Associate Director, Annual Giving Marketing

Posted on 03/29/2024

Babson College

Babson Park, MA

The Associate Director, Annual Giving Marketing is primarily responsible for executing all direct marketing strategies for the annual giving program in support of annual goals to increase donor participation rates and total revenue. Specifically responsible for managing direct mail communications and analytics, including segmenting and executing a multi-channel marketing campaign that leverages all vehicles of print, electronic, social media, and phone to support participation goal; overseeing Babson’s crowdfunding platform; and working with campus partners to recruit and leverage campaigns to increase participation in giving.

What you will do:

  • Collaborate with the Director Annual Giving & Direct Marketing to design and implement a segmented direct marketing strategy focused on affinity, class, and regional-based outreach to achieve annual goals for dollars and donors for the College.
  • Prepare and execute in partnership with the Assistant Vice President, Alumni Engagement & Annual Giving, the Alumni Engagement & Annual Giving Leadership team, and the Advancement Communications team a comprehensive, multi-channel marketing plan (direct mail, email, phone, social and digital) and marketing calendar for each fiscal year.
  • Contribute to the planning and execution of signature fundraising campaigns, including but not limited to Make Your Mark and Calendar and Fiscal Year End Campaigns; support the team with the Barefoot Athletics Challenge and Days of Giving campaigns; and collaborate with the Alumni Engagement & Annual Giving and Advancement Communications teams to create and implement a social media strategy to promote these signature fundraising campaigns.
  • Monitor the impact of annual giving activities on the success of donor acquisition and retention. Establish and maintain tracking and testing methods for all solicitation initiatives and adjust strategies based on results of data analysis.
  • Compile progress assessments and year-end reports to showcase participation and impact of donors.
  • Align all marketing initiatives with phonathon and additional volunteer outreach to maximize regional, class, and affinity outreach.
  • Oversee the College’s online giving and crowdfunding platforms.
  • Assume a leadership role in the Alumni Engagement and Annual Giving team’s adoption and implementation of Salesforce, Commerce Cloud, and Marketing Cloud.
  • Research and evaluate emerging fundraising technologies/tools to make recommendations for the annual giving program. Promote recurring giving in direct mail and email appeals.
  • Collaborate with the Associate Director, Regional Programs & Annual Giving and Advancement Communications team to execute alumni texting engagement and giving campaigns.
  • Serve as the primary liaison to Advancement Services regarding data planning and analysis, including, but not limited to, lists for direct mail solicitations/segmented email communications and metrics to inform donor retention and acquisition strategies.
  • Attend and contribute to signature alumni engagement activities, including but not limited to Back to Babson and select events.
  • Conceptualize and generate strategic, targeted content for a variety of audience cohorts about key College fundraising and engagement initiatives for mass and custom audiences (e.g., segmented annual fund mail and email appeals, digital and social content, campaign initiative messaging and opportunities, student outcomes, donor features, alumni profiles, event collateral, etc.)
  • Integrate analytics to make data-driven decisions about content, platform, segments, and cadence.
  • Assume additional responsibilities as required.

Education and Skills:

  • Bachelor’s Degree
  • A minimum of 6-8 years of related experience
  • Must have exceptional collaboration and interpersonal skills, and the ability to be effective at engaging with all levels of the College
  • Demonstrated ability to establish creditability and confidence with colleagues
  • Ability to work with ethnically, culturally and socially diverse students, staff, faculty and other constituencies
  • Must have exceptional project management, organizational, verbal, and written communication skills
  • Ability to be flexible and willing to assume new tasks and special projects
  • Must have experience in creating effective marketing strategy
  • Ability to envision and propose new methods to perform tasks that support ET&A; take thoughtful risks; and accept new and ongoing initiatives, objectives, and solutions to gain sought-after results
  • Ability to anticipate and embrace change; demonstrate a willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions
  • Must have strong technology skills including proficiency in Microsoft Office (Word, Excel and PowerPoint)

How and where you will work:

Flexibility and willingness to travel as a representative to Babson

May require occasional nights and/or weekend work

Must have had a valid unrestricted U.S. Driver’s License for one year, and maintain throughout employment an insurable (as determined by the College’s insurer’s criteria) or a satisfactory driving record; must successfully complete and pass the College’s vehicle training program within the first 60 days of employment; annual or more frequent review of employee’s driving record based on the College insurer’s criteria; and safety training as required by management.

Additional Skills:

  • Experience with Salesforce, including Commerce Cloud and Marketing Cloud is preferred

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