Director, Digital Fundraising

3 weeks ago

Arlington, United States WETA - PBS NewsHour Full time $95,000 - $100,000

Position Overview:

The Director, Digital Fundraising will oversee the planning and execution of WETA’s digital fundraising and engagement program through email, website promotions, digital ads and other digital channels. The Director will drive digital fundraising and engagement activities, developing and implementing strategies to support fundraising for the Membership Marketing and Development Services department. Reports to the Senior Director, Direct Response Fundraising and Audience Services. Supervises efforts to raise $9.3MM in digital fundraising revenue and supports broader efforts to raise $20.5MM in total Membership revenue. Oversees digital ads program to drive 47K installs of our streaming service on Roku devices along with $540k in revenue.

Primary Responsibilities:
  • Directly supervise Senior Associate, Digital Fundraising; Associate, Digital Fundraising; and supervise, with a dotted line, the Associate, Multichannel Fundraising along with the Senior Director, Multimedia Fundraising.
  • Responsible for developing strategy for, writing and maintaining annual plan supporting creation and execution of multichannel campaigns, digital solicitations, engagement communications and WETA Passport fundraising for the purpose of acquiring, upgrading and retaining WETA members, with input from departmental leadership. Oversee operations plans for multichannel and digital campaigns, coordinating schedules, asset development and promotion in coordination with partners in the Membership and Local departments. Develop and manage implementation of ideas to drive email list growth and optimize donation experience, such as website, email and donation form testing.
  • Supervise development of creative assets including email copy, landing page and other digital copy and graphic design to produce desired fundraising and engagement results. Manage creative development through internal resources and vendors, as necessary.
  • Supervise Senior Associate, Digital Fundraising on the implementation of the paid search program and coordinate with Senior Director and cross-departmental Digital Ads working group to collaborate on digital ads strategy across WETA.
  • Serve as key member of the Streaming Priorities Working Group and supervise digital activities to promote WETA+ streaming service and WETA Passport.
  • Oversee efforts to optimize Engaging Networks e-CRM product as well as PledgeCart/Simple Donate e-commerce solution. Supervise Senior Associate, Multichannel Fundraising in implementation of digital needs for on-air and streaming pledge drives.
  • Serve as primary liaison with external strategy and software partners managing execution of online fundraising needs such as graphics development, digital ad management, form development, automation techniques, etc.
  • Oversee results management of the online fundraising program, working collaboratively with external vendors and the Data Strategy and Development Services department to report on and provide analysis of campaign results and key performance indicators on the email file, using eCRM, ROI and Google Analytics.
  • Partner with Digital Media department on management of fundraising tools on website and social media engagement and serve as digital content manager for Membership department.
  • Stay abreast of industry best-practices, within public media, among nonprofits more broadly and in the commercial sector.
  • Perform related special projects or other duties as assigned.
Additional Skills and Qualifications:
  • College degree in marketing, public relations, or related field.
  • Minimum of five years of progressively responsible experience in online marketing. Experience should include online revenue generation and/or online project management.
  • Or equivalent combination of education and experience.
  • Track record of success in digital and/or direct response fundraising, with experience in email and digital marketing tools and techniques desired.
  • Knowledge of and proven ability to develop and implement digital fundraising strategies.
  • Strong copywriting skills, particularly in fundraising and donor cultivation communications.
  • Experience building and maintaining donation forms, surveys, and other user engagement features.
  • Excellent organizational, project planning, presentation, and time management skills with careful attention to detail.
  • Ability to generate and interpret digital tracking and analytic reports, present findings, and recommend strategy based on results.
  • Excellent interpersonal and communication skills, with the ability to interact with a variety of stakeholders using diplomacy, tact, and discretion.
  • Demonstrated ability to work effectively both independently and in a team environment.
  • Demonstrated ability to successfully perform in an atmosphere of multiple projects, shifting priorities, and deadline pressures.
  • Demonstrated understanding and application of computer technology including Microsoft Office and CRM database experience. Competent or better with Photoshop, web design and HTML.

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