Head of Individual Giving & Legacy Fundraising

Candidate Pack March 2018

Every story has a beginning.

I could begin by thanking you for taking an interest in our exciting new role. I could explain our vision and mission. Or I could list out the services and activities we deliver. But you’re smarter than that. As an Individual Giving & Legacy Fundraising expert, you’ll have already checked out our award-winning website; you’ll have seen our high quality information and expert advice, and taken note of our dedicated Helpline and inspiring friendship services. As someone who instinctively understands the power of compelling content and is driven to emotionally engage people to take action, you will have already read the inspirational stories and watched the uplifting videos that bring our communications to life. It is these very stories that give a glimpse of the potential we have to grow voluntary income at Independent Age and to ultimately make a tangible difference to the everyday lives of older people, their friends and families.

And so the beginning of this particular story – of this role – may not be all that typical. But then, this isn’t a typical opportunity. It’s a rare one. If you are looking for a senior Individual Giving & Legacy Fundraising role, steering and shaping a mature programme and operation, this opportunity is not for you. If you want to use your expert relationship fundraising skills and senior level experience to build a brand new Individual Giving & Legacy Fundraising strategy, programme and department, as well as help lead the development of a brand new division, working to a universal, urgent and growing cause, in an organisation undergoing tremendous growth and with the resources to truly unlock its potential, then I suggest you read on. If you are looking for a unique opportunity to drive growth at this critical time of your career and, above all, want the opportunity to directly contribute to delivering positive social impact, then this could be a great fit.

Unlocking potential

Over the past 10 years, Independent Age has been through a major transformation. We’ve moved from operating as a benevolent trust, to establishing ourselves as a charity that provides impact at scale for older people. We’ve successfully re-engineered our core service offering, developed our profile in thought leadership, and begun to build an evidence base through policy, research and media. We are already punching above our weight and are incredibly proud of the successes we have achieved so far.

We are now at a tipping point where we can take our learning to date, begin to unlock our resources, increase our public profile and significantly grow our voluntary income. We want to build our capacity and capabilities, grow the scope, scale and depth of our services, and develop a sustainable funding model, underpinned by a balanced income portfolio. Simply put: we will invest resources in voluntary income to help deliver sustainable growth. This will require a smart strategic approach as we shift our business model.

Our opportunity is significant. You’ll find it a challenge to open a newspaper, turn on the radio, switch on the TV or surf the web without coming across a story about the issues that impact on the day-to-day lives of older people and those who are important to them. After all, we are all ageing. It is the most universal cause you could work on.

Our story so far

Our plan is to accelerate significantly the number of people who get and give support through Independent Age. However, the opportunity doesn’t just lie in increasing volume, but in developing ways to build meaningful engagement with our key audiences.

Our starting point will be to make sure we really know our customers, their needs and their motivations. We will tell a compelling story (through our brand) helping to increase our profile, build understanding, drive action and grow income. We will become experts in response marketing – identifying target segments, telling inspirational stories, and matching our offers to customer motivations. We will make the most of digital channels and new technologies and be smart about how we use information – putting data at the heart of our business to give us the insight we need to make the right decisions. We will develop relevant, informed customer journeys through a clear ‘Customer Relationship Management’ strategy – making sure that the right customers get the right offers at the right time. In the future, our supporters will have many ways in which they connect with us and with older people.

This new Integrated Engagement Approach means that when our service interactions grow, our income grows, our brand builds, our influence develops and vice versa. Ultimately, this will enable us to deliver greater impact for older people.

But in order to seize this opportunity, to capitalise on our universal, urgent and growing cause, and to help us turn this vision into a reality, we need people like you. And that’s why we’ve taken the bold step of building a brand new Engagement Division.

Every story has a beginning. This one starts with our people. It could start with you.

