Digital Marketing and Fundraising Officer

Established in 1977, GOAL is an international humanitarian agency, with a team of 3,100 personnel, dedicated to alleviating the needs of the most vulnerable communities. Currently operating in 14 of the world’s most vulnerable countries, GOAL delivers a wide range of humanitarian and development programmes, ranging from humanitarian relief in disaster situations, to focusing on nutrition, food security, and building greater resilience and sustainable livelihoods.

GOAL has an annual budget of an estimated €120 million and is supported by a range of donors including the Governments of Ireland, UK, USA, the European Union, individuals, trusts and foundations. GOAL values the power of partnership and works with local and international partners to achieve its mission.

GOAL’s Public Fundraising programme is focused on building support for GOAL’s work around the world with the Irish public. Digital Marketing is a core part of this programme, using a broad range of marketing strategies to solicit donations, in conjunction with other types of marketing and communications.

Job Purpose

The Digital Marketing and Fundraising Officer will play an important role delivering GOAL’s Digital Fundraising and Communications objectives. The role will be focused on supporting GOAL’s ambitious agenda around brand and income growth across digital platforms, helping to recruit and retain supporters while creating a distinctive and well-known brand across many audiences.

Duties and responsibilities

Support the development and delivery of digital marketing, communications and donation campaigns.

• Work with internal stakeholders and external suppliers to develop, launch, monitor and review digital marketing campaigns focused on securing online donations, online fundraisers and online followers.
• Identify new and improved approaches to optimise digital marketing campaigns, including testing different creative approaches, audience targeting and messaging.
• Support the development and delivery of major digital fundraising campaigns, including GOAL’s Christmas campaign and any major emergency appeals, both in a standalone campaign capacity and as part of a number of integrated ‘through the line’ multi-channel activities.
• Work closely with the Community Fundraising and Events Team to develop effective approaches to recruiting and engaging fundraisers and event participants.
• Work with the Legacy Fundraising Team to develop and deliver effective and compelling legacy marketing campaigns online.

Support the continued use of digital communications to engage GOAL’s supporters and audiences

• Develop and deliver a broad range of digital communications (e-newsletters, email appeals, social media campaigns) to engage, retain and develop existing and new donors in collaboration with the GOAL Communications Team.
• Lead on the segmentation, targeting and personalisation of digital communications to GOAL’s many audiences.
• Identify new opportunities to streamline and deliver more effective supporter experiences through engaging and tailored digital communications activities.
• Play a leading role in brand led campaigns aimed at growing GOAL’s audience and supporter base.

Support the development and delivery of campaigns and activities focused on growing GOAL’s monthly giving donor base.

• Monitor, review and report on GOAL’s monthly giving donor base, including attrition rates, tenure and retention drivers.
• Manage activities across different channels focused on acquisition of new monthly donors, with a primary focus on digital recruitment campaigns and communications.

Support the ongoing development of excellent supporter care approaches and processes.

• Support when required donor care processes including donation processing, acknowledgement letter fulfilment, data management and other important supporter touchpoints.
• Implement a digital ‘Donor Journey’ especially for new donors with a view to increasing 2nd and 3rd gift rates, optimising cash to Regular Giving conversion and reducing donor attrition.
• Identify and propose solutions to gaps or issues in the GOAL Supporter Experience to ensure long term supporter retention.

Support the delivery of traditional and integrated campaigns.

• Support in the development of new campaigns, including sourcing content from the field, managing designers, external suppliers and data management.
• Coordinate and support key steps of major campaigns to ensure on time delivery.
• Develop and share reports on campaign performance and analysis.

Key Performance Objectives

• Successful delivery of digital marketing campaigns in support of the Fundraising Team.
• Strong and effective relationships built with internal stakeholders and external suppliers.
• Improvement in key supporter metrics including donor retention, attrition and acquisition.
• Ability to effectively support across a range of areas and campaigns to support overall income for the GOAL Fundraising Team.

Behaviours

• Proactive and effective communication with internal and external stakeholders.
• Superior attention to detail ensuring all activities is completed to a high standard and accurately.
• Creative approaches to solving fundraising challenges, solving both internal and external problems.

Requirements (Person Specification)

Essential

• A third level qualification, preferably to either degree or post graduate Diploma or Degree in Business / Marketing with significant Digital Marketing course content is required.
• A minimum post graduate work experience of 12 months in Digital Marketing / Direct Marketing with a Digital focus.
• Experience using a CRM system to manage customer engagement and marketing.
• A thorough understanding of Digital platforms, social media, PPC, Paid social, email client, SEO and AdWords are a must.
• A good team player with the ability to manage individual workstreams and projects is important
• Flexibility with an ability to turn projects around quickly, e.g., in the event of an emergency, is a requirement.

Desirable

• Experience working in a Digital marketing / communications / fundraising role with an NGO will be a distinct advantage.
• An interest in global affairs, the challenges facing the global south, climate change etc would be advantageous.