Director Peer to Peer Events Acquisition and Fundraising works with GHQ event leadership for Relay For Life, Making Strides and other peer to peer events to develop and execute acquisition plans to gain market share and acquire new participants and donors through social media and other web-based programs. This position focuses on improving ROI, increasing revenue and event participation, and building the ACS donor file, by driving efficient leads and conversions through social media including but not limited to LinkedIn, Facebook and Instagram.
The Director Peer to Peer Events Acquisition and Fundraising will work in partnership with Regional leadership to develop comprehensive social media acquisition plans, resources and trainings for peer to peer event field staff and volunteer activation. Event-level social media and cultivation plans will include optimizing event FB pages, recruiting for FB fundraisers, utilizing direct messaging for acquisition, conducting acquisition and retargeting campaigns to maximize local event revenue and growth, and providing support as needed for event level volunteers and staff. In addition, the Director will work with marketing and peer to peer leadership to develop centralized social media acquisition campaigns/ad buys and manage an optimized social media ad budget.
In support of these efforts, the Director Peer to Peer Events Acquisition and Fundraising will provide subject matter oversight and expertise to more broadly leverage social media platforms including LinkedIn, Facebook and Instagram. Maintains and increases industry knowledge base of the nonprofit and innovation social media sectors.
Provides support for social media projects led by other team members. Cultivates and shares social media best practices enterprise-wide. Provides social media tracking, reports and insight.
- Partners with marketing, GHQ peer to peer leadership and Regional leadership to develop and execute social media acquisition plans specific to peer to peer events at both the enterprise and event level
- Partner with marketing, GHQ peer to peer leadership and Regional leadership to create a shared vision and strategies• Develops resources and trainings to support event-level social media activation – volunteers and staff
- Directly oversees social media activation plan for LinkedIn• Develop and manage nationwide social media acquisition campaigns for peer to peer events and social media ad budget
- Test and optimize nationwide social media campaigns in real time to provide best ROI, cost per click, cost per lead and cost per conversion
- Manage social media lead generation response plan
- Build and sustain a wide client base through social media contacts and assist field with same
- Assist with regional social media campaigns• Build or manage business blogs, communities etc
- Provide reports and recommendations to inform nationwide and regional strategic plans and budgets
- Manage market research projects and be up to date with the latest statistics and media figures
- Develop and communicate internal and external business processes to support social media platforms
- Manages a social media practice that gels with PR, product marketing, event management
- Partner with marketing and creative team to develop social media activation assets
- Assist with social media benefits for peer to peer event sponsors
- Monitor and stay abreast of P2P best practices, technology, vendors, platforms and competitive strategies
- Needs to have a degree in business management, mass communications or public relations with specialization in sales and marketing. Minimum 8 year’s relevant experience- preferably a combination of social media sales experience with peer to peer fundraising events Social media expertise required. Track record of acquisition in the peer to peer fundraising industry or related field a must.
Demonstrates Enterprise Innovation Competencies:
- Manages ambiguity - Operates effectively, even when things are not certain or the way forward is not clear.
- Collaborates - Builds partnerships and working collaboratively with others to meet shared objectives.
- Customer focus - Builds strong customer relationships and delivering customer-centric solutions.
- Cultivates innovation - Creates new and better ways for the organization to be successful.
- Plans and aligns - Plans and prioritizes work to meet commitments aligned with organizational goals.
- Drives results - Consistently achieves results, even under tough circumstances.
- Builds effective teams - Builds strong-identity teams that apply their diverse skills and perspectives to achieve common goals.
- Drives vision and purpose - Paints a compelling picture of the vision and strategy that motivates others to action.
Other Skills:
Technical Skills
- Candidate should be aware of the different tools and methods of social media to set goals and achieve them
- Candidate should know about different social media space and how to use demographic statistics for popular and relevant platforms
- LinkedIn platform expertise required
- Strong online project management skills required.
- Strong oral and written communication skills required, especially the ability to communicate diplomatically and persuasively on complex and often sensitive topics.
- Ability to effectively interpret quantitative research and analysis
- Very strong detail orientation and attention to quality control processes required.
Workstyle Skills
- Outstanding interpersonal skills; friendly, calm and pleasant to work with
- Ability to lead by example, participating actively in solving challenging analytical or interpersonal issues.
- Excellent communication skills, especially the ability to discuss analysis findings in easy-to-understand terms in verbal and written formats.
- Consistent ability to meet deadlines in a fast-paced environment.
- Energetic, organized self-starter who works under limited supervision
- Is aware of and works to understand the needs of key stakeholders, and solicits their input and feedback throughout the analytical and reporting process.
- Strong customer-service orientation and positive, can-do attitude
- Ability to foster a cooperative work environment and to freely give and receive feedback.
- Social media platform knowledge and expertise required
- Knowledge of qualitative research techniques required
- Technical strength a strong plus (Excel, Siebel, Business Objects, other database or statistical software skills)
- Knowledge of the programs and strategies and internal decision making structures of the American Cancer Society a strong plus.
Special Demands:
- Travel required – 5%-10%
- Must be willing to be a ‘hands-on’, entrepreneurial leader
We are committed to providing staff with fulfilling opportunities to learn, grow and make an impact in their local communities. We offer staff a generous paid time off policy; medical, dental and retirement benefits, and professional development programs to enhance staff skills.