The next chapter

Last year, 1 million people accessed our services and £2.6m was raised in donations and gifts in Wills. But we do not currently have the capacity or capabilities to fully optimise those individual relationships or sustainably grow our voluntary income. We have significant gaps in key functions including fundraising, brand, response marketing, digital, customer insight and strategy. And we remain reliant on our investment income and gains to carry out our charitable activities. We must sustainably grow our voluntary income so that we can increase the impact we make on the lives of older people.

In order to fill these critical gaps and build a sustainable foundation for growth, we have begun a multi-year project to create an integrated approach to building meaningful engagement with key audiences. We have started by bringing together the key functions that drive the public to Independent Age – Marketing, Communications and Fundraising – into a new Engagement Division. We have put in place interim resources to ensure we can deliver to short-term business needs. We have shaped the functions within this new division and developed the structure for the senior roles that will lead strategy individually and through a new Engagement Management Team (EMT).

Below you’ll see the functions within this new division and the structure of the new EMT:

Engagement Division Functions

Building our new Engagement Division

ENGAGEMENT

FUNDRAISING

INDIVIDUAL GIVING & LEGACIES

EVENTSFUNDRAISING

PARTNERSHIPS & PHILANTHROPIC

GIVING

CORPORATE FUNDRAISING

TRUSTS & FOUNDATIONS

MAJOR DONORS

MARKETING & COMMUNICATIONS

CUSTOMER INSIGHT & STRATEGY BRAND & MARKETING

CREATIVE SERVICES

DIGITAL

SOCIAL MEDIA

MEDIA & PR

MEDIA RELATIONS

PR

INTERNAL COMMUNICATIONS

Engagement Division Management Team

This is a hugely exciting opportunity. It is unlikely that there will be similar opportunities within our sector to be part of a brand new high-calibre management team. One that is responsible for shaping and driving the public growth of a charity with such a universal cause, and momentum for positive transformational change. And that is supported by the ambitions of our Board of Trustees to build on our successes to date and increase significantly the impact Independent Age makes to the lives of older people, their families and friends.

Our aim is to recruit the new senior roles within our new Engagement Management Team in early 2018. We can then begin to drive major cross-organisational change programmes and build capacity within key functions throughout this year and beyond.

Building our new Engagement Division

Director of Engagement

Assistant Director of Fundraising

Head of IG & Legacies

Head of Events FR

Head of Partnerships & Philanthropic

Giving

Assistant Director of Marketing &

Communications

Head of Brand & Marketing

Head of Digital

Head of Media & PR

Head of Insight & Customer Strategy

EA

You will be truly inspired and energised by the opportunity to build a brand new sustainable Individual Giving & Legacy Fundraising programme in a growth organisation with resources to invest and working to a universal cause. You will bring your significant knowledge of the UK Individual Giving & Legacy Fundraising market, and outstanding track record of achieving significant and sustainable income growth through a balanced portfolio of effective and scalable activities. Your experience of seizing opportunities and encouraging innovation will be critical to this new chapter in Independent Age’s growth.

Above all, you will be a strategic thinker with the creativity and vision to capitalise on our opportunity to create an excellent experience for all Independent Age supporters.

In return, Independent Age can offer you a genuine opportunity for professional growth and to personally make a direct social impact at a critical point in your career. You’ll work closely with the new Assistant Director of Fundraising and new heads of department across our new Engagement Division, as well as the new Assistant Director of Marketing & Communications. You’ll find us to be a warm, open and agile organisation, focused on growth and delivering increased impact for older people. Of course, there will be challenges along the way. But with an entrepreneurial spirit, positivity and ability to network and influence across an organisation to help drive medium-term growth, coupled with pragmatism, resilience and the building of a solid evidence base, together we’ll embrace those challenges, problem solve and seek new opportunities.

To find out more about this role, please do read on.

I really look forward to meeting with you. Good luck.

