Position Description
Position Title:
Direct and Digital Fundraising Manager
Department:
Fundraising
Reporting To:
GM - Fundraising
About Guide Dogs Victoria
Guide Dogs Victoria is one of Australia’s oldest and
orientation and mobility services that enhance the lives of Victorians
who are blind or vision impaired. The support provided by Guide Dogs Victoria assists most trusted
charities offering high quality services that meet our client’s needs, enhancing their quality
of life and assisting in their achievement of safety, confidence and independence.
For almost 60 years Guide Dogs Victoria has been providing essential clients to live
independently and to actively participate in their communities.
Purpose of Position
To develop, implement and project manage direct and digital fundraising campaigns that
grow the GDV supporter base, and the systems and strategies that are required to deliver
the initiatives. Key channels include direct mail, telemarketing, face to face, email, social
media and web.
To acquire new donors and increase income from existing supporters through single gift
and regular gift campaigns and donor activities.
Reporting Relationships
This position reports to the General Manager – Fundraising
Direct Reports
Direct and Digital
Fundraising Manager
Donor Database Coordinator
Position Responsibilities
Donor Database Administrator
Work Performed
The role is responsible for growing the financial contribution of existing donors and
acquiring new donors. This involves developing and project managing fundraising
campaigns, conducting donor research and reviewing GDV’s giving channels. The role
works closely with the Key Relationship Managers to help ensure donors receive the
highest level of servicing to provide for maximum donor retention. It is expected that the
incumbent will contribute towards improving the effectiveness of management systems
including the development of new systems where required.
The role is responsible for an effective direct and digital fundraising team that is achieving
its targets and contributing effectively to the achievement of departmental and
organisational goals. The role is also responsible for managing and developing the
fundraising component of the Salesforce database, specifically as it pertains to campaigns,
donor acquisition and donor development, at the same time ensuring data integrity,
growth and effective use of the database.
As part of a small team, the position must be very hands on and flexible enough to
respond to requests from the fundraising community and other team members. It
requires simultaneous coordination over a number of projects and events, with various
stakeholders requiring different levels of support.
Challenges and Problem Solving
Challenges currently facing the position include:
The development of new campaigns for GDV, taking into account its specific fundraising
context and culture.
Reviewing the current database of supporters and identifying middle and major donor
areas for growth.
Reviewing current donor giving products and channels and identifying how to
improve these as well as researching and recommending new channels.
Ensuring relationships with the donors and fundraisers are protected and nurtured.
Ensuring the ongoing development of the Salesforce database across the RCH
Foundation.
Developing processes to maintain/attain data integrity and internal controls.
Decision-making
The Direct and Digital Fundraising Manager is primarily responsible for managing the
growth and development of new and existing individual donors through the development
of fundraising campaigns and processes and managing the donor database as it pertains
to campaigns. This position needs to act independently, with the capacity to make
decisions within parameters agreed upon with the General Manager Fundraising. The
position makes decisions about campaigns within approved budgets. Collaborative
decision-making is required with the Key Relationship Managers, as the people
responsible for development of donors once they have made a donation.
The Direct and Digital Fundraising Team Leader will advise the General Manager
Fundraising of new technologies and applications relevant to the efficient and effective
use of the system, however, the role is not expected to manage high-level technical
aspects of the database.
2|Page
This role, in conjunction with the Key Relationship Managers, is responsible for
managing regular updates and data cleaning and should advise on new processes required
to maintain data integrity. The person makes recommendations for improvements and
should take an organisational viewpoint.
The person must exercise superior judgment in bringing sensitive matters to the attention
of the General Manager Fundraising, as appropriate, to ensure proposed solutions are
endorsed before implementation.
Communication
Internal
All GDV staff – act in accord with GDV’s values and create a team environment that works
towards the success of the organisation
Fundraising Team – ensure seamless donor journey
Marketing & Communications Team – liaise regarding all external messaging, social media
and brand guidelines
GDV staff – develop productive relationships in order to develop key messages and
projects for donor support
To be part of the team, and join in our flexible, supportive and passionate working
environment with good humour and a positive attitude
External
Individual donors
Suppliers and contractors
GDA network
Local and national – build a personal network within the same field
Key Accountabilities
Fundraising Campaigns
In collaboration with the General Manager Fundraising develop and implement strategies
for acquiring new donors for GDV, including new regular donors.
Manage existing acquisition and development programs within agreed objectives,
deadlines and budgets and across a range of channels including: direct mail,
telemarketing, face to face, email and online fundraising.
Manage contracts with key suppliers providing services such as data capture and
management, creative, print, mail fulfilment and telemarketing sales for campaigns
as required.
Monitor, analyse and report on programs to improve performance.
In collaboration with the Communications Manager develop social media fundraising
initiatives.
Create a range of fundraising propositions to support the above strategies and
management objectives.
Analyse results and report on the outcomes. Provide feedback for improvement
opportunities.
Donor Acquisition and Retention
Coordinate effective campaigns to deliver an increase (to agreed KPI’s) in the
acquisition of new single and regular gift donors through a variety of approved
channels.
3|Page
Develop and implement strategies (in consultation with the Key Relationship Managers)
for donor retention and development.
Undertake research and benchmark GDV strategies for best practice State wide and
nationally
Ensure appropriate use of the donor database when determining mailing lists.
Donor Database
All campaign data is acquired and updated accurately, on time, in line with business
rules and service standards. The management of supporter and financial records
meets audit, privacy and data protection requirements.
Work with management to identify new and creative opportunities to leverage the
database to support additional business processes or functions.
General
Effective leadership and management of direct staff report, external suppliers and
internal relationships across the organisation.
Creating and managing annual budgets and plans for direct and digital fundraising
activities.
Work with the Communications Team to integrate web and online initiatives into the
database.
Ensuring that the GDV brand, key messages and Privacy Policy are applied to all direct and
digital fundraising activities.
Other duties as required from time to time.
4|Page
Position Selection Criteria
Essential
Commitment and passion for the objectives and values of GDV.
Demonstrated staff management experience.
Demonstrated senior-level experience of direct marketing for fundraising or
consumer sales, in one or more of the following: direct mail, telemarketing, face-to-face,
email and/or other digital channels, including the management of outsourced
suppliers.
Demonstrated ability to manage projects to deliver specified outcomes within agreed
deadlines and budgets, and demonstrated ability to monitor and analyse programs to
improve performance.
Demonstrated ability to deliver key customer or donor relationship building strategies.
Demonstrated ability to create a successful fundraising proposition and manage the
implementation of this through direct and digital fundraising channels.
Demonstrated emotional competence with good interpersonal and influencing skills,
and demonstrated success in working effectively with a diverse range of people
(staff, volunteers and supporters) and bringing the best out of them. Demonstrated
ability to communicate to a superior level in both a written and oral form.
Strong numerical and analytical skills (including a high level of expertise in
manipulating, interrogating and presenting data using relational databases and MS Excel.
Experience and knowledge of a donor/customer management system (preferably
Salesforce related, however not essential).
Desirable
Qualification in marketing or fundraising and a commitment to personal development.
Experience in the not for profit sector.
Organisational awareness and stakeholder management expertise.
Demonstrated experience of managing and motivating staff and others both internal
and external.
5|Page