DIRECT MARKETING EXECUTIVE
JOB PURPOSE
The Direct Marketing Executives work across donor recruitment and donor development.
It is envisaged that the post holder will initially focus on donor recruitment.
JOB SCOPE
The post holder will report to a Direct Marketing Manager. The post is within the Direct
Marketing and Legacies Section.
JOB DESCRIPTION
This is an important post within the Direct Marketing and Legacies Section, that provides
an opportunity for candidates who are looking for “hands on” experience with a small team
in a challenging, stimulating and creative environment. The successful candidate will need
to be self-motivating and to have a flexible and enthusiastic approach.
To encourage staff development and maintain flexibility within the team, the Direct
Marketing Executives will focus on either recruitment or development communications for
a period and then change roles. It is hoped that this will contribute to a comprehensive
understanding of direct-marketing-based relationship fundraising.
KEY RESPONSIBILITIES
Developing plans and strategy

To help develop plans, strategies and the programme of activities working closely
with the Direct Marketing Managers and other members of the team.

To participate in CAFOD-wide, Divisional, Department and Section planning. As part
of this, to develop annual income and expenditure forecasts.
Undertaking direct marketing campaigns

To plan and deliver direct marketing campaigns across a range of media (including
direct mail, press ads, inserts, online, and telephone). This involves initial desk
research, setting objectives, developing direct marketing briefs, briefing agencies and
other suppliers, research of subject matter and photographic material, overseeing the
creative and production process, arranging any response handling and fulfillment,
and monitoring and evaluating results.
Monitoring, analysis and evaluation

To ensure where possible that all direct marketing campaigns are tracked and
monitored and to commission analysis and reporting which both communicates
results and informs decision-making and future strategy.
1

Working closely with the Direct Marketing Managers and the Marketing Analysts to
develop new methods of analysis, planning and segmentation that will enable DM to
increase its level of income and recruit, retain and develop a greater number of direct
donors in a cost effective way.
Internal Consultation

To consult and work with appropriate teams, staff members and volunteers within
CAFOD to develop and build ownership of plans and strategies and ensure that
implementation is integrated into relevant operational plans.

To work with the Supporter Services Section and monitor appropriate service levels
for response handling, fulfilment and donor care.
Marketing research, competitor analysis and industry perspective

To utilise existing research and, where appropriate, to undertake and commission
new research.

To maintain an overview of our competitors’ activities and the opportunities and
threats they present.

To be well informed of developments in the direct marketing industry (both charitable
and commercial) by talking to other charities, attending forums, keeping up-to-date
with the trade press, following developments in fundraising and monitoring and acting
upon industry trends and statistics.
Setting goals and meeting targets

To operate within income and expenditure targets outlined in the financial framework
and annual planning process.

In collaboration with the Direct Marketing Managers to

participate in setting income & expenditure targets and then monitor progress this will require keeping records of expenditure against budget;

set goals and objectives for direct marketing and to monitor progress against
them.
All staff are expected:

To attend and contribute to regular Team, Section, Department, Divisional and
CAFOD-wide meetings and briefings.

To participate in training and other activities as requested by the line manager.

To work as a supportive member of the team, providing cover for and training of other
Section members and volunteers as required.
2
COMPETENCIES
The highest priorities for the post holder are:







Good understanding of direct marketing principles and relationship-based
fundraising
A sound understanding and proven track record of the processes involved in
producing direct marketing/fundraising communications across a range of media,
including direct mail
Manages time and resources efficiently, with an ability to plan and prioritise a heavy
workload and stick to deadlines
Understands how statistical analysis/interpretation and databases are used in direct
marketing
Analyses and diagnoses problems with depth and insight
Displays sound judgment and decision-making
Builds rapport and communicates effectively, with an ability to gather and share
information of relevance to this role
The following competencies are also important:






