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External Relations
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Fundraising Specialist (Television), P-3, New Delhi [Case # IND 19007]

Apply now Job no: 523608
Work type: Fixed Term Appointment
Location: India
Categories: Alliances and Resource Mobilization, Private Fundraising and Partnerships, P-3

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children.

Across 190 countries and territories to protect the rights of every child, everywhere, every day, to build a better world for everyone. UNICEF has spent 70 years working to improve the lives of children and their families. Defending children's rights throughout their lives requires a global presence, aiming to produce results and understand their effects. UNICEF believes all children have a right to survive, thrive and fulfill their potential – to the benefit of a better world. And we never give up! 

Click here to learn more about UNICEF:   https://youtube/E1xkXZs0cAQ

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply. Our workplace policies promote flexible work arrangements, to support all staff in maintaining a healthy life balance, both in and out of the office.

We are the first United Nations agency to be awarded the EDGE certification – the leading global standard for gender equality in the workplace. 

For more information on UNICEF EDGE Certification, kindly view the video here.

UNICEF prides itself on fostering a multicultural and harmonious work environment, guaranteed by a zero-tolerance policy on sexual exploitation and abuse, and on any kind of harassment, including sexual harassment and discrimination. All selected candidates will undergo rigorous reference and background checks.

For Every Child, AN ADVOCATE:

In an effort to measurably improve UNICEF's ability to deliver better results for children, there is growing evidence that investing in the health, education and protection of a society’s most disadvantaged citizens — addressing inequity — not only will give all children the opportunity to fulfill their potential but also will lead to sustained growth and stability of countries. This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nations.

Organizational Context: 

The fundamental mission of UNICEF is to promote the rights of every child, everywhere, in everything the organization does — in programs, in advocacy and in operations. The equity strategy, emphasizing the most disadvantaged and excluded children and families, translates this commitment to children’s rights into action. For UNICEF, equity means that all children have an opportunity to survive, develop and reach their full potential, without discrimination, bias or favoritism. To the degree that any child has an unequal chance in life— in its social, political, economic, civic and cultural dimensions— her or his rights are violated. There is growing evidence that investing in the health, education and protection of a society’s most disadvantaged citizens— addressing inequity— not only will give all children the opportunity to fulfill their potential but also will lead to sustained growth and stability of countries. This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nation.

To enable UNICEF to deliver programmatic results for children, the organization needs to maximize income potential from the Private Sector. Through previous fundraising efforts, India Country Office (ICO) has now established a base of c.40,000 active pledge donors recruited primarily via face to face (F2F). However, market research indicates that there is significant potential for extremely ambitious growth if new channels can be activated that will reach ICO’s target audiences and successfully convert them to new donors. Direct response television has been identified as a channel that will be central to the success of the newly developed fundraising strategy and ICO now needs an experienced DRTV Specialist to oversee this important channel.

Job organizational context 

Purpose for the job:

Under the general supervision of the Fundraising Manager, Individual Fundraising, the incumbent will be responsible for providing strategy, implementation and technical oversight, recommendations, planning and evaluation of fundraising strategies with the objective of acquiring new quality individual donors through Direct Response Television (DRTV). This includes managing and overseeing new initiatives such as Telethons to maximize the growth of new monthly pledge donors and the related net income.

UNICEF seeks an experienced Individual Fundraiser to manage DRTV and lead the set-up, testing and evaluation of direct response television as a monthly pledge donor recruitment channel. This will require working with a DRTV agency, creating media plans, identifying and setting up appropriate response channels and coordinating the production of appropriate creative, including ensuring the involvement of key stakeholders within the office at all stages.

Key function, accountabilities and related duties/tasks:

  1. Overall project management of DRTV and Television campaigns in order to deliver on targets and budget. This includes the development of test plans across audience, media, message and offer, alongside suppliers and other key stakeholders
  2. Close collaboration with UNICEF’s global DRTV specialist consultants throughout the planning, execution and evaluation stages of each campaign
  3. Management and coordination of suppliers across media, creative and response channels
  4. Collaborate with relevant internal and external partners including the coordination of and sourcing of content and feedback to ensure appropriate management of the Television channel to maximize results.
  5. Sourcing of appropriate DRTV/Television content and working with suppliers to develop that content into strong DRTV and supporting online and offline creative consistent with the UNICEF brand and accounting for globally accepted good practice
  6. Manage agency relationships to drive results and ensure there are smooth data flows between all response channels, in-bound and outbound teams and follow on conversion and welcome activities
  7. Monitoring of results within each campaign, including the timely and accurate delivery of results from suppliers, and optimizing campaign performance where possible based on these results
  8. Strategic development and oversight of investment fund applications, monitoring fund utilization and prepare required reporting in a timely and effective manner.
  9. Work alongside key staff members and teams including Telemarketing, Digital, Communications and Retention to maximise DRTV  and television performance.
  10. Supervise, oversee and monitor Officer(s), Assistant(s) and/or consultants(s).

Impact of Results

(a) Describe the type of decisions regularly made and the impact of those decisions.

The incumbent shall function within the rules and regulations.  Decisions involving deviation from them requires consultation with and guidance from the supervisor.  Briefing of and coordination with contractors and suppliers shall be based on the agreed upon direction, conditions and objectives.

Decides on how to optimally implement the budget assigned for acquisition activities to get a healthy RoI.


(b) Describe the type of recommendations regularly made and why these are important.

Recommends best mix of Donor Acquisition methods for the country to achieve desired results.

Recommends solutions to unforeseen that may arise based on statistical, trends and historical analyses.

These recommendations contribute to effectiveness and efficiency of the fundraising strategy and plans.

(c) Describe the most damaging error(s) that could be made in the work and the consequences they would have.

Lack of understanding of UNICEF’s needs and fundraising guidelines and an incorrect approach would lead to ineffectiveness of fundraising delivery and misuse of financial resources.  Ineffective coordination and management of suppliers can result in delays and impact IFR fundraising revenue. It may also impact relationships with suppliers, and subsequently UNICEF’s reputation.

Competencies and level of proficiency required:

Core Values:

  • Care
  • Respect
  • Integrity
  • Trust
  • Accountability

Core competencies:

  • Communication (III)
  • Working with People (II)
  • Drive for Results (III)

Functional Competencies:

  • Formulating Strategies and Concepts (II)
  • Analyzing (II)
  • Applying Technical Expertise (II)
  • Planning & Organizing (II)
  • Learning & Researching (II)



  • Advanced University degree in Marketing, Communication, Business Administration or closely related fields is required. 


  • Five years of relevant professional work experience in  acquiring new individual customers/donors through various channels and suppliers. Experience in managing Direct Response Television preferred. Fundraising experience will be a preference.

 Language Requirements:

Fluency in English is required. Knowledge of another official UN language or local language of the duty station is considered as an asset. 

To view our competency framework, please click here


  • Selected applicant will have an initial two (2) year fixed-term contract, with possibility of extension, subject to satisfactory performance.
  • Only shortlisted candidates will be notified and advance to the next stage of the selection process, which involves various assessments.
  • UNICEF does not charge a fee at any stage of the recruitment process including application, interview, meeting, traveling, processing, training etc. UNICEF is a nonsmoking working environment.

For more information about UNICEF India, please refer to the link below: - http://unicef.in/


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Advertised: India Standard Time
Applications close: India Standard Time

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