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).
6