Senior Individual Giving Manager

Senior Individual
Giving Manager

Charity Commission England & Wales Registered Charity Number: 1152399
Scottish Charity Regulator Number: SC050992

actionpf.org

Job description

Job title:

Senior Individual Giving Manager

Direct Reports:  None

Location:

 Hybrid minimum 1 day per week in the Peterborough office

Hours:

 Full-time, 37.5 hours per week. Typically 9:00 am – 5:00 pm,
with flexibility to maintain a good work–life balance. Occasional
out-of-hours work may be required, with time off in lieu. Part-time
considered, minimum 4 days.

Grade:

4 (£40,000-£45,000)

About Action for Pulmonary Fibrosis

Action for Pulmonary Fibrosis (APF) is the UK’s
leading patient charity dedicated to improving
the lives of individuals and families affected by
pulmonary fibrosis. Our mission is underpinned
by values of compassionate, bold, expert and
collaborative. We believe in creating a supportive
environment in which both our employees and
beneficiaries can thrive.

Founded in 2013 by people affected by PF and
clinicians, APF has grown into a respected national
charity rooted in community and evidence. We
provide trusted information and support, help a
growing network of support groups, campaign to

improve access to care and invest in research to
bring hope of new treatments. APF strives to be
an organisation of equity and inclusion, welcoming
people from all backgrounds – our team and
volunteers aim to reflect the diverse communities
we serve.

We have just launched an ambitious five year
strategy (2025–2030), co-created with the PF
community, which focuses on expanding support,
transforming care, and accelerating research. This
strategy marks a step change with a clearer focus,
stronger delivery model and greater ambition to
ensure no one faces pulmonary fibrosis alone.

Role purpose

The Senior Individual Giving Manager is responsible
for driving the growth of Action for Pulmonary
Fibrosis’ individual giving income through data-led
acquisition, engaging fundraising campaigns and
exceptional donor stewardship.

This role owns the income targets and leads the
strategy and execution of individual gifts, regular
giving, direct mail appeals (digital and print), in-
memory giving and lottery. They will coordinate
direct mail campaigns and support the Operations
team to deliver meaningful stewardship.

01733 839642        info@actionpf.org        www.actionpf.org

Collaborating with teams across the organisation,
the post holder will proactively identify
opportunities to introduce fundraising asks
within engagement journeys, helping convert new
audiences into long-term supporters. They will
ensure APF’s campaign planning and engagement
pathways are designed with inclusion and lived
experience at their core, while driving sustainable
income growth through acquisition and retention.

Combining strategic thinking with storytelling, data
insight, careful planning and management of warm
stewardship, you’ll ensure donors feel valued and
inspired to continue supporting APF.

Key responsibilities

1. Individual giving strategy and stewardship

3. Regular giving programme development

•  Lead and grow APF’s individual giving programme,
helping to build meaningful relationships with our
supporters.

•  Map out and improve the donor journey from
first interaction through to long-term support,
increasing acquisition, retention and lifetime value.

•  Track and monitor income performance,

contributing insight to forecasting and helping
shape realistic and ambitious targets.

•  Lead on the evaluation and analysis of the

Individual Giving programme by monitoring
performance against objectives and using sector
trends, benchmarking and competitor insights to
strengthen our approach.

•  Identify and address any barriers in the donor

journey to improve conversion and engagement.

•  Support the Operations Team to deliver

consistently meaningful and timely stewardship
to individuals including those giving in memory of
loved ones.

2. Direct mail campaign coordination

•  Coordinate direct mail appeals and renewal

campaigns from planning through to delivery,
developing compelling fundraising requests
aligned to organisational priorities and connect
supporters with APF’s impact.

•  Lead the development and growth of APF’s regular
giving programme, including the lottery product,
helping to build a strong and sustainable base of
monthly supporters.

•  Create recruitment, onboarding and retention
strategies that welcome and inspire regular
donors.

•  Develop tailored stewardship journeys that keep
monthly supporters connected to the impact of
their giving.

•  Monitor and track acquisition, attrition and
upgrade trends to inform future growth.

•  Test and refine propositions to strengthen long-

term income and supporter engagement.

4. Data segmentation and insight

•  Lead audience segmentation across individual
giving activity to ensure supporters receive
relevant and meaningful communications.

•  Use CRM data and behavioural insight to inform
targeting and messaging and campaign planning.

•  Produce regular analysis of performance sharing

insights and recommendations.

•  Champion a culture of testing, learning and
continuous improvement across fundraising
activity.

•  Develop campaign briefs, segmentation plans and

5. Acquisition through engagement pathways

income projections.

•  Manage campaign timelines and work with

external suppliers where required to ensure
activity runs smoothly.

•  Monitor response rates, ROI and overall income

performance.

•  Capture and apply learning from each campaign to
continually improve and strengthen future activity.

•  Work collaboratively with colleagues across

Services, Involvement and other teams to identify
opportunities to introduce appropriate fundraising
requests within wider engagement journeys.

