Supporter acquisition & development manager

Supporter Acquisition & Development 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

1. 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

2. 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

3. 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

4. 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.

5. 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

6. 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

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