing Chard-based staff, especially
those in a front-line information role.
Head of Retention and Development
To contribute
actively
integrated
working across
the entire
organisation (UK
and
internationally)

To meet regularly with Head of Supporter Marketing
and Supporter Marketing Heads of Teams, Supporter
Care Supervisors, Data and Insight team, Multi Media
Productions, Policy and Campaigns team and other
key and pertinent teams (depending on activity) to
share progress on retention and development
initiatives and plans.
 To work closely with Communications teams (e.g Media
Relations, MMP and Schools and Youth), Policy and
Campaigns, other Fundraising teams to ensure synergy of
external AA messages and to capitalise on ad hoc
opportunities and to ensure all supporter communications
are as high a quality and as relevant as possible across
the organisation
 To ensure familiarity with key internal strategies such as
and not limited to the Campaigning Vision and RTEP
ensuring key organisation objectives are furthered where
possible (eg Women’s Rights and HungerFREE).
Role related knowledge, skills, experience and behaviours
Head of Retention and Development
Essential Skills and Experience

Significant experience of managing successful mass market supporter retention
& development campaigns

Strong creative judgement and written skills with a particular focus on producing
excellent supporter focused and relationship building communications.

Relevant and recent experience of a similar role gained in the not-for-profit sector

Significant experience of managing, motivating and developing others as a line
manager including a team based on another site.

Aptitude and proven experience of strategic thinking and problem solving

Understanding and experience of CRM/SRM principles

Understanding and experience of complex segmentation and modelling
techniques

Exceptional Project Management skills

Significant experience of managing and negotiating with suppliers, particularly
direct marketing agencies, data suppliers, and internal service providers

Excellent analytical skills and experience of assessing fundraising performance
across a broad range of fundraising methods including forecasting against plans
and budget

Knowledge of database marketing best practice

Outstanding verbal and written communication skills, and an ability to inspire
loyalty, trust and enthusiasm in his/her team

Positive attitude to challenges and opportunities

Ability to build strong relationships, based on mutual respect and trust, and
ensure that the relationships thrive under pressure

Commitment to equal opportunities and to ActionAid’s mission, vision and values
Desirable Skills and Experience

A professional qualification in Fundraising or Marketing such as the IDM
certificate or another relevant qualification

Experience of working for an overseas development organisation
Head of Retention and Development
Head of Retention and Development