•  Use a mixture of digital and direct mail acquisition
techniques to attract new supporters, increasing
both the number of donors and their engagement
with APF.

•  Support the development of workflows that

that define next steps following different types
of engagement and shape clear engagement
pathways that support conversion from initial
engagement through to appropriate fundraising
opportunities.

•  Ensure lived experience and inclusive practice are

reflected in all design and messaging.

01733 839642        info@actionpf.org        www.actionpf.org

Key responsibilities (continued)

6. Supporter care standards and compliance

•  Support operational teams to deliver a high

standard of supporter care at every stage of the
supporter journey.

•  Use data and engagement insights to identify high-
value or high-potential supporters and refer them
appropriately.

•  Work in collaboration with internal stakeholders
to achieve objectives, including attending and
contributing to cross organisational meetings.

•  Skilled communicator who can build trust,

influence stakeholder and bring clarity to planning
and delivery.

•  Exceptional organiser, able to prioritise, maintain
momentum and deliver at pace without losing
sight of quality.

•  Confident decision-maker with a solutions-first

mindset and ability to balance long-term strategy
with delivery needs.

•  Strong understanding of ethical fundraising

practice, regulation, data protection, GDPR and
supporter consent.

Desirable

•  Experience in a health or research-based charity.

•  Experience working with lived experience groups

or inclusive co-design approaches.

Commitment to equality, diversity and inclusion

•  Demonstrates a proactive commitment to inclusive

fundraising that engages diverse audiences.

•  Understands barriers to participation and designs
supporter journeys with accessibility, relevance
and representation in mind.

•  Champions equitable practice in campaign design,

storytelling and donor experience.

•  Provide guidance on stewardship principles
and help navigate more complex supporter
relationships.

•  Work with the Governance and Operations

Manager to ensure all activities complies with
GDPR and the Code of Fundraising Practice.

Person Specification

Essential experience

•  Significant experience managing individual giving

or direct marketing fundraising programmes.

•  Experience developing and growing regular giving

programmes.

•  Experience in building and developing supporter

journeys with evidence of impact such as
retention, acquisition or upgraded giving

•  Demonstrable success in coordinating multi-

channel fundraising campaigns including direct
mail appeals

•  Strong experience using CRM systems for

segmentation and targeting, as well as monitoring
performance and ROI

•  Demonstrable ability to use data to drive income

growth and improve performance.

Essential skills and attributes

•  Strategic thinker who is able to translate data and

supporter insight into impactful campaign planning
and donor journey design.

•  Strong commercial mindset, balancing emotional

engagement with measurable fundraising
outcomes.

•  Excellent project and campaign planning skills,

able to coordinate complex activity across teams,
timelines and channels.

•  Confident using data and analytics to gain

insight, shape decisions, track performance and
recommend improvement.

01733 839642        info@actionpf.org        www.actionpf.org

Person Specification (continued)

Commitment to supporter experience and
fundraising ethics

•  Deep belief that meaningful supporter

relationships are the foundation of sustainable
income growth.

•  Strong understanding of ethical fundraising

practice, regulation, data protection, GDPR and
supporter consent.

•  Champions donor-centric practice while

maintaining financial rigour and campaign
effectiveness.

Safeguarding and Compliance

APF is committed to safeguarding everyone we work
with. This role will complete relevant safeguarding
training and uphold all policies.

Diversity and inclusion

At Action for Pulmonary Fibrosis, we are committed
to promoting equity and inclusion. Pulmonary
fibrosis does not discriminate and neither do we.
We believe that our team should reflect the diverse
communities we serve.

We warmly welcome applications from all
candidates, irrespective of age, disability, race,
sex, pregnancy or maternity, gender reassignment,
sexual orientation, religion or belief, or marital or
civil partnership status.

01733 839642        info@actionpf.org        www.actionpf.org

Terms of appointment

Contract:

Permanent

Salary band:

Band 4 (£40,000–£45,000)

Pension:

Holiday:

 Auto-enrolment (APF contributes 3%)

 25 days plus 3 discretionary days at Christmas, plus bank holidays
(pro rata for part-time). Buy/sell leave scheme available

Location:

 Hybrid (Peterborough office 1 day per week)

Hours:

 37.5 hours full-time (flexible with TOIL), part-time considered
(minimum 4 days per week)

Other benefits:

 Flexible working policies, free gym membership at Peterborough office,
life assurance

Probation:

 You will have an initial six-month probationary period.

Notice periods:

 Two weeks on both sides during the probation period and extending to three
months thereafter.

How to apply

Please submit a CV and a covering letter (maximum of two pages) to HR@actionpf.org highlighting your
skills and suitability to the role, reflecting the key responsibilities in the job description.

First stage interviews to be held virtually on 1st May, second stage interviews to be held at the
Peterborough office on 8th May.

Registered office:
Action for Pulmonary Fibrosis, Studio 8, Stuart House,
St John’s Street, Peterborough, PE1 5DD

England & Wales Charity Registration Number: 1152399
Scotland Charity Registration Number: SC050992

01733 839642        info@actionpf.org        www.actionpf.org