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The Salvation Army Canada

Direct Response Manager

Posted On: July 14, 2023
Closing On: August 18, 2023

Location: Remote
Effective: Immediately
Employment Type: fulltime
Level: intermediate
Salary Range: $60,421 - $75,527

File: Download


The Direct Response Manager is responsible for the strategic management and administration of a national annual giving program, including oversight of direct mail, monthly giving and outbound calling. There is a strong focus on monthly donor conversion, donor renewal, new donor acquisition and donor retention strategies to drive revenue. Source or create donor-centric content and drive timelines to increase giving and stewardship. Oversee progress, deadlines, goals and objectives, and reporting related to the program.



The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become one of the largest non-governmental direct providers of social services in the country. The Salvation Army gives hope and support to vulnerable people today and every day in 400 communities across Canada and more than 130 countries around the world.

The Salvation Army offers practical assistance for children and families, often tending to the necessities of life, providing shelter for people experiencing homelessness and food for families struggling to make ends meet.

The Salvation Army provides a wide range of services that includes immigrant and refugee settlement programs, anti-human trafficking initiatives, English classes, and parenting programs. People need to know they are not alone in their time of need—that they have an entire Army on their side. Everyone needs an Army and that’s why The Salvation Army exists.

Mission Statement:

The Salvation Army exists to share the love of Jesus Christ, meet human needs and be a transforming influence in the communities of our world.

Our Vision:

We are an innovative partner. Mobilized to share hope wherever there is hardship. Building communities that are just and know the love of Jesus.


Our Values:

Values are who we are and what we continually strive for. They guide all aspects of The Salvation Army in Canada and Bermuda.

HOPE – We give hope through the power of the gospel of Jesus Christ.

SERVICE – We reach out to support others without discrimination.

DIGNITY – We respect and value each other, recognizing everyone’s worth.

STEWARDSHIP – We responsibly manage the resources entrusted to us.

Our social service activities include (but are not limited to):

  • Hunger relief for individuals and families through food banks and feeding programs
  • Shelter for people experiencing homelessness and support for those needing housing
  • Rehabilitation for those struggling with addiction
  • Long-term care and palliative care
  • Christmas assistance such as food hampers and toys
  • After school programs, camps and school nutrition programs for children and youth
  • Life-skills classes such as budgeting, cooking for a family, and anger management

Key Responsibilities:

Direct Mail

  • Lead and develop a comprehensive annual giving program, focusing on donor renewal, gift upgrade, new donor acquisition, retention, monthly donor conversion and stewardship strategies, in partnership with the Director of Donor Engagement
  • Lead an integrated, multi-channel, donor-centric approach to fundraising and stewardship, in partnership with the Director of Donor Engagement and Digital Fundraising Manager
  • Manage the annual solicitation plan for direct mail, monthly giving and outbound call campaigns and oversee multiple appeals annually
  • Meet or exceed annual revenue goals across all fundraising programs
  • Oversee prospect identification, helping to target prospective donor segments and to move annual donors through the donor pyramid into the next giving level
  • Manage donor file segmentation to optimize donor experience and revenue potential
  • Oversee and identify opportunities to increase efficiencies and maximize revenue


Monthly Giving

  • Lead and develop comprehensive monthly donor conversion, retention and reactivation strategy in partnership with the Director of Donor Engagement and Digital Fundraising Manager
  • Manage the monthly giving acquisition, conversion and stewardship campaigns, working in partnership with the Digital Fundraising Manager to meet annual revenue and conversion goals
  • Oversee the planning and development of monthly giving resources, stewardship resources, practices and acquisition planning


Outbound Call Campaigns

  • Oversee the strategy and evaluate outbound calling as a channel to achieve annual giving goals including monthly donor conversion and acquisition, donor renewal and reactivation
  • Strategize with vendor to determine timing, segmentation, scripts and call to action for outbound call campaigns



  • Oversee the messaging for thank you letter content for use with national receipting vendor, and throughout The Salvation Army
  • Collaborate with the Database Manager to ensure donor data is captured accurately in Raiser’s Edge NXT



  • Manage solicitation and stewardship content to ensure messaging is compelling, donor-centric and it meets The Salvation Army messaging guidelines
  • Oversee collaboration with the Communications and Marketing team to gather content for fundraising appeals, newsletters and stewardship
  • Oversee communication with divisions to arrange interviews, content and photo opportunities
  • Active member of the Communications Department Content Committee



  • Manage fundraising activities to ensure they follow Canada Revenue Agency guidelines, and adhere to Imagine Canada standards for the administration, processing, and management of donations and donor privacy
  • Manage budget planning and budget variance reporting for direct mail, monthly giving and outbound call campaigns
  • Communicate with divisional Development teams for direct mail, monthly giving and outbound call campaigns
  • Manage vendors and evaluate the services of contracted suppliers for direct mail, monthly giving and outbound call campaigns
  • Oversee contract renewals, search for new suppliers, and in the orientation of new suppliers as required
  • Manage coding and processing of all unrestricted, restricted and disaster gifts
  • Other duties as assigned


Qualifications and Education requirements:


  • Post-secondary diploma or degree in Business Administration, Fundraising, Marketing, or equivalent experience
  • CFRE or working toward CFRE designation is preferred




  • 5+ years of experience in Annual Giving managing annual, monthly giving, and outbound call campaign production, donor acquisition and donor segmentation strategies
  • Knowledge of fund development best practices and principles
  • Detail-oriented with strong organizational and planning skills
  • Experience in building a team approach to problem solving
  • Project management experience, including planning, budgeting, monitoring, and analysis
  • Experience managing complex budgets and working with vendors
  • Solid understanding of Canadian non-profit regulations


Required Skills/Knowledge:

  • Strong knowledge of current and developing fundraising strategies and best practices
  • Ability to lead projects to meet expected outcomes
  • Thorough understanding of Blackbaud’s Raiser’s Edge NXT, or equivalent CRM
  • Comprehensive knowledge of Microsoft Office including Word, Excel, and PowerPoint
  • A demonstrated understanding of philanthropic trends both nationally and internationally
  • Strong communication skills, including writing and editing solicitations and newsletter copy
  • Ability to prioritize and manage multiple tasks and a variety of demands
  • Ability to query, segment and analyze data for reporting, identifying growth potential and trends
  • Ensure compliance with all policies, regulations, and laws
  • Skilled in preparing written reports and presentations
  • Life-long learner who remains current in fundraising and marketing trends, strategies, and best practices


Successful candidates will be required to provide background check consent and education verification.

To apply for this position, please forward your resume and cover letter to Please include “Competition 23-66” in the subject line of your email. Only those chosen for an interview will be contacted.

The Salvation Army offers accommodation for applicants with disabilities in its recruitment process.  If you are contacted to participate in an interview or screening process, please advise us if you require accommodation.

Internal Applicants must advise your managing supervisor of your intentions prior to submitting your application.