Perennial - Gardeners' Royal Benevolent Society
Supporter Acquisition & Development Manager
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Company Description
Perennial – Gardeners’ Royal Benevolent Society is the UK’s only charity dedicated to supporting people who work in horticulture when times are challenging. The charity offers free, confidential advice, practical support, and financial assistance to individuals of all ages who are working in, or retired from, horticulture. Perennial focuses on improving wellbeing, stability, and resilience for its community of horticultural workers and their families. Team members play a direct role in helping people overcome hardship and build more secure futures.
Role Description
The Supporter Acquisition & Development Manager is a full-time, on-site role based in Leatherhead. This role is responsible for attracting new supporters and donors, and for deepening engagement with existing supporters to increase income and long-term loyalty.
Day-to-day tasks include:
- Planning and delivering supporter acquisition campaigns
- Managing fundraising and engagement activities
- Monitoring performance against targets
The Manager will collaborate with colleagues across fundraising, communications, and services to create compelling supporter journeys, develop tailored messages, and ensure a consistent supporter experience. The role also involves analyzing supporter data, segmenting audiences, preparing reports, and using insights to refine strategies and identify opportunities for growth.
Qualifications
- Experience in supporter or donor acquisition, development, and retention, preferably within a charity or non-profit environment.
- Skills in campaign planning, execution, and evaluation, including the use of data and analytics to inform decisions.
- Strong relationship management abilities, with experience in building and maintaining partnerships with supporters, volunteers, and stakeholders.
- Excellent written and verbal communication skills, including the ability to craft persuasive fundraising messages and supporter communications.
- Proficiency in using CRM or supporter databases, with attention to data quality, segmentation, and reporting.
- Organizational and project management skills, with the ability to prioritize multiple initiatives and meet deadlines.
- Understanding of fundraising principles, individual giving, and supporter journeys; knowledge of digital fundraising methods is an advantage.
- Ability to work collaboratively in an on-site team environment and to represent the charity in a professional, inclusive manner.
- A commitment to Perennial’s mission and empathy for the needs of people working in horticulture.
- Relevant education or training in fundraising, marketing, communications, or a related field is beneficial.
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Key Responsibilities
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.
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.
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.
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.
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.
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.
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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
- 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).
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).
Full information on terms and conditions are contained within a Staff Handbook, issued upon appointment. Enquiries on specific matters are welcomed – the following are the key issues.
Closing Date
Midnight on 31 July.
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