Supporter Development Manager - Gifts in Wills

10 Mar 2017
26 Mar 2017
Full Time
Contract Type

Purpose of the job

To lead the team that focuses on the recruitment, cultivation and stewardship of our Gifts in Wills prospects, enquirers and pledgers in order to maximise sustainable net income from legacies. To ensure that all product journeys lead supporters towards the opportunity to leave a gift in their Will, and to lead on relevant cross team activities and projects.

To lead the wider Legacy Marketing team in adapting and developing business processes to meet the purpose and standards required to roll out marketing and stewardship plans for effective supporter relationship management.


Responsibility for recruiting new legacy prospects and cultivating relationships with prospects and pledgers through the appropriate channels including, but not limited to, DRTV, mail, telephone, face to face and events, in order to increase the number and value of legacy gifts to the Society in the medium to long term.

The Legacy Marketing team strive for excellence in supporter service: setting response standards and understanding legacy donor preferences for strong stewardship. The team concentrates on developing key business processes including the roll out, measurement and continued development of the legacy supporter journeys.

  • Circa 34,000 legacy pledgers
  • Circa 22,000 legacy enquirers & intenders
  • Legacy income in excess of £70 million pa
  • Legacy notifications circa 2,700pa
  • Two direct reports

Principal Accountabilities

Cultivation and Stewardship Management

  • Manage the planning, development and execution of compelling audience responsive marketing campaigns that drive interest in and commitment to leaving a legacy, to actualise income from this type of giving in the medium to long term.
  • Develop and maintain relationships with legacy prospects and pledgers who are sympathetic to the aims of the RSPCA to gain and maintain commitment to secure legacy gifts, through roll out of the supporter journeys and associated communication activities.
  • Oversee the rollout of In Memory and Home for Life supporter journeys as part of the already existing team wide project aimed at maximising income opportunities, including through the cross sell of gifts in Wills.
  • Guide and support the Supporter Development Executive in developing and managing a programme of face to face events.
  • Maintain and develop processes and procedures to ensure accurate capture and storage of information on individual prospects and pledgers.
  • Maintain knowledge of the external market place best practice and new initiatives and make recommendations for new and revised activities as appropriate.

Budget Management

  • Set, monitor and review the budget for the Gifts in Wills programme.
  • Prepare regular reports on agreed key performance indicators.


  • Lead, develop and motivate staff to ensure that they have the necessary skills and abilities to meet the current and future needs of the organisation.
  • Encourage and help to build a departmental culture which fits within RSPCA and its internal brand.
  • Develop and coach team members to excel in their roles and achieve their maximum potential.
  • Set objectives for the team to ensure delivery of the department strategy and plans.
  • Introduce and maintain appropriate performance management mechanisms to ensure the delivery of the department strategy.
  • When required, recruit, develop and retain the best people in order to become employer of choice in the charity sector.

Campaign and Agency Management

  • Monitor and review campaign costs against budgets, obtain and approve competitive quotes and approve invoices to an agreed limit.
  • Oversee and manage Gifts in Wills campaign activity and ensure processes are correctly followed.
  • Review campaign and rolling activities on a regular basis to measure against agreed KPI’s and seek opportunities for improvement.
  • Brief agencies/suppliers to produce legacy fundraising materials and campaigns.
  • Implement new initiatives and campaigns as agreed through development of the supporter journeys, measure and refine to maximise impact.


  • Ensure the accuracy of new and existing records entered and modified on the database so all contacts the Gifts in Wills team are responsible for are correctly flagged for the cultivation and stewardship programme.
  • Record and manage all relevant correspondence directly relating to the Gifts in Wills programme.
  • Oversee and manage the transfer of data or confidential information between external agencies and RSPCA to ensure correct procedures are followed in order to mitigate risk.
  • All Database users must be compliant with the Data Protection Act 1988 and should be aware of the Society's Data Protection policies and procedures including Information Security.


  • Explore opportunities for improving the process for thanking all contacts to ensure correspondence is appropriately tailored, and donations are processed promptly.
  • Oversee and review direct line reports correspondence to supporters to ensure Gifts in Wills fulfillment meets the required standards.
  • Ensure all non-standard responses are replied to appropriately and promptly.
  • Evaluate and review programme results on a regular basis.
  • Provide a monthly update to the Legacy Marketing Manager on the team's current and future planned activity.

While at work all staff are required to:

Take care of their own health and safety and that of others who may be affected by their acts and omissions.

Co-operate with Society policies and procedures for health and safety

In addition to the above, all line managers are required to:

  • Ensure, so far as is reasonably practical, the health, safety and well-being of their staff and others, who may be effected by Society activities
  • Be familiar and comply with Society policies and procedures for health and safety

Knowledge, skill and experience

Please refer to attached person specification (Appendix A)


Please refer to attached departmental chart (Appendix B)

Job Context  

  • The Supporter Development Manager - Gifts in Wills role is focused on rolling out and fulfilling the cultivation programme for enquirers and the stewardship programme for pledgers. This role is crucial to ensure medium to long term income from this vital income income stream to the RSPCA.
  • The post holder will work with the Campaign Manager - Legacies to plan and implement the Gifts in Wills ‘back to market’ programme, which is important to help maintain our position as the leading animal welfare charity in terms of legacy income.  
  • All sources of Gifts in Wills enquirers and pledgers from all marketing activities will be cultivated by this team.  
  • All legacy responses to Gifts in Wills marketing campaigns will be handled by this team either directly or through a fulfilment agency.
  • All work should always follow existing RSPCA guidelines in terms of fundraising practice, as well as external regulatory boundaries (ASA, IOF, DMA, IDM, Fundraising Regulator)
  • Work is developed with agreement from the Legacy Marketing Manager.
  • The post holder, through delegated authority, will have a high level of autonomy and responsibility for the implementation of associated marketing budgets and campaign activity.

Additional Information

  • The post holder has to travel to various agency and supplier meetings, which might also require occasional overnight stays.