Senior Lead Acquisitions & Digital Fundraising

Operation Smile UK

This role sits at the heart of Operation Smile UK s five-year strategy to deliver transformational growth across all income streams. As Senior Lead – Acquisition and Digital Fundraising, you will be instrumental in delivering on three of our four core strategic priorities:

1. Build Regular Giving laying the foundation for higher long-term value and stronger ROI across acquisition channels.
2. Drive All Donors to Legacy recruiting quality donors who have the potential value to feed into legacy and long-term giving goals.
3. Maximise Growth Through Digital Fundraising Integration leading the expansion and optimisation of digital acquisition within a cohesive fundraising strategy

The Senior Lead – Acquisition & Digital Fundraising role is responsible for delivering Operation Smile UK s strategic individual giving acquisition programme. This role is key to driving income growth and expanding our supporter base across multiple channels, including digital, DRTV, dialogue fundraising and print.

You will lead the strategy, planning, delivery and evaluation of acquisition campaigns, including the onboarding process, with full accountability for managing significant budgets, agency partnerships and performance metrics. This is a senior, hands-on role suited to an experienced acquisition fundraiser with strong commercial acumen and a data-driven mindset.

Key Responsibilities

Strategic Campaign Leadership

• Develop and implement the multi-channel acquisition strategy, aligned with income targets and supporter growth objectives.
• Lead on the planning and delivery of campaigns across direct dialogue, digital, DRTV, and print channels.
• Lead on the planning and delivery of the onboarding process for all new recruits.
• Monitor and report on campaign performance, providing insight-driven recommendations to optimise results.
• Drive testing and innovation to expand existing channels and introduce new ones within acceptable risk and return parameters.

Budget Ownership & Performance Monitoring

• Take full responsibility for acquisition budget management, income forecasting and cost control.
• Set, monitor, and evaluate key performance indicators (KPIs), reporting against ROI, CPA, and long-term value across all acquisition channels.
• Collaborate with the Senior Database Manager and the Director of Data and Technology to develop and maintain performance dashboards (e.g., Power BI) and support strategic data analysis, including both short-term and long-term channel performance evaluation.

Agency & Partner Management

• Manage day-to-day relationships with external fundraising and creative partners.
• Lead briefings, content sourcing, agent training, stakeholder approvals, and quality assurance processes.
• Negotiate contracts and hold suppliers accountable for delivery and performance.

Cross-Team and Market Integration

• Represent the acquisition programme in cross-functional planning meetings and contribute to a unified team culture focused on strategic delivery.
• Deliver and optimise the onboarding and conversion programme for new donors.
• Develop CRO strategies and implement with support from the Communications team, whilst supporting the enhancement of web development
• Ensure consistent campaign integration across touchpoints and maximise thematic/creative cohesion, working in collaboration with the Senior Communications Manager to lead and develop the creative and content strategy for acquisition.
• Act as a key liaison with colleagues across Operation Smile global markets, sharing insights and exploring opportunities to align strategy, co-develop creative, or pilot cross-market initiatives.

Compliance, Risk & Best Practice

• Ensure all campaigns meet legal, ethical and data protection requirements (e.g., GDPR, Fundraising Regulator).
• Act as a key contributor to organisational risk assessments relating to income performance and supplier performance.
• Keep up to date with sector trends, innovations and benchmarks to maintain best practice.

Person Specification

Essential Experience

• Extensive experience (ideally 5+ years) in Individual Giving or fundraising acquisition roles.
• Proven success delivering multi-channel acquisition campaigns with strong ROI.
• Experience managing external agencies and suppliers to high-performance standards.
• Strong background in digital fundraising and paid media.
• Demonstrated experience managing and reporting on substantial acquisition budgets.

Skills & Attributes

• Strategic thinker with excellent campaign planning and execution skills.
• Highly numerate and confident using data for decision-making and optimisation.
• Strong project and stakeholder management abilities.
• Proactive, self-starting approach with high levels of ownership and accountability.
• Excellent communication and interpersonal skills, able to represent the organisation externally.

Desirable

• Understanding of retention and supporter journey optimisation.
• Familiarity with CRM and data system Donorfy.
• Experience with Power BI or other reporting tools.

First-round interviews are set for the week of 23rd March 2026. We strongly encourage early applications.

Disability Confident Committed Employer

We’re a Disability Confident Committed employer, so we guarantee an interview to any disabled applicant who meets the minimum requirements for the job.

At Operation Smile UK, we value individuals based on their performance and potential. We’re dedicated to creating a diverse and inclusive workplace that supports everyone’s needs. We’re happy to make reasonable adjustments throughout the application and employment process, and we particularly welcome applications from diverse backgrounds.

If you need this document in a different format, require any adjustments, or need help with your application, please contact us (further details contained within the job description).

Equality, Diversity & Inclusion

Operation Smile UK knows fundraising could better reflect the diverse backgrounds and experiences of the people the charity sector supports. If you don t meet every requirement but believe your transferable skills align with the role, we encourage you to contact us for a conversation.

We want our team to reflect the diversity of the communities we serve, offering equal opportunities to everyone, regardless of, age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, or sexual orientation.

We celebrate diversity and encourage you to bring your authentic self to Operation Smile UK. We are committed to supporting all applicants and ensuring a fair hiring process. All appointments will be made solely on merit, and we are happy to make reasonable adjustments throughout the recruitment process.