1. General Background

In 2019, UNHCR China Office set up a new Private Sector Partnerships team to mobilize resources from the Chinese private sector to support our work globally. One of the key aspects in PSP’s work is to expand UNHCR’s engagement with the general public including UNHCR’s existing and potential supporters.

Digital fundraising has been evolving and developing in the last 4 years contributing to the overall income of PSP China. In collaboration with Chinese foundation partners, till 2023, PSP has launched 7 digital fundraising and communication campaigns on 5 digital fundraising channels including a newly established charity E-shop. In the year of 2022, the recorded IG digital income achieved 118% of the set target. In Q1 2023, IG digital income exceeded IG annual target by 199% thanks to the successful operation during Turkey & Syria earthquake emergency.

Building on past experience and IG multi-year strategy, the team has developed concrete plans to expand the scope of digital fundraising and try innovative approaches in the market. Though exciting and promising, digital fundraising never stands alone in the reality of income generation. Its success always depends on both acquisition and donor retention strategies, plus continuous effort in network building among potential digital supporters.

UNHCR is now looking for a highly motivated and self-driven digital fundraising specialist with a background in either commercial or NGO digital fundraising or digital marketing. This post will take up duties arise from digital acquisition, media activities, public engagement on social media and so on. The incumbent’s role, in relation to this particular requirement, is to identify and carry out digital fundraising making use of all possible opportunities that may arise through various promotional and programs’ activities, and, whenever any digital initiative is planned, to integrate other fundraising opportunities into digital.

The incumbent will work under the direct supervision of the Senior PSP IG Associate, in close collaboration with the whole PSP team and UNHCR office in Beijing such as the Admin/Finance team and Public Information team. With support and guidance from the PSP Officer and senior PSP Associate, the incumbent will work closely with outsourced digital communication vendors, media agencies and external digital platforms.

2. Purpose and Scope of Assignment

• Co-create and implement digital fundraising campaigns to generate long-term donations and supporters. Ensure UNHCR China’s digital platforms are accurate, fundraising friendly, the branding is maintained, and the messaging, features and functionality are appropriately presented;
• Review, digitize, schedule and adapt digital content from UNHCR local and global;
• Support the manager to optimize the current UNHCR China’s official social media accounts and websites, to ensure the capture of all data and increase traffic and brand equity through available tools;
• Perspectives to enrich the content and interactions of emails, websites, SMS, mobile and social media platforms i.e. WeChat, Weibo, E-shop, Douyin and etc., which target donors and prospects, in order to leverage the awareness, engagement, and optimize donation performance to meet with the programs’ objectives;
• Analyze and provide user journeys, mobile and social media insights, and to optimize the engagement and conversion performance and then execute the implementation for acquisition, media and engagement programs;
• Assist in producing, consolidating and coordinating all digital assets between UNHCR offices and external agencies to ensure programs’ execution efficiency and effectiveness in order to meet the campaigns’ objectives;
• Assist in determining the digital media strategy and promotional tactic to increase traffic, conversion and engagement that meet the programs’ objectives and conversions;
• Liaise and provide briefings with external agencies on digital campaigns, ensure all performance tracking is in place with proper testing which aligns with the execution and optimization plans;
• Support the manager to develop/maintain relationships, manage and liaise with digital partners, external agencies and social influencers to ensure a fluent and continuous promotion through social networks;
• Assist and coordinate procurement process and execute related administrative work that complements the above duties when necessary;
• Provide briefing, monitor, coordinate, and progress control of external contractors and internships’ work to ensure output quality is up to the UNHCR’s standard;
• Monitor, evaluate and report on the performance of all digital operations through UNHCR’s available reporting tools and analytics platforms;
• Assist in updating and reporting and ensuring budgets for digital programs are properly allocated for acquisition, multi-channel, media buy, public engagement, content management and development;
• Identify new technologies and services that become available and provide recommendations to boost digital ROI;
• Prepare data and information, reports and presentation on income, expenditure and budgets, and develop work plans and budgets in relation to digital engagement activities;
• Any other responsibilities as delegated by the supervisor.

. Monitoring and Progress Controls
(Clear description of measurable outputs, milestones, key performance indicators and/or reporting requirements which will enable performance monitoring

• Supervision by Senior PSP IG Associate, optimize digital fundraising performance by setting key performance indicators (KPIs) for donations, donor development, campaign ROI, and other relevant metrics.
• Ensure all digital income targets and objectives are met within the budgeted expenditure.
• Maximize income opportunities while making sure all resources are used efficiently, and reasonable forecast ROI is achieved.
• Be responsible for preparing project reports and evaluations, support on IG annual plan and year-end report.
• Mid-year and year-end evaluations.

4. Qualifications and Experience

a. Education (Level and area of required and/or preferred education)

– Completion of Tertiary Education with training in marketing, new media, E-commerce or communications or other related discipline.

b. Work Experience
(List number of years and area of required work experience. Clearly distinguish between required experience and experience which could be an asset.)
– Minimum two years working experience with High School Diploma or 1 year of experience with a Bachelor degree or higher in digital marketing including experience in digital fundraising or digital sales.

c. Key Competencies
(Technical knowledge, skills, managerial competencies or other personal competencies relevant to the performance of the assignment. Clearly distinguish between required and desired competencies)

• Knowledge of mobile marketing, social media marketing, content management, digital communications, digital tracking and analytics.
• Experience in digital content management (web, video, and EDM), active management of social networks.
• Experience in managing vendors, internships and partners.
• Strong copywriting, editing and copy evaluation skills in order to help draft acquisition, social media and engagement communications.
• Ability to identify relevant content for the development of engaging prospect and donor communications.
• Proven experience in digital income generation and the development of digital fundraising and/or marketing strategies an asset.
• Photoshop, video editing, data analytics and Microsoft Office skills, including Word, Excel and Outlook.
• An excellent team player.
• Attention to details, high accuracy and result oriented.
• Availability to travel both domestically and occasionally overseas is a requirement of the position.
• Proficiency in written and spoken Chinese and English.

Standard Job Description

Required Languages

Chinese

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Desired Languages

English

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Additional Qualifications

Skills

Education

Bachelor of Arts (BA)

Certifications

Work Experience

Other information

This position doesn’t require a functional clearance

Home-Based

No