Direct Response Television (DRTV) Consultant (national/international) - ECARO Geneva, Switzerland - 575R - ECA Cluster Individual Giving - 5 months - Remote work

Organizational Context

UNICEF works in over 190 countries and territories to save children’s lives, defend their rights, and help them fulfill their potential. At UNICEF, we are committed, passionate, and proud of what we do for as long as we are needed. Promoting the rights of every child is not just a job – it is a calling.

Job Purpose

The objective of this consultancy is to acquire new individual donors, primarily pledge donors, through the Direct Response Television (DRTV) subchannel, with cash donors as a secondary focus. These acquired donors will be integrated into the existing portfolio alongside digital and future face-to-face pledge donors. The DRTV consultant will be responsible for developing a robust strategy that includes testing optimal response channels to maximize pledge donor acquisition. Building on previous successful DRTV tests, the ECA cluster aims to continue testing and optimization, leveraging the consistently strong retention rates and high average gift values of DRTV-acquired donors, which contribute to the greatest lifetime value for UNICEF.

Responsibilities

Develop and implement a comprehensive DRTV campaign strategy focused on acquiring new individual donors, with a primary emphasis on pledge donors and a secondary focus on cash donors. Design and execute robust test plans to identify and optimize the most effective response channels for DRTV campaigns. Collaborate with relevant teams to ensure seamless integration of DRTV-acquired donors into UNICEF's donor database and portfolio management systems. Analyze campaign performance data, including retention rates and average gift values, to identify trends and areas for improvement. Provide regular reports on campaign progress, key performance indicators, and recommendations for future optimization. Manage relationships with media vendors and agencies to ensure effective media buying and planning for DRTV spots. Stay abreast of industry best practices and emerging trends in DRTV and direct response fundraising. Coordinate with internal stakeholders at all levels of seniority to ensure alignment and support for the DRTV strategy. Contribute to the overall fundraising objectives of the ECA Cluster by maximizing the lifetime value of acquired donors.

Work Experience

Over 5 years of hands-on experience in developing and managing Direct Response Television (DRTV) campaigns.

Skills

Strong understanding of TV media buying and media planning, Ability to develop robust test plans, Strong project management and organizational skills, Ability to coordinate and influence staff at all levels, Excellent planning and analytical skills, Direct Response Television (DRTV) campaign management, Donor acquisition strategies, Fundraising analytics, Media negotiation, Performance tracking and reporting

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