Digital Acquisition & Supporter Journeys Specialist

This role supports the delivery of The Passage’s organisational strategy objective, to build brand awareness, attract new supporters and retain them over time through our digital channels. The Digital Acquisition and Supporter Journey Officer will focus on the hands‑on delivery and optimisation of paid digital campaigns, email marketing and digital journeys that introduce new audiences to The Passage, encourage initial engagement, and ongoing relationships with supporters. Working collaboratively with Fundraising and Communications colleagues, the postholder will help to build, test and embed effective approaches to achieve these goals.

MAIN DUTIES

• Digital Acquisition and Paid Advertising
  • Coordinate the delivery and optimisation of paid digital campaigns across platforms such as Meta and Google to engage and retain supporters in‑line with fundraising objectives.
  • Support the delivery of paid activity aimed at raising brand awareness, introducing new audiences to The Passage and strengthening understanding of our work and impact.
  • Work within agreed budgets, monitoring spend and performance and escalating issues as needed.
  • Support campaign testing and learning by trialling audiences, creative and messaging and reporting on results.
  • Work closely with Fundraising and Communications colleagues to ensure paid activity supports wider campaigns, appeals and events.
• Supporter Journeys and Digital Engagement
  • Coordinate the development and improvement of supporter journeys across key digital touchpoints, including email, website journeys, campaign landing pages, sign‑up flows and donation journeys, ensuring alignment and integration with relevant internal teams to deliver a seamless end‑to‑end experience.
  • Identify areas for improvement within existing journeys and support the implementation of agreed changes.
  • Document and maintain clear journey maps and their technical set up, ensuring relevant members of the Fundraising and Communications Team can understand, embed, and apply them consistently across digital touchpoints.
• Email Marketing and Supporter Development
  • Support the planning, creation and scheduling of email campaigns and automated supporter journeys.
  • Use segmentation and basic personalisation to improve relevance and engagement.
  • Assist with testing subject lines, content and timing to support continuous improvement.
• Insight, Analysis and Reporting
  • Continually review and improve the implementation of performance tracking, identifying practical improvements and supporting agreed changes to enhance effectiveness over time.
  • Monitor and collate performance data from digital platforms, analytics tools and CRM reports.
  • Produce regular performance summaries and contribute insights to inform future activity.
  • Support a test‑and‑learn approach by capturing learning and sharing it with colleagues in practical, accessible ways.
• Collaboration and Role Development
  • Support the delivery of coordinated digital activity that balances awareness‑raising, acquisition, and supporter retention objectives.
  • Work collaboratively with Fundraising and Communications colleagues to ensure digital activity is aligned and coordinated, supporting integrated campaign delivery.
  • Share learning and best practice across the team, contributing insights and recommendations to inform continuous improvement and support more effective future activity.
  • Contribute to the development of processes, templates and ways of working as the digital function grows.
  • Keep up-to-date with relevant digital marketing and fundraising trends and tools, sharing learning where appropriate.

GENERAL RESPONSIBILITIES

• Work in conjunction with your Line Manager, to support the ongoing development of the role, ensuring responsibilities remain appropriate to the needs of The Passage.
• To attend internal and external meetings, training events and briefings as required.
• To participate in regular supervision and annual appraisals, identifying job‑related development and training needs.
• To ensure all The Passage policies and procedures are adhered to, particularly those relating to Health and Safety, Code of Practice and Confidentiality.
• To promote and uphold The Passage’s commitment to equality, diversity and inclusion.
• To undertake the role in a professional manner, working in accordance with the aims, values and ethos of The Passage.
• To support at in‑person fundraising events, as and when required.
• Undertake any other duties that may be required which are commensurate with the role.

EXPERIENCE

• E1 Experience working in a digital marketing, digital fundraising or supporter engagement role.
• E2 Experience supporting or coordinating paid digital advertising campaigns.
• E3 Experience contributing to the development or improvement of digital supporter or customer journeys.
• E4 Experience supporting email marketing activity, including segmentation and scheduling.
• E5 Experience supporting the implementation or use of digital tracking, analytics or measurement tools (e.g. GA4, platform pixels) to monitor campaign or journey performance.
• E6 Experience working with performance data and basic analytics.
• E7 Experience testing and optimising digital content, campaigns or journeys.
• E8 Experience working collaboratively with colleagues across teams.
• E9 Experience working in the charity or not‑for‑profit sector is desirable but not essential.

KNOWLEDGE

• K1 Knowledge of digital acquisition principles and paid advertising platforms (e.g. Meta, Google).
• K2 Knowledge of email marketing tools and CRM systems, with a willingness to learn.
• K3 Understanding of digital analytics and performance measurement.
• K4 Understanding of how to prioritise tasks and manage competing deadlines.
• K5 Understanding of inclusive and supporter‑focused communication.
• K6 Understanding of how insight and testing can be used to improve digital outcomes.