Welcome/message

Thank you for your interest in the role of Supporter Development Manager.

It’s an exciting time to join CARE International UK. With a commitment to individual

fundraising, this year has seen an extra £0.5M invested in direct marketing acquisition in

order to significantly grow our supporter base, and with plans to increase this year-on-year,

retention is key to delivering long-term income growth.

With a good culture of testing and innovation, we are determined to do things differently,

aiming to acquire and retain valuable supporters. We need to find the right formula to

maximise income in the long-term, and you will be crucial in making this happen.

Being an experienced, innovative and proactive direct marketing professional – you will be

looking for the next step in your career. With experience of direct marketing across online

and offline channels and a good understanding of supporter care – you will also be able to

develop great creative to inspire giving and enhance supporter retention.

The Supporter Development Manager is responsible for our largest source of unrestricted

income at CARE – in excess of £3M. You will develop the strategy and plan, as well as design

supporter journeys and deliver campaigns that will maximise value. You will be responsible

for a variety of products including: regular giving; stewardship communications; cash

development; legacies and a successful high value programme - to name a few. The post-

holder will delegate projects to the Senior Direct Marketing Executive and Direct Marketing

Executive, ensuring targets are met – so people management and leadership skills are a

must. The role will also be crucial in inputting to our supporter care strategy – ensuring

communications are inspiring supporters and encouraging them to give long in to the

future.

Information Pack

Contents

• Background Information

• Organogram

• Job Description

• Application Process

Background Information

CARE is one of the world’s leading humanitarian and development organisations. Founded

nearly 70 years ago with the CARE package, CARE now fights poverty and injustice in 84

countries and has built up a strong reputation for innovation and impact.

CARE’s programmes focus on achieving lasting change by tackling the underlying causes of

poverty and strengthening the capacities of poor communities to help themselves.

In everything we do, CARE places special focus on gender issues and working alongside poor

women and girls because, equipped with the proper resources, women have the power to

help whole families and entire communities escape poverty. Women are a vital part of

CARE’s community-based efforts to improve food and nutrition security; protect life and

resilience in humanitarian crisis; increase access to quality healthcare and education and

expand economic opportunity for all.

CARE helps poor people have a greater say about the decisions and policies that affect their

lives, supporting them with information and skills so they can challenge decision-makers.

CARE’s advocacy efforts also bring evidence from our programmes of what works to change

policy and practice at both a local and global scale. CARE is a non-sectarian and non-

partisan organisation.

About the CARE Confederation

CARE International operates in 84 countries, but is held together by 13 national members.

These national agencies are separate legal entities but operate through one presence in

each country and work together under the CARE International Board and Secretariat, based

in Geneva. They are bound together by the CARE code.

Globally CARE employs 8,000 staff, with over 95% of them locally sourced and has an annual

income of $800m.

CARE has just agreed a new global Program Strategy which will govern all of our work and

which will mean that by 2020, CARE and our partners will support 150 million people from

the most vulnerable and excluded communities to overcome poverty and social injustice.

About CARE International UK

CARE International UK (CIUK) is an important part of the global CARE International

confederation and one of the largest and most influential members. We employ 115 staff

and generate around £45 million a year for CARE’s poverty-fighting work. As well as raising

money for CARE’s humanitarian and development work around the world, we provide

programme expertise in four key areas:

Humanitarian response

With a long-term presence in many of the world’s most vulnerable places, we take a

comprehensive approach to emergency response including preparedness, immediate

assistance and long-term recovery. We have a particular focus on women and girls; shelter

in emergencies, and building resilience through our climate change adaptation and food

security work.

Women’s Economic Empowerment

We are working with poor women to give them access to economic resources through

programmes on financial inclusion, supply chains and workers’ rights. The private sector has

a critical role to play in reducing poverty and supporting women’s economic empowerment.

We take an innovative approach to engage with the private sector at global, national and

local levels to improve the impact of their activities so that real opportunities are created

for poor people. CIUK has also launched Lendwithcare – a new solution for financial

inclusion which offers the chance for people in the UK to make small loans to poor

entrepreneurs.

Preventing and responding to sexual violence in conflict

In an increasingly turbulent world, we provide expertise and support to our field operations

in countries experiencing conflict, by supporting programmes spanning peace-building,

reconciliation and rehabilitation. Protecting women from violence and increasing their

participation in peace-building is a major advocacy priority.

Governance

The capacity of poor people to influence the institutions that govern their lives is

fundamental to addressing the underlying causes of poverty. We work at a local level to

help the most vulnerable and marginalised hold public authorities and other power holders

to account for how they take decisions and allocate public funds.

