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Legacy Development Manager

Candidate Information Pack


Contents 1.

Salary Information




Staff Diagram


Job Description


Person Specification


Employee Benefits


How to apply



Salary: Hours: Department: Responsible to: Responsible for: Contract: Grade: Annual Leave:

Head Office, Barkingside – We are in zone 4 of the central line, and are 26 minutes from Liverpool Street by tube. One or two days per week may be worked from our hot desk office in Borough, SE1. (or from home) £37,802- £41,392 - future potential to £45k 36.25 hours per week (9am-5pm) Permanent Supporter Marketing, Fundraising Deputy Director of Fundraising, Supporter Marketing Gifts in Wills Marketing Team – 4 direct reports, 4 indirect Permanent 42-50 27 Days a year


Introduction Barnardo’s transforms the lives of vulnerable children across the UK through the work of our projects, our campaigning and our research expertise. We believe we can bring out the best in every child whether the issue is child poverty, sexual exploitation, disability or domestic violence. The Gifts in Wills team sits within the Supporter Marketing team that is directly responsible for raising £15million from individuals, in addition to the more than £15 million in legacies received each year. This is an exciting time of growth and opportunity for Barnardo's and we are looking for an enthusiastic person to take on this challenge and join our successful team.

Gifts in Wills Team Staff Diagram

Legacy Development Manager

GiW Assistant (Part Time)

GiW Marketing Officer

GiW Marketing Executive

GiW Marketing Officer

GiW Regional Development Officer (Midlands)

GiW Regional Development Executive

GiW Regional Development Officer (LEaSE)

GiW Regional Development Officer



Job Description Job Purpose To lead and develop Barnardo’s legacy marketing team in order to maximise sustainable net income from legacies and donations in memoriam/celebration (DIMC). To develop and implement a leading edge legacy and DIMC programme that is integrated across the Barnardo’s audience and supporter spectrum, and drives lifetime value (LTV). To deliver leading edge marketing solutions that maximise the appeal of Barnardo’s to legacy and DIMC audiences. Key Accountabilities/Activities • To work with the Deputy Director of Fundraising (Supporter Marketing) to develop a leading edge strategy, operational plan and budget that maximises sustainable net contribution from legacies and DIMC. • To lead and develop Barnardo’s legacy marketing team to ensure they deliver in their role. This will involve holding regular 121s, supporting their learning and development and applying the principles of effective performance management. • To work with the Deputy Director of Fundraising (Supporter Marketing) to ensure a LTV perspective is at the heart of legacy and DIMC fundraising • To ensure legacy and DIMC campaigns are informed by high quality donor and target audience analysis, and work with the insight function to ensure this. • To develop and implement compelling, audience responsive marketing campaigns that drive legacy income and pledger value and numbers. • To ensure a leading edge legacy and DIMC customer care programme is implemented at all times • To manage all legacy operational plans and budgets efficiently and effectively, in consultation with the Deputy Director of Fundraising (Supporter Marketing).


• To develop and implement both short-term and long-term strategies and plans for delivering optimum legacy fundraising income for Barnardo’s, whilst monitoring the factors which will impact on future legacy markets. • To develop a culture of empowerment, continuous improvement and success across the team and role model collaborative leadership with other colleagues in the Fundraising and Marketing and Communications teams • To demonstrate and instil in team knowledge and understanding of legacy, individual giving, database marketing, community engagement and donor response principles and best practice. • To work with colleagues across Barnardo’s to ensure that opportunities to maximise legacies and DIMC are realised. • To work with colleagues in Supporter Marketing and Community Fundraising to ensure the optimum balance is achieved in legacy and DIMC marketing activity between direct fundraising, telemarketing, face to face communication, local community based legacy promotion and other media. • To ensure that resources and budgets (including external suppliers) are managed effectively, efficiently and economically and that activities and services are delivered to the highest possible standard. • To build positive relationships with and exert influence over prioritised target audiences through in-depth research and knowledge of motivations and drivers. • To manage and where appropriate develop systems to evaluate and monitor performance in terms of income/expenditure, net contribution, pledge maximisation, attrition as well as other KPIs agreed by the Deputy Director of Fundraising (Supporter Marketing). • To ensure the optimum interface between Barnardo’s legacy fundraising programme and its executorship function. • To ensure all legacy and DIMC fundraising complies with best practice, UK Charity Law and Barnardo’s policies and procedures.



