Legacy Marketing Manager (maternity cover)

Legacy Marketing Manager

Maternity Cover

Salary circa £35,000 plus benefits

The RAF Benevolent Fund receives some 60% of its income each year from gifts in wills.  We have ambition to grow this income stream and as a result of our exciting new fundraising strategy we launched a hugely successful recruitment campaign to reach a new audience earlier this year.  You will be responsible for rolling out this campaign on digital and tv channels in the autumn as well as the stewardship programme for those that respond and events for promoting gifts in wills.  You will also promote in memoriam and tribute giving.  This role is part of the dynamic individual giving team based in London and you will have opportunity to work alongside the Direct Marketing Manager, Digital Fundraising Executive and Community Fundraising team in our centenary year. 

You will have proven experience of legacy marketing and promoting in memoriam giving would be an advantage.  You will also have excellent communication and interpersonal skills and show initiative, flair and enthusiasm for the work of the RAFBF.

The Royal Air Force Benevolent Fund is the RAF’s leading welfare charity, providing financial, practical and emotional support to all members of the RAF family.

A detailed job profile is available on the RAFBF’s website. For an informal discussion about the role please contact Louise Gibson, Head of Individual Giving.

To apply, please send your CV together with a covering letter detailing why you believe you are suitable for this role to Pete Thompson, Head of HR, RAF Benevolent Fund.

The Royal Air Force Benevolent Fund is a Registered Charity (No. 1081009) which encourages applications from all sections of the community. 

MAIN SUMMARY OF ROLE:

The RAF Benevolent Fund receives on average £9M from gifts in wills each year.  This makes up some 60% of our voluntary income and so is an important source of income for our welfare work.  The fundraising strategy from 2018 sets ambitious targets to grow this source of income.  The postholder will have responsibility for delivering the new legacy strategy, rolling out the campaign across digital and tv channels, refreshing materials and establishing a communications programme to promote legacies to our supporters as well as to others who have expressed an interest in legacies. 

Donations given in memory of a loved one contribute about £300,000 in income each year.  We have ambition to grow this amount and to promote tribute giving.   

KEY ACCOUNTABILITIES/RESPONSIBILITIES:

Legacy Marketing

• Implement all aspects of the legacy strategy to support the growth plans for this source of income
• With the Legacy Administration Manager agree income targets. 
• Set KPI’s for all marketing activity for the annual business plan and report on these with each activity.
• Using the CARE database and external sources such as the Legacy Foresight reports keep abreast of developments in the market that will impact RAFBF’s legacy income and communicate these to the appropriate colleagues.
• With the Legacy Administration Manager produce robust legacy income forecasts on a quarterly basis.
• Identify suitable audiences for the legacy message and the most suitable medium to carry the message.
• Develop a communication programme for legacy pledgers, legacy enquirers and intenders.
• Equip other colleagues based in Head Office and Regional Offices to promote legacy giving to supporters and when appropriate welfare beneficiaries
• Record on the RAFBF’s CARE database information and communication with legacy prospects and pledgers
• With the Direct Marketing Fundraiser ensure newly recruited supporters receive information on legacy giving through the One Heart newsletter and solus mailings.
• Organise a number of events each year aimed at promoting legacy giving or invite legacy pledgers to other RAFBF events as a way of acknowledging their support.

In Memoriam Giving

• Develop an In Memoriam programme using online and offline methods to ensure this source of income is maximised
• Offer an online tribute system for friends and families to remember a loved one and to raise funds for the RAF Benevolent Fund.
• Keep up to date all materials for In Memoriam giving

Other

• Develop income and expenditure budgets for Legacy Marketing and In Memoriam giving and ensure proper management, reporting and reforecasting of budgets as appropriate throughout the year
• Use the RAFBF’s contact database to record relevant information and communication with supporters.
• Provide support to the Legacy Administration Manager as required
• Ensure implementation of all relevant Fund policies and procedures
• Attend meetings, conferences and training events as agreed with your line manager.
• Such other duties as may reasonably be required.

COMPETENCIES REQUIRED FOR THE ROLE

Working with people – consulting and listening to colleagues, communicating proactively

Planning and organising – setting clearly defined objectives, managing time effectively, meeting deadlines and prioritising workload

Delivering results and meeting supporter expectations – setting high standards for supporter care, ensuring donations are appropriately recognised.

Adapting and responding to change - demonstrating flexibility in adapting to changing circumstances, accepting new ideas

Achieving personal work goals and objectives - accepting and tackling goals with enthusiasm and demonstrating a strong work ethic

QUALIFICATIONS, KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED FOR THE ROLE

Academic/Professional Qualifications or equivalent:

Essential

• Degree level education or equivalent vocational qualifications/experience

Desirable

• Institute of Fundraising certificate

Knowledge/ Experience:

Essential

• Proven experience of in a fundraising role
• Experience of using a computerised database
• Able to manage and prioritise own workload
• Able to communicate effectively, empathetically, concisely and confidently on the telephone, in writing and in person to a wide and varied audience
• Have budgetary and financial skills
• Excellent interpersonal skills
• Be committed to the values and ethos of the RAFBF

Desirable

• Proven legacy marketing and/or direct marketing experience
• Proven experience of promoting In Memoriam giving 
• Proven events management
• Use of the CARE database
• Knowledge of the Royal Air Force

Other Requirements:

• Travel to other Fund and UK locations (as appropriate).
• Carry out any other duties that are within the scope of the job as requested by the Head of Individual Giving.