The Senior Director of Direct Marketing will work in close partnership with the Chief Audience Officer (CAO) and be part of the senior leadership team of the Mar/Comm department. S/he will lead the development and delivery of MOD’s direct marketing operation which will be rooted in building a best in class multi-channel, brand centered marketing, direct response program with a strong emphasis on donor stewardship. He/She will assist the CAO with developing and implementing the donor journey mapping initiative that will span cross functional departments.
S/he will provide visionary leadership to optimize the donor experience as well as bring innovation to the direct response area. S/he will deliver rapid growth in supporter-based revenue from online and offline channels. At the heart of this operation will be a test, learn and optimize, driven by data based decision making.
The Senior Director of Direct Marketing shares leadership responsibility for the success of the MOD Strategic Plan, the Donor Stewardship Pilot program as well as the Donor Journey Mapping project.
- Develop and manage annual development budgets to achieve revenue goals for direct mail, DRTV and telemarketing; set strategic plans, goals and objectives for growth and retention across assigned channels; in collaboration with CAO, prepare annual budget and quarterly reforecasts; monitor budgets to ensure accuracy; work closely with Director, CRM Analytics and Planning to continually monitor results and adjust strategies to maximize revenue.
- Plan and oversee, along with the CAO, recruitment, retention and upgrading plans grounded in best practices for direct mail and monthly donors delivering strong ROI. Ensure that recruitment feeds long term value donors, mid-level, planned giving and major gifts pipeline.
- Oversee recruitment of direct response consulting firms; conduct RFPs when necessary. Continually test and iterate recruitment, develop integrated digital/direct mail calendar; test engagement (that leads to conversion) and retention tactics across the digital/direct response mix to maximize engagement, cultivation and moving donors up the pyramid.
- In collaboration with CAO develop a Donor Journey Mapping plan to improve retention rates through more relevant relationships with donors.
- Partner closely with Customer Service department to provide direct marketing customer service support when necessary.
- Oversee production and delivery of all direct mail campaigns – ensuring they are on time and on budget. Manage strategy with our marketing partners to ensure that the MOD’s programs receive high level attention and top notch service.
- Working with the creative, brand and Donor Stewardship teams ensuring MOD is delivering strong content with measurable outcomes and testing strategizes to improve performance.
- 10+ years fundraising experience within a high-performing organization that includes a successful track record of meeting revenue targets within budget.
- Worked with budgets of $18M or more.
- Digital fundraising and marketing experience essential.
- Experience of driving a committed/monthly donor
- Experience with donor journey mapping
- Proven ability using analytics to inform and influence decision-making
- Demonstrated skills in motivating, directing, and developing a team, and in coordinating and supporting the fundraising activities of others; holds team and self accountable for reaching or exceeding targets; a good listener and strategist; comfortable receiving input from many sources, and able to analyze and formulate disparate information into a sound, well-organized plan.
- Broad-based knowledge of various development activities including: direct solicitations, online giving, DRTV, direct mail; practical experience in using data to manage the fundraising process, enhance donor cultivation and drive fundraising priorities; an understanding of CRM would be a plus.