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Director Digital Marketing and Fundraising PD Updated NATIONAL 4-H COUNCIL POSITION DESCRIPTION Position Title Director, Digital Marketing and Fundraising Business Unit Marketing Home Department Marketing & Brand Location Chevy Chase, MD /Other FLSA Status Exempt Full-Time or Part-Time Full-Time Telecommuter Status Position Eligible for Telecommuting Mission For more than 100 years, 4-H has stood behind the idea that youth is the single strongest catalyst for change. What began as a way to give rural youth new agricultural skills, today has grown into a global organization that teaches kids life skills. 4-H is dedicated to helping youth step up to the challenges in a complex and changing world. 4-H is helping cultivate the next generation of leaders and tackling challenges such as the shortage of skilled professionals, maintaining our global competitiveness, encouraging civic involvement, and becoming a healthier society. Position Summary This position will assist with the development and management of 4-H’s marketing initiatives to drive contact strategies supporting lead nurturing, acquisition, fundraising and retention opportunities. This individual will play a critical role in driving 4-H’s database acquisition strategy, leveraging data from the CRM system, digital and traditional marketing methods to form and maintain deep relationships with 4-H target audiences and deliver on marketing and revenue goals. Under the direction of the Vice President, Digital Strategy, Multi-Channel Marketing and Media, the key initiative of the Director, Digital Marketing and Fundraising is to significantly increase alumni engagement and membership of National 4-H Council, developing long-range membership and marketing goals, strategies and tactics, as well as implementing and evaluating all cross platform programs to meet goals. Responsibilities Develop and execute National 4-H Council’s annual online fundraising plan. Secure financial support from individuals, foundations and corporations and manage donor information using Raiser’s Edge. Determines the most effective points of interaction (POI) for marketing campaigns by using reports from the customer information center system. Applies customer, online giving and sales information from the Customer Relationship Management (CRM) system to achieve marketing goals. Develop strategy, manage, launch, test and optimize multi-channel communication programs to effectively reach alumni target audience, including acquisition, retention, and fundraising campaigns. In collaboration with marketing and resource development, manage email marketing, social media (earned, paid and owned media), display advertising, mobile and tablet advertising, paid search and affiliate marketing content for all acquisition and fundraising efforts. In collaboration with the web strategies director, assume primary responsibility for optimizing consumer parent and alumni web pages through A/B testing respecting overall design guidelines and usability standards; prepare visuals that create a consistent, compelling online experience for alumni and consumers; supervise the work of outside consultants, including freelance designers, technical and other web support, and web design agencies. Responsible for consumer data quality including accuracy, relevance, completeness and security of data across the organization. Ensure CRM strategy and tools are fully embedded across integrated campaigns and ROI demonstrated. Improve ROI and customer lifetime value across campaigns. Plan data selection, segmentation and prepare campaign lists. Ensure the systems can support data selection required. Embed CRM across the brand to improve loyalty or assess opportunities to increase acquisition, sales and donations. In collaboration with Business Technology, responsible for all technical aspects of the CRM and email system, to ensure optimization, delivery and service. In collaboration with Business Technology, contribute to systems and processes documentation, design and customization, and configuration of CRM Systems. In collaboration with Business Technology, manage external agencies, including CRM and Email. In collaboration with Field marketing, establish direct lines of communication at networking events, conferences and seminars, and 4-H organization-wide professional meetings such as NAE-4-HA to ensure data base growth and quality. In collaboration with Resource Development, determine optimal fundraising strategies and tactics for engaging alumni through on and offline communication. Research, Analytics & Budget Work closely with the resource development, cause, retail and center teams to monitor, manage and track web, mobile, email, and social conversation to donations and leads. Responsible for forecasting and analysis, reporting and tracking ROI to database size and engagement across web properties [i.e. cultivating and growing community to be eventual donors in the long-term]. Evaluate, monitor and produce reports including KPIs for CRM (and email marketing) strategies. Improve ROI and customer lifetime value across all campaigns. Drive customer insight through the business and manage consumer research programs. Track marketing performance against goals and report out key findings, trends, risks, competitive analysis and opportunities. Prepare and analyze monthly and quarterly data base growth reports, membership status and alumni demographic reports. Develop, manage and monitor the components of the acquisition budget that are related to the marketing, membership recruitment and retention activities, member benefits and programming. Stay abreast of industry trends and applicable web technologies; research and evaluate acquisition opportunities available through mobile web and other emerging technology. Alumni Marketing Research alumni audience to determine appropriate content, programs, benefits, products, services and campaigns Collaborate with partnership and cause marketing teams in identifying, acquiring and retaining alumni [celebrity, partner employee, industry and corporate leaders] National 4-H is an Equal Opportunity/Affirmative Action employer. Collaborate with events manager in planning and implementing online events designed to increase awareness of and membership in the 4-H Alumni association [Examples could include Networking Events, Exclusive Conferences, etc.] Work closely with Field Marketing to establish relationships and work collaboratively with the appropriate representatives of USDA, USDA-NIFA, and Extension Universities to generate interest in the 4-H Alumni Association and State Alumni Associations among alumni, current students and 4-H club members. This may include data sharing, and joint marketing efforts. Provide value to 4-H state marketing and acquisition teams through online marketing training webinars, tools regarding online membership recruitment and retention activities. Design, draft and coordinate digital 4-H Alumni Newsletter Provide valuable content to 4-H Alumni LinkedIn members Oversee the development, maintenance and coordination of the Alumni Association web destination, Alumni of the month initiative, and other on-line services. [These may eventually include a listing of exclusive networking events, mentorship programs, small business initiatives through Mall, evangelism marketing materials, volunteer opportunities, etc.]. Research and execute techniques to promote the website and on-line services to all constituents. Consumer Marketing Research consumer audience to determine appropriate content, programs, benefits, products, services and campaigns across digital channels Oversee the development, maintenance and optimization of the parents destination on 4-H.org, and the parents social media group on Facebook, including but not limited to content, tools, tips, product, evangelism marketing materials, rewards system, etc. Design, draft and coordinate digital 4-H Parents Newsletter Qualifications Undergraduate degree required in business administration, marketing or related discipline and at least five to ten years industry experience in online acquisitions, retention &/or fundraising required. Solid knowledge and experience with CRM systems and tools i.e. Blackbaud Raiser’s Edge, Salesforce, Sage CRM, Infusionsoft, Microsoft Dynamics, etc. Good working knowledge of statistics and analysis tools (Google Analytics, WebTrends), and relationship management software (Raiser’s Edge) as well as experience with Blackbaud Luminate, Donations and Email modules. Analytical skills, with the ability to interpret and manipulate data and drive actionable data/insight into campaigns, working with large databases for data segmentation and data mining. Track record of delivery of campaigns in particular communication and complex campaigns. Experience of working in a direct marketing. multi-channel or analytical environment. Track record of delivering multi-audience CRM strategies in a B2C environment (non-profit setting a plus). Strong content marketing experience, including social media, display advertising, mobile and tablet advertising, and paid search. 8-10 years in acquisition/retention marketing programs 8-10 years digital marketing experience 5-10 years experience with email and donor campaigns using Blackbaud Luminate platform National 4-H is an Equal Opportunity/Affirmative Action employer. 5-10 years experience in content development, including creative and copy experience. Demonstrated knowledge of database management. Excellent knowledge of Adobe Creative Suite (Dreamweaver, Photoshop, Illustrator).
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