DEPARTMENT: Fundraising and Communications

JOB TITLE: Direct Marketing Officer

LAST UPDATED: 13 February 2014

Part 1: JOB PROFILE

1. MAIN PURPOSE OF JOB

 Devise, implement and evaluate fundraising communications to new and existing supporters to maximise cash and committed giving income, including retention communications, welcome process, gift aid, upgrade and reactivation activity.  To manage direct marketing suppliers on a day-to-day basis to deliver activity on time and to budget  Work with the DM team, departmental colleagues, Samaritans volunteers and external suppliers and agencies to ensure long-term income growth from individual donors is maximised, under the direction of the Senior Direct Marketing Officer.  Undertake analysis and report on effectiveness of activity against targets regularly and as requested by the Senior Direct Marketing Officer.  Provides support to the Head of IG, Direct Marketing team and other key stakeholders to help ensure effective and accountable programmes

2. POSITION IN ORGANISATION

 Reports into: Senior Direct Marketing Officer  Line manages: N/A  Works within the team of: Individual Giving  Liaises with: Senior Direct Marketing Officers, CRM Manager & Officer and Supporter Care, Individual Giving, High Value, Communications, Finance, Service Support and Samaritans network of 201 branches.

3. SCOPE OF JOB

 Project management and logistics of direct marketing campaigns.  Supplier and agency management.  Results reporting and analysis  Integration of Fundraising and Communications activities and objectives.  Fundraising market research.

4. DIMENSIONS AND LIMITS OF AUTHORITY

 Monitors delegated expenditure budget circa £250,000  Accountable for partial development budget  Responsible for meeting targets set to maximise income from existing supporters.  Acts on behalf of the Senior Direct Marketing officer as delegated in his/her absence.

5. QUALIFICATIONS

 Degree level or equivalent essential.  Membership of IDM, DMA, CIM or IoF desirable.

D:\Docs\2018-04-14\024e30e45de4e2f0186dcec0f0ef5e9c.doc 6. SKILLS, KNOWLEDGE AND EXPERIENCE

 Hands on experience of individual giving or direct marketing within a charity environment  Proven project management, written and verbal communication skills.  Experience of using a database or CRM system to select and interrogate data  Sound understanding of customer relationship marketing and integrated marketing communications.  Ability to work under pressure to meet tight and changing deadlines.  Experience of budgetary control and reporting against targets.  Experience of managing suppliers and agencies.  Experience of managing marketing campaigns online is desirable

7. PERSONAL ATTRIBUTES

 Ability to work to deadlines and remain calm under pressure.  Highly effective organisational skills with ability to prioritise own workload.  Flexible and methodical.  Works effectively within a team.  Ability to take decisions within own area and level of responsibility.  Ability to communicate clearly to a range of people at different levels across the organisation.  Excellent copywriting and proof-reading skills.  Excellent attention to detail.  Logical thinker.  Ability to adopt a proactive approach, using personal initiative and confidence.  Task-orientated.  Ability to liaise confidently, effectively and professionally with all levels of staff.  Ability to articulate complex detail clearly.  Assertiveness in dealing with external suppliers.

Part 2: DUTIES & KEY RESPONSIBILITIES

Project management of direct marketing appeals & communications 60%

 Manages direct marketing campaigns from project initiation, through segmentation, data/media specification, creative approach, production, fulfilment to results analysis, ensuring income and expenditure targets are met.  Manages relationships with internal departments and external agencies to maximise the effectiveness of all donors communications  Works with Supporter Care Team and fulfilment house to ensure that donors are welcomed and thanked effectively for all campaigns.  Monitors activity through weekly reports and produces results analysis, campaign and end of year reviews, recommending future developments.  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 writing and proof reading as needed.  Works with the Direct Marketing Manager on ad-hoc and ongoing projects as necessary.

Strategic planning and donor development 15%

 Uses CRM database to select counts and data segmentation for direct marketing activity.  Identifies key groups of donors within the database to develop their continued support.  Close involvement in developing long term Direct Marketing strategies for active cash and committed donors.  Works with the CRM team to undertake database analysis, to inform and improve the direct marketing programme.  Develops and maintains an awareness of new direct marketing and fundraising initiatives and analyses their potential for Samaritans.

D:\Docs\2018-04-14\024e30e45de4e2f0186dcec0f0ef5e9c.doc Supplier and agency 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 & agencies

Integration of Fundraising and Communications activities and objectives 10%

 Considers all activities in the light of the wider need of the Samaritans to gain profile with target audiences.  Builds an understanding of the work, requirements and priorities of the Communications department.  Ensures the website, intranet, Samaritans News and other publications and are utilised in full to promote the Individual Giving department, 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.

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.  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.

D:\Docs\2018-04-14\024e30e45de4e2f0186dcec0f0ef5e9c.doc