Within the CARE confederation, we have five strategic roles. We:

1. Design and deliver quality programmes that address the underlying causes of

poverty and specifically examine and address the disproportionate impact of poverty

on women and girls.

2. Advocate for policies to help the poorest, and change government and business

practices to bring about lasting social change among communities living in poverty

and affected by crises.

3. Raise strategic and transformational funding for CARE’s poverty-fighting

programmes in the world’s poorest and most vulnerable communities.

4. Support CARE International’s global transformation to achieve broader and deeper

impact in our fight against poverty by providing strategic direction, resource and

expertise.

5. Value our staff and strengthen our organisational effectiveness and accountability.

Background to the job/the team

Direct Marketing (DM) provides the largest source of unrestricted funds in the UK –

approximately 40% and is set for growth. With an increased investment of £500K in FY15,

and with a new website focussed on individuals, CIUK has committed to growing

unrestricted income for the long-term and the direct marketing team are essential to this

growth.

Since FY13 we have introduced a new stewardship strategy, designed to curb attrition and

maximise income for regular givers. We have also introduced a new and successful High

Value programme delivering a highly personalised communications plan for those who give,

or have the potential to give over £250. A new legacy vision, strategy and plan will also be

developed. Strategically the regular giving upgrade programme is the most important for

this team – ensuring we can continue to grow sustainable income.

We have a diverse acquisition strategy channel mix including face to face, digital, telephone,

inserts and DRTV - resulting in a variety of supporters requiring personalised journeys.

Supporter types include mobile regular givers, PSMS, cash (on and offline) and direct debits

and the post-holder will be responsible for designing and delivering appropriate journeys for

all DM supporter types.

The DM team is one of three marketing teams focussed on fundraising from individuals.

Other teams include Events & Community and Lendwithcare.org. The post-holder will work

closely with these teams to design supporter journeys which include cross-selling

opportunities, maximising funds for CARE International’s vital poverty fighting work

overseas.

The postholder will be required to keep abreast of new developments within the fundraising

sector and to keep abreast of new codes of conduct/legislation.

Organogram

Job Description

1. Overview

Post Title: Supporter Development Manager

Directorate: Marketing

Department: Direct Marketing

Responsible to: Head of Direct Marketing

Accountable to: Director of Marketing

Base Location: London

CARE International UK reserves the right in consultation with employees to change base

location according to organisational and departmental requirements

Line Management Responsibility:

Direct Marketing Executive – Donor Loyalty

Senior Executive – High Value & Legacy Marketing

Head of Direct Marketing

Supporter Acquisition Manager

Direct Marketing Executive – Acquisition

Direct Marketing Assistant

Supporter Development Manager

Senior Executive – High Value & Legacy

Marketing

Direct Marketing Executive – Donor Loyalty

Database & Donor Care Manager

Supporter Care Officer

Supporter Care Officer

Database Officer

Marketing Analysis Manager

Budgetary Responsibility:

In conjunction with the Head of Direct Marketing (DM) and the Supporter Acquisition team,

produce annual income and expenditure budgets for supporter development. The

development income budget is significant, being the largest across individual fundraising

teams. For FY15 the income target is over £2.7M with an expenditure budget of over

£0.4M.

External Contacts Internal Contacts

DM agencies Head of DM and fellow DM Executives

DM freelancers Digital Manager &

Royal Mail and other key suppliers Editorial Content Manager

DM Fundraisers at other charities Programme Officers

Consultants Country Office Staff (to obtain case

studies)

Telephone agencies CIUK Marketing Staff

Accounts team staff

CARE International DM colleagues

The above list is provided for guidance only and is not an exhaustive list of all the contacts

with whom the post holder may be required to liaise.

2. Specific Areas of Responsibility

Management & Leadership

1. Line manage and develop the Direct Marketing Executive and Senior Executive

ensuring good performance and that the plan is delivered;

2. To contribute to the leadership of the Direct Marketing team, through inclusive

participation; working closely with team managers to work towards department

goals;

Strategy, planning, budgets and evaluation

3. Devise and implement strategies for meeting development targets. To take an

entrepreneurial approach to developing new and innovative approaches when

appropriate;

4. To devise rolling three year budgets for developing supporters, working closely with

the Marketing Management Accountant;

5. Lead on planning for supporter development working across teams, ensuring

audience insight and effective targeting are at the heart of the programme and by

utilizing both offline and online channels, including mobile giving;

