National Campaigns Manager

Context and Background

The NSPCC is the leading charity focused on preventing cruelty to the most vulnerable children in the UK.

We run campaigns that shift attitudes and behaviour to keep children safe, campaigns that inspire action like fundraising or volunteering for us and influencing campaigns that ask for public support to persuade government and industry to change laws and policies to better protect children and young people. This exciting role is responsible for managing the delivery of influencing campaigns in support of the NSPCC’s organisational strategy.

This is a crucial moment for our campaigning work. In the past few years, NSPCC campaigns have played a crucial role in securing an Online Safety Act that is fit to keep children safe online. The team have also secured achievements on changing the law to prevent sports coaches and faith leaders having sexual relationships with under 18s and helping new parents receive mental health support. The NSPCC is looking for someone to continue to drive forward change for children under a new Government across their key policy areas and make sure every child grows up with the safety they deserve.

 

Job purpose

• To advise on the use of campaigning activity to achieve the organisation’s influencing objectives

• To lead on the development of integrated, evidence-based influencing campaigns which mobilise the public behind calls for Government to better protect children

• Co-ordinate the delivery and evaluation of high impact campaigns activity across different channels that mobilise both warm and cold audiences

• To manage our network of campaign supporters

• Line management of the Campaigns Officer

 

Key relationships - Internal

• Reports to the Head of Media and Campaigns; line manages Campaigns Officer

• Works closely with the Head of Policy as well as the wider Policy and Public Affairs team to develop and implement campaign strategies

• Works closely with managers and staff in other NSPCC functions, to plan campaigns and develop and release public-facing content (including colleagues from media, marketing, planning, creative, partnership and social media teams)

• Ensure colleagues across the organisation, including our services and fundraising teams, are informed of campaigning work and spot opportunities for collaborative working       

 

Key relationships - External

• Individuals, representatives, and managers from a range of agencies, organisations and/or suppliers that support, have an interest in or a view on NSPCC’s campaigning activity

• Contacts in other charities, organisations and statutory bodies – as part of building a network and staying on top of best practice.

 

Main duties and responsibilities

1. To advise on the use of campaigning activity to achieve the organisation’s influencing objectives

• Engage in discussions about the organisation’s strategy and plans

• Make campaigns recommendations based on evidence of effectiveness, insight into

the organisation’s wider strategic goals and context and knowledge of influencing

critical paths.

• To keep abreast of relevant audience insight and best practice in charity campaigning

and use that knowledge to inform campaign plans and strategies

 

2. To lead on the development of integrated, evidence-based influencing campaigns

which mobilise the public behind calls for Government to better protect children

• Develop robust campaigns strategies built on evidence and insight into audiences

and desired impact

• Work in collaboration with colleagues across the organisation identifying

opportunities for effective integration and collaboration

• Oversee the process for briefing, commissioning and production of creative, impactful

written and audio-visual content for the campaign (working with both in-house and

external specialists)

• Set impact measures and success criteria for campaigns and be accountable for

meeting agreed key performance indicators

 

3. Co-ordinate the delivery and evaluation of high impact campaigns activity across

different channels that mobilise audiences warm and cold audiences

• Lead on the release of campaigning content through owned, earnt and paid-for

channels ensuring systems are in place to monitor, evaluate and optimise activity.

• Lead on bringing colleagues together to ensure coordination. This includes media,

events, stakeholder communications, social media, website, internal communications,

supporter / fundraising communications

• Take responsibility for identifying and mitigating risks

 

4. To manage our network of campaign supporters

• Ensure an effective supporter journey for each campaign strategy

• Ongoing analysis of our campaigner database, drawing out and sharing insights

• Continue work to develop an effective welcome journey for new campaigners and a

stewardship and retention programme for existing supporters

• Lead on engaging young people in the NSPCC’s campaigns

• Collaborate with colleagues to engage warm supporters in campaigning content and

vice-versa

 

5. Line management of the campaigns officer

• Support the development and oversee the work of a campaigns officer

 

6. To contribute to the Communication Directorate’s aim of ensuring that all

communication is of an appropriately high standard, consistent with NSPCC’s brand and key messages

• Maintain a good understanding of developments in digital and social media

• Ensure activities during integrated communication milestones deliver key policy

messages to our audiences

• Be an ambassador for the organisation at external events and meetings

Responsibilities for all Staff within the Communications Directorate

• To actively participate in regular department and team meetings, contributing to

strategy, discussions and decisions which will be beneficial to NSPCC’s

communications activities.

• To maintain an awareness of own and others’ Health and Safety and comply with the

NSPCC’s Health and Safety policy and procedures.

• To take personal responsibility for keeping up to date with NSPCC work to end

cruelty to children, including securing updates on project and service developments

and general NSPCC news.

• A commitment to safeguard and promote the welfare of children and young people

 

Person specification

Essential

1.          A personal commitment to ending cruelty to children.

2.          Demonstrable experience of success in managing high profile campaigns which have an

impact on public policy

3.          Demonstrable experience of analysing strategic ambitions, influencing aims, political and

policy insights, best practice and market research and developing persuasive campaigns

recommendations.

4.          Demonstrable experience of overseeing the production of digital campaigns, mobilisation and

engagement-driven content (e.g. actions, petitions, emails) – including commissioning

agencies. Commitment to the highest standards of production.

5.          Demonstrable experience of ensuring the successful delivery, evaluation and optimisation of

campaigning content across multiple channels including owned, earnt and paid-for media.

6.          Demonstrable experience of developing and maintaining a positive supporter experience for a

campaigns audience.

7.          Strong oral and written communications skills and the ability to convey complex information

to a range of audiences in a clear, inspiring and confident way to achieve desired outcomes

8.          Highly developed ability to establish, develop and maintain relationships, work collaboratively,

offer support and negotiate with a wide variety of people, including senior level individuals to

achieve desired outcomes

9.          Excellent organisational skills with the ability to organise and plan own work and the work of

others to deliver objectives on time

10.       Willingness to work flexibly in approach to work and work time requirements.

 

Desirable

11. Experience of working with young or vulnerable campaigners.

12. Experience of mobilising communities around a social impact objective.

13. Experience of working closely with media relations and social media teams.