Biagio BorromeoDirector of Engagement, Independent Age

The role: Head of Individual Giving & Legacy Fundraising

Job Title: Individual Giving & Legacy Fundraising

Division: Engagement

Department: Fundraising

Salary Band: Head of Department

Reporting to: Assistant Director of Fundraising

Direct Reports: Team of 5-6 roles + additional roles in line with programme growth

Location: Head Office: 18 Avonmore Road, London, W14 8RR

Job Purpose

To be responsible and accountable for the strategic leadership and management of the Individual Giving & Legacy Fundraising department to drive a step-change in sustainable net income growth.

The Head of Individual Giving & Legacy Fundraising will lead on the creation, development and delivery of Independent Age’s new Individual Giving & Legacy Fundraising Department, strategy, plans, budgets, KPIs and integrated multi-channel programme of fundraising campaigns and activities.

As a key member of the Fundraising Management Team (FMT), the post-holder will also work with the Assistant Director of Fundraising to create the overall Fundraising strategy, ensuring that Individual Giving & Legacy Fundraising forms an integrated part of an effective wider programme of fundraising campaigns and activities. The post-holder will also be a member of the Engagement Management Team (EMT) and will share collective responsibility for ensuring integrated development of all supporter-facing strategies, plans and activities.

Main Duties

Development & Income Growth:

• To be accountable for setting and achieving annual/multi-year Individual Giving & Legacy Fundraising income and KPI targets, and for contributing to broader departmental, divisional and organisational KPIs as agreed with the Assistant Director of Fundraising.

• To lead on the creation and development of key building blocks, processes, systems and protocols for the new Individual Giving & Legacy Fundraising function to deliver effective and sustainable growth and excellent supporter experience.

Role description

Role description

• To lead on the creation, testing, evaluation and roll-out of an effective programme of Individual Giving & Legacy Fundraising campaigns, ensuring that all test activities (channels, products, audiences, propositions etc) are replicable and scalable. To oversee creative development and data analysis.

• To future-proof Independent Age’s Individual Giving & Legacy Fundraising programme by building a network of external contacts, undertaking regular competitor analysis and sector research, investigating ways to improve effectiveness, seizing opportunities, anticipating risks and encouraging innovation and improvements.

• To build, develop and manage strategic partnerships with best-in-business suppliers, ensuring cost-effective service, clear compliance and commitment to our values/goals.

Leadership & Management:

• To build, lead, develop and inspire a high performing Individual Giving & Legacy Fundraising department, supporting and line-managing Individual Giving and Legacy Fundraising team members to achieve departmental objectives and to deliver an innovative programme of fundraising campaigns and excellent supporter experience.

• To actively contribute to the Fundraising Management Team (FMT), Engagement Management Team (EMT) and Independent Age’s Wider Management Team (WMT), sharing collective responsibility for the development, delivery and evaluation of cross-departmental, divisional and organisational strategies, projects and activities.

• To deputise for the Assistant Director of Fundraising as required and provide leadership support for our new Fundraising Department and Engagement Division.

Strategy, Budgets, Planning & Reporting:

• To be accountable and responsible for the development of an effective Individual Giving & Legacy Fundraising income stream strategy, and related plans and activities, ensuring long-term sustainable net income growth in support of broader departmental, divisional and organisational objectives.

• To lead on strategies to drive rapid and sustainable growth of our base of financial supporters, with a particular focus on accelerating growth of our regular giving base.

• To develop a robust annual Individual Giving & Legacy Fundraising budget, multi-year forecasts, KPIs and evaluation & monitoring systems, providing

Role description

insightful performance reports as agreed with the Assistant Director of Fundraising.

Integrated Engagement & Relationship Fundraising:

• To lead the development of a large-scale programme to effectively recruit, retain, develop and reactivate financial supporters. Using insight to target key segments, develop compelling content, create relevant offers and deliver impactful campaigns which inspire supporters/the public to financially support our work. Capitalising on digital and social media channels, technologies and platforms, in liaison with the Head of Digital.

• To work with the Head of Brand & Marketing to lead the development of large-scale integrated multi-channel public campaigns which drive action and/or behaviour change.

