Candidate Information Pack Director of Fundraising & Marketing Dogs Trust
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{ Director of Fundraising & Marketing } Candidate Information Pack
Contents
Role Overview
Job Summary
Key Responsibilities
Person Specification
The Marketing Department
Marketing Department Staff Structure
Senior Staff Structure
Employment Information
How to Apply
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{ Director of Fundraising & Marketing } Candidate Information Pack
Role Overview Dogs Trust is the UK’s largest dog welfare charity. We care for around 17,000 stray and abandoned dogs each year through our network of 19 rehoming centres across the UK and Ireland. We are reliant on voluntary donations in order to continue our work. The new Director of Fundraising & Marketing will play a crucial role in the development of the charity’s work. As well as increasing income and building the Dogs Trust brand, the successful candidate will be expected to work with the CEO and other directors to develop the ongoing strategy of the organisation. Dogs Trust is a positive, upbeat, approachable and dynamic organisation that’s passionate about dog welfare. We’re looking for a Director of Fundraising & Marketing who shares those attributes.
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{ Director of Fundraising & Marketing } Candidate Information Pack
Job Summary To develop and implement fundraising and legacy generation strategies to ensure that all long and short term fundraising targets can be met. To direct the work of a team of 60+ staff to raise in excess of £70m of voluntary income. To raise awareness of our work through advertising campaigns – particularly in relation to generating footfall for our rehoming centres. To take responsibility for ensuring that our marketing activity represents the Dogs Trust brand in a consistent and positive way. Working with the CEO and the team of Directors, to contribute towards the development of the overall Dogs Trust strategy.
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{ Director of Fundraising & Marketing } Candidate Information Pack
Key Responsibilities Strategic •
Develop and implement fundraising and legacy strategies to ensure that all long and short term income targets are met
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Identify and develop new income streams
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Ensure that advertising and social networking campaigns are produced that increase awareness and develop understanding of the Dogs Trust brand
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Ensure that all Dogs Trust marketing activity supports and enhances the Dogs Trust brand
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Undertake research to monitor awareness and understanding of the Dogs Trust brand
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Ensure that the CEO is consulted on all strategic activity
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Collaborate with the CEO and other directors to develop the overall organisational strategy
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Keep abreast of new developments in marketing
Financial •
Take responsibility for the development and monitoring of the Marketing budget
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Achieve agreed financial targets and maximise net income through effective cost control.
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Analyse financial data to inform ongoing strategy and tactics
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Liaise with Finance Department to ensure proper financial procedures are in place and adhered to.
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Provide regular reports for the CEO, directors and trustees
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{ Director of Fundraising & Marketing } Candidate Information Pack
Key Responsibilities [continued] Staffing •
Develop and lead a Marketing Department team capable of delivering desired outcomes. This will include staff at Head Office as well as local staff and volunteers
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Line manage 7 direct reports
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Ensure all staff are suitably briefed, trained and motivated
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Carry out appraisals of line managed staff.
General •
Liaise with professional bodies and other associations as required.
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Represent Dogs Trust to key audiences where appropriate
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Appoint and manage agencies as appropriate. This will include fundraising, advertising, data strategy and media buying agencies
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Ensure that supporters are given a high level of customer service
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Prepare regular reports for the trustees and attend trustee meetings
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Ensure all work is consistent with the values of Dogs Trust and is conducted with respect to the relevant law and codes of practice
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Keep the CEO informed of progress on all activities
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Undertake any other duties as required.
Person Specification •
Real drive and passion for delivering exceptional results in a growing business
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Proven experience in fundraising at a senior level within a large charity
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An excellent understanding of the use of data in fundraising
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{ Director of Fundraising & Marketing } Candidate Information Pack
Person Specification [continued] •
A thorough knowledge of a wide range of fundraising disciplines – especially direct marketing
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Excellent knowledge of the use of digital media in a charity environment
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Good all-round marketing knowledge
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An appreciation of the law in relation to marketing activity
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Proven experience of managing large budgets
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Experience of creating and implementing strategy
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Dynamic, hardworking and an excellent team player
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Excellent verbal and written communications skills
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Ability to lead and motivate a large team is absolutely essential, as is a positive and upbeat demeanour
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Ideally educated to degree level.
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Empathy with our aims and objectives is absolutely essential.
