Job description
Job title Direct Marketing Manager Responsible to Head of Public Fundraising
Responsible for Direct Marketing Officer, Senior Direct Marketing Officer (retention), Senior Direct Marketing Officer (acquisition) Department Fundraising
Team Direct Marketing
Remit of post covers England and Wales
Salary Starting salary of £37,816 pa inclusive (Grade E of Mind’s salary scales)
Hours of work 35 hours per week, full time
Located at Stratford
Type of contract: Permanent Purpose and scope of the job
We’re Mind, the mental health charity. We won’t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding.
You will be responsible for the management and development of the Direct Marketing strategy, programme and plans, maximising all opportunities for income generation to achieve income targets.
You will develop the current donor base and plan and implement the recruitment of new donors, reporting regularly on progress. To achieve this you will shape and deliver an exciting multi-channel programme of campaigns.
This will be carried out through the day to day management and co-ordination of the direct marketing team, outside specialist agencies and in liaison with Mind specialist staff.
The Direct Marketing team sits within the Public Fundraising unit and raises £2.3 million income per year for Mind.
You will report to the Head of Public Fundraising and you will line manage a team.
You will need to work closely with other staff in the team and department. You will be contributing to the overall success of the Fundraising department.
Mind aims to ensure that the needs and interests of people who experience mental health problems, women, Black and Minority Ethnic Communities, people with disabilities, 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 Direct Marketing Programme
1. Devise, implement and manage a direct marketing programme in line with Mind’s fundraising strategy and within agreed budgets for the development of existing donors and the recruitment of new donors with the purpose of raising funds and establishing future income streams.
2. Develop, deliver, manage and oversee an annual programme of campaigns and strategies using digital marketing, direct mail and telemarketing, to recruit new cash donors and regular givers.
3. Work with the Head of Public Fundraising to develop donor development and
stewardship programmes that encourage long term support. Optimising opportunities through data segmentation, supporter journey development, cross sell, new products and propositions and optimisation of current programme
4. To ensure that all campaigns, publications and materials fall within the Mind’s tone of voice and brand guidelines
5. To appoint, negotiate and decide on the activities to be performed by outside specialist agencies and to manage these specialist agencies to ensure effective co- ordination between Mind and each other.
6. To develop, maintain and produce statistical reports and financial analyses necessary for direct marketing decision making analyse results and use findings in future selection decision-making.
7. To prepare forecasts, set and manage budgets and take responsibility for achieving annual target income taking particularly care to manage and keep expenditure for direct marketing within budget.
8. To manage customer care programmes for Direct Marketing activity to ensure highest levels of customer care to various audiences.
9. To lead on identifying and advising on trends and activities for potential areas for income growth that impact on longer term strategic developments and feed these into the Public Fundraising Strategy as directed.
10. To manage work with other teams within Fundraising to ensure effective collaboration and proactively maximise potential of income streams for Mind.
11. To work closely with the Database team to manage development of CARE database (the organisation’s Customer Relationship Management system) for Direct Marketing fundraising.
12. To manage developments in Direct Marketing and related legal requirements and ensure that the direct marketing programme is carried out within the letter and spirit of the law, and in conformity with guidance from relevant authorities and bodies such as the IoF.
Line Management
13. Responsible for the line management and development of three direct marketing staff. This includes regular supervision, training and appraisals as per Mind’s policy.
General
1. Represent Public Fundraising on organisation wide working groups from time to time.
2. Maintain an up to date knowledge of current activities in Mind and keep abreast of new developments and contributing to departmental development.
3. Attend supervision, appraisal, learning and development activities, team meetings and other meetings as required including with the Head of Public Fundraising and keep them fully briefed on activities undertaken.
4. To maintain an appropriate level of confidentiality at all times and in accordance with the Data Protection Act.
5. To work within the spirit of Mind’s policies/procedures.
6. Be prepared to work flexible hours including evenings and weekends when required.
7. Any other duties that are consistent with the nature and grade of the post may be required.
Person Specification: Direct Marketing Manager Essential criteria
Experience
1. Substantial demonstrable fundraising experience in direct marketing including donor relationship management and using databases within direct marketing.
2. Substantial project management experience including monitoring and evaluation.
3. Substantial experience of achieving objectives and targets including income/fundraising targets.
4. Substantial experience of managing a team including supervisions, appraisals, delegating, supporting and developing.
5. Excellent proven track record in charity appeals marketing online and offline (Acquisition and retention)
6. Experience of developing strategies, policies, programmes and plans of work.
7. Experience of managing third party agencies and suppliers.
8. Planning and developing income generation through direct marketing against an annual target, and a track record of success in achieving this.
9. Planning, developing and managing budgets including forecasting, summarising and analysing, monitoring and regular reporting of outcome against target.
10. Educated to degree level and/or relevant professional qualification (or equivalent by experience)
Skills
1. Proven analytical skills to evaluate opportunities
2. Excellent interpersonal and communication skills in English.
3. Excellent IT skills including using MS office packages, internet and using databases as relevant to role.
Knowledge
1. Up to date and detailed knowledge of fundraising approaches and techniques and specifically in direct marketing
2. Working knowledge of using databases and spreadsheets and how they are used in fundraising.
3. Understanding of and commitment to the Mind’s vision, mission, values and ambition.
4. Willingness to travel across England and Mind Cymru.
Desirable criteria
1. Direct or indirect experience of mental health problems.
Mind (National Association for Mental Health) Additional information
Direct Marketing Manager
Interview and travel expenses
Mind is prepared to pay travel expenses for those asked to attend an interview to a maximum of £175. However, the cheapest form of travel must always be used other than in exceptional circumstances in which case the agreement of the Head of Human Resources must be sought.
Conditions of employment
In the light of legislation [Section 8 Asylum and Immigration Act, January 1997], as a condition of being able to commence employment with Mind, the successful candidate will be required to provide documentation to prove that they are able to work in the UK. Such documents will include one or more of the following, as appropriate:
• National Insurance number
• Birth certificate or British passport
• Certificate of registration, or naturalisation as a British citizen
• Passport or documentation evidencing citizenship of an EEA country Probation
The appointment is subject to a probation period of six months
Salary
Grade E of Mind's salary scales. Starting salary £34,824 per annum plus £2,992 per annum geographical weighting, followed by five annual increments to £39,903 per annum.
Increments will be subject to annual review in accordance with Mind’s procedures.
Hours of work/flexible working hours
A standard 35 hours per week within 8.00am to 7.30pm, Monday to Friday, excluding one hour break for lunch. Mind operates a flexible working hours scheme whereby members of staff can vary the time they start and finish work within the parameters agreed by their line managers.
However, the core period of 10.00am to 4.00pm (excluding lunch break) are the times during which you must be at work. Time off will be given for work outside the standard hours.
Overtime is not payable.
How to submit your application Please submit:
1 x electronic copy of your personal details form 1 x electronic copy of your application form 1 x electronic copy of your monitoring form
by email to recruitment@mind.org.uk stating reference 15-03
Closing date for completed application forms is: 12 noon on 2 February 2015.
Response to advertisements for vacant posts has become extremely heavy resulting in an unacceptable increase in postage costs and a disproportionate amount of staff time used in processing applications. We regret, therefore, that it is now no longer possible to acknowledge receipt of application forms or to write personally to all applicants.
