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Candidate pack Director of income generation w: martlets.org.uke : recruitment@martlets.org.uk

Registered charity number: 802145

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Contents

Letter from our chief executive Page 3

Our vision, mission and values Page 4-5

Job context Page 6-7

Income generation strategies Page 8-10 Job description Page 11-19

Job specification Page 20-21

How to apply Page 22

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A letter from our chief executive officer – Imelda Glackin

Martlets has a bold vision. We want everyone affected by terminal illness to know they can still feel hope, purpose and possibility — no matter who they are or what stage of illness they are at.

Our services have grown over the last 22 years and we are now looking to our community’s future needs. As director of income generation, you will be joining us at an exciting phase of our development.

The challenges of the COVID-19 pandemic have driven us to find new and innovative ways to deliver our care. We’ve been using Zoom video software for example to provide services — from counselling and rehab sessions to meditation and symptom management classes. Now, more than ever, we are focused on supporting our community with safe and dignified care that can be adapted for our changing times.

We have been developing exciting plans with our board of trustees to bring our vision to life including the renovation of our hospice site and utilising new technology to offer the right care, in the right way, when people need it most. Our trading subsidiary and care agency, Martlets Care, will also help us meet these objectives.

We’re proud of our impact to date, but we know there is more to do, and income generation will be more important than ever over the coming months and years. We had to close our shops during the lockdown and cancel our major fundraising events for the year, but in response we ran a successful Crisis Appeal. And our recent Facing the Future Together campaign continues to build regular giving across our supporter base, so there is much to be proud of!

I am looking forward to what we might achieve together in the future.

With very best wishes,

Imelda Glackin, chief executive officer of Martlets

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Our vision, mission and values

Our vision

We want everyone affected by

terminal illness to know they can still feel

hope, purpose and possibility

Our mission

We are MartletsWe provide people affected by

terminal illness in Brighton and Hove, and neighbouring areas the very best care and support.

And we do far more than that, because we’re part of what makes our

local community such an amazing place.

We help people do the things they love with the time they have. And we bring our community

together to support families and individuals coping with bereavement.

We’re at the heart of Brighton and Hove.

Our values

We care

We’re skilled

We move mountains

We’re open

We’re together

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Our vision, mission and values

We care For our patients and their loved ones, our teams, and our wider community. It’s why we’re here.

We’re skilledWe’re great at what we do and proud of how we do it.

We move mountains The minimum, the necessary, and the prescribed treatment. We go beyond all these to make people smile.

We’re open We’re positive and we’re always clear, honest and down-to-earth. We care immensely for the people we look after

and will always talk openly and sensitively about life’s challenges.

We’re together We are committed to our community and we’re privileged to be such

an important part of it.5

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Job context

We want an authentic, professional, relationship-forming individual who embodies a commercial culture within a healthcare setting; one who is agile and provocative in the current charitable marketplace and post COVID-19. Someone who is driven by the challenge and opportunity of foreseeing and navigating change and who can give their personal commitment to forge relationships across our city and beyond. If you understand the charity world, healthcare, our business and our community, we want you to identify opportunities and empower others. We also have a straightforward ambition to ensure that our inpatient unit is fit for the future and to provide every patient with access to a private room. To enable this, we need to run a successful capital appeal within the next year and ensure our annual expenditure and income are protected.

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Martlets has good foundations to build on, a strong team, excellent performance in many areas of income generation, and well developed practices which have developed over time. We are loved by our community and keen to spread the word that we deliver so much more than end-of-life hospice care. As we move into a new way of being and operating as a charity post-Coronavirus, there are many uncertainties – a recession, a ‘new normal’, and transition and future operating challenges. We are therefore looking for an exceptional candidate who will lead and direct us through the changes to our business. Someone who will approach a recession with a creative and innovative response; someone who will direct our efforts and enable our success and survival. We welcome your critique so we can adapt and advance, and improve our profitability. To achieve this you will be able to facilitate change, deal with uncertainty, and optimise opportunities which create a flexible, responsive and agile recovery. In doing so, you will find new and engaging ways of sharing our response to COVID-19 and how its impact is felt.

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Job context

• governance• people

management• business planning• financial

management

• work as required post COVID-19 across trading, fundraising and Martlets Care

• lead the Capital Appeal strategy

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Income Generation Strategy

Operational Leadership

• networking• partnerships

and philanthropy strategy

• volunteers and community engagement

• help shape the future of Martlets

• deliver post COVID-19 strategic and operational plan

• financial management

Leadership Team

• change agent across the organisation

• leadership of management teams• organisational

design

Internal Development

External Ambassador

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Income generation strategies post-Coronavirus

Fundraising: look to 2021 and come back stronger

With your leadership, Martlets will develop a new strategy for a post-Coronavirus world that is campaign led and insight driven. Agility, visibility and increased supporter engagement are key. We need to reimagine our fundraising proposition so that we are ready for whatever our ‘new normal’ is. The role of director of income generation will be pivotal to our success.