• To actively support the AD of Fundraising and AD of Marketing & Communications in the development of an integrated Supporter Relationship Management Strategy, informed by insight, which tests and builds relevant supporter journeys to drive sustainable growth in the number of supporters, service users and volunteers who give and/or get support through Independent Age, and the number of ways in which they engage with us.

• To actively contribute to the development of Independent Age’s organisation-wide Data Management Strategy, ensuring that we are ‘data smart’ – optimising our data and data capture opportunities to deliver insights which help drive our growth.

Other Duties

• To ensure that all Individual Giving & Legacy Fundraising activities adhere to charity law, compliance and fundraising best practice, including in the area of data protection, marketing consent and vulnerability.

• To be responsible for the development of Independent Age’s organisational approach to marketing consent (seeking advice from external experts as required).

• To represent the charity internally and externally, as directed by the Assistant Director of Fundraising.

• To observe and comply with all Independent Age Policies, including the key policies and procedures on Confidentiality, Data Protection, Health and Safety, Safeguarding and Information Technology Policies and Procedures.

Role description

• To undertake other reasonable duties as directed by the Assistant Director of Fundraising as the department’s and division’s work develops and new needs emerge.

• This role may require additional travel and overnight stays.

Job descriptions cannot be exhaustive and so the post-holder may be required to undertake other duties that are broadly in line with the above key responsibilities. Independent Age is committed to equality of opportunity and to eliminating discrimination. All employees are expected to adhere to the principles set out in its Equal Opportunities Policy and all other relevant guidance/practice frameworks.

It is essential that in your written application you give evidence of examples of proven experience in each of the selection criteria in Part One of the person specification. These responses will be developed and discussed with those candidates invited for interview, together with the other criteria listed in Part Two.

PART ONE

EDUCATION & QUALIFICATIONSEssential• Educated to degree level, or to have equivalent experience.

• Evidence of leading teams to deliver voluntary income growth.

Desirable• Suitable accredited fundraising or direct marketing qualification such as

Diploma in Direct Marketing.

• Membership(s) of the Institute of Fundraising or equivalent professional organisation.

EXPERIENCE & KNOWLEDGEEssential evidence of:• Operating at a senior level to develop successful Individual Giving & Legacy

Fundraising strategies, plans and large-scale programmes of diverse multi-channel fundraising campaigns, as part of broader income/engagement strategies.

• A strong personal track record of achieving significant Individual Giving & Legacy Fundraising income and Regular Giving growth, maximising supporter value and delivering outstanding customer experience.

• Building brand new high performing Individual Giving & Legacy Fundraising programmes, teams and/or activities, including defining business processes and information systems.

• Successfully developing and managing £1m+ Individual Giving & Legacy Fundraising budgets, multi-year forecasts, KPIs, evaluation & monitoring systems, and insightful performance reports.

• Leading, motivating and developing a diverse Individual Giving & Legacy Fundraising team to deliver required results.

• Capitalising on digital and social media channels, technologies and platforms to cost-effectively grow and develop a base of financial supporters.

Person specification

Person specification

• A strong personal track record of leading the creative development of multiple individual giving and legacy fundraising campaigns to achieve income targets.

• Working with colleagues across fundraising, marketing and communications to develop integrated strategies, plans and large-scale multi-channel public campaigns which build brand, raise awareness, deepen understanding, drive action and grow income.

• Working in a fundraising context with data management & analysis teams, and related CRM systems, to optimise data and data capture opportunities to help drive growth.

• Delivering complex project or programme management through cross-departmental and/or cross-organisational management teams to drive change.

• Building, developing and managing strategic partnerships with best-in-business suppliers (including fundraising, digital, response marketing, research, data, design & print, and brand agencies), ensuring development of clear briefs, value-for-money, achievement of results, compliance and commitment to our values and goals.

• Experience using audience, consumer and/or data insight and research to drive business planning.

• A strong understanding of legacy fundraising, administration, analysis and reporting.

