Associate Director of Integrated Marketing Strategy for Annual Giving

Posted on 11/16/2018

OSU Foundation

Corvallis, OR

Description

A key member of the OSU Foundation’s Annual Giving team, this position reports directly to the Senior Director of Annual Giving Programs and leads the group’s efforts to increase annual gifts via integrated direct mail, phone, email and social media marketing strategies. This position is responsible for the execution and evaluation of a complex set of Annual Giving solicitations for Oregon State University’s academic units, university priorities, and special interest programs. The Associate Director, Integrated Marketing Strategy utilizes digital analytics tools, predictive modeling, segmentation and other data-driven techniques to ensure communications are personalized, timely and consistent and annual giving goals are achieved.

Key Partners

  • The employees developing and implementing the Foundation’s Digital Strategy
  • The Foundation’s Advancement Communications, Gift Accounting and Advancement Services teams
  • Lead development officers for OSU’s 11 colleges and other units with fundraising goals, including Our Beaver Nation (Athletics)

Measures of Success

  • The success of this position will be measured by:
  • Annual increases in overall dollars raised through Annual Giving’s mass solicitation efforts for academics and special interest programs
  • Annual increases in the number of $1000+ donors and other key donor segments (such as recent graduates)
  • Increases in constituent programs’ dollars raised through mass solicitation efforts

Major Duties

  • Develop and execute an integrated multi-channel marketing plan for all OSU Annual Giving solicitations that includes digital, social media, phone and print strategies. Collaborate with other members of the Annual Giving team to ensure coordination and integration of phone/telefund strategy and Annual Giving donor stewardship strategy with overall Annual Giving marketing plan
  • Implement a data-driven Annual Giving solicitation system. Determine appropriate marketing segmentation, track progress, report and evaluate results, and redirect tactics to improve outcomes. Monitor and make appropriate changes to increase performance metrics such as average gift size, donor retention, acquisition, and upgrades, and return on investment. Assist with the development and interpretation of Annual Giving reports
  • Utilize predictive modeling, social media mining, and other digital analytics and “listening” tools to target Annual Giving audiences with the right messages, via the right vehicles, at the right time, to increase the effectiveness of solicitations
  • Collaborate with the Advancement Communications and Digital Strategy teams to create compelling and personalized solicitations that move prospective and current donors through a donor journey that results in increased giving. Tailor messaging, design elements, and videography/animation to audience segments to increase effectiveness. Work with Advancement Communications to finalize and proof all materials
  • Partner with the colleges and other constituencies to plan and execute giving solicitations in support of college annual giving goals, university strategic priorities and targeted constituencies such as parents, recent graduates, Alumni Association members, annual leadership giving donors
  • Develop a comprehensive solicitation calendar, ensuring coordination of all solicitations and stewardship communications sent on behalf of Annual Giving, OSU colleges, Athletics, and the OSU Alumni Association
  • Negotiate contracts with external vendors, including direct mail and printing houses. Manage vendors to produce highly segmented, customized direct mail appeals with complex variables
  • Build a portfolio of best practices and emerging marketing trends to assist with better solicitation practices based on national data, donor wishes, and/or donor trends to achieve fundraising goals
  • Provide mass solicitation consulting services to constituencies as needed
  • Perform other duties as assigned.

Required Knowledge, Skills and Abilities

Comprehensive knowledge of:

  • Principles of integrated marketing
  • Effective mass solicitation techniques
  • Digital communications and analytics tools

Demonstrated ability to:

  • Develop and implement effective integrated multi-channel direct mail, social media and email marketing campaigns
  • Create successful mass solicitation segmentation strategies and customer journeys
  • Conceptualize effective communications pieces with a strong and compelling call to action and on-brand storytelling and messaging
  • Employ strong written and verbal communication skills
  • Utilize quantitative and qualitative information to improve decision-making and outcomes and document results
  • Manage complex projects
  • Apply creative and entrepreneurial thinking, while applying sound judgment and conducting oneself with integrity
  • Approach work assuming the best of intentions from Foundation and campus colleagues
  • Effectively represent the interests and fundraising priorities of various colleges/units, while also maintaining a high degree of enterprise perspective by acting in the best interests of the Foundation and the university at all times
  • Work with a high degree of flexibility in a highly collaborative, fast-paced, goal-oriented environment
  • Be aware of, control, and express one’s emotions appropriately, and to handle interpersonal relationships maturely, thoughtfully and empathetically, including the ability to work with individuals from diverse backgrounds
  • Maintain good relationships with external vendors, including direct mail and printing houses

Education and Experience Minimum Requirements

Bachelor’s degree and three years of experience in integrated marketing communications. Education and experience equivalencies will be considered.

Commitment to OSUF Core Values

The OSU Foundation strives to be one of the best places to work in the country. We know that the success of the Foundation depends in large part on the people who carry out our mission. It is what we do –and how we do it — that makes the difference. The Foundation’s core values reflect our approach to work and to each other, and we are committed to conduct consistent with these values.

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