Person Specification All criteria are essential unless otherwise stated. Education and technical skills: •

Educated to degree standard or equivalent

Professional marketing or legacy fundraising qualification would be desirable

Strong team leadership and collaborative skills

Strong legacy marketing analysis skills

Excellent understanding and appreciation of the principles and practice of legacy and DIMC fundraising issues and leading edge approaches to utilising LTV analysis to drive campaigns.

Excellent understanding and appreciation of database marketing principles and practice in relation to supporting targeted and effective legacy and DMIC marketing.

Excellent understanding and appreciation of customer care principles and practice in relation to legacy and DMIC supporter retention.

Excellent interpersonal communication skills.

High degree of ICT literacy – Excel, Word and “First Class” legacy database (desirable).

Some knowledge of probate law (desirable).

Experience: •

An excellent track record in managing a leading-edge legacy marketing programme in a comparable organisation.

Experience of successfully leading, motivating, managing and developing a legacy marketing team. 9

A track record of significant legacy fundraising achievement against budget and KPIs.

Substantial experience of developing and delivering lifetime value analysis (LTV) to maximize legacy income across the fundraising portfolio.

Substantial experience developing and implementing an integrated approach to supporter marketing

Experience of developing and growing a leading-edge DIMC programme.

Substantial experience of managing significant legacy fundraising budgets and resources.

Experience of managing and evaluating effective agency and supplier relationships

Abilities: •

To make a significant contribution to developing the legacy fundraising strategy and function for Barnardo’s with a clear understanding of the underlying issues facing both charity fundraising and the organisation, both internally and externally, and setting challenging targets accordingly.

To effectively prioritise workload and take responsibility for the Legacy and DIMC function reaching financial and non-financial targets in a highly competitive and challenging environment.

To provide clear leadership to the team, encouraging members to take joint responsibility for their achievement and letting them know they are valued.

To set and manage complex budgets and allocate financial and people resources where appropriate, whilst carefully monitoring activities and expenditure to ensure that resources are used effectively.

To display excellent written and verbal communication skills, with the ability to express ideas lucidly, present arguments in a logical manner and argue persuasively on complex marketing issues.



To build good relationships with internal and external stakeholders and develop an extensive network of contacts in order to ensure that all cross-sector learning opportunities are sought.


To work across the organisation with a consultative approach to problem solving, encouraging others to work towards common goals in order to achieve effective outcomes.


To use marketing and fundraising techniques effectively, with insight, professionalism and sensitivity.


Circumstances: •

Willingness to be flexible about hours and location of work in order to accommodate events/functions. The role requires some travel throughout the UK, late nights and overnight stays.

Barnardo’s operates a non smoking office environment.

Basis and values: Ability to respect Barnardo’s basis and our values, together with a commitment to, and an understanding of, equal opportunities.

Competencies: Strategic Orientation The ability to link long-range visions and concepts to daily work. At the lowest level, it includes simple understanding of strategies: at the highest level it is a sophisticated awareness of the impact of the world at large on strategies and how in turn that affects choices. Impact and Influence Demonstrating the ability to achieve individual and organisational objectives and targets through the use of effective negotiating and influencing techniques. Intent to persuade, convince and influence other in order to get them to support desired agenda. Striving for excellence Desires to improve performance, do a task better (faster, more effectively or at lower cost) by committing self in accomplishing challenging objectives/targets or competing against more stretching self-defining standards of excellence. Developing Others Genuine intent to foster the long term learning of others. Developing others to achieve excellence through detailed feedback on current performance, knowledgeable support and meaningful assignments. Recognising and celebrating individual success and achievement. 12

