Audience engagement planner job description

Job title:Audience Engagement Planner

Reports to:Supporter Engagement planner

Location: Here East, Stratford, London preferred with flexibility to travel.

Salary: £33,000 to £36,000 per year

Role purpose

Over the next four years Scope’s services will directly reach two million people, driving change for many of the 14 million disabled people in the UK.

Scope depends on support from many hundreds of thousands of people to achieve strategic goals. This includes people donating money, volunteers giving time, people signing up to campaigns, and many more.

The new strategy diversifies income generation to drive financial supporters from a wider portfolio.

The supporter development team plays a vital role in delivering amazing experiences to all of Scope’s individual financial supporters, to keep them supporting Scope for longer, for more ways and by giving more.

With the introduction of the new Supporter Engagement Planner to the team, we want to increase the value and engagement of existing and new audiences by delivering relevant and timely communications on the channels that work best for each individual.

People experience Scope through the website, through fundraising campaigns, through shops, services and many types of media. In addition, people choose to support Scope in their own way and for their own reasons and motivations. Scope runs “milestone campaigns” to activate and mobilise supporters in an integrated way through all of these touchpoints.

The Supporter Engagement Planner is responsible for pulling together insights and analysis to understand supporter motivations; driving activation and mobilisation across a range of supporter segments and products; implementing specific conversion opportunities; and identifying how all these initiatives can contribute to increasing supporter loyalty.

The approach will be based on key principles, measurable, insight-led and data-driven, to deliver experiences in a way that best suit Scope supporters and mean more disabled people will be given the opportunities live the lives they choose.

A critical part of this role is about working closely with people across Scope – those responsible for delivering other aspects of the supporter experience – for example: campaigns, events, fundraising etc. and with the data and digital teams who will be key to implementing some of the recommendation

Main responsibilities

Journey Mapping

  • Over the next four years Scope’s services will directly reach two million people, driving change for many of the 14 million disabled people in the UK.
  • Scope depends on support from many hundreds of thousands of people to achieve strategic goals. This includes people donating money, volunteers giving time, people signing up to campaigns, and many more.
  • The new strategy diversifies income generation to drive financial supporters from a wider portfolio.
  • The supporter development team plays a vital role in delivering amazing experiences to all of Scope’s individual financial supporters, to keep them supporting Scope for longer, for more ways and by giving more.
  • With the introduction of the new Supporter Engagement Planner to the team, we want to increase the value and engagement of existing and new audiences by delivering relevant and timely communications on the channels that work best for each individual.
  • People experience Scope through the website, through fundraising campaigns, through shops, services and many types of media. In addition, people choose to support Scope in their own way and for their own reasons and motivations. Scope runs “milestone campaigns” to activate and mobilise supporters in an integrated way through all of these touchpoints.
  • The Supporter Engagement Planner is responsible for pulling together insights and analysis to understand supporter motivations; driving activation and mobilisation across a range of supporter segments and products; implementing specific conversion opportunities; and identifying how all these initiatives can contribute to increasing supporter loyalty.
  • The approach will be based on key principles, measurable, insight-led and data-driven, to deliver experiences in a way that best suit Scope supporters and mean more disabled people will be given the opportunities live the lives they choose.
  • A critical part of this role is about working closely with people across Scope – those responsible for delivering other aspects of the supporter experience – for example: campaigns, events, fundraising etc. and with the data and digital teams who will be key to implementing some of the recommendations

Milestone / Integrated campaigns

  • To play a leading role in all integrated Milestone campaigns. Working with Scope-wide working groups to recognise opportunities for financial support, ensure an insight-led approach to all new activations, and to plan and implement all ongoing supporter journeys.
  • To ensure the Engagement and Innovation team are kept updated on all integrated messaging and are joining up with and influencing the wider organisation wherever possible.

Marketing automation

  • To work closely with the marketing automation experts in the digital team and data team to develop a set of rules, to integrate tests and business rules and to establish rapid results to a wide range of hypotheses.