• A strong working knowledge of charity law, compliance and fundraising best practice, particularly in the area of data protection, marketing consent and vulnerability.

Desirable evidence of:• Operating as part of a management team to undertake large-scale brand

development.

• A strong working knowledge of a wide range of digital and social media technologies, platforms and marketing.

Person specification

PART TWO

SKILLS & ATTRIBUTESEssential• Develop strategy & translate into operational plans and successful

implementation.

• Proven people management experience and expertise.

• Lead change, with the drive, energy and resilience to grow your department and programme.

• Apply creative thinking and problem solve to deliver innovation.

• Manage high level projects, from inception to successful conclusion

• Excellent interpersonal, networking, collaboration and relationship building skills, ability to work cross-functionally to both provide and secure internal resource and support.

• Proven ability to inspire supporters, staff, volunteers, service users and key stakeholders through excellent verbal and written communication skills.

• Strong analytical and financial skills, plus proven commercial acumen.

• Excellent time management and ability to prioritise, deliver, manage and coordinate a number of projects simultaneously to tight timescales

• Stay calm, work on own initiative and work effectively under pressure

• Represent the organisation positively at a senior level and act as a media spokesperson.

• A commitment to building integrated, mutually-beneficial supporter relationships and to championing an ‘integrated engagement’ approach.

• A commitment to working collaboratively with colleagues and managing your department to deliver the best outcome for the organisation and the supporter.

• Ambition for self and charity with a passion for fundraising and a commitment to your own personal development.

• Sound understanding of the legal and regulatory responsibilities of a fundraising charity and of current fundraising, marketing and branding challenges and trends.

Desirable• Strong affinity with our cause and knowledge of older people’s issues.

Salary From £60,000 – £65,000 per annum. Contract This is a permanent, full-time executive appointment. Location Independent Age 18 Avonmore Road London W14 8RR Annual leave 28 days per annum for all full-time staff plus public holidays. The leave year runs from 1 January to the 31 December Hours Full-time staff work 35 hours per week. Senior staff are expected to work such hours as the role requires. Pension As a new employee of Independent Age you are eligible to join our pension scheme, known as Flexible Pension Plan, from your first day of employment. Contributions payable are as follows:

Contributions

You pay Independent Age Pays Total Contribution

3% 5.00% 8.00%

4% 6.67% 10.67%

5% 8.34% 13.34%

6% 10.00% 16.00%

6%+ 10.00% 16.00%+

Please note: Independent Age contribution capped at 10%

If you do not wish to join the full Independent Age pension scheme you will be auto enrolled (1%). Our provider is The Pension Trust.

Terms of Appointment

Season ticket loan Interest free loan to cover the purchase of your season ticket for travel. Employee assistance programme Dedicated information and counselling support service for employees, their family and those close to them. It provides information and practical help, as well as financial, legal and emotional support to our staff should it be required. Childcare vouchers Childcare vouchers available through a salary sacrifice scheme, allowing important tax and national insurance savings. Ride 2 Work schemeSavings on the purchase of a bicycle to use for work through a salary sacrifice scheme. The cost can be spread over 12 months.

Terms of Appointment

How to apply

To apply for this post, please submit:

• A comprehensive CV.

• A detailed supporting statement that fully addresses Part One of the Person Specification.

• Details of two referees whom we would be able to contact at shortlist stage.

As part of the online application process, you will be asked to complete an equal opportunities monitoring page. The information on this page will be treated as confidential, and used for statistical purposes only. This information will not be treated as part of your application.

The closing date for applications is Sunday 15th April 2018.

Recruitment Timetable

An indicative recruitment timetable for candidates is provided below. Once final dates are confirmed, these will be made available to applicants as soon as possible.

Closing date Sunday 15th April 2018

Shortlisting w/c 16th April 2018

First round interviews with Independent Age

w/c 23rd April 2018

Final round interviews with Independent Age

w/c 30th April 2018