Associate Vice-President, Direct & Digital Marketing
Associate Vice-President, Direct & Digital Marketing
Position Information
| Job Title: | Associate Vice-President, Direct & Digital Marketing |
| Department: | Brand Strategy and Marketing |
| Reports to: | Vice-President, Brand Strategy and Marketing |
Department SUMMARY
St. Michael’s Hospital Foundation (SMF) is the exclusive fundraising organization to generate and manage philanthropic funds for St. Michael’s Hospital and Providence Healthcare, within Unity Health Toronto. Through multiple lines of fundraising income generation and stewardship activity, SMF, in conjunction with Unity Health will define and promote the St. Michael’s and Providence brands to maximize philanthropic revenue to fuel their healthcare, research, teaching and health equity missions. We will inspire our communities, local, provincial, national and international, to invest in our organizations’ priorities to drive and implement innovation that will equitably support all members of our society to manage and overcome disease and health crises and live healthier lives to create a more inclusive and thriving society.
Position SUMMARY
The Associate Vice-President, Direct & Digital Marketing (AVP/DDM) is responsible for leading, managing and growing a comprehensive direct and digital marketing program using mass market techniques to engage with the general public, grateful patients and their families, and internal stakeholders to support St. Michael’s Hospital and Providence Healthcare. The AVP/DDM will use techniques such as direct mail, phone, community in-person, in-hospital, email, social media and other techniques to generate sustained monthly, annual and life event giving, with a primary focus on donors giving up to $10,000 annually (in general) but principally defined by their behavior of responding to mass market solicitations and opportunities.
The AVP is accountable for an annual fundraising goal currently around $7 million with plans for significant growth, and will be expected to build, recommend and execute strategies that reflect best and leading practices in philanthropy and direct/digital marketing. The incumbent will be well-versed in donor acquisition, growth, and retention strategies, and will be a disciplined innovator, constantly testing and evaluating tactics to improve donor response. As donors engage with SMF through evolving digital means, the incumbent will have a strong and always growing knowledge technology and digital solicitation strategies to be used to maximize program revenue.
RESPONSIBILITIES & ACTIVITIES
Responsibility Direct Marketing
Activities:
- Develop and execute plans to raise unrestricted support through mass market techniques, typically from donors making gifts up to $10,000 at a time.
- The portfolio includes, but is not limited to monthly, annual, life event (tribute) and special purpose mass solicitations as well as staff giving.
- Maintaining, adapting, innovating and combining various mass market techniques to engage with the mass donor base.
- Regularly track and evaluate the DDM portfolio and its pipeline in coordination
- Work with Leadership Giving, Gift and Estate Planning, and Major Giving to identify donors who should be supported together or transitioned to other portfolios based on a combination of giving levels and behaviours.
- Support the Leadership Giving program by providing support to “mass customized” support for the Leadership Giving donor journey.
- Collaborate with internal partners in the Foundation (communications and marketing, BIIT, finance, other fundraising team members) and hospitals (communications, patient relations, departments, finance).
- Manage external vendor partners and agencies in the delivery of direct and digital marketing programs by developing communication and revenue objectives, providing strategic direction, approving copy and creative, and facilitating required donor data.
- Develop, communicate and execute integrated annual and multi-year action plans with associated segmentation plans and budgets that focus on increasing unrestricted dollars, expanding the donor base, maximizing donor retention, upgrading and growth.
- Ensure work plans support the strategic vision of the Hospitals and Foundation while maintaining/improving desired cost per dollar raised.
- Manage patient engagement and acquisition strategies through a strategic initiatives including a
robust Grateful Patient program, ensuring coordination between Hospital and Foundation teams.
- In collaboration with the BIIT team, create donor predictive models to identify potential top prospects from the annual program to be moved through the donor pipeline.
- Analyze campaigns, giving trends, and results to inform future segmentation and efforts and distribute monthly updates to internal teams.
- Make strategic recommendations based on insights derived from program results and from the analyses of donor database activity.
- Work closely with hospital leaders, physicians and staff to more effectively engage new donors and promote fundraising campaigns and build a culture of philanthropy internally and in the community.
Responsibility Lead DDM Team
Activities:
- Develop and implement an annual plan for each part of the team’s operations and objectives.
- Manage the DDM Team including recruitment and retention, performance management, professional development and establishing and achieving fundraising goals (currently three staff)
- Develop and manage the budget of the department.
- Set goals, monitor work and evaluate results to ensure that team and operating requirements are met and are in line with the needs and mission of SMF.
- Coach and mentor team members to develop their skills and assist them in developing their careers at SMF.
Responsibility Team Membership and Leadership
Activities:
- Work and interact with others according to the core values of the organization and to contribute to building a safe, inclusive and high-performing workplace.
- Act as an ambassador in the profession and throughout the community, positively representing St. Michael’s Hospital and Providence Healthcare within Unity Health and the Foundation.
- Abide by the policies and procedures of the Foundation, and where applicable, the Hospital.
- Abide by the Occupational Health and Safety Act, and work in a manner that is safe, reporting incidents immediately to direct supervisor.
- Perform other duties as assigned in order to meet the overall goals and objectives of the Foundation.
KNOWLEDGE & SKILLS
- Demonstrated commitment to and understanding of the mission and values of St. Michael’s Foundation.
- A university degree or a combination of comparable skills and experience.
- 10-15 years of progressive experience with direct and/or marketing in a non-profit or for-profit environment. Formal training in marketing/direct mail marketing is considered an asset.
- Demonstrated track record in building and managing a successful direct and digital marketing program.
- Proven track record of achieving fundraising goals and initiatives.
- Strong analytical skills including the ability to analyze trends from quantitative and qualitative data.
- Demonstrated excellent written and verbal communication skills.
- Excellent organizational and time management skills; ability to work towards goals within deadlines.
- Experience in management of team members, vendors, donors and volunteers.
- Strategic thinker and creative problem solver.
- Enjoy working in a fast paced, dynamic organization with the ability to relate to a variety of personality and communication styles.
- Demonstrated ability to handle multiple priorities and be self-motivated in a high pressure and demanding work environment.
- Highly collaborative – enjoys helping team members succeed; a great listener; someone who can manage their own stress and is a positive contributor.
- A motivated, results oriented self-starter who is able to work autonomously.
- Demonstrated proficiency in strategic planning.
- Willingness to work flexible hours as needed and to support a hybrid team.