Our fundraising strategy is to:

• articulate the message: ‘Why Martlets?’ and ‘Why now?’ • be relevant, engage the community and inspire support. • plan campaigns and target the task using multiple, and mainly digital, channels. • be creative, innovative and most of all brave. • be timely, rather than perfect (fail fast, learn fast).• develop philanthropy through supporter insight and relationship building.• plan and launch a capital appeal to raise £2m in 2021-22.• re-evaluate event fundraising to ensure we engage key audiences and maximise return on investment, starting with a large scale engagement event in 2021.

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Fundraising srategy

Martlets Domiciliary Care Agency: quality care and a robust income stream

As director of income generation, you will help to:

• develop a commercial business model and an independent business strategy.• make way for significant financial recovery as a subsidiary of Martlets Hospice charity, as required to make profit and

contribute to the delivery of core Martlets services.• navigate the health and social care sector and identify opportunities and gaps in service provision, which inform and

drive business development.

The care agency’s ongoing strategy is to:

• continue to grow its excellent reputation — through the experience, satisfaction and trust of current clients in the Martlets Domiciliary Care Agency, thus building an ongoing client base via recommendations.

• update its business and marketing strategy post COVID-19.• recruit carers locally and continue to recruit people who may not have direct experience of working in healthcare, but

who are willing to learn and have the key attributes required.• grow a self-funding private client market in line with the business and marketing strategy.

Income generation strategies post-Coronavirus

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Trading: build resilience

As director of income generation, you will help to champion the brand, grow our e-commerce sector and adapt our trading model as the High Street reinvents itself.

Key objectives will be to:

• review the shop portfolio, maximising pop-up shop opportunities.• recruit more and diverse volunteers, attracting new cohorts of volunteers in a post-Coronavirus society.• develop the new goods range with a multi-channel offering to increase both footfall in shops and online sales. • improve customer service levels in shops and raise conversion rates from browsers to buyers. • consolidate and grow furniture sales and increase profitability of the collection and delivery service.• maximise Gift Aid revenue.

Income generation strategies post-Coronavirus

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Job description

Scope of job

• Sits on the leadership team and reports to the chief executive officer.• Is the main report and lead for two to three trustee committees which meet quarterly – income generation, retail and Martlets Domiciliary Care Agency.• Fundraising operations and trading HQ are based on one site – Sussex House, plus nine shops. • Martlets Domiciliary Care Agency is based at the Hospice (from August 2020).

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Director of Finance and

Support Services

Director of Clinical Services

Medical Director and Consultant

in Palliative Medicine

Director of People

Services

Director of Income Generation

Trading and

Retail

Chief Executive Officer

Events and Fundraising

Gifts in Wills and Grants

Partnerships and

Philanthropy

Lottery Supporter Engagement

Marketing and Communications

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Key working relationships

Internal

Director of finance and support services, director of clinical services, medical director and consultant in palliative medicine, director of people services, heads of service and managers in the Hospice, trading company directors, trustees, all staff and volunteers, patients and their families, patrons and ambassadors.

ExternalContractors, business representatives, business and networking forums, income generation colleagues in other hospices, national retail and fundraising forum leads, supporters and donors, current and prospective leaders in Brighton and Hove including political, local authority and business.

Benefits

• Flexible working practices• Competitive salary of £65K per annum, negotiable depending on experience • Generous holiday allowance• Contributory pension scheme• Training and professional development investment• Employee assistance programme• Healthcare cashback plan • Ride-to-Work scheme• On-site parking (some sites)

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Job further information

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Job DescriptionJob description

As a key member of the leadership team (LT) you will play a vital role as an equal business partner in shaping the future of Martlets Hospice, Martlets Trading Company and Martlets Domiciliary Care Agency.

In conjunction with members of the LT and board of trustees within the first six months of appointment, you will develop and deliver a post COVID-19 strategic and operational plan; identifying phased investment and consolidation.

You will lead the delivery of Martlets Hospice, Martlets Trading Company and Martlets Domiciliary Care Agency income generation strategies that will see the charitable income achieve the set financial targets agreed in the three-year strategy. You will lead, direct and manage the work of the income generation teams, with passion and agility ensuring income generation streams are maximised and Martlets’ brand and reputation continue to be of quality and innovation, maintaining a high profile across Brighton and Hove.

