Mass Fundraising Lead

The Mass Fundraising Lead will oversee the transition and shape the strategy for a cohesive mass fundraising programme within WFP's Individual Giving team. This role leads the development of mass fundraising strategies, manages a sub-team, and drives income growth from mass donor audiences through multi-channel campaigns.

Responsibilities

• Lead the strategic direction of the Mass Fundraising Workstream by unifying Single Giving and Regular Giving into one programme to drive value for WFP.
• Guide integration of SG and RG planning to ensure a consolidated and consistent omnichannel marketing programme.
• Submit Mass Fundraising annual forecasts and monitor income against targets, identifying risks and opportunities to course correct.
• Lead the development of the Regular Giving Fundraising strategy aligned with IG’s long term growth ambitions and the 2025 Board Investment Agreement.
• Scope new opportunities to better retain and convert RGs, and increase the value of the file through systematic testing.
• Develop the Mid-Value Mass Fundraising strategy and oversee implementation of journeys that better serve MV donors and prospects.
• Collaborate with the Major Giving team to ensure seamless integration across programmes and segments.
• Manage a sub-team of at least three to deliver ambitious seven figure annual income targets.
• Ensure effective allocation of work and develop new processes where required.
• Set annual objectives for team members and hold regular check-ins to monitor progress, provide coaching and address challenges.
• Ensure all IG colleagues understand their roles in delivering the Mass Fundraising strategies.
• Foster a collaborative, high performance culture supporting innovation, accountability and continuous improvement.
• Oversee delivery and optimisation of all SG and RG BAU activities across existing channels (email, WhatsApp, telemarketing, SMS).
• Use data and giving trends to inform fundraising decisions and scope new channels such as direct mail and SMS.
• Oversee donor journeys including welcome, conversion, upgrade, reactivation and pathways into mid value.
• Expand BAU programmes into new languages and markets as IG’s global remit develops.
• Identify and implement new market opportunities like Gift Aid in the UK.
• Gather engaging and relevant content from the field and provide inspiring briefs to colleagues.
• Lead adoption and optimisation of Salesforce for Mass Fundraising, ensuring continuity and leveraging new capabilities.
• Establish clear processes, documentation and training to support Salesforce adoption.
• Maintain strong relationships with internal stakeholders and external peers and sector networks.
• Stay abreast of sector trends and bring relevant learnings to the team.
• Work with global systems, policies and processes to deliver objectives in a compliant, collaborative, and efficient way.
• Collaborate with Major Giving team on mass marketing Legacy outreach opportunities.

Requirements

• Bachelor’s degree in marketing, business administration, communications, or a related field.
• Excellent command of written and spoken English (and another UN language would be a plus).
• Confident people manager with ability to flex management style depending on level of direct report.
• Strong project management skills, detail oriented. Ability to deliver projects on time, and in line with strategy.
• Experience using CRM platforms: Strong preference for proficiency with Salesforce.
• Excellent written and verbal communication skills, with the ability to communicate clearly and empathetically with people from diverse backgrounds.
• Proactive and ‘roll your sleeves up’ mindset to get the work done across a small team with big ambition.
• Comfortable working in a fast-paced environment.
• Strong decision-making skills, with demonstrated ability to act quickly and effectively while juggling multiple projects, responsibilities, and tasks.
• Energetic, proactive and capable of working independently as well as being an active member of the Supporter Experience team.
• Ability to work collaboratively and positively with colleagues across different cultures, disciplines, and time zones.
• Availability for “out of hours” on call work including at weekends in the case of a humanitarian or other emergency appeal.
• High ethical standards of behavior, good judgment, respect for others, confidentiality and attention to detail.
• 8+ years' work experience leading fundraising programmes, handling multichannel campaigns and managing multiple line reports.
• Experience within donor development programmes.
• Track record of delivering fundraising programmes that deliver seven figure income totals.
• Interest of international development and humanitarian work.
• Excellent written and spoken English is required (proficiency/level C).
• Additional proficiency in one or more of the following languages – German, French, Arabic – is desirable.

Skills

• Mass Fundraising
• Fundraising Programme Management
• Multi-channel Campaigns
• Donor Development
• Project Management
• People Management
• Salesforce
• CRM Platforms
• Written Communication
• Verbal Communication
• Decision Making
• Strategic Planning
• Team Leadership
• International Development Knowledge
• Humanitarian Fundraising
• Campaign Delivery
• Ethical Standards
• Intercultural Collaboration

Languages

English, German, French, Arabic