Audience Development Lead - Public Fundraising

at  National Trust

We are currently looking for an Audience Development Lead – Public Fundraising to join our team on an 24 month fixed term contract.
The Audience Development Lead – Public Fundraising will work with our Head of Public Fundraising in developing an audience growth plan for on property fundraising, mass fundraising and legacy development at the National Trust; to support identifying and designing the capabilities needed to enable the growth of these income streams, and to provide support for piloting new capabilities as they are developed.
You’ll play a critical role in the Fundraising Growth programme, which will create sustainable, professional and scalable fundraising capabilities across the National Trust. Diversifying our income streams through supporter-centric approaches, new relationships, new products and engaging, tailored experiences. Building a culture where our people are inspired and empowered to play a role in fundraising so we can continue to look after more nature, beauty & history for everyone, forever.
What it’s like to work here:The Fundraising team is dynamic, ambitious and focused on making things happen; playing a vital role in enabling the National Trust to deliver its purpose. Our team sits within the Support and Revenue Directorate, which brings together our supporter-facing income streams from Membership to Fundraising through to our Commercial teams.
Your contractual location will be one of our national hubs, and you will be expected to attend the office. However, there is flexibility on where you are based at other times. You will be required to work at a National Trust location for 40-60% of your working week. This will be discussed in more detail at interview.
Please aware that this role will involve some travel to work with National Trust colleagues and visit our projects & properties across the UK.
What you’ll be doing:You’ll be building the growth plan for on property fundraising, mass fundraising, individual giving and legacy development; identifying opportunities for propositions and products; assessing the potential income and required expenditure. By understanding donors through sourcing and analysing historic data, audience profiling information and market research, you’ll define and build audience personas and capture supporter journeys.
You’ll manage input from stakeholders representing a range of disciplines e.g. communications, marketing, and membership teams and represent your audience segment in programme workshops. You’ll define the capabilities required across the Trust’s ‘fundraising ecosystem’ to make the most of the fundraising potential for your audience: developing an “ideal state for growth”. You’ll build potheses for growth and new capabilities that can be tested within the programme, capturing learnings and measuring impact. Working with external specialists to assess hypothesis quality.

Who we’re looking forYou don’t need to have all the knowledge, skills and expereince listed; this is just to provide a full picture of what’s possible in this role. But we’d love to hear from you if you:

• Have experience as a senior member of staff developing and delivering public fundraising in complex national organisations, ideally with central and regional public fundraising functions.
• Have developed fundraising strategies for public fundraising, including growth strategies.
• Bring a solid understanding of audiences and a track record of developing new propositions or products for a particular audience, using insights and data to inform your approach.
• Keep up to date with external trends in fundraising and are adept at spotting opportunities for innovation and new relationships.
• Will be collaborative, creative and adept at building and challenging ideas in a productive and positive way.
• Bring outstanding communications skills and are confident working with stakeholders at all levels.
• Bring a passion for fundraising and a strong desire to advance the charitable mission of the National Trust.
• Have an understanding of different acquisition funnels and retention journeys in public fundraising.

The packageThe National Trust has the motto ‘For everyone, for ever’ at its heart. We’re working hard to create an inclusive culture, where everyone feels they belong. It’s important that our people reflect and represent the diversity of the communities and audiences we serve. We welcome and value difference, so when we say we’re for everyone, we want everyone to be welcome in our teams too.

• Substantial pension scheme of up to 10% basic salary
• Free entry to National Trust places for you, a guest and your children (under 18)
• Rental deposit loan scheme
• Season ticket loan
• EV car lease scheme
• Perks at work discounts such as gym memberships, shopping discount codes, cinema discounts
• Holiday allowance up to 32 days relating to length of service, plus holiday purchase scheme, subject to meeting minimum criteria.
• Flexible working whenever possible
• Employee assistance programme
• Free parking at most Trust places

Requirements :Compliance.Eligibility to Work in the UK
Fixed Term f/t (37.5 hrs pw to 05/10/26

• Have experience as a senior member of staff developing and delivering public fundraising in complex national organisations, ideally with central and regional public fundraising functions.
• Have developed fundraising strategies for public fundraising, including growth strategies.
• Bring a solid understanding of audiences and a track record of developing new propositions or products for a particular audience, using insights and data to inform your approach.
• Keep up to date with external trends in fundraising and are adept at spotting opportunities for innovation and new relationships.
• Will be collaborative, creative and adept at building and challenging ideas in a productive and positive way.
• Bring outstanding communications skills and are confident working with stakeholders at all levels.
• Bring a passion for fundraising and a strong desire to advance the charitable mission of the National Trust.
• Have an understanding of different acquisition funnels and retention journeys in public fundraising