You will be a charismatic leader, a strategic thinker and a role model who thrives on achieving the development and success of a motivated and high performing team. This will be achieved through your motivational leadership and emotional intelligence and by cultivating cohesive working relationships aligned to leadership approach and cultural change.

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Overview

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Income generation

• Develop, implement and deliver a robust income generation strategy post COVID-19. • Jointly with the CEO be responsible for reporting on new commercial developments and opportunities, along with

progress against plans and achievement of targets to directors, committees and board.• Lead the Capital Appeal strategy and support the Martlets Building Enhancement (MBE) Committee and LT; direct

fundraising activities throughout the organisation. • Directs organisation design to maximise results from our people, structure, systems and processes.

Internal

• Inform and review operational plans developed by management teams.• Drive innovation across Martlets in the use of new income generation strategies with the aim of securing long term income sustainability.• Contribute to the development of future Trading Company and Martlets Domiciliary Care Agency strategic objectives with accountability for delivering its implementation through the workforce.• Develop and implement plans for increasing awareness and understanding of income generation across Martlets to encourage our people to make an active contribution

towards income generation and promotion.• Support and develop the teams and individuals reporting to you to ensure they are inspired, motivated and empowered to deliver on the organisational strategy. • Ensure the execution of the strategy through the production of

annual operational plans with achievable KPIs. These KPIs should be incorporated into the plans and appraisals of the teams and individuals led by you.• Develop and present business cases and robust project management of all activities.

Job description

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Job description

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Fundraising, lottery and trading

• Provide expert advice and guidance on all issues relating to fundraising, lottery and retail, ensuring income generation initiatives are assessed for commercial viability and value for money.• Critically evaluate and develop robust systems and governance for all income generation activity. • Ensure a dashboard reporting framework is in place for specific fundraising, lottery and retail activities, which identifies risk and demonstrates mitigating factors. This will aid transparency and enhance governance. • Ensure that risks are appropriately identified and managed across income generation and communications activities• Ensure that issues with a long-term impact on Martlets goals are socialised and negotiated in a timely manner.• Create resources and systems to empower managers in developing clear donor journeys for all supporters of Martlets.• Oversee the development and maintenance of efficient fundraising and retail systems including the ongoing development of databases.• Ensure all fundraising, lottery and retail projects and activities are carried out in a manner that meets the Charity Commission’s requirements and is compliant with statutory and regulatory requirements (data protection and security/fundraising regulator).• Ensure that all Martlets charity outlets maximise profitability, have appropriate contractual agreements and meet Martlets expectations and high standards.• Ensure that Martlets Trading Company has a logistics plan that supports the efficient, effective sorting, storage and movement of stock in order to meet the customer requirements.• Benchmark Martlets income generation activities and levels of profit against other similar external providers and charities in order to inform and further develop profitability.• Generate innovative solutions to problems through effective decision making, often based on sound data and evidence.• Maintain an awareness of national developments in the funding of hospices, sharing any key ideas and developments with the LT.

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Partnerships and philanthropy

• A natural networker with gravitas who demonstrates an inquisitive and engaging style, adaptable to the differing requirements of Martlets’ stakeholders. • Support the identification, recruitment and ongoing engagement of Martlets’ patrons and ambassadors to deliver effective input.

Marketing and communications

• Inform and provide commercial expertise to enhance the marketing and communications service (the function may return to the responsibility of this post).• Ensure the most effective resource is available to support successful marketing and communications campaigns across the whole organisation.• Lead and influence the income generation teams through communicating a creative vision to gain commitment.

Volunteers and community engagement

• In line with the volunteer strategy engage income generation leaders to innovate volunteering opportunities.• Ensure there are effective policies and procedures for use by all volunteers to maintain consistency and collaboration in relation to volunteers and community engagement.

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Job description

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Martlets Domiciliary Care Agency and Martlets clinical strategy • Oversee business management of Martlets Domiciliary Care Agency and to provide expertise and resources to Martlets Domiciliary Care Agency team to embed new strategies into their work. • Demonstrate effective governance of Martlets Domiciliary Care Agency in conjunction with director of the clinical services and director of people services. • Have an understanding of clinical commissioning and statutory funding streams and the ability to negotiate commercial rates demonstrating value and profit. • Be able to convey to others the outcomes of the clinical strategy and provide commercial expertise to aid its conveyance to the outside world.

