Head of International Market Development, Individual Fundraising
WFP seeks candidates of the highest integrity and professionalism who share our humanitarian principles.
Selection of staff is made on a competitive basis, and we are committed to promoting diversity and gender balance.
Job Title: Head of International Market Development, Individual Fundraising
Division: PPF Private Partnerships and Fundraising Division
Duty Station: Administrative duty station is Rome, HQ – remote agreement can be considered
Type of Contract: full-time Regular Consultant Level III
Duration: 11 months (start January 2023)
Deadline for applications: 13.11.2022
ORGANIZATIONAL CONTEXT
The United Nations World Food Programme (WFP) is the world’s largest humanitarian agency working to end hunger. WFP and its partners believe that no child should go to bed hungry and that individual and collective wellbeing can only be achieved if all children, women and men get the nutritious food they need to lead healthy, dignified lives. Each year, WFP assists 86.7 million people in 83 countries. Every day, some 5,600 WFP-chartered trucks are on the road, 92 planes are in the air and 20 ships are at sea. These numbers speak to WFP’s unparalleled reputation as an emergency responder, one that is often the first on the scene in the most difficult environments. WFP also works with partners to strengthen the resilience of communities most vulnerable to hunger and malnutrition through long-term development programmes aimed at boosting food security, local economies, education, employment and gender equality. While hunger and malnutrition are the world’s largest solvable issues, the needs are still immense and growing. 821 million people in the world suffer from chronic hunger.
To increase the funds to end hunger, WFP is committed to growing private sector fundraising with a focus on individuals and through WFP.org (Individual Giving/IG) and the app Share The Meal (STM). Fundraising from individuals has been successfully developed by other UN agencies, as well as many international NGOs, generating the majority of their private sector income.
FUNDRAISING FROM INDIVIDUALS
Fundraising from individuals can deliver significant revenue and loyal donors as well as valuable unrestricted funds. During WFP’s Private Sector Partnerships & Fundraising strategy (2020 – 2025) income from individuals is estimated to grow tenfold to USD 170m p.a. in 2025.
To achieve this income growth, WFP is investing significantly (USD 50 million in the first three years). It is critical that the investment in this programme to raise funds from individuals is as effective as possible: generating a high return on every dollar invested and attracting loyal donors who will continue to support WFP’s work for many years.
The income growth in the first three years of the six-year strategy has been delivered by the IG and STM teams taking a global and digital-first approach and recruiting individual donors in all countries in the world, plus two Friends’ organizations in the USA and Japan. In line with sector performance and benchmarking, some countries are more dominant in our geographical footprint. For the next three years of the strategy, the Director PPF and Global Head of Supporter Engagement believe that exploring other opportunities and targeting higher penetration in some markets will be critical to sustain our growth path. This could include hybrid models for example with a presence in key markets including where we have an established Global Liaison Office for advocacy and government relations including in Beijing, Berlin, Copenhagen, London, Ottawa or opportunities with Regional Bureau or Country Offices where we can cost-effectively build a donor base. This would also apply insights accessible through the International Fundraising Leadership Forum benchmarking initiatives highlighting where in the world organizations are achieving growth and where the highest quality donors reside.
PURPOSE OF THE ASSIGNMENT
The Head of International Market Development for Individual Fundraising will develop and implement a strategy on new market development to ensure that the UN WFP is taking advantage of opportunities to grow its sustainable income base in markets with the greatest potential. This will include consideration of different modalities to be piloted in or with specific high potential markets. It will also include identifying where we have ‘plug and play’ opportunities for products or offers in our portfolio to be rolled out.
They will work closely with the Business Intelligence Hub to ensure that data and insight into market performance are at the heart of decision-making and prioritization.
They will be part of the senior management team in Global Supporter Engagement working with their peers, in particular the Head of International Individual Giving and the Head of Share the Meal, to optimize the revenue for WFP’s programmes through its portfolio of fundraising from individuals. They will be part of the wider management team in the PPF division and role model effective leadership and management with any team members they may manage. Initially this will be the only role in this team until its value add is demonstrated.
ACCOUNTABILITIES / RESPONSIBILITIES
Lead the creation of a new market development strategy to ensure that the UN WFP is taking advantage of opportunities to grow its sustainable income base from individual supporters in markets with the greatest potential. Within the strategy, assess the contribution to the overall income target from individuals of USD134 million in 2023 increasing to USD 170 million in 2025 that could be made from deeper market penetration. Evaluate the opportunity of additional channels as part of this strategy including DRTV which can complement a digital-first approach and recruit a higher proportion of regular monthly supporters.
