Blind Foundation
Position Description
1. Title and Reporting Relationships
Position Title: Direct Marketing Manager
Reports To: General Manager Fundraising
Portfolio: Fundraising
Position Location: Refer to Employment Agreement
Hours of Work: Full time/part time
Date: May 2017
2. Purpose of Position
The Direct Marketing Manager is responsible for recruiting and developing support for the Blind
Foundation’s work from individual members of the public. We do this using a wide range of
channels including (but not limited to) direct mail, email, face-to-face, telephone and digital
channels including search, social and display. This role will:

Lead the Direct Marketing team to deliver circa $10 million income;

Be responsible for the overall strategy and direction of the Direct Marketing programme,
including cash giving, regular giving and legacy marketing.

Lead and develop strategies and operational plans that ensure opportunities to grow and
strengthen the direct marketing programme and Blind Foundation supporter engagement
3. Responsibilities of the Position
More specific objectives and key performance indicators will be included in an individual's
performance development plan.
Oversee the Blind Foundation’s direct marketing programme

Develop the direct marketing and legacy marketing strategy, leading the development of
annual plans and budgets, working with key stakeholders to ensure they are integrated to
meet Fundraising Team strategic objectives.

Oversee all direct marketing campaigns, including budgets, scheduling, creative briefing,
media briefing and approval of media plans, data briefing, signing off copy and artwork.

Manage external agencies to ensure that targets are met, Blind Foundation standards are
adhered to and quality of work is maintained. Responsible for managing review of agencies
when required.

Understand the profile of the Blind Foundation’s supporter base to manage the acquisition
of new supporters and the development of existing supporters, developing supporter
journeys to maximise retention, engagement and lifetime value
Initial here
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
Responsible for growing and developing the wider direct marketing programme. This
includes reviewing existing and potential opportunities and overseeing the implementation
of subsequent activity.

To contribute effectively (and where necessary manage the contribution of others) to the
development of the Blind Foundation’s Supporter Relationship Management system

As a leader within Fundraising, to model highly constructive and effective cross-functional
collaboration, supporting wider Fundraising and organisational initiatives.
Management

Line manage the Direct Marketing Team, ensuring that objectives and standards are met,
motivation is maintained and the post holder’s skills are developed to the mutual benefit of
themselves and the Blind Foundation.

Promote and support a positive culture, inspiring, motivating and supporting individuals and
encouraging collaboration and integration across the Fundraising team and the wider
organisation.
Planning and finance
 Produce annual and longer-term strategic and tactical plans and budgets in conjunction with
managers of other teams within Fundraising and the General Manager Fundraising

Lead on quarterly forecasting for direct marketing, ensuring key performance indicators and
results area are accurately reported.

Budget monitoring on a day to day basis, and to report monthly on actual and forecast
income/expenditure variances
Communication

Work collaboratively with colleagues to ensure the effective planning of supporter
communication that focuses on the needs of Blind Foundation supporters, supporter
engagement and lifetime value.

Ensure effective and appropriate communication of Direct Marketing plans and activities to
the Fundraising Team and to appropriate colleagues across the Blind Foundation
Programme Development

Responsible for commissioning analysis and research of supporter data to inform tactical
and strategic decision making and develop the overall DM programme.

To liaise with the Supporter Planning Team on the data/ICT needs of the direct marketing
programme and to participate in system reviews.

Working with other departments on activity to raise awareness of the Blind Foundation
brand, and to ensure that the direct marketing programme reflects the Blind Foundation’s
brand values at all times
Health and Safety
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
Ensure that the Health and Safety Policy is upheld and requirements are met by ensuring all
accidents, hazards, near misses, incidents are reported and recorded appropriately, and all
practicable steps are taken to minimise or eliminate hazards in the workplace
4. Dimensions of the Position
Number of Positions Responsible For
Direct: 3
Indirect: N/A
Shared Responsibility: N/A
Delegation of Authority: Authority to commission up to $50k budgeted expenditure; invoice
authority up to $5k
5. Key Relationships
Internal

Fundraising colleagues, Marketing, Finance, Service delivery staff, Clients & their families
External

Direct Marketing agencies, mailhouses, telemarketing agency, face to face agency, direct
marketing list broker, NZ Post
6. Behaviours
Supporter driven
 Use in-depth knowledge of supporters, the market and the charity sector to predict future
trends that impact upon supporters and their support
Leadership
 Promotes a results focused culture, engaging and guiding others to achieve ambitious goals

Translates strategic direction into medium and long term plans and objectives for own team
and department

Promotes confident discussion of failure and constructive challenge to enhance
innovation/learning

Prioritises knowledge and skills over status to make the best use of talent and promote
involvement at all levels

Monitors developing conflicts such as excessive demands on people and resources and
proactively addresses them
Efficiency & Effectiveness
 Systematically plans projects to maximise performance and cost-effectiveness

Anticipates risks and puts plans in place to minimise their impact
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
Evaluates work, learns from results and adjusts strategies to provide the best results for
New Zealanders who are blind or have low vision
Communication & Influence
 Communicates effectively, both verbally and in writing, presenting difficult messages clearly
and with impact

Anticipates and responds to the needs of an audience, ensuring that creative concepts and
content deliver maximum clarity
Embracing change
 Demonstrates a solution focused approach to overcoming the barriers to change

Empowers people to innovate and welcomes new ideas that are focused on the delivery of
strategic priorities
Digital First
 Utilises digital media and tools to achieve specific external engagement objectives and is
open to exploring how to make use of digital further

Looks outside traditional channels to identify new sources of innovation
7. Person Specification - Qualifications, Experience, Skills,
Knowledge, and Attributes
Essential






Degree qualified or equivalent experience
5 years in depth Direct Marketing experience across traditional and digital channels
Experience managing and being responsible for $3m+ income and expenditure budgets
Experience leading and managing a high performing team, delegating effectively and
ensuring high service standards are met
Experience working on strategic plans and managing external agencies and suppliers
Ability to use MS Office packages, Word, Excel, PowerPoint and experience of using
databases for reporting.
Preferred

Experience leading a large charity direct marketing function
8. Blind Foundation Values

Optimistic
We promote optimism and hope, and positively address challenges through
being solutions focused. We encourage enthusiasm and energy for our cause.
We support one another and practice positive approaches that builds
resilience and strength for times of adversity.

Connecting
We are inclusive, transparent, and communicate openly. We practice great
team work, working together for the greater good. We build collaborative
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relationships, develop partnerships and connect across boundaries, enabling
us to better achieve our vision and goals.

Aspirational
We constantly strive for improvement, and actively look to learn from what we
do. We challenge ourselves, we are agile, flexible, and open to change. We
are responsive to innovations that improve the organisation and makes things
better for clients.

Empowering
We empower people, and enable self-reliance and fulfilment. We listen, and
treat others with care and respect. We value diversity and are responsive to
each person’s unique needs. We demonstrate accountability and integrity in
our work.
I hereby acknowledge and accept the above position description as a part of my employment
conditions with the Blind Foundation.
Name:
Signature:
Date:
Note – each individual page of this position description must also be initialled
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