Senior Officer, Annual Giving
Title: Senior Officer, Annual Giving
Department: Community Giving
Reports to: Manager, Community Giving
Sunnybrook is a premier academic health sciences centre, fully affiliated with the University of Toronto, with a vision to invent the future of health care. Our mission is to care for our patients and their families when it matters most.
Sunnybrook Foundation exists to advance the mission and vision of Sunnybrook Health Sciences Centre by raising awareness and financial contributions to invent the future of health care. Simply put, philanthropic support allows us to accelerate the pace of research and innovation, purchase the most advanced equipment, and attract the best and brightest minds.
Located within Sunnybrook Health Sciences Centre on Bayview Avenue in Toronto, the Foundation comprises more than 80 professionals who work in close partnership with our Hospital colleagues. With ambitious goals ahead, the Foundation is committed to continuing to grow our results and impact as we help Sunnybrook to raise sights, uncover new possibilities, develop talent, and deliver exceptional care.
The Sr. Officer, Annual Giving will have a mandate to build the Foundation’s broad base of annual and one-time supporters using sophisticated direct mail techniques and analytics. Reporting to the Manager, Community Giving the Sr. Officer will play a leadership role in developing and implementing direct mail fundraising strategies to optimize growth, increase annual donations, and cultivate and steward donors to maximize their giving potential.
The successful candidate will implement a disciplined project management approach to direct mail campaigns with one goal – to sustainably grow revenue in order to help save and transform lives. Leading the development and execution of the annual direct mail plan, you’ll lead the program in all tactical areas of donor acquisition, conversion, upgrade and retention with innovative creative while ensuring messaging fits within the Sunnybrook Foundation’s overall marketing and communications strategy.
Your key accountabilities will include:
Direct Response Program Development and Execution:
- Collaborate with the Community Giving team to develop and implement an integrated direct response strategy with a focus on direct mail that maximizes net income, achieves overall program targets and objectives
- Work with other teams within Sunnybrook Foundation to leverage key moments, events, stories and content to maximize results, enhance the donor’s journey and sense of impact to create long-term loyalty and value
- Develop campaign lifecycles from project briefing, concept development, and internal approval process to production; ensuring key messages are on brand, timely, relevant and align with the organization’s mission and values, convey urgency and inspire action
- Liaise with agency partners regularly to brief them on campaign objectives and ensure high-quality engagement
- Develop strategies to retain existing and acquire new donors through a targeted direct marketing approach to drive both one-time gift fundraising revenue and monthly contributions
- Lead the execution of the creative and copy development, design and deployment of all direct response mail with a primary focus on acquiring and retaining donors and moving donors up the giving ladder
- Identifies and applies appropriate innovations within direct response fundraising and stewardship by adjusting strategies and tactics
- Ensures that all direct response program initiatives comply with national and provincial regulations including, but not limited to PHIPA, PIPEDA, CASL, CRA, CMA, and AFP’s Code of Ethical Principles and Standards
Direct Response Program Coordination:
- Coordinates internally and with external agencies in the delivery of direct mail and other direct marketing campaigns and appeals by developing revenue, communication and segmentation objectives, providing direction, sourcing content, approving copy and creative, leveraging the CRM, and facilitating necessary donor data
- Manage detailed critical paths and ensure on-time execution of direct response campaigns, using Wrike project management platform and keeping all stakeholders informed
- Facilitates and recommends donor segmentation and data pulls within the direct response program that supports the fundraising objectives of the Foundation
- Collaborate with in house digital team on innovative digital initiatives that help maximize contributions and build engagement within the donor base
- Works with the Stewardship and Donor Relations team to ensure donor stewardship strategies and practices enhance the donor experience and maximize long-term donor value
Program Analysis, Data & Reporting:
- Works with partners/vendors to develop, produce, monitor and report on all key donor metrics and stewardship activities