People management

• Lead the team, empower them to develop and reach their potential. • Engage with managers to maximise their motivation, skills, development and performance of their teams. • Empower them to identify further opportunities, harnessing and optimising their business acumen and creativity. • Develop a workforce and succession plan, which supports an agile, multi-skilled and flexible set of services, to enable business continuity and internal development. • Provide continuous professional development to the management team, to aid short-, medium- and long-term performance, addressing development needs.• Use coaching to develop management team members on a wide range of strategic, operational, financial, governance and people management issues.• Identify team development activities to maximise the effectiveness of the income generation teams, across organisational boundaries and departments.• Support a high-performance culture and teamwork, providing tools and guidance for effective working relationships.• Demonstrate theoretical and practical models underpinning income generation approaches.

Job Description

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Operational and project planning

• Oversee the alignment of annual operational plans, objectives and targets to strategic aims for all income generation activity.• Report key performance indicators and performance against targets for income generation on a monthly basis and present earlier detection of underperformance with a robust recovery plan.• Monitor functional project and work programme progress and report any variance to the LT.• Initiate and conduct regular team-building activities.

General duties

• Participate in the LT on call rota.• Work some evenings and weekends, as required.

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Job description

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Organisation-wide responsibilities

• Develop corporate policies for staff matters and advise the management team on strategic income generation e.g. legislative changes, data protection and security.

• Provide representation to the policy and audit and compliance group, to give oversight and information from area of work, to support adherence to policies and compliance. Provide resources to audit activity.

• Support membership and representation at the relevant Martlets forums for staff and volunteers. • Comply with all Martlets policies, procedures and guidelines, including those relating to health and safety, confidentiality

and the Data Protection Act, as required by Information Governance.• Support the work of the clinical teams, whether contributing to the clinical governance programme or preparation for

Care Quality Commission standards and inspection.• Ensure all people take appropriate actions to maintain the highest level of infection prevention, to ensure controls are in

place to support the wellbeing of staff, volunteers and the wider community.• Work with the director of finance and support services to prepare the income generation directorates’ annual budgets

for agreement by the LT, CEO and board of trustees. Manage the budget within limitations, reporting any variances to the CEO.

Job description

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Essential criteria – qualifications, knowledge and experience

• Evidence of academic, professional or management qualifications, together with professional development.• Experience of charity trading.• Experience of marketing and communications, supporting income generation activity. • Membership of relevant professional body.

Desirable criteria

• Experience of care provision, healthcare sector.• Experience of clinical commissioning and statutory funding frameworks.• MSc or MBA related to management, business, or fundraising.• Knowledge and experience of commercial or fundraising within independent hospice.

Setting direction

• Experience of working at director level.• Proven track record of leading income generation teams for a charity delivering c.£6m+ per annum, including at least two or more of the following disciplines: trading, corporate, community, trusts, major donors, individual giving, lottery, retail.• Ability to establish an effective vision and sense of direction for the strategic development of long-term sustainable income streams.• Exceptional leadership skills and emotional intelligence. • Commitment to equality and valuing diversity and understanding of how this applies to own area of work.

• Commitment to continuous professional learning and development - personal and team.20

Person specification

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Person specification

Delivering results

• Experience of fundraising from high net worth individuals. • Experience of management and control of a wide range of budgets including budget preparation and forecasting.• Ability to use internal and external market insights and analysis to inform strategy.• Driven by achieving exceptional collective results.• Significant experience of senior level management within a voluntary sector organisation/charity.• Ability to manage change and work within an uncertain economic climate. • Ability to work effectively with competing agendas.

Engaging people

• Demonstrates gravitas, to build and maintain long-term partnerships. • Ability to adapt leadership style, engender respect and encourage freedom to act.• Recognises personal resilience, courageous, thoughtful and considered under pressure.• Capability to build, adapt and re-motivate teams in different circumstances.• Demonstrates emotional intelligence.• Experience of ambassadorial skills. • Able to clearly communicate the vision to a network of internal and external stakeholders.• Engagement of colleagues and peers to support ambassadorial activities.

Other requirements

• Flexible working pattern. • On call out of hours. • Current driving licence and access to own vehicle for work. • Flexibility to travel.

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How to apply

Please complete our online application form. Your supporting information should address the key requirements of the role with relevant achievements and outcomes from your experience to date.

We would also be interested to receive a covering letter outlining your approach to income generation post COVID-19 in no more than 500 words.

For a confidential conversation please contact sandra.marinovich@martlets.org.uk

APPLY ONLINE by 12pm on Monday 3 August 2020.

For enquiries related to the recruitment and application process, please contact recruitment@martlets.org.uk.

Interviews will be held on Tuesday 1 September 2020.