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Reporting to:Chief, Fundraising Services (P5)
Annual salary:This is a P4 post on the UN Salary scales (see below for more details)
UNICEF job reference number: 103462 (PFP18021)
The fundamental mission of UNICEF is to promote the rights of every child, everywhere, in everything the organization does — in programs, in advocacy and in operations. The equity strategy, emphasizing the most disadvantaged and excluded children and families, translates this commitment to children’s rights into action. For UNICEF, equity means that all children have an opportunity to survive, develop and reach their full potential, without discrimination, bias or favoritism. To the degree that any child has an unequal chance in life — in its social, political, economic, civic and cultural dimensions — her or his rights are violated.
There is growing evidence that investing in the health, education and protection of society’s most disadvantaged citizens — addressing inequity — not only will give all children the opportunity to fulfil their potential but also will lead to sustained growth and stability of countries. This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nations.
Purpose of the job
One of biggest opportunities for fundraising, advocacy and brand potential lies in enlisting and engaging 100 million individuals, through new and existing channels, to contribute their money, voice and time in support of UNICEF’s goals for children. The Marketing Manager (Supporter Engagement) Supporter Engagement) is the strategic lead for developing and rolling out the supporter engagement strategy, and integrated supporter journeys such that UNICEF hits these goals.
The post holder will focus on opportunities to acquire, and nurture UNICEF supporters at every stage in the supporter engagement funnel. This will be achieved by identifying, planning, developing and advising on strategy and activations to support existing priority fundraising channels, and harness organizational priority campaigns to reach new audiences and markets. This will be delivered through integrated working with many different stakeholders, from PFP and division of Communication, to National Committees, country offices and regional offices. It is more important than ever to determine the right engagement strategies to create a user experience that will compel supporters to align more closely with UNICEF’s mission for every child.
Supporter engagement strategy lead
- Under the direction of the Chief, Fundraising Services, be the PFP lead on the development of and integration of the supporter engagement strategy with audience based fundraising and engagement strategies.
- Work across PFP and other UNICEF entities (Division of Communication, National Committees, country offices, regional offices, and other Headquarters divisions) to foster and deliver an integrated supporter expense across all platforms and channels.
- Ensure that the supporter engagement strategy provides for an integrated and coherent approach to delivering on organizational goals in relation to individual supporters.
- Work closely with the Digital Delivery Manager, and provide business expertise and insight, in support of the development of next generation CRM and marketing tools for UNICEF.
- Together with internal and external stakeholders, use the Cause Framework calendar of communications to identify and amplify strategic opportunities for high donor acquisition, engagement and reactivation potential.
High quality supporter experiences
- Ensure the continuing focus on the quality and thoughtfulness of the supporter experience through every touchpoint to ensure that this experience fulfills UNICEF’s brand promise.
- Work to influence every interaction between a supporter and the organization to foster loyalty and optimize the experience from a donor’s perspective, with a few to attracting, converting, engaging, reactivating and retaining individual donors.
- Use business intelligence and customer data analytics to learn more about how different markets engage with supporters, with a view to more impactful supporter experiences.
- Using data from different sources, map supporter journeys through the engagement funnel, identifying key areas for optimization and financial growth potential, with an eye to keeping the supporter at the heart of the organization.
- Identify and monitor key performance indicators and maintain accurate reporting and analysis of new initiatives.
- Influence the regular giving creative proposition for Pledge acquisition across individual channels – Face to Face, Digital, DRTV, SMS, Cash, Telemarketing conversion – through the identification and sharing of behavioral insights.
- Champion the use of various integration and automation tools to organize customer information better, allowing the implementation of principles to improve customer perception, satisfaction and commitment.
- Encourage new tools that provide opportunities for “social listening” where customer feedback (both solicited and unsolicited) helps create a single, complete view of the supporter and their perception of the issues affecting children.
- Minimum of 8 years’ experience, five of which should be in creating satisfying supporter engagement/user experiences and journeys, preferably in a response-driven, multi-channel, cross-platform environment.
- Hands-on technical expertise and knowledge of channel marketing. It would be an advantage if the person has gained at least part of this experience working in a front line fundraising environment or in an advertising or marketing agency.
- Advanced university degree in Marketing, Communications, the Humanities, Fundraising, Business Administration, Social Sciences, International Relations, UX Design or the equivalent.
- A first level university degree in combination with qualifying experience may be accepted in lieu of the advanced degree.
- Fluency in English required.
- Working knowledge of another UN language and/or languages spoken in UNICEF National Committee countries would be an asset.
This is on the UN Salary scales.To find out more about what this means, please visit the UN site on Salaries and Post Adjustment.