Institute to recruit an executive director to focus on membership

The Institute of Fundraising is looking for an executive director to overhaul its marketing strategy.

The new director will be charged with improving the institute's communication with members and increasing membership. The job will involve taking responsibility for the institute's brand image, marketing and communications. There is no target for increasing membership.

"In the past six years, we have more than doubled institute membership, but there is still a long way to go," said Lindsay Boswell, chief executive of the institute.

"There is huge demand for support and services from our current membership, and we need to be more successful at engaging, listening and responding to them.

"We need to make their membership much more useful and critical to them and the jobs they do."

The posts of director of membership and director of PR and communications will be dissolved as part of the restructure.

The institute had intended to create the position four years ago, but abandoned its plans after the person it appointed was unable to take the job at the last minute for personal reasons (Third Sector, 20 October 2004).

A review conducted after the appointment fell through concluded that the institute had been too ambitious in its plans. It then appointed a PR and communications manager to head the department instead.

Boswell said that membership had grown by 30 per cent to 4,500 since 2004, putting the institute in a more financially secure position and enabling it to revisit the plan.

"Our marketing need is now a lot more complicated and sophisticated," he said. "We have a lot more products on offer and we are operating across a broader spectrum."

"We want to create a much more integrated marketing approach than the segmented one we have at the moment and the person we bring in will translate that into a clear strategy."

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