Manager, Integrated Marketing & Fundraising Strategy

Second Harvest Food Bank of Middle Tennessee

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Job Summary

Summary: Manager, Integrated Marketing and Fundraising Strategy manages, and is responsible for developing and executing, all multi-channel fundraising and awareness strategies via the web, social media, email, digital advertising, and direct mail to increase visibility, increase donations and recruit supporters. This position drives Second Harvest’s donor engagement and fundraising goals and supports budget and long-term growth plans and works as a strategic advisor with the Corporate and Individual Giving Teams, as well as Marketing and Communications. The Manager, of Integrated Marketing and Fundraising Strategy uses data to drive critical fundraising decisions. This position reports to the Director, Marketing and Communications and is integrated into the efforts of the External Affairs Department. This position supports and fosters our deep commitment to diversity and inclusion, which is the foundation for creating a culture of belonging for all personnel.

Job Responsibilities

STRATEGY

• Provide vision, leadership, and strategy for sustainable growth across the digital and direct mail spectrum, including implementing effective messaging and appeal strategies, and strategic data analysis. Lead the strategic management of all direct marketing programs including Acquisitions, Reinstatements, Renewals, Appeals, Newsletters, and Acknowledgements
  
• Understand and utilize database and segmentation strategies, from both internal and external sources, to make informed decisions relative to the Integrated Fundraising Program
  
• Analyze, monitor, track, and report on campaign, audience, and program performance trends across all digital and direct response channels, identifying areas of opportunity, utilizing Raiser’s Edge, Luminate Online, and Google Analytics. Develop recommendations for problem resolution and lead the implementation of process enhancement
  
• Creates and manages the organization’s website strategy, including Second Harvest’s blog, donation, and registration forms, autoresponders, landing pages, etc. to deliver excellent user engagement and increased revenue. 
• Leads the implementation of best practices and performance metrics to develop cross-channel marketing and fundraising strategies and tactics targeting prospects and donors in an effective, streamlined manner
  
• Work closely with the Marketing and Communications team, and Corporate and Individual Giving Teams, to ensure that fundraising goals are incorporated into our web, email, and social media activities and engagement strategies. 

DIRECT RESPONSE AND FUNDRAISING

• Manage the direct response agency responsible for executing direct mail projects including but not limited to acquisition and retention appeals, newsletters, and other special donor communications
  
• Plan and manage the execution of all direct response efforts including campaign development, segmentation strategy, and performance metrics for email marketing initiatives, direct mail projects, digital advertising, website initiatives, and all inbound marketing
  
• Led integrated direct marketing and fundraising expense and revenue projections, budget creation, and reporting through annual and multi-year budgets and growth plans.
  
• Ensure that all campaigns are optimized towards their key performance metrics, have a clear definition of success defined ahead of the campaign launch, and have an approved measurement plan in place. Lead conversion rate optimization including A/B and multivariate testing, content optimization, online surveys, donation page abandonment analysis, and segmentation.
• Integrate all messaging/communications across direct response platforms (direct mail, online, mobile), coordinating closely with the Corporate and Individual Giving Teams as well as Marketing and Communications. Ensures all content is accurate, on-brand, consistent in terms of style, quality, and tone of voice.

CAMPAIGN AND WEB MANAGEMENT

• Manage the execution of all email marketing initiatives including campaign development, segmentation strategy, and performance metrics. Creates, refreshes, and deploys regular and one-off email communications targeted to key audiences
  
• Manage the day-to-day relationship with the website development agency responsible for creating lightboxes, implementing new web development needs, and general WordPress, Elementor, and Luminate assistance. 
• Serve as the internal marketing project manager communicating timelines, pulling data transfers, managing the approval process, and ensuring all timelines and budgets are met. Manage Second Harvest’s postal permits. Manage the calendar of all direct marketing campaigns in Basecamp and SharePoint to ensure each campaign has an appropriate work back schedule, timelines are met, and problems are adequately communicated

