Associate/Director of Annual Giving Marketing

Posted on 05/15/2024

Virginia Commonwealth University

Richmond, VA

The Associate/Director of Annual Giving Marketing is responsible for direct marketing efforts for Medical Philanthropy and Alumni Relations (MPAR) at Virginia Commonwealth University, serving VCU Massey Comprehensive Cancer Center, School of Medicine and VCU Health. Reporting to the Senior Director of Annual Giving, this position is part of MPAR’s Strategic Engagement team and oversees one direct report, the Assistant Director for Annual Giving Creative Content. The role oversees solicitation strategy for direct mail, email, crowdfunding, social media and other channels, executing and evaluation solicitation programs for Massey Comprehensive Cancer Center, Pauley Heart Center, VCU School of Medicine alumni and other clinical areas. The Associate/Director of Annual Giving Marketing’s direct-response marketing campaigns aim to generate gifts under $50,000, increase the number of donors to MPAR areas through acquisition, retention and upgrades. This role ensures that all direct-response messaging is integrated within the larger goals and strategies of VCU Development and Alumni Relations, MPAR Strategic Engagement and the goals of each MPAR fundraising unit. This role also ensures that all solicitations meet university brand standards, align with campaign messaging and meet the highest standards of accuracy. This is a highly collaborative role, fostering a number of key internal and external relationships. 

The Associate/Director of Annual Giving Marketing will elevate and optimize an established, successful direct-response program through data-driven approaches, such as increased segmentation, complex ask arrays, channel sequencing and audience analysis. As part of the MPAR Annual Giving team, the Associate/Director of Annual Giving Marketing will collaborate closely with partners on the Strategic Marketing and Engagement (SME) team, with the Director of Donor Relations and the Donor Engagement Officer, Team Lead, to ensure a holistic and seamless approach to soliciting, stewarding and 1:1 donor cultivation. 

A successful candidate demonstrates the ability to plan, execute, and analyze a wide range of direct response channels for varied clinical and alumni audiences. A strong orientation for collaboration is required along with an enthusiasm for maintaining relationships among VCU’s development partners. Candidates must be able to demonstrate a commitment to promoting a diverse, inclusive, and team-oriented work environment.

The team has the unique opportunity to make final determination of duties, working title and salary based on knowledge skills and experience of the candidate pool. Candidates with varying levels of experience are encouraged to apply and will be considered equally.

Primary responsibilities: 
-Plan and execute direct-response campaigns through the mail, email, crowdfunding and other channels.
-Create compelling, strategic messaging tailored to the unique audiences across MPAR.
-Create new and improved direct-response strategies to increase total annual giving revenue and number of donors.
-Work in collaboration with the Senior Director of Annual Giving, MPAR Strategic Engagement staff, MPAR’s frontline fundraising pods, Strategic Marketing and Engagement partners and the affiliated university foundations to meet or exceed fundraising goals.
-Market Massey Comprehensive Cancer Center, School of Medicine and VCU Health with prospective donors and the community as centers of excellence and philanthropic priorities.
-Oversee the daily responsibilities of one direct report, ensuring the coordination of their efforts to produce direct response content and providing guidance and mentorship as they develop in their careers.
-Work closely with the VCU Development and Alumni Relations team members to ensure all direct-response campaigns are coordinated within the larger DAR communications calendar and that all applicable policies are adhered to. 

Required qualifications:
-Bachelor’s degree or equivalent training and work experience
-Previous annual giving/marketing fundraising experience and demonstrated success in planning and executing successful direct-response campaigns
-A strong command of fundraising principles and a familiarity with the objectives of annual and unrestricted gift fundraising
-Familiarity with technology, software and digital tools, such as crowdfunding platforms and email delivery platforms, related to annual giving and experience with fundraising databases
-Working knowledge of tax laws and HIPAA and their impact on charitable giving
-Ability to work and navigate within a complex organization and diverse constituencies
-Must be willing to travel via automobile as part of duties
-Strong communication skills (written and oral)
-Strong data-analysis skills
-An outgoing and positive personality, strong interpersonal skills and a collaborative working style
-Organized and detail-oriented with proven ability to prioritize and manage multiple tasks in a fast-paced and goal-oriented environment
-A self-starter who can work effectively as a team member and independently
-Demonstrated ability to execute objectives and goals aligned to the mission of a complex, urban university and the ability to persuasively represent its goals to multiple constituents.
-Demonstrated experience working in and fostering a diverse faculty, staff and student environment or commitment to do so as a university professional at VCU

Preferred hiring standards:
-Master’s degree from an accredited institution or work experience within fundraising that equates to an advanced degree
-Eight years or more of annual giving marketing/fundraising experience
-Experience in direct response marketing in higher education and/or an academic medical center
-Experience with grateful patient communications
-Supervisory experience
-Minimum of four years of communications experience in a university setting. 
-Superior grammar, spelling and copy-editing skills and knowledge of AP Style. 
-Demonstrated experience developing successful e-communications. 
-Demonstrated experience managing multiple projects in a fast-paced environment.
-Interested applicants are required to submit a cover letter and resume for consideration. A diversity statement is preferred, but not required

Position Details:
Department: Medical Philanthropy and Alumni Relations
Salary Range:  $80,000-$100,000, commensurate with experience
Hybrid Work Available:  Yes; Must be within driving distance to Richmond, VA and available to come into the office approximately once per month.
Reports to: Senior Director of Annual Giving

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