Purpose of the Job
The Individual Giving Manager (Retention) is responsible for developing and delivering strategies that strengthen relationships with existing cash supporters, regular givers and gaming supporters to ensure they feel valued, engaged, and connected to Shaftesbury’s mission. This role focuses on enhancing supporter loyalty and lifetime value through personalised, insight-led communications and stewardship initiatives.
Working across a range of channels—including direct mail, telemarketing, gaming, and digital—the role drives income growth by deepening engagement and identifying opportunities to cross sell products to existing supporters.
Main Duties
- In partnership with the Head of Individual Giving & Legacies, develop and implement a supporter retention strategy, ensuring a data-driven approach is used to reduce attrition and increase long-term commitment.
- Lead the warm direct mail programme, supporter newsletters, regular giver upgrade campaigns, Gift Aid campaigns and legacy marketing to existing supporters.
- Write compelling appeal copy for all campaigns that inspires supporters to give to meet income targets.
- Monitor donor retention and proactively adjust strategies to ensure that annual KPIs are met.
- Design and oversee tailored supporter journeys, ensuring every interaction from donation to stewardship is engaging and impactful.
- Lead the development of donor stewardship programmes, including high-quality thank-you processes, impact reporting, and exclusive supporter experiences are included.
- Collaborate with the Communications team to ensure the creation of engaging supporter communications, ensuring consistency and alignment with Shaftesbury’s mission and brand.
- Analyse data and performance insights, using them to refine plans and track key metrics (e.g., donor satisfaction, lifetime value, churn rate), to identify areas for improvement.
- Collaborate with Supporter Services to ensure all donor touchpoints reflect an exceptional supporter experience.
- Develop loyalty-building initiatives, such as recognition programmes, behind-the-scenes content, and personalised engagement opportunities.
- Work closely with the database team to ensure accurate segmentation, donor journey tracking, and reporting.
- Manage external agencies and suppliers to ensure timely, cost-effective delivery of retention-focused campaigns.
- Ensure all retention activities comply with fundraising regulations and GDPR.
- Stay up to date with sector trends and innovations in donor retention, bringing best practices into Shaftesbury’s approach.
Working Relationships:
Internal – Fundraising & Communications Directorate, Care Services, Educational establishments
External – Agencies, suppliers
This job description and person specification is not exhaustive and amendments and additions may be required in line with future changes in the post holder’s duties.
Person Specification
Essential Experience
Qualifications:
- Ability to demonstrate competence through experience and continued professional development
Experience:
- Two years + proven experience in donor retention, direct marketing, or individual giving within the charity sector. Strong understanding of audience segmentation and donor journeys. Experience of setting, working to, and meeting, fundraising targets Experience of innovating and developing new products Excellent organisational skills including experience of planning and managing multiple projects simultaneously
Technical/Work based skills:
- Proven experience in donor retention, direct marketing, or individual giving within the charity sector. Ability to write compelling and persuasive fundraising appeals Outstanding communication skills and the ability to tailor written and verbal content to a range of audiences. Ability to work under pressure and deliver outcomes to tight deadlines Strong understanding of audience segmentation and donor journeys. Fundraising database experience, Raisers Edge or similar Exceptional time management and project management skills and experience Excellent attention to detail to proof copy, print proofs and other materials Ability to provide creative solutions to fundraising collateral Experience of working with telemarketing or similar agencies to drive revenue Strong IT skills (including CRM systems, Microsoft Office including Word, Excel, PowerPoint, Outlook) Collaborative mindset with experience working across teams and managing external suppliers Experience of launching new fundraising campaigns from concept to execution
General skills and attributes:
- Excellent written and oral presentation skills Ability to work on own initiative as well as a key member of a team Experience of working in a fast paced team Flexible and proactive approach and attitude Enthusiasm and drive to make things happen Enthusiastic and self-motivated with a business-like attitude Commitment to Shaftesbury’s Mission, Values and Christian ethos A team player who is able to react positively to the needs of other teams which might be in conflict with their own team’s objectives Flexible approach, including handling priorities Ability to work occasionally outside of normal office working hours, including evenings and weekends of which you will be awarded Time Off in Lieu
Desirable Experience
Skills and Experience:
- Experience with legacy marketing and gaming products Familiarity with digital marketing platforms and email automation tools Digital fundraising experience Fundraising within the Care sector Understanding fundraising within a Charity that also received Local Authority funding Understanding of HMRC Gift Aid process and guidelines An understanding of the Christian Community and social care issues
This job description and person specification is not exhaustive and amendments and additions may be required in line with future changes in the post holder duties.
SAFEGUARDING
Shaftesbury is committed to safeguarding and promoting the welfare of adults, young people and children and expects all employees to share this commitment and follow our safeguarding policies and procedures.
EQUALITY AND DIVERSITY
Shaftsbury is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender reassignment, religion or belief, marital status, or pregnancy and maternity.
Shaftesbury aims to create and sustain an inclusive work environment which provides equality of opportunity for everyone and reflects the diversity of the communities we serve. The post holder is required to uphold the Equality and Diversity policy and comply with the code of conduct which sets out our standards of behaviour towards those who use our services or work within them.
CHRISTIAN ETHOS AND VALUES
The post holder must carry out all duties in a manner which is consistent with Shaftesbury values which are based on an inclusive Christian ethos.
POLICIES AND PROCEDURES
The post holder must also maintain the policies, procedures and practices of the organisation and as far as possible, must ensure that all activities within the work setting are consistent with those values, policies, procedure and practices.
CONFIDENTIALITY
The post holder must ensure that any information relating to employees, people supported and volunteers (future, current and past) is treated in strictest confidence and must be discussed only within the confines of the work setting with the appropriate members of the team or managers.
HEALTH AND SAFETY
The post holder must be familiar with Shaftesbury Health and Safety policies and guidelines. All work should be undertaken so as to be consistent with these, and so as to ensure own health and safety and that of others affected by their work.