LEADERSHIP AND COLLABORATION

• Work with Marketing Specialist to ensure each campaign has an appropriate work back schedule and timelines are met, problems are adequately communicated. Facilitate contingency plans as needed.
• In coordination with the Manager, Media & Communications develop internal and external communications strategies. Develop strong relationships with internal teams and external vendors to drive collaboration across marketing programs.
• Integrate messaging across direct response platforms (mail, online, social), coordinating closely with the Corporate and Individual Giving Teams, as well as Marketing and Communications. Develops and executes project timelines and action plans. Collaborates with internal and external partners across Second Harvest departments, contractors, and vendors.
• Ensure data integrity within the direct response program: including reviewing and coordinating data requests and partnering with Donor Services to promote best practices and pull lists and reports.
• Establish and maintain strong working relationships with longstanding partners to seamlessly launch campaigns. Negotiate rates with vendors and identify cost-saving initiatives.
• Stay abreast of integrated fundraising trends and opportunities and deliver new ideas and concepts to improve programs and campaigns. Be an advocate for program growth, explore new opportunities, and be flexible to take advantage of the growing needs of the program and internal stakeholders.
• Proofread all marketing materials to ensure accuracy.
• Provides general marketing support as needed.
• Other duties as assigned.

Qualifications

• Education: Bachelor’s Degree in Marketing, Advertising, Communications, Digital Media, or a similar field preferred.
• Experience: 5+ years of experience in digital marketing or direct response, creating, launching, and managing fundraising and/or marketing campaigns across multiple channels at an agency or nonprofit organization. Experience with direct mail is a plus. 
• Skills & Capabilities:
  
  • Proficient in using email marketing software and Google Analytics
  • Proficient in WordPress and experience with CRMs such as Blackbaud’s Raiser’s Edge, Luminate Online, or similar CRM software.
  • Proficient in Word, Excel, and PowerPoint, online search engines, and developing and administering web content.
  • Create and edit basic images in Canva and/or Adobe Creative Suite.
  • In-depth knowledge and understanding of email marketing strategies.
  • Experience developing and implementing cohesive and effective direct response strategies that have resulted in measurable growth.
  • Experience in both written and visual (photo, video, or graphic) content creation.
  • Thrive in a fast-paced environment and manage multiple, competing priorities simultaneously.
  • Ability to focus in an open-office environment.
  • Time management and follow-through skills.
  • Oversee and be involved in the design and construction of websites, specifically WordPress.
  • Monitor, compile, and analyze data to guide decision-making.
  • Highly effective interpersonal skills and the ability to communicate with different personalities in a tactful, mature, and professional manner.
  • Strong editorial skills and proofreader’s eye for detail.
  • Strong project management skills with the ability to manage workflow processes and schedules.
  • Strong oral and written communication abilities.
  • Composed, poised, and professional demeanor.
  • Self-starter who takes initiative and can juggle multiple priorities.
  • Knowledge/understanding of the nonprofit sector relating to hunger issues is a plus.
  • Familiarity with lead, funnel, nurture strategy, drip marketing, digital, and offline campaigns is a plus.
• Competencies: Coaching and developing others, Result orientation and execution, Quality improvement, Project management
• Other requirements: Our pre-hire process requires acceptable results from the following: professional reference feedback, criminal background, and Motor Vehicle Record. A current Driver’s License and automobile insurance are also required. Criminal backgrounds are evaluated on a case-by-case basis considering several factors (timing, frequency, severity, and job relation).

Additional Information

Benefits

How to Apply

Online: employment application on our website: secondharvestmidtn.org/job-opportunities. Resumes and cover letters can be uploaded with applications on the website as well.

Details

• Date Posted: August 19, 2023
• Type: Full-Time
• Job Function: Communications / Marketing / PR
• Service Area: Social / Human Services
• Working Hours: M-F, 8:00 AM - 4:30 PM