Position Description
NAME:
TBC
JOB TITLE:
Direct Marketing Manager
DEPARTMENT:
Direct Marketing
DIVISION:
Fundraising
REPORTS TO (TITLE):
Head of Individual Giving
LAST DATE REVIEWED:
May 2017
JOB SUMMARY
Develop a successful direct marketing growth strategy with a comprehensive implementation plan that builds the
mass individual giving base through a compelling donor journey to deliver net income to budget. Identification of
new opportunities for strategic growth given the pressures on traditional fundraising channels due to market sector
shifts.
Management of the existing direct marketing portfolio to ensure profitable growth of this income stream including
direct mail warm appeals, acquisition appeals, regular giving program and telemarketing. In line with our fundraising
strategy of investing to grow individual giving, identification of new business opportunities including the potential for
digital campaigns, implementation of a segmented communications plan and other new initiatives as relevant.
Management and analysis of the mass donor base to ensure effective data segmentation, relevant communications
and informed decision making.
Direct marketing performance analysis and reporting to the Head of Individual Giving, Head of Fundraising &
Marketing and Children’s Cancer Institute senior executive including insights into internal and external trends which
may impact the business. Demonstrate leadership qualities within the fundraising team by contributing to overall
strategy, supporting colleagues, nurturing our culture and upholding our values.
PRIMARY TASKS / RESPONSIBILITIES
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Develop and implement a strategic plan for Direct Marketing to maximise the opportunity for growing the
individual giving base for both regular giving donors and cash appeal donors to establish a sustainable, predictable
and untagged income stream achieving net income to budget, which supports the overarching strategic direction
and business plan objectives of the Institute
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Development of the Direct Marketing budget annually in conjunction with the Head of Individual Giving; liaise with
the financial team and Database & Customer Services Manager to produce effective, timely reporting of income
and expense performance.
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Direction and management of robust campaigns to drive net income effectively for warm appeals, acquisition
appeals and telemarketing including agency management, relevant donor segmentation and data management
to ensure all KPIs are achieved.
1 | Direct Marketing M anager
Position Description
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Direction and management of the regular giving program to include acquisition of regular giving donors through
Face 2 Face recruitment and other identified methods, manage relevant agencies to ensure they meet agreed
KPIs and identification of new opportunities to grow regular giving effectively.
Develop and implement a donor journey for cash and regular giving donors that increases their understanding of
our cause and impact, ensures they feel valued and understand how significant their contribution is to helping
achieve our mission to find a cure for every child.
Contribute to the development of the mid-value donor program in conjunction with the Major Giving Manager
and Head of Individual Giving to ensure this donor segment is nurtured to optimise their growth potential and
lifetime value.
Collaborative with the Major Giving and Bequest team to identify donors of high net worth potential, optimise
donor development and promote acquisition of major donors and bequest intenders.
With the support of the Head of Individual Giving, deliver comprehensive analysis, measurement and reporting
of campaign results that informs a predictive income model based on multi-channel activity and effective donor
segmentation.
Manage all Direct Marketing policies and procedures to ensure compliance with national and state based
fundraising regulations, implement and document a rigorous compliance sign-off policy for all initiatives.
Review, update and co-ordinate all marketing collateral relating to the Direct Marketing campaigns to ensure a
consistent reinforcement of the Children’s Cancer Institute brand and adherence to brand guidelines.
In conjunction with the Supporter Care team, supervise management of all mass donor records on the database
to ensure accuracy of coding, reporting and relationship information.
In conjunction with the Marketing & Communications team liaise with parents and families of children who have
had cancer in an empathetic and sensitive way to develop strong case studies that support our direct marketing
activity.
Establish strong relationships with the internal research teams to understand their work, the positive impact of
this research for children with cancer and the opportunity we offer partners to be part of this journey towards
curing every child.
Mentor and manage the Direct Marketing Executives to develop their capabilities and encourage their success.
Work cohesively with the fundraising, research and marketing teams.
MINIMUM REQUIREMENTS
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Tertiary qualified in relevant field e.g. marketing, business, economics
Strategic skills to identify most relevant business opportunities and how to develop these effectively.
Operational management skills to implement this strategy in a timely manner with appropriate key indicators to
track progress and report back to senior management.
Highly organised with ability to manage multiple projects
Knowledge of developments, innovation and initiatives in the fundraising industry both in Australia and globally
Well networked into the non-profit sector and possess a genuine passion for working in this sector
Evidence of people management skills to create a collegiate and positive working environment
Passion for our cause and skill to communicate this in a compelling manner
Excellent attention to detail
Ability to take initiative and act autonomously as appropriate to ensure efficiencies
Excellent oral and written communication skills with highly developed interpersonal skills
2 | Direct Marketing M anager
Position Description
KEY SKILLS
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Significant experience (6 years +) of Direct Marketing with some experience in the NFP sector and a proven track
record of successfully growing profitable business.
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Talented, results driven individual motivated by success.
