Specialist, Direct Marketing Acquisition
The Specialist, Direct Marketing Acquisition coordinates and executes the daily operations for the acquisition and reacquisition campaigns. Grow donation revenue across channels primarily focused on email, direct mail, telemarketing, DRTV and digital support. Monitor external vendors and agency integration and performance, guide internal approval process for campaign acceptance and approval, and provide recommendations/comments pertaining to acquisition marketing programs. Review and verify invoices, interface with various stakeholders throughout the organization, track campaign results, disseminate information, support strategic development, and implement Susan G. Komen’s direct marketing program to ensure donor growth and increased revenue.
•Provide daily coordination and monitoring of external vendors in development and execution of Komen’s acquisition direct marketing campaigns to grow donor base and to reacquire donors who are no longer engaging with Komen. Donor focused in all aspects of work. Work cross functional across all marketing channels including email, direct mail, DRTV, telemarketing and digital support.
•Communicate status and performance of the acquisition program to Direct Marketing, Development, Marketing and other Komen key stake holders and leadership.
•Monitor schedules and contribute to organizational content calendar to ensure that projects align with timelines and organizational goals. Cross channel and cross organization integration critical. Manage to campaign schedule and protect slips in timing to prevent revenue impact.
•Route all campaign assets including email and direct mail to appropriate key stake holders for review and comments. Review and provide recommendations on campaign assets as needed. Maintain brand integrity throughout all acquisition campaigns.
•Track and analyze campaign results. Provide insight about trends and performance into cross channel acquisition campaigns and other direct marketing activities. Deep understanding of metrics including response rates, average gift, frequency and return on direct marketing investments. Ability to communicate performance across organization.
•Thorough understanding of the Komen donor base including motivations for increased frequency or gift amount. Experienced on the various non-profit exchange and rental lists for best performance and efficiency. Experience with RFM segmentation helpful. Able to verify campaign list pulls, segments and counts. Ensure proper suppressions, targeting, test design and segmentation of lists for distribution.
•Validate invoices and communicate variations to budget plan. Hold vendor or agency accountable for forecasted budget and performance. Input acquisition campaign invoices and manage to acquisition budget of $8MM+.
•Work alongside Specialist, Direct Marketing Retention for seamless hand-off of new donors to the Komen base donor file and complete monitoring of the donor lifecycle. Dedicated to re-acquiring lapsed donors. Align communications with social, digital, communications and brand marketing teams
•Understanding of data integrity and management of CRM systems. Work closely with IT team to maintain valid data in donor records.
•Effectively communicate with Komen scholars, survivors, volunteers, donors and others to gain approvals or schedule interviews. Diligently respond to donor requests and resolve donor concerns.
•Consider and coordinate opportunities to include affiliates into the direct marketing campaigns.
Minimum Experience Required
Bachelor’s degree in marketing, advertising, communications, business or equivalent experience plus 3 - 5 years of directly-related experience to include direct mail, fulfillment, non-profit fundraising, and/or database marketing from working as a client and/or within an agency with direct marketing responsibilities. Knowledge of database marketing principles, techniques and processes; data management techniques; and best practices. Ability to apply direct marketing strategies to achieve desired results. Experienced in organizing and executing marketing campaigns, including the responsibility for monitoring the progress of vendors, list brokers, and/or fulfillment vendors. Proven ability to track and report analytical results to measure ROI for campaigns. Possesses effective interpersonal skills and has a customer-focused approach to successfully coordinate with a wide variety of internal and external audiences. A strong attention to detail required.
Prefer candidates with knowledge of list segmentation, data analysis, testing and measurement techniques. Experience with ad-hoc creation of database reports using a reporting tool such as SQL or Crystal reports is preferred.
Specialized Knowledge Requirements
In addition to the direct marketing and database skills described above, requires intermediate-level knowledge of Microsoft Office Suite to include Excel spreadsheets.