Job description

Role purpose

The purpose of this role is to be an expert in marketing activity planning & delivery, with a particular focus on Legacies and In Memory. You will be responsible for planning, delivering and optimising the Legacy and In Memory marketing activity, and the associated supporter journeys for these audiences.  This will be achieved through a mixture of acquisition marketing to new audiences, converting existing Scope supporters, and stewarding known supporters. In addition, you will actively seek to cultivate and develop relationships with internal stakeholders across the organisation with an aim of raising the profile of Legacies and promote a culture of Legacy fundraising.

Main responsibilities and accountabilities

• Lead on the planning, delivery and optimisation of the integrated marketing & retention campaigns to Legacy and In Memory audiences – utilising digital & non digital channels.
• Using specialist marketing knowledge to manage and deliver activity that (a) acquires new supporters (b) converts known supporters and (c) develops the loyalty of existing supporters; with the ultimate aim of nurturing supporters to pledging a gift in their Will.
• Play a key role in the development and implementation of Scope’s Legacy marketing strategy which includes an exemplary stewardship programme for Legacy Enquirers, Intenders & Pledgers.
• Lead on the maintenance & marketing of the Legacy Free Will Service partnerships - both digital and offline – including supplier management, supporter journeys and marketing campaigns.
• Management and optimisation of the Legacy digital activity – in conjunction with the digital team & associated agencies.
• In conjunction with the digital team, management & optimisation of the Legacy & In Memory webpages and associated user experiences.
• Work closely with the Legacy and In Memory Lead to implement Scope’s In Memory strategy, which includes the development of an In Memory giving product, tribute page and supporter journeys. 
• Ensure the supporter database is kept up to date and issue free – working closely with the Supporter Care Team and the Data team.

Stewardship and Supporter Journeys

• Work with the Retention and Supporter Experience teams to develop, implement and maintain supporter journeys specifically designed for Legacy and In Memory audiences.  Integrating them with the wider team supporter journeys to maximise the lifetime value of each supporter.
• Work closely with the Supporter Care team to ensure the best possible supporter experience for Legacy and In Memory audiences.
• Build and maintain a priority tracking list of Legacy supporters and be responsible for effectively relationship managing & stewarding them.
• Actively seek to identify suitable and interesting stories from people who have supported Scope with a legacy that can be used in fundraising.
• Develop and maintain a suite of marketing materials (printed and digital) that motivate Legacy Enquirers & Pledgers and In Memory giving.
• Develop an in-depth knowledge of Scope’s work and stories to be able to communicate these in an inspiring way to staff and supporters.
• Maintaining detailed knowledge of Scope’s new strategic themes and how to discuss these with prospects, pledgers and lay executors.
• Keep accurate, up to date and GDPR compliant records for efficient relationship management.

Relationship building – internal and external

• Work closely with peers across Fundraising to plan, create, deliver and evaluate campaigns to promote Legacy & In Memory giving to known Scope supporters. Channels include mail, email, and social.
• Work closely with peers across Fundraising to identify and maximise opportunities to promote Legacy-giving & In Memory to wider Scope audiences - seeking out opportunities for integrating asks/information across Scope’s wider activities, marketing materials and communications.
• Build strong relationships with Legacy supporters and at times Lay executors/family members of Legacy donors - being sensitive and compassionate at all times.
• Work with the Marketing and Stories Teams to develop inspirational content to motivate supporters to include a gift in their Will to Scope and remind Legacy supporters why they support Scope.
• Build internal relationships with staff at all levels, including senior leadership, retail staff and volunteers, to ensure that Legacy & In Memory messages are spread throughout Scope’s communication channels.
• Manage the relationship with external suppliers including regular reports, quarterly planning sessions, and day-to-day activity.
• Travel to Scope’s regional offices, area meetings and shops to raise the profile of Legacies at Scope.

Reporting and analysis

• Ensure recommendations for future campaigns are based on robust campaign performance evaluation, audience understanding and marketplace insight.
• Monitor & evaluate campaign and activity performance; reporting results against agreed KPIs & making recommendations to improve performance.
• Report against Legacy and In Memory key performance indicators weekly or monthly as required.
• Share analysis with all relevant stakeholders, and to work together to develop a test and learn approach & programme.

Budget

• Management of Legacy & In Memory marketing expenditure budgets associated with the activity and campaigns you deliver.
• Support the Legacy and In Memory Lead with forecasting and projecting investment scenarios and annual budgets for Legacy and In Memory activities using budgeting tools and models.
• Support the Legacy and In Memory Lead with month end reporting process, reviewing budgeted income and expenditure against actual performance and inputting into commentary.

Sector knowledge 

• Stay up to date with competitor activity, marketing trends and the wider charity sector environment to inform decision making and contribute to team plans
• Network and stay updated on Legacy & In Memory principles and trends across the sector. Use this insight to contribute to Scope’s supporter development strategies.

Main contacts

Internal contacts

• Public Fundraising Team
• Supporter Care Team
• Marketing and Digital Team
• Communications Team
• Data Team
• All other staff teams and volunteers particularly in Retail.

External contacts

• Supporters, prospects, enquirers, intenders, pledgers & In Memory givers
• Suppliers and agencies
• Fundraising and marketing networking groups

Person Specification

Knowledge and experience

Essential

• Demonstrable experience in all marketing tools and channels – both digital and non-digital; experience in acquisition, conversion, retention and loyal marketing strategies
• Experience of developing and project managing a variety of fundraising and marketing campaigns and other projects within budget and on time
• Provable track record of growing supporter engagement & loyalty with a relationship management approach – ideally in the charitable sector
• Experience of managing external agencies and internal stakeholders to deliver successful campaigns – especially navigating complex internal relationships.
• Track record of communicating complex information to a variety of audiences including senior leaders
• Experience of developing new ideas from concept through to delivery.
• Knowledge and understanding of the importance of the Legacies income stream and how this fits into overall organisational plans.
• An understanding of fundraising compliance (in particular the Code of Fundraising Practice for legacies), data protection and best practice.

Desirable

• Experience/knowledge of legacy specific fundraising and marketing
• Experience/knowledge of In Memory specific fundraising and marketing
• Experience/knowledge of digital specific fundraising and marketing channels
• Experience of working in the charity sector
• Demonstrable understanding of the social model of disability and clarity about the input that fundraising can make to empowerment and social change

Skills and competencies

Essential

• Excellent marketing skills – both digital and non digital channels – across all stages of the marketing funnel (awareness to conversion to loyalty)
• Strong direct marketing skills and knowledge including copy writing, data analysis, targeting and segmentation.
• In-depth skills and experience of digital marketing and fundraising
• Excellent relationship management skills and a keen understanding of the relationship fundraising approach - a genuine people person.
• Excellent project management skills, ability to work on multiple tasks at the same time.
• Highly organised with an ability to work systematically to targets and deadlines and able to work under pressure.
• A self-starter - Ability to work on own initiative, prioritise workload without direct supervision, have excellent attention to detail, and be highly efficient.
• Excellent written and verbal communication skills with the confidence to talk to supporters in person, over the phone and to correspond via mail and email.
• The ability to show empathy and with good emotional intelligence
• Good problem-solving skills with ability to react quickly and to manage any issues or complaints.
• Ability to regularly travel within the UK to visit Scope shops, services and regional offices.
• Able to identify and undertake appropriate personal development to maintain and develop relevant skills and knowledge.
• A team player, committed to Scope’s ethos and values.
• Practical and confident in the use of MS Office packages (Teams, Word, Excel, PowerPoint and Outlook).

Desirable

• Experience of D365 and FirstClass databases or equivalent.