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About the Role

This brand-new, high-impact role is positioned at the heart of CALM's ambitious fundraising growth strategy. You will lead the strategy for recruiting, stewarding, and retaining mass donors, focusing on one-off giving, regular giving, and developing other mass market products. The role involves establishing and scaling a supporter engagement program to grow both connection to CALM and sustainable income. You will integrate data, insight, communications, and fundraising to create supporter experiences that foster long-term involvement.

Responsibilities

Develop, execute, and own CALM’s overarching Supporter Engagement strategy, including targets, performance metrics, and budgets.
Oversee the recruitment, stewardship, and optimisation of the Individual Giving portfolio, maximising LTV across one-off donations, regular giving, and other products.
Lead the development of new, audience-focused fundraising products and giving methods for mass audiences to build predictable recurring income.
Champion the use of supporter data to design, deploy, and optimise automated, multi-channel communications for personalised supporter touchpoints.
Collaborate across fundraising functions and wider CALM teams to deploy products and communication tools holistically, ensuring donor experiences reflect supporter needs.
Pioneer the department's approach to gathering robust supporter data and audience insights.
Maintain awareness of industry trends and best practices to increase CALM’s income.
Manage budgets, report on OKRs, performance, and reforecasting with the Head of Public Fundraising and direct reports.
Attend CALM events to provide a great experience for attendees.
Provide leadership and line management to team members, supporting their objectives and fostering a high-performing team culture.

Requirements

Proven track record of driving significant income growth through developing and executing multi-channel mass donor strategies (regular giving, one-off giving) while maximising Supporter Lifetime Value (LTV).
Experience using CRM segmentation, audience insights, and automated marketing tools for personalised, high-volume communications.
Expertise in mapping, testing, and optimising end-to-end supporter journeys, removing operational friction, and building retention.
Strong track record of driving collaboration across departmental functions (Brand, Communication, Digital) for integrated public-facing acquisition campaigns.
Experience managing income and expenditure budgets, setting performance metrics/OKRs, and executing financial reforecasting to demonstrate clear ROI.
Demonstrated ability to line manage, coach, and motivate a multidisciplinary team to foster a high-performing, supportive team culture.
Proven experience designing, testing, and scaling innovative fundraising products or concepts to secure recurring, predictable revenue streams (desirable).

Skills

Strategic thinking
Practical experience
Supporter engagement strategy
Mass donor recruitment
Mass donor stewardship
Mass donor retention
One-off giving
Regular giving
Fundraising product development
Supporter engagement programme development
Data analysis
Insight generation
Communications strategy
Fundraising strategy
Supporter experience design
CRM segmentation
Audience insights
Automated marketing tools
Multi-channel communications
Personalisation
Supporter journey mapping
Journey optimisation
Collaboration
Budget management
Performance metrics setting
OKR setting
Financial reforecasting
Return on Investment (ROI) analysis
Line management
Coaching
Team motivation
Team building
Industry trend awareness
Best practice implementation

Location

London Waterloo
Remote Working

Work Type

Permanent
Hybrid working
Nine day fortnight

Experience Level

Senior level

Salary/Compensations

£50k - £55k per annum

Benefits

Unlimited annual leave
Healthcare cash plan
6% pension contribution
Therapeutic services (after completion of probation)

About the Company

We’re Campaign Against Living Miserably (CALM), and we’re united against suicide.
We’re a suicide prevention charity, on a mission to help people end their misery, not their lives.
We run stigma-smashing campaigns, offer loads of digital tools and resources, and run a life-saving helpline - all designed to help people find hope and a way forward.
A work environment that values creativity, personal growth and collaboration.

Equal Opportunity

Don't meet every requirement? We’re still interested.
Research shows that people from marginalised groups – including women, LGBTQ+ people, people from global majority backgrounds, disabled people, and those from lower socioeconomic backgrounds – are less likely to apply for a role unless they meet the full criteria.
At CALM, we know that skills and potential come in many forms, and that diverse perspectives and lived experience of mental health or suicide can be just as valuable as formal qualifications.
If you're passionate about our mission but your experience doesn't tick every box, we'd still love to hear from you. You could be exactly who we're looking for.
We are committed to safeguarding and promoting the welfare of children, young people, and adults at risk, both offline and online.
We recognise that harm can occur in physical, digital, and virtual environments, and we take our safeguarding responsibilities seriously across all areas of our work.