Assistant Director, Digital Strategy for Fundraising and Engagement

Posted on 05/14/2024

NC State University

Raleigh, NC

The Assistant Director of Digital Strategy is responsible for strategy and oversight of the technical web development of the annual giving’s online fundraising efforts. In this role, the Assistant Director works with the Annual Giving team to manage and implement online fundraising strategies, which includes increasing digital giving and NC State’s Annual Giving online presence; strategizes and implements new and existing fundraising campaigns; and assists and manages email campaigns, crowdfunding, texting, digital advertising, and other Annual Program duties, as needed.

The Assistant Director also monitors trends in digital fundraising and new technologies to increase contributions and engagement to NC State.

This position will be a champion for user experience design, development, and annual giving fundraising. The ideal candidate will work with the annual giving team, advancement services, central web team, designers, marketing writers, and social media team to focus on user experience and make data-driven decisions on digital fundraising communications. Candidate will also work with campus partners to regularly monitor analytics and implement web adjustments to improve performance and meet defined website goals.

The Assistant Director reports to the Director of Annual Giving and works closely with the Annual Giving staff and the University Communications team.

Duties and Responsibilities:

  • Create a best-in-class digital engagement marketing experience for donors, alumni, and friends by leveraging digital strategies to increase alumni engagement and giving to the University. Partner with the Director of Alumni Engagement and Annual Giving Communications to define a vision for how digital marketing and engagement will optimize Alumni Engagement and Annual Giving goals.
  • Ensure a holistic content strategy across all alumni and donor channels that supports  fundraising and engagement goals.
  • Analyze digital marketing campaign analytics to understand the most effective approach and recommend strategies to improve future performance.
  • Participate in Engagement and Annual Giving planning meetings to understand broader marketing strategies and recommend integrated tactics to support giving, donor retention, philanthropy education, and engagement.
  • Be aware of and conversant with best practices in digital marketing and benchmark with peer institutions. Partner with division leadership to help establish annual goals and Assistant d metrics, utilize dashboards and reports to monitor progress, and share ongoing results. Contribute to marketing reports by determining return on investment for email and text campaigns. Monitor AEAG audience engagement via open, click, unsubscribe rates, audience journeys, and interest-based marketing outcomes.
  • Work with the team in creating integrated marketing fundraising campaigns with measurable results, including web visitor retargeting, feature content retargeting, automated gift anniversary emails, cart abandonment emails, chatbot, social engagement etc.
  • Work with developers, designers, marketing writers, social media specialists, and videographers to create effective integrated marketing campaigns.
  • Develop and implement tools, technical solutions, and resources to support the fundraising campaign, central brand messaging, and online marketing strategies throughout the NC State web presence.
  • Plan, schedule, and implement fundraising and alumni engagement projects and programs, including specific fundraising programs such as annual fund and email solicitations, crowdfunding campaigns, and other digital campaigns such as Day of Giving.
  • Champion and lead marketing automation and journey-building strategy and execution.
    Ensure emails and text messages align with best practices for optimal performance and accessibility. Ensure proper coding to measure results/ROI.
  • Support the overall team in email marketing and text messaging marketing to think creatively to plan and implement various communication campaigns that contribute to the division’s donor and engagement goals working towards effective and coordinated alumni journeys.
  • Be a consultant to partners for email and text message best practices, strategies, and email design to increase channel effectiveness and execute plans based on timelines and deadlines.
  • Contribute to segmentation and interest-based marketing.

Required Qualifications:

Post-baccalaureate credentials or Bachelor’s degree from an accredited college or university, plus at least three or more years of experience in digital strategy / marketing / social media / web development or relevant work experience are required.

  • Broad knowledge of digital strategy and marketing best practices and trends
  • Savvy user of new technologies such as crowdfunding, text messaging platforms, online giving, and social media
  • Ability to work in a fast-paced, complex, team-oriented environment
  • Demonstrated project management and organizational skills with a strong attention to detail and deadlines
  • Strong written and verbal communication skills
  • Ability to work independently, to be creative and exercise initiative
  • High energy level and strong drive to be successful
  • Unquestioned integrity in dealing with confidential information
  • Open and accessible interpersonal style; good listener
  • Optimistic, persistent and positive attitude

Preferred Qualifications:

  • Proven experience in fundraising operations
  • Three or more years of professional experience in digital strategy / marketing / social media/ web development
  • Knowledge of principles, practices and ethics of fundraising
  • An understanding of the land grant, research Tier One university environment
  • Familiarity with NC State University and the Triangle

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