The Integrated Marketing and Fundraising Strategist is responsible for developing and executing multi-channel fundraising and awareness strategies via web, social media, email, digital advertising and direct mail to increase visibility, increase donations and recruit supporters. This position reports to the Sr. Director, Marketing and Communications and is integrated into the efforts of the External Affairs Department.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Digital Marketing and Fundraising
Plan and execute all email marketing initiatives including campaign development, segmentation strategy, and performance metrics. Create, refresh and deploy regular and one-off email communications targeted to key audiences, build donation and registration forms, create auto-responders and confirmation pages through Luminate Online, as well as maintaining and assessing regular and accurate back-end reporting and analysis to measure results and guide strategy.
Manage the organization’s website including Second Harvest’s blog. Lead development of creative, optimized content and coordinate new website development to deliver excellent user engagement and increased revenue.
Lead all digital advertising and SEO/SEM efforts (display, retargeting, social, Google Adwords).
Track, analyze, interpret and report performance trends across all digital channels, identifying areas of opportunity and develop recommendations for problem resolution or process enhancement.
Lead conversion rate optimization including A/B and multivariate testing, content optimization, online surveys, donation page abandonment analysis, and segmentation.
Translate statistics, facts and programs into effective digital content strategies to drive effective storytelling.
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.
Serve as the internal project manager communicating timelines, pulling data transfers, managing approval process and ensuring all timelines and budgets are met. Manage Second Harvest’s postal permits.
Ensure all content is accurate, on-brand, consistent in terms of style, quality and tone of voice.
Monitor and track direct response fundraising performance and communicate tactical and strategic changes as needed based upon analysis of performance and potential external/internal changes.
Create and implement strategies and messaging for integrated fundraising and marketing campaigns.
Use best practices and performance metrics to develop cross-channel marketing and fundraising strategies and implement tactics targeting prospects and donors in an effective, streamlined manner.
Provide guidance and input in developing internal and external communications strategies.
Provide general marketing support as needed.
Yes: Manages direct response vendors.
Monday – Friday, 8:00am – 4:30pm
On occasion duties may be necessary, as well as responding to issues, outside of normal working hours (e.g., disaster response, community events, etc.)
5% travel may be required to offsite events and Partner Agency visits.
Routine travel is required within the service area; occasional travel for overnight trainings may be necessary.
Current driver’s license required; copy of current auto insurance; and clean MVR required.
Education: Bachelor’s Degree in marketing, advertising, communications, digital media or similar field required.
Experience: 3 – 4 years of experience in digital marketing, 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:
Advanced proficiency 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.
Intermediate to advanced proficiency in Word, Excel, and PowerPoint, online search engines and developing and administering web content.
Ability to create and edit basic images in Canva and/or Adobe Creative Suite.
In-depth knowledge and understanding of email marketing strategies.
Proven experience in both written and visual (photo, video or graphic) content creation.
Proven ability to thrive in a fast-paced environment and to manage multiple, competing priorities simultaneously.
Excellent time-management and follow-through skills.
Experience overseeing or being involved with the design and construction of websites, specifically Wordpress.
Ability to 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 ability to manage workflow processes and schedules.
Strong oral and written communication abilities.
Composed, poised and professional demeanor.
Self-starter who takes initiative and has the ability to juggle multiple priorities.
Knowledge/understanding of the nonprofit sector relating to hunger issues.
Allowable Substitutions: Combination of education, experience, and/or training that provides the required knowledge and skills for the position may be considered in lieu of education/experience at the organization’s discretion.
Reports to: Sr. Director, Marketing and Communications.
Second Harvest Food Bank of Middle Tennessee opened its doors in 1978 with commitment from several community leaders. The purpose of the organization was to provide a central distribution center for companies, groups and individuals who wished to help provide food for hungry people in Middle Tennessee. Second Harvest’s mission is to feed hungry people and work to solve hunger issues in our communi...ty.
Modeled after the first food bank established in Phoenix in the mid-1970s, Second Harvest was designed to collect food that would otherwise be wasted, inspect and sort this food, and distribute it to soup kitchens, pantries, and shelters serving the hungry. During the first year, this process resulted in a total distribution of 160,000 pounds of food to 75 member agencies.
Today, Second Harvest Food Bank of Middle Tennessee is one of the largest and most comprehensive of over 200 food banks and food distribution centers nationwide.
During the 2015/2016 fiscal year, Second Harvest distributed more than 30 million pounds of food to more than 490 Partner Agencies, providing more than 25 million meals of food to hungry children, families and seniors throughout our 46-county service area.