Planning and Organising Ensuring the successful achievement of results through the effective planning and management of resources, which are in line with the organisation’s strategic direction. The ability to think through and adopt a clear, sensible step-by-step approach to planning and organising work making effective use of time and resources in order to get the job done as effectively as possible. Managing Diversity Recognising the unique potential that individuals from different backgrounds, experiences and perspectives bring to Barnardo's. Utilising individual performance responding to changing working practices and acknowledging the changing customer/client base that the organisation operates with. Professional/business initiative Showing the independence and self-reliance to explore new avenues and approaches in response to, or anticipating the needs of situations without being asked. Thinking ahead of the present-to act on future needs and opportunities. Capable of original and creative solutions. Team Leadership The need to lead groups of people to work effectively together: the intention to take a role as leader of a team/group. 'Team' is understood as any group in which the person takes on a leadership role. Problem Solving The ability to analyse in a logical way and identify patterns and connections which are not immediately obvious. The ability to sift out the essential elements from a mass of complex information and integrate and synthesise ideas and information into a coherent whole. Client Service Focus on discovering and acting on client's needs. A commitment to putting the client first. Clients may include 'internal' staff, external clients and particularly the needs of children & young people representing the main focus of Barnardo's six building blocks.

As this is a career grade post such other duties as may be required to meet needs within the department. 13

Employee Benefits Annual leave 27 days leave per annum plus bank holidays. Leave entitlement increases by five extra days after the completion of five years’ service. Barnardo’s Retirement Savings Plan (BRSP) As a responsible employer, Barnardo’s considers it is important to encourage people to save for their retirement - pension provision is therefore a key feature of its benefits package. Barnardo's Retirement Savings Plan (BRSP) is a stakeholder pension and is available to all new staff. Flexible working In line with Barnardo’s flexible working policy, the right to request flexible working is available to all employees and can be arranged by mutual consent. We have a system whereby any overtime accrued can be used as an additional day’s leave – up to 4 days per year. Learning and development At Barnardo's we take learning and development very seriously. We see the purpose of learning to ensure employees, workers and volunteers are equipped with the skills and competence to undertake their role, and to develop capacity for the future. Barnardo’s employee support groups As an organisation Barnardo’s actively encourages its employees to become involved in the groups and forums which exist throughout Barnardo’s. Some of these are national or local or both. They are open to any employee who feels they identify with these groups and wish to access support. Child Care Vouchers In partnership with Computershare, we offer a childcare voucher scheme. This is a flexible way to meet the costs of your childcare. Part of your salary can be given up or ‘sacrificed’ in exchange for Childcare Vouchers. Within specified limits, these vouchers are non-taxable and exempt from National Insurance contributions and therefore present a saving for employees who receive them as part of their total employment package. The Childcare Vouchers received are then exchanged, in whole or part, for the approved and registered childcare services you use. Barnardo’s Employee Assistance Programme (EAP) Barnardo’s recognises that staff members may face and need help with a variety of issues throughout their lives and as part of the commitment to staff members provides the Employee Assistance Programme (EAP). The EAP is a 24/7 independent and confidential counselling and information service, free of charge, available to all Barnardo’s staff and their immediate family members. Support is available on a range of issues including legal, financial, emotional, health issues and work related concerns (Whistleblowing). Season ticket loan Interest free loans up to a maximum of £1,600 per annum are available to purchase season tickets for the journey between home and work. 14

How to Apply

The recruitment process is being managed by Stephen Perrett from Execucare, all enquiries should be directed to him at

To make a formal application you need to email Steve a copy of your CV along with a short Covering Letter - address the letter to:

Stephen Perrett Director Execucare 71-75 Shelton Street London WC2H 9JQ

Your Covering Letter really doesn't need to be more than a page.


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