Digital Fundraising Manager

Digital Fundraising Manager

Permanent, Full Time

Salary circa £38,000 plus benefits

This exciting role is in the dynamic fundraising team based in London, and will make a significant contribution to the RAF Benevolent Fund’s annual income.  You will work with the fundraisers in both the individual giving and community fundraising teams to develop and lead on the implementation of digital fundraising campaigns across the website, social media and ecommunications.

You will be educated to degree level or equivalent, with proven experience in managing digital paid media fundraising activities including the implementation, analysis and management of campaigns.

• Excellent understanding of digital marketing principles and best practices.
• Experience of delivering display campaigns.
• Experience in using all social media platforms.
• Proven experience in delivering effective email marketing campaigns with a strong working knowledge of best practice and understanding of email marketing platforms.
• Proven experience of using analytics tools (including Google Analytics) to generate income.
• Experience of using Adestra, Umbraco, Drupal, WordPress, Google Display Network or the like as well as HTML and Adobe Photoshop and InDesign.
• Experience of briefing and working with external agencies.
• Experience of using a fundraising database.
• Strong knowledge in of SEO
• Experience in creating supporter journeys.

You will also have excellent communication and interpersonal skills and show initiative, flair and enthusiasm for the work of the RAF Benevolent Fund.

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 below.  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 and how you meet the person specification to Elizabeth Haigh, HR Advisor, RAF Benevolent Fund, 67 Portland Place, London W1B 1AR or email.

The closing date for applications is midday on the 19th October 2020

The dates for interviews are 22nd October 2020

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

Please note that due to the high number of applications expected, only candidates shortlisted for interview will be notified.

MAIN SUMMARY OF ROLE:

To develop and deliver the RAF Benevolent Fund’s digital fundraising strategy in cooperation with the fundraising teams.  To maximise fundraising income and supporter relationships generated through digital activity.  The postholder will take the lead on scoping, proposing and implementing digital fundraising campaigns as standalone activity or to support other non-digital fundraising activity with the right message to the right people at the right time.  They will also have responsibility for managing external agencies and meet income, expenditure and agreed targets. 

KEY RESPONSIBILITIES:

1. Develop the digital fundraising aspect of the Fund’s Fundraising and Digital Strategies
2. Take responsibility for the delivery of all revenue generating digital activity.
3. Be the Fund’s expert on digital fundraising and advise the Fund’s fundraisers and Communications Team on innovation and best digital fundraising practice.
4. Develop digital confidence for the fundraisers either direct or by recommending reading or training courses.
5. Work with fundraising teams to develop digital-first content to increase digital conversion rates. 
6. Create and manage the delivery of a wide range of digital fundraising campaigns in cooperation with the Fund’s fundraisers covering community and corporate fundraising, individual fundraising and challenge events. This includes both standalone digital campaigns and integration of digital activity to support and amplify direct mail campaigns.
7. Develop excellent working relationships with the Communications Team to support cross functional working and the sharing of learnings and to ensure opportunities and responses to communications led digital campaigns are maximised in terms of supporter relations and donations.
8. Achieve set targets for supporter recruitment, conversions and income from digital activities and monitor and evaluate income and ROI.
9. Use analytics, user research and audience insight to develop and optimise activity, identifying new target audiences to engage with and drive conversions.
10. Create bespoke supporter journeys for each segment of new supporters.
11. Produce and share regular analytical reports and results measuring campaign performance and impact.
12. Ensure the fundraising pages of the Fund’s website are kept up to date with current fundraising activity and maximise the User Experience and drive conversions. 
13. Ensure implementation of development to fundraising areas of the website are planned outside of campaign activity, fully tested and monitored post-implementation and communicated in advance.
14. Manage the Google Grant to maximise the income to the fundraising activity featured, ensuring the full portfolio of fundraising is represented as appropriate.
15. Ensure all Fund staff are kept up to date on digital fundraising campaigns when appropriate.
16. Be responsible for effective line management of the Digital Fundraising Assistant.
17. Complete monthly reforecasts and report variances with commentary to the Head of Individual Giving and Finance Business Partner.
18. Have an understanding of Charity and Data Protection Regulation legislation including but not limited to, Institute of Fundraising, Charity Digital Code, Fundraising Regulator and Charity Commission Guidelines.
19. Keep abreast of digital marketing trends and practice within the third and for-profit sector.
20. Manage contracts and relationship with external agencies and suppliers.  
21. Ensure all digital activity reflects the Fund’s brand guidelines, aims and objectives.
22. Carry out any other duties within the scope of the role.

PERSON SPECIFICATION

COMPETENCIES REQUIRED FOR THE ROLE

• Delivering results and meeting stakeholder expectations
• Creating and innovating
• Analysing
• Presenting and communicating information
• Working with people
• Adapting and responding to change

QUALIFICATION(S), KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED FOR THE ROLE

Academic/Professional Qualification(s) or equivalent:

Essential

• Educated to degree level or equivalent.

Desirable

• Membership of the Institute of Fundraising.

Knowledge/ Experience:

Essential

• Proven experience in managing digital paid media fundraising activities including the implementation, analysis and management of campaigns.
• Excellent understanding of digital marketing principles and best practices.
• Experience of delivering display campaigns.
• Experience in using all social media platforms.
• Proven experience in delivering effective email marketing campaigns with a strong working knowledge of best practice and understanding of email marketing platforms.
• Proven experience of using analytics tools (including Google Analytics) to generate income.
• Experience of using Adestra, Umbraco, Drupal, WordPress, Google Display Network or the like.
• Solid understanding and experience of HTML and Adobe Photoshop and InDesign.
• Experience of briefing and working with external agencies.
• Experience of using a fundraising database.
• Strong knowledge in of SEO
• Experience in creating supporter journeys.
• Line management experience.
• Proficient in the use of MS Office applications.

Desirabl

• Knowledge of online payment gateways.
• Experience of promoting national fundraising events.
• Experience in managing and promoting lotteries and raffles online.
• Experience of using the CARE database
• Experience of ecommerce or managing an online shop.
• Experience in developing content for different audiences to drive conversion.

Skills/Abilities:

Essential

• Delivering results and meeting customer expectations – working in a systematic, methodical and orderly way.
• Excellent oral and written communication skills with a thorough, accurate and excellent attention to detail.
• Following instructions and adhering to policies and procedures.
• Planning and organising – managing time effectively, meeting deadlines and prioritising workload.
• Working with people – working well as part of a team and supporting others.
• Writing and reporting – writing clearly and succinctly, in a well-structured and logical way.
• Takes initiative, acts with confidence and works under own direction.
• Keeps abreast of digital trends and tools.

Desirable

• Strong interpersonal skills, relating well to people at all levels.
• Creative flair, with the ability to spot a good story or opportunity.

Other Requirements:

• Travel to other Fund and UK locations (as appropriate).
• Such other duties that occasionally arise, which fall within the purpose of the post.