Reporting and analysis

  • To implement an department-wide set of KPIs and a system for measuring success across numerous budgets.
  • To work with Senior Supporter Engagement Executives to introduce test plans to continually monitor and improve journey communications and campaigns.
  • To provide continual feedback, insight and analysis to all stakeholders.

Data

  • To manage a budget to increase donor loyalty and financial activations, providing monthly commentary on performance against targets.
  • To coordinate data selections and be responsible for managing complex data for marketing purposes.
  • To ensure data is handled sensitively and confidentially, and is GDPR compliant.
  • To create a regular snapshot on how audiences are growing and changing over time.

Audience

  • To understand Scope’s different audiences and to ensure all communications are inspiring and relevant to each audience.

Sector Knowledge

  • To stay updated on activity across the sector, and use this insight to contribute to Scope’s supporter development strategy.

Agency management

  • To manage the relationship with external suppliers, managing the regular reports, conducting quarterly planning sessions, and being the lead contact for day-to-day activity.

Key contacts

Internal contacts

Marketing, fundraising and communications staff and managers; all project managers across Scope who are responsible for delivering or impacting the supporter experience.

External contacts

Scope supporters and customers, members of the public, suppliers (for example agencies) and membership bodies, for example Institute of Fundraising, Customer Experience etc.

Person Specification

Knowledge and experience

Essential

  • Experience of working in a supporter or customer-focused team, designing and implementing activities specifically that are oriented to improve the customer or supporter experience.
  • Experience of working with external agencies to deliver initiatives (including digital, telephone, fulfilment, creative etc.) and understanding how to manage them to contracts and service levels.
  • Experience of success in delivering results as set out in a departmental budget.
  • Experience of working with data for fundraising purposes, either in using a database to select and segment data or of producing briefs to do so.
  • Experience of using supporter insight to influence successful direct marketing.
  • Experience and understanding of marketing automation and similar technologies.
  • Experience and understanding of complex marketing including multi-variate testing across a number of channels, products, audiences and propositions.
  • Experience of modelling data and analysing results.
  • Experience of influencing other members of staff and external agencies
  • Working knowledge of fundraising compliance and data protection regulations

Desirable

  • Experience of working in a supporter or customer-focused team, designing and implementing activities specifically that are oriented to improve the customer or supporter experience.
  • Experience of working with external agencies to deliver initiatives (including digital, telephone, fulfilment, creative etc.) and understanding how to manage them to contracts and service levels.
  • Experience of success in delivering results as set out in a departmental budget.
  • Experience of working with data for fundraising purposes, either in using a database to select and segment data or of producing briefs to do so.
  • Experience of using supporter insight to influence successful direct marketing.
  • Experience and understanding of marketing automation and similar technologies.
  • Experience and understanding of complex marketing including multi-variate testing across a number of channels, products, audiences and propositions.
  • Experience of modelling data and analysing results.
  • Experience of influencing other members of staff and external agencies
  • Working knowledge of fundraising compliance and data protection regulations

Skills and competencies

Essential

  • An innate and unswerving focus on viewing the world from the supporter’s perspective at all times.
  • Able to work in a diverse and distributed, virtual team.
  • Flexible and adaptable – responding positively to change.
  • Ability to work to agreed deadlines and resolve conflicting priorities within projects.
  • Highly numerate with the ability to analyse, manage and present complex data
  • Highly developed written and verbal communication skills to understand, interpret and present complex information in a clear and persuasive way for a range of audiences.
  • Well-developed ability to successfully negotiate with others to achieve desired outcomes.
  • A structured approach with, a keen eye for detail under pressure and the ability to work independently
  • Good problem-solving skills with ability to react quickly, remote mange any issues.
  • Undertake appropriate personal development to maintain and develop skills and knowledge

Our values

We are ambitious and determined. We innovate and strive for better. Bold and challenging of the status quo, ourselves and each other. We listen and share, tapping into the expertise of others. We are transparent about what we do and how we do things. We create supportive and accessible environments. We value and respect each other’s expertise and diversity, taking responsibility for what we do to support each other to succeed. We are single minded in our desire to achieve equality.

Opens in a new windowOpens an external siteOpens an external site in a new window