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The role will involve some travel and overnight stays so a full clean driving licence and a flexible approach to working is vital.
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{ Director of Fundraising & Marketing } Candidate Information Pack
The Marketing Department The Marketing Department looks after all fundraising work, advertising campaigns and the Dogs Trust brand. A separate directorship looks after public relations and lobbying. In 2013, Dogs Trust had fundraising income of £50m and legacy income of £20m. In terms of voluntary income, Dogs Trust is one of the top 20 charities in the UK. Income has risen exponentially in recent years and we are determined to ensure that we can continue to grow in order to fund an ambitious programme of expansion. Most of our income is generated through individual giving. However, we are now looking to expand other areas of our fundraising activity in order to generate the funds necessary to implement our long term plans. A Head of Retail was appointed in 2013 and a Head of Major Relationships is currently being recruited. A Donor Management Team provides customer service for our donors as well as providing management information to senior staff. In addition to Head Office staff, the Marketing Team includes a network of Supporter Relations Officers (SROs) based at our rehoming centres.
SRO’s perform a number of
functions, chiefly legacy promotion, public relations and local fundraising. The SRO’s are line managed by a Supporter Relations Manager based at our Ilfracombe Centre. All digital marketing is also conducted through the Marketing Department. Our Digital team looks after websites, social networking and e mails, as well as advising other teams on digital opportunities. Day to day brand and advertising work is undertaken in the Donor Development team.
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{ Director of Fundraising & Marketing } Candidate Information Pack
The Marketing Department [continued] The full list of Marketing teams and their chief responsibilities is as follows: Donor Recruitment •
All recruitment to the individual giving
Supporter Relations •
programme •
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Liaison between Marketing/Comms and the rehoming centres
All dog sponsorship activity including
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Local legacy promotions
recruitment and sponsor updates
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Event organisation
All membership activity including
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Some Local PR activity
recruitment and development of benefits
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Local social networking
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Local liaison with donors of all descriptions
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Some assistance to local charity shops
Donor development •
All warm appeals
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All trading catalogue activity
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All raffle activity
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National social networking
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Legacy promotion
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Liaison with other departments on social
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Rehoming centre advertising campaigns
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Product placement
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Development of all websites/microsites
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Guardianship of the brand guidelines
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Design and despatch of marketing e mails
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Branding of rehoming centres, the vehicle
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Advisors to other departments on digital
Digital Marketing
networking content
matters
fleet etc •
centres
Major Relationships •
Trusts
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Corporates
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HNWIs
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Some community fundraising
Retail Operations •
All aspects of our charity shop chain
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We currently have 12 shops but this is planned to rise to 20 by the end of 2014
Provision of digital solutions to rehoming
Donor Management •
All aspects of banking and thanking whether at Head Office or out-sourced agencies
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Database management
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Provision of management information reports
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Fielding of all switchboard calls to HQ
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Management of Gift Aid claims and compliance
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{ Director of Fundraising & Marketing } Candidate Information Pack
Senior Staff Structure
Marketing Department Staff Structure
Notes This is a marketing department – It is more than fundraising. Digital Marketing is not primarily concerned with fundraising. The Team is responsible for website development and admin, social networking, apps, emails. Donor Management includes data entry, database management, customer services (phones etc) Gift Aid reclamation, management information reporting. Supporter Relation Officers (SROs) are a local based resource, they are responsible for local PR, events, local fundraising and liaison with local donors. Donor Recruitment/Donor Development should be self-explanatory. Legacy promotion is dealt with in Donor Development. There is a separate Dogs Trust Marketing Team in Ireland. They are guided by the UK Marketing Team but remain independent.
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{ Director of Fundraising & Marketing } Candidate Information Pack
Employment Information Salary £ competitive Holiday 25 days rising annually to 28 days after 3 years Benefits Private Healthcare, Generous Pension Hours Full-time Contract Permanent Report to Chief Executive Officer Management of 7 Direct Reports Place of Work Head Office, Islington
How to Apply
For a confidential discussion about this role, please contact Dogs Trust’s executive search consultant: Mairi Shirley
Director Execucare 020 3589 0468 mairi.shirley@execucare.com
Mairi’s dogs Roxy & Button
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{ Director of Fundraising & Marketing } Candidate Information ExecucarePack USA 200 North Larchmont Boulevard Los Angeles 90004-3707 USA (1) 323 4606202
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