Proven working knowledge of marketing or fundraising, in either the voluntary or
commercial sector. [Ideally will have a qualification in Marketing – preferably the
IDM Certificate or Diploma in Direct and Interactive Marketing]
Creative flair and judgment, including a working knowledge of production
Strong research and analytical skills
A willingness to focus on personal achievement - to take ownership and
accountability; to show drive and initiative; to have an adaptable approach and be
able to cope with changing priorities
Experience of working with external agencies and suppliers including mailing
houses, list suppliers/brokers, printers and design/direct marketing agencies
Understands and actively supports CAFOD’s Vision, Mission and Values and has a
willingness to learn about CAFOD’s overseas development and humanitarian relief
work
A commitment to CAFOD’s Vision, Mission and Values is essential for all staff.
3
TERMS AND CONDITIONS
Contract
A permanent contract, including a six month probationary period.
Salary
Grade P: £30,059 per annum with 5 annual increments of £600 up to
a maximum of £33,059
(grade and starting point according to skills and experience).
Hours
35 hours per week. Normal CAFOD office hours are 9.30 to 5.30 with
one hour for lunch. This post will require earlier start/finish times.
Notice
Three months either way after completion of the probationary period.
Holidays
20 working days per annum plus statutory holidays plus 6 days
determined by CAFOD at Christmas/Easter.
Pensions
There is an optional contributory pension scheme (10% employer and
5% employee contribution). Alternatively, CAFOD will make a similar
contribution to a Personal Pension Plan.
Other Benefits
Life Assurance and Permanent Health Insurance cover, Childcare
Vouchers, Payroll Charity Giving, Ride2Work scheme, option to buy
Up to 10 days additional annual leave and Employee Assistance
programme.
Access
There is access for people with disabilities to CAFOD’s Stableyard
offices and there is access by way of a passenger lift to all floors in
CAFOD’s main building (if applicable) where this post is situated.
Most floors of the Worlock building are inaccessible to people in
wheelchairs.
Disabilities
We are committed to making every reasonable adjustment to the
workplace so as to accommodate people with disabilities.
Location
The post is based in CAFOD’s Brixton office. The office will move to
Waterloo in May 2010.
CAFOD is an Equal Opportunities Employer
Working with volunteers – CAFOD is committed to a policy of working with volunteers. All paid staff are
expected to be willing to work alongside volunteers on engaged and respectful terms, and to ensure that, as
far as possible, volunteers are enabled to contribute on an equal partner basis.
CAFOD is an Equal Opportunities Employer
Closing date for applications: 25th March 2010, 9am.
1st round interviews: TBC
2nd round interviews (for those shortlisted after the 1st round): TBC
4
Here is some additional information:
COMMUNITIES AND SUPPORTERS DIVISION
The purpose of the Division is to enable CAFOD to build real relationships of solidarity
between people in the Catholic faith community in England and Wales, and poor
communities in the global South; this means maximising support for CAFOD’s work from
the Catholic community at all levels and from all its members individually, through stronger
and more direct relationships and providing a growing range of strategies and
opportunities to pray, give, act and learn with CAFOD. The division gives priority to the
generation of voluntary income, providing corporate leadership in this area, as well as
developing and delivering education programmes that transform communities and
individuals of all ages and contributes to building a movement for change.
FUNDRAISING AND MARKETING DEPARTMENT
The purpose of the Department is to build a strong and secure voluntary income and
supporter base to enable steady growth and to ensure CAFOD meets its long-term
commitments to overseas partners and programmes. The Department leads on direct
marketing, giving priority to individual donor recruitment and development, and on
providing supporter development and care, including a full, quality supporter relationship
response.
DIRECT MARKETING and LEGACIES SECTION (DM&L)
DM&L is responsible for fundraising activities such as advertising, direct mail, door drops,
telephone fundraising, online and legacies, as part of the overall marketing mix.
Leadership on these programmes is the responsibility of the Head of Direct Marketing,
working alongside other team members.
DM&L currently has fifteen members: the Head of DM, two DM Managers, five DM
Executives (including this post), a Digital Fundraiser, two Marketing Analysts, one Legacy
Marketing Manager and three Legacy Officers.
5