About WWF-Singapore
World Wide Fund for Nature (WWF) is one of the world’s largest and most respected independent conservation organisations. WWF’s mission is to stop the degradation of the earth’s natural environment and to build a future in which humans live in harmony with nature. As one of WWF’s international hubs, WWF-Singapore supports a global network spanning over 100 countries. WWF Singapore works closely with local stakeholders towards a greener and more sustainable Singapore and the region around us. We work to address key conservation areas, such as climate change, sustainable finance, deforestation, illegal wildlife trade, marine conservation, and sustainable production and consumption, through collaboration, education and outreach efforts involving the community, businesses, and governments. For more information, please visit wwf.sg.
Position title: Retention Marketing Executive
Reports to: Retention & Growth Marketing Manager
Location: Singapore
Starting Date: August 2024
Overview of Function:
Our mission in the Individual Giving and Digital Growth Marketing Unit is to enhance both long-term and short-term predictable income from individual donors across various segments. We aim to foster a robust fundraising environment that ensures the sustainable growth, retention, and engagement of our donor base.
Our focus is on creating impactful strategies to maximize donor contributions, recognizing that every dollar counts and every donor matters. By leveraging innovative digital marketing techniques and data-driven insights, we strive to raise, maintain, and expand our income, supporting our mission with unwavering dedication. This role will play a pivotal part in ensuring WWF provides an engaging donor experience wherever they are in their journey with us, ensuring they have opportunities to grow closer to the people and projects they fund and have further opportunities to give.
Major Duties and Responsibilities:
Donor Journey Management (40%)
● Optimizing the single-giving and recurring giving funnel. Implementing a series of tests to best understand what channels and propositions generate the best results.
● With the introduction of a new digital marketing application (automation and analytics), ensure the donor journeys migrate from the older application to the new one and at the same time are aligned with the new technology and maximize the potential it has to make donating as easy and frictionless as possible.
● Shrinkage Management - Ensure the journeys work hard to save every donor or gift – no show, win back, reactivation – so we understand why and how donors stop giving and how our approach needs to adjust to limit these numbers.
● Implementing a series of tests to best understand what channels and propositions generate the best results
● Developing multi-channel journeys, tailored by language and market need. Develop all regular giving journeys in English and Chinese language variants. Working with our point of contact for translations and proofreading to ensure they are executed with accuracy.
● Creating specific journeys aimed at increasing donor value or changing a donor’s status (e.g., from single giving to regular giving & Upgrade)
● Reviewing the journeys in the context of the acquisition themes and propositions, so they are relevant and personalized to the donor.
● Developing specific and tailored journeys for donor segments based on recency, frequency, and gift size
● Be part of developing propositions that position WWF’s regular giving approach as a compelling and thought-provoking offer to supporters
Insights and Optimisation of omni-channel communication (30%)
● Understand data, trends, and patterns within donor datasets to identify pointers that help create actionable insights leading to effective decision-making.
● Optimizing and developing new supporter journeys for both single givers and regular givers across email, SMS, WhatsApp, outbound phone, and Facebook, and aligned to individual data privacy and consent preference.
● Working with our Tele-Fundraising and Membership services team to optimize the outbound telephone channel to drive income, more regular givers, and increased loyalty.
● Manage and measure performance through data insight and trend analysis.
● Continually monitor the performance of the journeys. Understanding key attrition and engagement points and refining as needed.
● Optimize the journeys to gather new data points on our donors (e.g., date of birth, address)
● Look at how we best gather new ‘softer metrics’ from our donors and deepen our understanding of their motivations, satisfaction, and interests, through polls, surveys, NPS, and CSAT. And using any insights or trends from this to further develop, optimize, and personalize the journeys
Stewardship and event management (20%)
● Regularly present on performance to the Head of IG - DGM and other senior management
● Develop engaging thought-provoking content and stewardship opportunities that encourage loyalty, repeating giving, and give the donor unique access to the cause, people, projects, and places that are funding
● Be involved in briefing multi-media teams to gather relevant and engaging content for our donor audiences from the field
● Ensure content being requested from the field is relevant and engaging and promotes loyalty and fundraising objectives.
● Explore new ways to reach donors with stewardship offers – Webinars, Facebook Lives, etc.
● Create opportunities to connect donors with our teams in the field and hear directly from them
● Keep abreast of sector trends, learning, and insights, in particular, new and engaging ways to enhance the experience WWF can provide to its donors
Data and Operations Support (10%)
● Assist in the research and due diligence of donor data and ensure the integrity of the donor database / CRM, and generate associated reports. Requires collaboration with Finance, CRM team, and Data teams
● Keep updated on new marketing and CRM platforms and ensure smooth transition of operations to these platforms as and when required
Profile:
Requirements:
● Education - Bachelors in Business Management, Marketing or equivalent relevant experience as below
● At least 3 years of fundraising experience within an international charity organization, with a large individual giving base
● Exposure to Salesforce, RE NXT, Marketing Cloud, or similar applications
Required skills and competencies:
● Strong attention to detail and analytical skills with an aptitude for translating quantitative and qualitative data into actionable plans.
● Three or more years of experience with technical implementations of customer /donor journeys in marketing platforms like Salesforce, Segment, Hubspot, etc., involving a large retail base of customers or donors.
● Strong presentation and communication skills
● Creativity with a willingness to innovate in improving or creating new processes is highly valued
● Good project management skills, attention to detail, adaptability and people-oriented.
● Driven by clear objectives who enjoys achieving and exceeding targets
● Energy, passion, and self-confidence that is combined with strong personal values and a genuine motivation for wanting to make the world a better place.
● 3 years of fundraising exposure, within which the ideal candidate would have lead a complex private individual fundraising operations, with multi-channel operations, or at least developed or managed operationally 2 main fundraising channels (F2F, TM, DM, DRTV), preferably in a multi-channel environment.
● Good knowledge of digital fundraising and at least one other fundraising channel (F2F, DRTV, Telemarketing, Retention)
● Passionate about environmental issues
● Adhere to WWF’s brand values: Knowledgeable, Optimistic, Determined, and Engaging.
● Able to take initiative and be self-motivated and efficient
● Outstanding project management skills coupled with good knowledge of CRM and customer insight systems.
● Intercultural understanding: understanding the impact of cultural differences on work and partnership relations; the ideal candidate has experience in working with people while not physically being in the same space.
Working Relationships:
Internal – Ensure intra and inter-departmental collaboration for the optimal use of resources and organizational alignment. Work closely with the different channel heads - Digital, Tele, Face to Face Teams and the wider Growth and Partnerships Team to support their fundraising initiatives. Collaborates with various WWF Conservation Team members.
External – Works with various partners supporting WWF’s work. Coordinates with external vendors relating to events, payment partners, data teams both internal and external.
This job description covers the main tasks and conveys the spirit of the sort of tasks that are anticipated proactively from staff. Other tasks may be assigned as necessary according to organizational need