- Works closely with the Information Systems (IS) team to ensure data integrity, effective data capture and data pulls, and identify data opportunities and challenges
- Ensures that proper tracking systems are in place to monitor campaigns and appeals
- Monitors, analyzes and reports on appeal performance and campaign effectiveness against set benchmarks and performance metrics
- Makes recommendations based on analysis and insights of appeal and segment performance to drive growth
- Prepares monthly reports on campaign results, insights and performance against targets
- Contributes to Community Giving year-end program performance evaluation
Financial and Budget Management:
- Works with the Manager, Community Giving to develop a detailed annual revenue and expense plan and budget for the direct response program
- Monitors monthly revenue and expense budgets to ensure targets can be met
- Reviews program expenditures and processes the payment of invoices in a timely manner
Required Knowledge, Experience & Competencies:
- Eight or more years of progressive experience in not-for-profit direct mail fundraising and database management within a large complex organization OR equivalent education/experience
- Demonstrated knowledge of the principles and practices of direct response fundraising and a solid understanding of current best practices
- Strong understanding of how to create effective direct response fundraising creative briefs, manage external partners in developing plans and assessing performance
- Exceptional project management skills, with a proven ability to manage timelines, budgets and fundraising targets
- Strong data-driven mindset with proven ability to analyze campaign results and donor data to identify trends, predict likely behaviors and refine fundraising tactics accordingly
- Proven record of achievement in developing and implementing an integrated multi-channel direct response program that meets objectives and drives growth
- Excellent oral and written communication skills with the ability to communicate complex issues in a concise, professional and easily understood manner
- Strong interpersonal skills with the ability to build relationships; demonstrable success working effectively on cross-functional teams and with multi-stakeholders
- High proficiency working in Excel with large spreadsheets and complex data sets
- Highly organized and self-motivated with the ability to work independently and as part of a team and manage multiple priorities, tasks and relationships in a fast-paced and collaborative environment
- Solution-oriented, embraces change and looks for opportunities for continuous improvement
- Proficient in CRM tools – Raiser’s Edge and Salesforce preferred
- Proficiency with Microsoft Office suite (Excel, Word, PowerPoint)
In addition to competitive pay, we offer:
- An exciting opportunity to be part of a leading and growing not-for-profit
- Enrollment in the Hospitals of Ontario Pension Plan (HOOPP)
- Full benefits: dental, medical, vision care, paramedical and professional and confidential Employee Assistance Program services
- Generous leave entitlements including, December holiday closure and ½ day Fridays leading into long weekends
- Flexible hybrid work model as is appropriate to the role
- Regular opportunities for all staff to meet – in person and virtually – to learn, connect and grow as a team!
- Opportunities for formal and informal learning and career development
If you would like to apply for this role, please send a cover letter and a current resume listing your qualifications and experience by July 14, 2023, to foundationHR@sunnybrook.ca.
Please quote “Sr. Officer, Annual Giving” in the subject line of your e-mail. We thank all applicants in advance. Only those selected for an interview will be contacted.
Sunnybrook Foundation is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act (‘AODA’). If you require accommodations for disability during any stage of the recruitment process, please indicate this in your cover letter.
Sunnybrook Foundation is strongly committed to equity, diversity and inclusion within its community and encourages all applicants including but not limited to: Indigenous, Black and other racialized persons, all religions, cultures, and ethnicities, persons with disabilities, LGBTQ2S+ persons and persons of any gender identity and sexual orientation, and everyone who may contribute to the further diversification of ideas.
Please be advised that in order to be eligible for employment at Sunnybrook, all new hires must have received the full series of a COVID-19 vaccine or combination of COVID-19 vaccines approved by Health Canada (e.g., two doses of a two-dose vaccine series, or one dose of a single-dose vaccine series); AND have received the final dose of the COVID-19 vaccine at least 14 days ago. Medical exemptions or any other kind of requested exemption based upon the Hospital’s obligations pursuant to the Ontario Human Rights Code will be considered on a case-by-case bases.