Perennial - Gardeners' Royal Benevolent Society
Individual Giving Manager
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Individual Giving Manager
Reporting to: Head of Fundraising
Location: Hybrid / Leatherhead (UK-wide considered)
Salary: £35,000 – £40,000 (dependent on experience)
Role purpose
This is a critical, income-generating role responsible for growing Perennial’s Individual Giving programme and increasing unrestricted income, with a primary focus on supporter acquisition and on supporter development and retention.
This role translates strategy into delivery by converting audiences into supporters, and supporters into income, so our Services team can provide meaningful impact in people’s lives and income into meaningful impact.
You will own and deliver acquisition income targets, and working with our Marketing team lead on the development of audience-led, multi-channel campaigns that attract, convert and retain supporters. This is an opportunity to build and scale Perennial’s Individual Giving programme from an early stage, shaping propositions, channels and supporter journeys to drive sustainable growth.
Working closely with our marketing and digital teams, you will turn awareness of Perennial into measurable income and long-term supporter value.
Key responsibilities
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Acquisition strategy, income ownership & growth
- Develop and deliver a data-led Individual Giving acquisition strategy, aligned to organisational income goals
- Own and deliver annual acquisition income targets, with clear accountability for ROI and performance
- Plan and work with our Marketing and Digital teams to deliver integrated, multi-channel campaigns, leading on the who and the why
- Build and scale regular giving acquisition, as a core long-term income stream
- Develop, test and refine compelling fundraising propositions that convert audiences into donors
- Work collaboratively to identify, test and scale new acquisition channels and opportunities
- Manage and optimise an acquisition budget, ensuring strong return on investment
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Audience insight, segmentation & targeting
- Identify and prioritise high-value target audiences, including horticulture professionals, industry supporters and the wider public
- Develop clear audience segments and personas, based on behaviours, motivations and values
- Use CRM and campaign insight to drive targeted, personalised acquisition activity
- Ensure all activity is audience-led, insight-driven and performance-focused
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Campaign delivery, testing & optimisation
- Lead end-to-end campaign delivery from planning through to evaluation and optimisation, working with Marketing to deliver effective branded, cross channel content.
- Implement a test-and-learn approach, continuously improving messaging and targeting
- Monitor and report on key performance metrics, including CPA, ROI and LTV
- Extend campaign lifecycles and maximise value through integrated, multi-channel planning
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Supporter development & retention
- Design and deliver effective supporter journeys, moving individuals through a typical supporter lifecycle
- Deliver high-quality stewardship and supporter care, including welcome journeys
- Support progression into regular giving and mid-value giving
- Lead the development of legacy giving within the fundraising programme, working closely with the Head of Fundraising to build a sustainable pipeline.
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Content, propositions & engagement
- Lead the development and testing of fundraising propositions that clearly communicate impact, urgency and relevance to the horticulture sector
- Work with Marketing & Communications to deliver storytelling-led, conversion-focused content
- Ensure messaging is audience-specific, emotionally engaging and income-driven
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Data, CRM & insight
- Work closely with Data/CRM colleagues to ensure accurate segmentation and data selection and develop effective campaign tracking and reporting
- Use data and insight to optimise campaign performance, enhance audience targeting and conversion rates, and increase overall supporter lifetime value.
- Ensure all fundraising activity complies with relevant regulations and standards, including General Data Protection Regulation (GDPR), Fundraising Regulator guidance, and Gift Aid requirements.
Scope & resources
- Responsibility for Individual Giving acquisition performance and income growth
- Management of an annual acquisition budget (to be developed and scaled)
- Access to internal expertise across fundraising, marketing, digital and data
- Opportunity to shape agency relationships and campaign delivery
Success measures (KPIs)
- Delivery of annual acquisition income targets
- Growth in new supporters and donors recruited
- Improved cost per acquisition (CPA)
- Increased conversion rates and ROI
- Growth in regular giving numbers and value
- Improved retention and lifetime value (LTV)
Person Specification
Essential experience
- Proven track record of delivering successful acquisition or Individual Giving campaigns that meet income or growth targets
- Experience managing multi-channel marketing or fundraising campaigns
- Good understanding of digital acquisition and direct marketing techniques
- Experience managing budgets and analysing performance data
- Experience using CRM systems for segmentation, targeting and reporting
Skills & competencies
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- Strong commercial and income-driven mindset
- Excellent analytical and data interpretation skills
- Ability to translate insight into high-performing campaigns
- Strong project and campaign management skills
Personal attributes
- Results-driven, proactive and accountable
- Comfortable working in a target-driven, performance-focused environment
- Collaborative and solutions-oriented
- Motivated by delivering measurable impact through income generation
- Interest in horticulture or the outdoors (desirable)
Why join Perennial
This is a unique opportunity to build and shape a growing Individual Giving programme within a respected national charity supporting people across the horticulture industry.
You will play a central role in turning engagement into income, helping ensure more people can access vital support before crisis happens.
The role offers:
- Real ownership and accountability
- Opportunity to shape strategy and delivery
- Scope to grow income and to make a tangible difference to people’s lives
Key terms & conditions
These terms and conditions are provided for information only and in no way represent a contract. In the event of an appointment if there is an anomaly between the contract and these terms, the contract is deemed to be the correct version.
Full information on terms and conditions are contained within a Staff Handbook, issues upon appointment. Enquiries on specific matters are welcomed – the following are the key issues.
Location: Hybrid / Leatherhead (UK-wide considered).
Salary: £35,000 – £40,000 per annum (dependent on experience)
Hours of work: 37.5 hours per week.
Pension: Perennial operates an auto-enrolment pension scheme and will match employee contributions up to the statutory amount. Details of the scheme will be available following a formal offer of employment.
Holidays: 25 days per annum, plus bank holidays (with increases for long service)
General: Sick Pay, Death in Service Benefit (3x salary). Perennial has a number of well-established, family-friendly policies, including ‘buying’ extra (unpaid) leave, time off for dependents, variations to normal working hours. Further details available on request.
General Considerations: All Perennial jobs are subject to a probationary period (6 months) and a periodic review.
Smoking: In the interests of health and safety, Perennial operates a non-smoking policy on its premises and expects staff not to smoke in company vehicles.
The outline of terms and conditions are provided for information only and do not represent a contract.
We reserve the right to close this advert early if we receive sufficient applications.
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