6. Lead and facilitate teams across marketing to devise supporter journeys which

include cross-sell products (including events, community, lendwithcare.org and

advocacy campaigns), considering both offline and online channels;

7. Ensure supporters are transitioned effectively between the high value programme

and the main DM programme with the view to maximising income;

8. To monitor and evaluate the programme, through key KPIs, to take forward learning

to the future development strategy, enhancing and improving future results in order

to grow income in the long term;

9. Attend and participate in global fundraising meetings including CARE International

member offices to share resources with the view to providing CARE value for money

globally;

Direct Marketing and Communications

10. Oversee the development campaigns, including preparing and agreeing campaign

strategies and briefs to meet objectives within the annual plan and to combat

attrition;

11. Recommend and then implement corrective action if the supporter development

strategy is not meeting targets;

12. Manage external partners, take responsibility for briefing them on projects,

monitoring their progress and resolving queries, as well as providing training for

outsourced fundraisers e.g. Telephone agencies;

13. Appoint suppliers through a tender process using the due diligence process,

negotiate contracts and review performance on a regular basis;

14. Working with the Digital Manager, devise ways to encourage supporters to donate

online, integrating with offline media where relevant;

15. Manage the process with the Database & Supporter Care and Digital teams to set up

campaigns correctly, with specific regard to coding and 9ulfilment so that results

reporting can be conducted effectively and accurately and they are able to plan their

work effectively;

16. Working with the Supporter Care team take responsibility for supporter care KPIs

and perform sector benchmarking to ensure supporters have the best possible

experience and attrition rates are kept to a minimum;

17. Take responsibility for ensuring that all supporter communications are consistent

with the CARE brand, working closely with the Communications department to

develop coordinated and effective messages about CARE’s work;

18. Working with the Editorial Content Manager, programmes team and country offices,

locate compelling case studies and project information in order to maximise

support;

19. On occasion travel to field projects to collect case studies managing photographers

and filmmakers. Work with the country office to devise an itinerary and ensure

materials collected can be used across CARE International for fundraising purposes;

20. Actively contribute to the Digital Fundraising strategy, working with the Digital

Manager and the Head of Direct Marketing;

21. Keep abreast of direct marketing developments in general and in the charity sector

in particular, especially through the use of peer networks, trade bodies and press;

22. Support the DEC with any emergency campaign and liaise with the other member

agencies to maximise income raised;

Any additional duties as may be reasonably required within the scope of the above.

This document forms part of the post holder’s contractual terms and conditions of

employment.

The document is not an exhaustive list of core elements of the role. This job description is a

working document and may be amended from time to time by mutual agreement.

Data Protection

The postholder hereby agrees not to disclose any confidential or sensitive information to a

third party or outside organisation except where required to do so by law.

Health and Safety

The postholder agrees to abide by CIUK’s Health and Safety principles and code of conduct

and to take all reasonable steps to ensure both their own safety in the work place as well as

that of their colleagues.

Equal Opportunities

The Postholder agrees to abide by, promote and uphold the principles of equal

opportunities in accordance with CIUK’s Equal Opportunities Statement.

3. Person Specification

Essential Desirable

Significant experience in a direct marketing role

including donor acquisition or development.

Proven experience at working to and achieving

challenging DM financial targets

Experience in an on-line marketing role

Experience of line management Experience of working for an

international development charity

Experience of strategic planning within a marketing

context

IDM Postgraduate or DMA Diploma

Experience of digital fundraising Experience of using email blasting

software e.g. Mailchimp

Educated to Degree standard or equivalent work

experience

Experience of case study collection and

managing a film / photo team in the field

Excellent written English and an understanding of

the issues that CARE works with

Excellent numeracy and data analysis skills

Experience of producing and managing budgets

Experience of writing creative briefs

Experience of appointing suppliers through a

tender process with good negotiation skills for

purchasing of services

Excellent communication skills, verbal and written,

with the ability to write fundraising copy

Experience of managing multiple projects and

diverse project teams

Pro-active

Creative thinker

Shows attention to detail and good organisational

skills

Application Process

To apply please send your completed application form via email to

jobs@careinternational.org quoting C713 in the subject line

or

Via post to Human Resources Department, CARE International UK, 9th floor, 89 Albert

Embankment, London SE1 7TP.

The closing date for applications is: Tuesday, 28th July 2015.

Interviews will be held week commencing 3rd August 2015:

For further information please visit

www.careinternational.org.uk

Twitter: @careintuk

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