Job: Legacy Manager, Charity Action Recruitment

OVERALL PURPOSE OF THE JOB

To plan, manage and implement the organisation’s legacy marketing to recruit and retain legacy pledgers and maximise future income from The organisation UK’s most significant single source of funding.

To plan, manage and implement The organisation UK’s in memoriam marketing and to promote the Tribute Fund scheme. To act as the main point of contact for Tribute Fund holders.

To develop new products associated with legacies and In memoriam giving, which have the potential to contribute to strategic income objectives.

To design and manage all associated (internal and external) business processes and to ensure compliance with legislation and best practice.

MAIN DUTIES:

1. To act as an ambassador for legacy marketing throughout The organisation UK, ensuring that all areas, including Nations and Regions, are aware of the importance of legacies to the organisation and are able to promote this way of giving.

2. To input into departmental planning to guide legacy marketing strategy and to develop plans to achieve objectives. Plans to deliver required income growth through promoting legacies to existing supporters and members and outside of the database.

3. To develop and manage communications to In Memoriam donors (who have made a donation in memory) to encourage further fundraising through the Tribute Fund scheme. To work closely with Community Fundraising to ensure appropriate support is provided.

4. Input into the wider strategic remit of the Individual Giving section to generate and grow income.

5. Develop and manage substantial income and expenditure operational budgets for legacy and In Memoriam marketing and any new product development. Provide quarterly reforecast projections and monthly management information.

6. Encourage regional fundraising colleagues to promote legacy giving, provide materials/training, liaise with them on legacy leads that need following up and consider proposals in years to come to generate leads for suitably trained regional fundraisers.

7. Ensure learning, risk management and informed investment by conducting thorough analysis and evaluation of legacy and In Memoriam marketing activity. Ensure any learning is fed into the marketing strategy and business operations of the Individual Giving section and Supporter Relations team.

8. Manage the implementation of operational marketing plans for Legacies and In Memoriam giving, producing effective marketing initiatives that deliver income and pledge targets against budgeted expenditure. Project manage all aspects of the marketing programmes, from conception to evaluation.

9. Ensure the legacy pages on the website are regularly updated and used to create a community of people who are supporting the organisation UK in this vital way.

10. Understand the supporter and legator profile and motivation and use this information in the planning of target audience, creative execution and media choice. Advise the development of regular Legacy marketing and In Memoriam / management information. Carry out or commission analysis and identify marketing research needs to assist the development of Legacy marketing and In Memoriam strategies and related new product development.

11. Ensure that all creative supports the The organisation UK brand and all copy accurately reflects the condition of the organisation. Support the charitable and strategic objectives of the organisation by increasing awareness of The organisation UK and its services where appropriate.

12. Enable future legacies to The organisation UK by being the lead advisor on the will-making process and charitable and other legacies. Advise other staff or volunteers who may be involved in legacy promotion. Ensure all advice is accurate and reflects current legislation and inheritance tax law.

13. Ensure the Legacy Administration team are kept up to date with all Legacy Promotion activity.

14. Keep abreast of legal, regulatory and government budgetary changes that may have a bearing on wills, legacies and In Memoriam activity.

15. Select and manage the relationship with external suppliers to ensure efficient and effective creative execution, targeting, production and fulfilment of marketing initiatives to deadline and to budget.

16. Develop and manage the infrastructure supporting Legacy and In Memoriam marketing that enable acknowledgement, financial processing, data capture / upload, data analysis and delivery of benefits.

17. Work with colleagues in the Marketing and Membership department and other teams to ease the integration of activity and provide a seamless, efficient service to supporters.

Other duties commensurate with the grade that may reasonably be required:

1. Attend internal and external meetings and if relevant, deputise for the Marketing Manager: Individual Giving or Head of Supporter Relations where appropriate.

2. Supervise any temporary or volunteer staff assisting with Legacy marketing and In Memoriam or Tribute Fund programmes.

3. Undertake other work related to the Marketing and Membership Dept at the direction of the Marketing Manager: Individual Giving, Head of Supporter Relations or Director of Marketing and Membership and perform other tasks necessary to achieve the overall objectives of The organisation UK.

PERSON SPECIFICATION

Essential:

1. Vocational marketing or direct marketing qualification (HNC / HND / NVQ 4 / CIM Advanced Certificate / IDM Diploma).

2. Over 3 year’s experience in a marketing function, ideally within the voluntary sector, including at least one year’s experience of working on direct marketing campaigns.

3. Experience of developing marketing strategy or substantial operational plans and of setting and controlling substantial income and expenditure budgets.

4. Knowledge and practice of the segmentation (ideally geo-demographic and recency / frequency / value) and targeting of audiences for marketing purposes. Experience of working with relational databases.

5. Good oral and written communications skills. Strong copywriting skills and the ability to evaluate and proof copy and artwork. Able to apply initiative, imagination and creativity to achieve marketing solutions.

6. Experience of buying print and production for substantial direct marketing projects.

7. Logical thought processes and a highly organised mind. Able to plan, manage and evaluate multiple marketing projects. Excellent project management, time management and organisation skills.

8. Able to work under own initiative without guidance on methodology. Able to cope well under sustained pressure, delivering to deadlines.

9. Attention to detail; sets own high standards for accuracy of work and efficiency of processes.

10. Knowledge of data protection legislation.

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