Position Summary

The Director of Annual Giving will build and manage all aspects of the WGU Advancement’s annual giving efforts including the implementation of a system of measuring progress and evaluating all aspects of the program. This position is responsible for increasing annual giving revenue, broadening the base of support through donor acquisition, and strengthening the major gift pipeline.

Essential Functions and Responsibilities :

• Designs and manages an integrated multi-channel marketing strategy of outbound programs (direct mail and digital marketing) and inbound programs (websites, giving forms) that engage donors through one to many marketing channels and ultimately moves them into personal relationship-based development efforts.
• Enhances the annual giving department’s use of digital marketing (e.g., email, websites, social media) and analytics (e.g., predictive modeling, social media data mining) to improve segmentation and messaging and to create a personal and positive experience for donors.
• Oversees a strategy to grow the number of donors each year by acquiring, retaining and upgrading donors to $1,000 or more. Develops giving level programs and special engagement opportunities that encourage mid-level gifts e.g., $5,000 or more) and moves donors to higher levels of annual giving.

• Develops strong solicitation, engagement, and stewardship programs for key constituencies (e.g. faculty, staff, alumni, students) as well as other affinity groups.
• Works with WGU partners to ensure personal and consistent messaging and positive donor experiences.
• Collaborates with Advancement, marketing and alumni relations colleagues to ensure that Advancement’s brand and overall marketing and communications strategy is used consistently and effectively.

Knowledge, Skill, and Abilities

• Ability to display the successful implementation of marketing strategies that directly impact organizational revenue
• Comprehensive knowledge of best practices in annual giving and broad-based outreach for educational institutions, national non-profit organizations, political campaigns and outreach, or related sectors
• Comprehensive knowledge of multi-channel marketing including traditional channels (e.g., direct mail) and digital channels (email, websites, social media)
• Broad depth of client services models including marketing operations and project management
• Ability to analyze and interpret data for traditional and digital marketing efforts, including email, landing page performance, website analytics, direct response performance, and overall revenue performance

• Ability to evaluate and assess annual giving performance
• Excellent communication skills, project management and organization
• Proficiency in donor database systems

Qualifications

Minimum Qualifications: 

• Bachelor’s degree in relevant discipline
• Five (5) years of related work experience in a complex organization collaborating and working with cross functional teams and stakeholders

Preferred Qualifications: 

• Advanced degree
• Higher education experience
• Fundraising and advanced-level writing experience