- Following an immersion in the activities of the IG and STM teams with Regional Bureau, Country Offices, or Global Offices as well as relevant insights from the BI Hub, develop a new market strategy identifying priority opportunities to contribute to strategic IF income targets achieving required KPIs
- For high potential countries that require a market specific approach, propose a prioritization with an ICE framework (Impact, Confidence, Ease)
- With the Global Head of Supporter Engagement and Innovation, research different modalities that WFP could pilot for a presence in market (a new hybrid approaches rather than a Friends’ organization which at WFP are the equivalent of National Committees at UNICEF and National Associations at UNHCR)
- Project lead pilots or initiatives where the above opportunities are prioritized for implementation to include leading procurement processes where external agencies are required for their market experience or local capacity for effective testing and then scale up for maximization in the market
- Serve as the focal point for contacts with RBs, COs, GOs on IF to ensure that we have an overview of countries or teams with a significant appetite for IF as well as ensuring that the right programme / opportunity is proposed to them to ensure an effective market test or scale up
- Network with sister UN agency teams to understand their approach and performance as well as building an overview based on the evidence provided by the IFL Forum’s Peer Review and INDIGO benchmarking which WFP has participated in since the launch of the 2020 – 2025 strategy IFL Forum member organisations
- Based on your current knowledge from sector performance, propose to the heads IG and STM as well as the BI Hub optimization or maximization opportunities that would be ‘quick wins’ to enhance our performance and increase our returns
- The role is not currently envisioned to manage/oversee relationships with Friends’ individual fundraising teams however this could evolve during 2023 to ensure that all IF teams around the world are benefiting for our best practices in real time
- Provide regular reports and performance reviews on progress of the above projects for senior leaders to inform regular review meetings and identify where course corrections are needed or there are opportunities to accelerate growth
- Contribute to a culture that is target-driven, uses data and insights to inform decision-making and creates a best-in-class supporter experience in line with our strategic objectives
- Ensure that risks are identified and mitigation strategies are in place in an externally evolving ecosystem including data compliance, privacy and protection standards are met working with the Strategic Projects Manager responsible for compliance in our IF programmes
- Lead on ensuring effective relationships within PPF, with key business partners in WFP and with key external partners where relevant (e.g. social media platforms, media, creative and customer care agencies, CRM and payment providers) to enable teams to work efficiently and to plan for future growth opportunities while demonstrating excellence in relationship management
- Ensure progress and plans are highlighted to key internal stakeholders, including the Executive Board, senior leadership and show an understanding of the importance of communicating the impact of the programme
- Track the global developments in digital fundraising and engagement platforms across the sector, and beyond, maintaining relationships with key contacts in the digital and fundraising industry.
DELIVERABLES AT THE END OF THE CONTRACT
- A new market strategy identifying priority opportunities to contribute to our global IF income targets with results achieving required KPIs
- A market mapping – with the BI Hub – on the most effective metrics to use to assess market opportunity and a framework to assess the optimal operational set-up and/or operational challenges to overcome
- A proposal on different modalities that WFP could pilot for a presence in market considering new hybrid approaches
- Market entry or development implementation plans for specific high priority markets as agreed with the Director, PPF
- Regularly updated presentations for potential country audiences (RBs/COs/GOs) on the IF portfolio with proposals on the most effective tests for certain markets (could include a cluster approach to markets)
- Identification of quick wins for the IG or STM teams – or tests coordinated by the teams/BI Hub – based on your recent experience in high growth countries to enhance our performance and increase our returns
QUALIFICATIONS & EXPERIENCE REQUIRED
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Education |
Advanced university degree in Communications, Business, Economics, Marketing, Political Science, International Development, or other relevant field, or first university degree with additional years of related work experience or training/courses. |
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Experience |
At least 12 years progressive experience with both national and international experience in the not-for-profit sector in fundraising from individuals. Ideally including experience
Demonstrated experience of developing strategies and plans to achieve ambitious income growth in fundraising from individuals Ideally experience in the fastest-growing regions in IF in the world |
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Technical skills |
A natural self–starter with at least 12 year’s progressive experience working in the not-for-profit sector to deliver income from individuals Experience with national and international teams ideally including UN agencies with experience working with performance marketing agencies an advantage Managing international teams and leading them through strategy development, planning and implementation with a focus on delivering to targets Experience across the full portfolio of fundraising from individuals including mass market single and regular donors as well as mid and high value supporters and different channels Track record of commitment to understanding the behaviour of supporters and how this drives revenue as well as to building supporter loyalty and growing sustainable income for organisations including from regular givers and generating unrestricted funds Demonstrated ability to use data and insights to drive performance and growth and embed this culture in teams Extensive and proven experience of working in a fast-paced international environment – delivering results across multiple countries – with demonstrable insights into regional and market opportunities and challenges Financial budgeting and reporting skills and experience overseeing budgets including investments in markets and national teams. |
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Soft skills |
Fully committed and motivated to achieve the aims of the World Food Programme Ability to work effectively with peers and with colleagues in regional or country offices as well as with Friends-type organizations including working with remote teams The ability to establish and maintain effective working relationships with people in a multi-cultural, multi-ethnic environment with sensitivity and respect for diversity Ability to build relationships with internal stakeholders and business partners as well as with external partners and suppliers and act as an effective negotiator for WFP Strong presentation skills in executive and senior management environment Ability to think creatively and deliver on commitments Maintain a high level of attention to detail with exceptional planning skills |
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Languages |
Excellent command of spoken and written English (fluency/level C knowledge). Knowledge of another official UN language would be a plus. |
Terms and Conditions
Short-listed candidates can be subject to written assessment.
WFP offers a competitive compensation package which will be determined by role’s responsibilities and deliverables. This consultancy assignment is renewable upon funding.
Visit the website for detailed information on working with WFP: http://www.wfp.org – Click on: “Our work” and “Countries” to learn more about our operations.
Qualified female applicants and qualified applicants from developing countries are especially encouraged to apply.
WFP is committed to diversity and inclusion within its workforce, and encourages all qualified candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the Organisation. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the selection & recruitment process, and for work-related needs upon joining the Programme.
WFP has zero tolerance for discrimination and does not discriminate on the basis of HIV/AIDS status. WFP has zero tolerance for sexual exploitation and abuse, any kind of harassment, including sexual harassment, abuse of authority or discrimination. All selected candidates will, undergo rigorous reference and background checks.
No appointment under any kind of contract will be offered to members of the UN Advisory Committee on Administrative and Budgetary Questions (ACABQ), International Civil Service Commission (ICSC), FAO Finance Committee, WFP External Auditor, WFP Audit Committee, Joint Inspection Unit (JIU) and other similar bodies within the United Nations system with oversight responsibilities over WFP, both during their service and within three years of ceasing that service.
We greatly appreciate your interest in WFP and joining our mission to achieve Zero Hunger by 2030
Saving Lives, Changing Lives!
