The Manager of Digital Fundraising will be responsible for overseeing and managing the online fundraising program for the National Geographic Society, including all aspects of integrated digital campaigns to acquire new donors, steward and inspire current donors, and grow donor lifetime value. This position has a focus on current and emerging fundraising technologies including online giving, email solicitations, stewardship, social media, and crowdfunding. This role leads in building program strategy of all digital initiatives and executes day-to-day management of the program. Reporting to the Senior Director, Annual Giving and in partnership with digital fundraising program consultants, the Manager monitors and reports on the success of digital fundraising initiatives in support of retention, reactivation, and acquisition goals. In addition, the Manager will work to align digital communications throughout the Partnerships department and act as a key liaison with digital vendors, as well as Marketing & Engagement, Digital, and Donor Operations teams.
- Manage Online Giving Program: Serve as day-to-day lead on all integrated digital fundraising campaigns, working with vendors and internal Society and Partners divisions to manage all aspects of the digital program, including planning, execution, and performance tracking, managing strategic planning of campaigns, data segmentation, and digital testing plan, providing creative direction to designers and writers, editing and finalizing all e-mail copy, managing approval process, ensuring queries reflect final segmentation, overseeing the sending process, and tracking results of each campaign. Work with internal enterprise-wide partners (such as Marketing &Engagement, social media as well as NGP’s digital, social, marketing, online store teams, etc.) to develop, implement, and optimize digital campaigns that promote donor acquisition and conversion within the social media community and with website visitors in support of Annual Giving goals. Participate in developing strategic digital plans as well as recommending improvements to the Society’s web presence in support of overall donor and dollar goals. Continue to integrate digital and social strategies with print and other traditional Annual Giving campaigns. Build and maintain monthly email calendar to establish regular cadence of donor communication. Execute a plan for digital acquisition using display advertising, third-party promotions, paid search, e-appends, and other types of digital donor acquisition. (50%)
- Plan and Execute Online Stewardship and Cultivation Plans: Manage all aspects of online stewardship and cultivation plans for donor and donor prospects, including monthly emails, First Looks, integrated e-newsletters, special announcements, etc. in collaboration with key internal stakeholders. Develop custom welcome series, drip campaigns, and other engagement communications to improve conversion, retention, and lifetime value of donors and prospects. Create/support digital programs that promote engagement and philanthropic opportunities. (25%)
- Program Analysis: Track performance of online giving campaigns and digital presence. Monitor program KPIs, giving statistics, trends, successes, and outcomes and propose recommendations to improve performance. Provide necessary documentation to ensure accurate tracking and reconciliation of gifts between systems. (10%)
- Manage Donor and Donor Prospect Online Forms and User Experience: Create and maintain the Society’s online (donation & email sign-up) form pages including upgrades such as mobile responsiveness and social sharing. Work with internal partners to test and optimize online forms and Society landing pages to improve conversion rates and test and continually improve all aspects of digital donor and fundraising strategy. Research, test, and explore emerging fundraising technologies and make program recommendations. (15%)
Minimum Years and Type of Experience
- 5+ years nonprofit digital fundraising experience with demonstrated expertise on current and emerging trends in digital fundraising and engagement . Proven donor strategy and communications skills including experience in creating effective digital and multichannel campaigns and writing for email, mobile, website, and social media. Candidates with experience working for or with external consultants preferred.
Knowledge and Skills Required
- Must be detail-oriented and capable of effectively managing multiple projects simultaneously under pressure of deadlines. Proven ability to work independently within established guidelines and within a team environment, including external vendors. Strong organizational and analytical skills, including ability to gather and analyze a variety of information and develop appropriate recommendations for action. Must be self-directed and able to work confidently and successfully in a fast paced, rapidly expanding development operation within a dynamic, multi-faceted organization. The ideal candidate will have experience with segmented email campaigns, digital donor and lead gen acquisition, paid website and social media engagement, digital fundraising. Advanced and accurate word processing and spreadsheet capabilities (Word, PowerPoint, Excel) required. Previous experience with Blackbaud tools or other major nonprofit digital donor management tools preferred. Outstanding interpersonal skills.
National Geographic's headquarters is located in the heart of Washington, D.C. In addition to a unique and dynamic work environment, National Geographic offers its employees a comprehensive benefits package, including health and dental benefits, generous vacation and leave time, a 401(k) plan, and flexible work options. National Geographic is an Equal Opportunity Employer