Terms of Reference Digital Fundraising Consultant Private Sector Partnerships Service (PSP), UNHCR London, UK UNHCR, the UN Refugee Agency, is offering a consultancy contract within the Private Sector Partnerships Services in the UNHCR offices in London, United Kingdom. The position will be part of UNHCR s Private Sector Partnerships Unit, which sits within the Department of External Relations (DER) responsible for mobilizing resources to enable UNHCR s refugee response programming around the world. UNHCR has developed a $1billion PSP fundraising strategy 2018-2025, according to which Digital Fundraising is one of the focus fundraising channels. Digital Fundraising will remain an important element of the fundraising mix, supporting various acquisition channels, expanding the donor loyalty program and helping to raise the awareness and profile of UNHCR s brand. In the UK, digital fundraising has been achieving outstanding results since its establishment in 2013. Although digital still delivers a large proportion of new donors, the fundraising program has diversified, and now includes direct response television (DRTV), direct mail, door drops, inserts and press ads as additional fundraising channels. UNHCR UK is planning to become a registered charity in the UK in 2018. As new fundraising opportunities become available to the charity, PSP will continue to operate and expand our new donor acquisition program across our existing fundraising channels, whilst looking for new ways to expand our digital fundraising market share in the UK. The Digital Fundraising Consultant will be responsible for the digital donor acquisition program, the new and existing donor cultivation program and for the new charity s website development and some social network engagement. The position, based in London, offers a unique opportunity to work within the PSP UK team and PSP Regional and Global Teams, dedicated to raise funds and establish partnerships for UNHCR with the private sector in Europe. Title: Digital Fundraising Consultant Duty Station: London, United Kingdom Duration: 15 June 2018 31 December 2018 Contract Type: Individual Consultant Start date: 1 st May 2018 Closing date: Sunday 3 June 2018 1
Organizational context The Private Sector Partnerships (PSP) Services works in different regions: Europe, MENA, Americas, Africa, and Asia, and further decentralizes at local levels. The Digital Fundraising Consultant position is part of PSP UK team (which is part of PSP Europe Region) and it is based in the UNHCR Office located in London. The position We are seeking a dynamic and proactive team player, with a strong interest in fundraising, to become a steady and reliable asset to the PSP UK fundraising operation. The Digital Fundraising Consultant will be responsible for generating ideas and tools to drive brand awareness and awareness of refugee issues in order to facilitate growth in fundraising. This includes the cultivation of new and existing donors, and the development of digital campaigns in the UK. Furthermore s/he will manage the development and implementation of online campaigns via search, social, display, email, SMS and all web and social network fundraising features. S/he will work with internal resources and/or external suppliers to generate digital content and engagement and will ensure that digital is included in the development of all offline campaigns such as direct mail and press ads. Duties and responsibilities Under the supervision of the PSP Officer, the Digital Fundraising Consultant will be responsible for the following: Working with the Associate PSP Officer (IG) Draft and execute an innovative and effective long-term digital strategy; Annual planning for all digital fundraising activities, ensuring alignment with UNHCR UK s annual plan. Manage relationships with external suppliers providing digital campaign briefs and feedback on digital media plans, working with all required suppliers to ensure effective advertising tracking, and that campaigns are executed and managed according to target; Managing online content as well as implementation of digital marketing and fundraising campaign initiatives; Actively promote innovative ways to recruit and retain supporters and/or improve brand awareness via digital channels; 2
Working with PSP at HQ to build and maintain all UK donation pages and provide feedback and tactics for improvements and testing; Review and optimize online donation pages to increase traffic and conversions, including the development and execution of a multivariate testing plan; Ensure UNHCR UK maximizes the use of other digital channels, such as SMS and DRTV and that these tools are integrated where appropriate; Assist in managing and reviewing all lead generation programs to maximize ROI; Formulate strategies to digitize donor communications and the donor engagement program. Work closely with the wider fundraising team in the UK and at HQ, and External Relations colleagues to maximize digital fundraising opportunities for UNHCR UK. Provide guidance, coordination and support on digital fundraising techniques and opportunities as required. Email Marketing Maintain and execute the annual email communications plan as part of the donor development strategy and ensure full integration with offline campaigns such as direct mail and other digital channels such as SMS and DRTV; Liaise with external agencies/consultants on email marketing performance optimization, including the design of new email templates and email assets; Develop and implement an email testing strategy to increase email conversion rates and click through rates from existing supporters; Manage the development and execution of all email communications in the annual email plan, including any other ad hoc emails as required. Including the development of copy, creative, build and broadcasting of the emails via our email marketing tool (Salesforce Marketing Cloud); Working with the Associate PSP Officer (IG) assist in developing email marketing segmentation strategies and data selections aimed at selections aimed at delivering highly personalized and tailored email communications to increase existing supporter retention and income; Maintain accurate reporting and analysis of email marketing performance for optimization of email campaigns and targeting strategies. 3
Supplier Management Maintain effective working relationships with all suppliers responsible for digital fundraising to ensure that all new acquisition and retention targets are met or exceeded; Assist in the procurement process for all suppliers related to digital donor acquisition and development. Reporting, Budgeting and Analysis Maintain accurate reporting and analysis in order to facilitate effective management of the digital acquisition and retention programs; Work with the fundraising team to prepare annual budgets for the digital program; Assist with the reporting related to digital fundraising including quarterly reports, mid-year and year-end reports; Monitor budgets and report on spending and return on investment; Perform other related duties as required. Essential minimum qualifications and professional experience required The ideal candidate will be required to have: Post-graduate university degree combined with minimum 6 years of work experience or basic university degree combined with minimum 8 years relevant work experience. Work Experience Strong experience in developing tailored and integrated email communication campaigns for donor cultivation and conversion; Experience in managing agencies and other external suppliers for the purpose of generating new customer income; Experience in preparing digital performance reporting on all key channels for project stakeholders; Experience in creating a test and learn plan for digital channels and optimizing to KPIs. Strong experience with running digital campaigns for the purposes of donor acquisition; Experience working in individual fundraising in the UK, and strong knowledge of digital fundraising techniques Previous experience in fundraising and donor services in a UK context. 4
Key Competencies Excellent written, interpersonal and oral communication skills are essential. Diligent, self-motivated and creative individual with ability to manage multiple areas of responsibility. Problem solving and decision making skills, excellent relationship management, customer service and communication skills. Ability to independently manage and prioritize multiple simultaneous projects in a fast-paced and busy environment and to delegate task assignments as needed. Good judgment, high energy, a positive attitude and a good sense of humor. Target driven and has good knowledge and understanding of ROI. Strong understanding of data segmentation and personalization Required excellent knowledge of Microsoft Office, Excel, Outlook, Strong knowledge of web analytics platforms such as Google Analytics; Vast knowledge of digital measurement metrics, and experience with producing online performance reports for senior stakeholders; Experienced in working with content management systems, and e-mail marketing tools; Fluency in English Location The successful candidate will be based with the PSP team in UNHCR s office in London, United Kingdom. Conditions The position is associated with a contract valid until end of 2018. It is a full-time role with working hours starting from 9 AM to 6 PM, Monday to Friday (40 hours per week). The salary is in line with the UNHCR B Level Consultancy fee. 5
To apply Interested applicants should submit their letter of motivation, dully completed and signed Personal History Form (P11), and CV to DENCOCMUHR@unhcr.org indicating Digital Fundraising Consultant, PSP London in the subject of the email. Please include an indication of your daily fee into your application. P11 forms are available at www.unhcr.org/recruit/p11new.doc Application deadline is Sunday 3 June 2018 Date issued: 22 May 2018 6