Financially savvy with good understanding of P&L management
Ability to work at a strategic level to design and implement highly targeted, data-driven Direct Marketing
programs and drive a best-practice NFP Direct Marketing capability to achieve fundraising goals in a competitive
environment.
Strong communication skills across multiple management levels internally and with suppliers externally to
promote a common understanding, build and nurture relationships and create an environment of shared goals.
Effective organisational and project management skills including the ability to set priorities, work within time
frames and meet deadlines
Ability to work autonomously to execute best practice Direct Marketing campaigns and drive excellence through
the review and implementation of rigorous policies and procedures
The ability to “think outside the box” and identify creative methods of acquiring and growing our donor base and
loyalty to optimise net income, leveraging emerging trends and establishing a distinctive position for the
Institute.
Data driven with strong analytical and reporting skills.
Innovative with good understanding of digital activation to grow this area for direct marketing.
Copy writing and creative skills to develop compelling messages and collateral.
Donor focussed, passionate about dealing with people and empathetic to our cause and beneficiaries.
Experience of team management to mentor the Direct Marketing team to optimise their opportunity for growth.
Ability to work independently and in conjunction with the Head of Individual Giving.
Behave in an ethical and professional manner at all times within the culture of Children’s Cancer Institute.
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EXPECTED OUTPUTS
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Achievement of the Direct Marketing net income budget annually.
Direct Marketing strategy for growth across multi channels to include the integration of cash acquired donors,
warm appeals and regular giving.
Comprehensive donor journey with clearly defined contact points to increase loyalty across the donor base
reducing attrition and maximising income
Segmented donor database model to guide fundraising communications strategy across channel and segments.
Effective and timely reporting of income performance, predictive forecasting model based on historical
performance and key assumptions to guide future budgets and pipeline for the future
Agency management framework to include agreed KPIs and contractual obligations as relevant.
Established, mutually respectful relationship with researchers and translation of their funding needs into
compelling propositions for our donors.
Established empathetic relationship management of parents and families contributing to direct marketing
activity.
Contribution to a cohesive and motivating team environment across fundraising, marketing and research teams.
3 | Direct Marketing M anager
Position Description
Children’s Cancer Institute policies applicable
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Code of Conduct/Ethics
Whistle-blowing
Use of Electronic Resources
Workplace Health & Safety
Appropriate Workplace Behaviour
Privacy
Any other policies not listed here but are available on the Children’s Cancer Institute Intranet Policies pages
SERVICE STANDARDS AND GENERAL EXPECTATIONS
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Respond to phone calls and emails within 48 hours
Read internal communications within 48 hours
Maintain up to date personal information in the HRIS (ConnX - Self Service) at all times
OUR VALUES
A is for Accountability and Integrity
C is for Camaraderie, teamwork and Sharing
E is for Excellence and Success
S is for Satisfaction. The result of living our values everyday
COMPLIANCE AND CODE OF ETHICS AND CONDUCT
Staff members are responsible for ensuring that they are familiar with and comply with their conditions of
employment as stated in their individual contract, all Children’s Cancer Institute Policies and Procedures and
relevant ethical and regulatory guidelines. Staff must be aware that breaches by individuals will not be tolerated or
condoned and may be subject to the Disciplinary Action Policy.
Your knowledge and awareness of Children’s Cancer Institute Policies and Procedures (including the Code of Ethics
and Conduct), will be monitored from time to time to ensure that our compliance program is effective.
Part of compliance adherence involves the use of standardised forms, checklists, and other aids (as appropriate) to
ensure that important compliance issues are not overlooked. All forms must be used in accordance with instructions
and the procedures as outlined in the relevant policies and procedures to ensure that compliance to the laws and
regulations occurs.
WORK HEALTH & SAFETY
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Must adhere to all WHS policies and procedures including reporting incidents within 24 hours
Take reasonable care for their own health and safety and the health and safety of other people who may be
affected by their conduct in the workplace
Actively participating in health and safety meeting, training and induction programs
Complying with all safe work procedures and instructions
Use equipment in compliance with relevant procedures, without wilful interference or misuse
4 | Direct Marketing M anager
Position Description
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Ensure that any hazardous conditions, near misses and injuries are reported immediately to the supervisor
and in the WHS reporting system (Myosh)
Must not wilfully or recklessly interfere with or misuse anything provided in the interest of environment
health and safety or welfare
REPORTING STRUCTURE
Position reports direct to: Head of Individual Giving
Departmental Structure: See Organisation Chart
Note: Reporting structure may change subject to management decisions and business requirements.
APPROVED BY
All parties below need to approve by signature and date.
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Head of Individual Giving
Name
Position
Date: 10 May 2017
Date: _ _ _ _ _ _ _ _
It is not the intention of the position description to limit the scope or accountabilities of the
position but to highlight the most important aspects of the position. The aspects mentioned
above may be altered in accordance with the changing requirements of the role.
5 | Direct Marketing M anager