Download job description - Kidney Research UK

JOB DESCRIPTION
DIRECT MARKETING MANAGER
Location:
Nene Hall, Lynch Wood Park, Peterborough
Reporting To:
Head of Fundraising
Grade:
3
Hours:
37½ per week
Responsible for:
Direct Marketing Officers x 2
Supporter Database Manager
Job Summary:
Maximise the growth of and value from the charity’s supporter database through direct marketing
channels and other income generating activities. Oversee the wider data strategy for the
organisation, ensuring effective use of the database and promoting the importance it has in
delivering an excellent supporter experience. The post holder will play a key role in the
development of the overall fundraising strategy, working with colleagues to drive innovation,
integrated supporter communications and income growth.
Key accountabilities
Strategy & Leadership:
1. Play a key role in the fundraising leadership team to develop a culture of continuous
improvement which reflects the motivations and ambitions of Kidney Research UK.
2. Drive and develop the supporter journey strategy, working with colleagues to co-ordinate
fundraising activity across a variety of audiences and channels to increase engagement and
lifetime value.
3. Plan and implement investment programmes and product development to deliver new supporter
acquisition and sustainable growth from the charity’s giving base.
4. Plan and deliver the wider data strategy for the charity, ensuring knowledge and insight about
our supporters is at the heart of decision making and our communications.
5. Oversee the development and integrity of the supporter database and ensure the correct and
most effective use of it by other areas of the charity.
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6. Work with colleagues in fundraising and communications to create successful fundraising
propositions and products which reflect the developing brand of Kidney Research UK.
7. Oversee the growth of income from digital channels including online and SMS. Working closely
with the Digital Manager to create test and learn plans to maximise response and value from the
Kidney Research UK website.
Fundraising & Operational
1. Manage the Direct Marketing team and Supporter Database Manager, ensuring appropriate
resourcing and skills development.
2. Produce and monitor plans and budgets, including monthly reports and in particular to act as the
point of contact for measures relating to supporter acquisition, development and database
integrity.
3. Oversee the delivery of fundraising campaigns via the Direct Marketing Officers, to support
income generation from direct marketing (eg direct mail appeals, telephone fundraising, payroll
giving, lottery, SMS and online).
4. Work closely with the Community and Events Manager to plan and implement the use of direct
marketing channels to support the recruitment and retention of events participants and
community supporters where relevant.
5. Work closely with the Supporter Care Manager in driving value from the supporter engagement
process, with particular emphasis on thanking supporters and increasing retention.
6. Work with the Head of Relationship Fundraising on the data strategy for the identification and
development of potential Major Supporters and supporting direct marketing campaigns.
7. Manage key third party agency relationships to deliver agreed direct marketing campaigns and
wider fundraising activities.
8. Work closely with the Communications Manager to ensure all supporter communications are on
brand, key messages are included and audience plans are co-ordinated.
Measures of Performance:

Achievement of net income targets

Achievement of database growth targets

Development of the database use and effectiveness

Timely and accurate production of budgets, plans and forecasts

Timely and accurate production of KPIs and reports

Delivery of fundraising activities, products and development projects to plan

Development of direct reports
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Person Specification:
Knowledge/Qualifications
Essential

Graduate

IT literate including Office 2000+

Knowledge of customer or supporter databases
Desirable

Marketing degree or similar MInstF
Experience
Essential

Previous experience in fundraising or sales / marketing environments

Management of direct marketing programmes

Previous experience of development of a supporter or customer database

Management of staff and / or volunteers
Desirable

Use of Raisers Edge database

Customer / supporter research management and analysis

Experience of digital marketing
Skills and Abilities
Essential

Able to analyse information and communicate results effectively

Able to formulate budgets, adept at financial and numerical reporting

Good verbal communicator; skilled in presenting ideas and proposals

Able to negotiate and influence others including external suppliers and internal stakeholders
Personal Attributes / Qualities
Essential

Supporter / customer focused

Influential and assertive, able to obtain results through others not under direct control

Energetic and target-driven

Great team player
Circumstances

Must be able to work in the Head Office location and to travel occasionally.
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Competency Profile:
Competent
Skilled
Advanced
Personal Effectiveness
X
Planning and Decision Making
X
Communications and Influencing
X
Building and Maintaining Relationships
X
Developing Yourself and Others
X
Innovation
X
Specialist Knowledge
X
Expert
Date reviewed: Aug 2015
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