Closing date: Sun, 20 Oct 2019
We're recruiting a Legacy marketing manager to join our Legacy Team in the Income Generation Department at the RSPCA.
Each year, the Society receives circa 2,700 legacy notifications and up to £84m in legacy income (2018), consistently contributing over 50 percent to the Society's overall income. The Legacy Marketing team controls a budget of approximately £2m per annum which is focused on activities to recruit and retain new supporters that will maintain and grow this income stream.
This role is fundamental to raising awareness and maximising response through new and existing direct marketing programmes and products.. The legacy marketing team manages circa 6,000 Home for Life registrants, 34,000 legacy pledgers, and 22,000 legacy enquirers and intenders, this role is responsible for increasing this volume primarily from newly acquired supporters.
What you will be doing:
Within this role you'll develop and implement marketing strategies that will maximise future legacy revenue to the Society from individual supporters, through recruitment from direct response marketing activities to targeted audiences to generate a high volume of hand raisers with maximum opportunity to convert to leaving a gift in their Will.
Develop and implement the annual Legacy Marketing Recruitment strategy and operational plan, using market, organisation and department analysis and knowledge to develop a programme of activities and tactics to deliver against the five year Legacy Marketing Strategy and Income Generation Directorates strategic objectives.
In conjunction with the Head of Legacy Marketing and Legacy Marketing Manager (Development), shape and refine the five year Legacy Marketing Strategy.
Identify, develop, test and roll out product stretch and development opportunities to continue to grow opportunity within this very competitive marketplace.
Prepare annual budget plans for all legacy marketing recruitment activity.
Forecasting of income from prospective supporters to report to the organisation and inform expenditure required to meet organisational and department targets.
Prioritising expenditure in order to continue to feed enquirers, intenders and pledgers into the legacy pipeline, necessary to maintain and over time grow legacy income to the organisation.
What we are looking for:
Degree level education, or equivalent.
Marketing and/or Fundraising specific training and qualification is desirable e.g. CIM or IOF.
Consummate direct marketer, running programmes across multiple acquisition channels including DRTV and online, gained on either agency or client side - minimum of five years.
Proven ability to provide strategic direction and team leadership across a specialist marketing/fundraising area.
Experience of setting, managing and analysing significant multi-discipline income and expenditure budgets - minimum of three years.
Significant experience in managing and motivating teams - minimum of four years.
Application of market analysis to drive strategy.
Demonstrable understanding of direct marketing and fundraising financial models and strategic mixes.
Experience of managing agency and supplier relationships.
Excellent demonstrable strategic thinking and decision making skills.
Excellent problem-solving and analytical skills.
Excellent networking and negotiation skills.
Highly numerate with the ability to guide others in budget management.
What's in it for you:
You'll have an opportunity to work for the largest animal welfare charity in England and Wales.
We value and recognise our employees' contribution and are proud to offer an extensive benefits package that includes:
35 hours standard working week;
25 days annual leave plus bank holidays increasing to 30 days with service;
a generous pension scheme with associated life assurance and group income protection scheme;
access to private healthcare scheme;
support for professional development after qualifying period;
access to our employee assistance programme;
we also offer free parking on site.