Deputy Director of Online Fundraising [MEMU-24]
American Civil Liberties Union
Development Department, New York, NY
For nearly 100 years, the ACLU has been our nation’s guardian of liberty, working in courts, legislatures, and communities to defend and preserve the individual rights and liberties guaranteed by the Constitution and laws of the United States. Whether it’s ending mass incarceration, achieving full equality for the LGBT community, establishing new privacy protections for our digital age, or preserving the right to vote or the right to have an abortion, the ACLU takes up the toughest civil liberties cases and issues to defend all people from government abuse and overreach. With more than a million members, activists, and supporters, the ACLU is a nationwide organization that fights tirelessly in all 50 states, Puerto Rico, and Washington, D.C., for the principle that every individual’s rights must be protected equally under the law, regardless of race, religion, gender, sexual orientation, gender identity or expression, age, disability, national origin, record of arrest or conviction.
Following the election, the ACLU has seen an incredible surge in support from both new and existing members, which has resulted in the phenomenal growth of every aspect of our direct marketing program. Building on this growth to maximize both resources and activism through a strong membership is a top priority for the ACLU. To that effect, the ACLU is engaging in a mission-critical project to bring together its various email programs – including advocacy, communications, and development – into a unified, coordinated ACLU National email program. The deputy director of online fundraising will be an important partner in this project.
As a senior member of the Annual Fund marketing team, the Deputy Director of Online Fundraising plays a key role in advancing fundraising and engagement goals by participating in strategic decision making and leading the implementation of the ACLU’s dynamic, multi-faceted direct response membership program. This program is charged with engaging over a million and a half members, acquiring 200,000 new members and raising over $65MM in the coming fiscal year. The Deputy Director of Online Fundraising is responsible for creating and leading implementation of a strategic online fundraising budget than has grown from $4 million to over $15 million for the current year. This position will direct all aspects of that program as well as offer leadership and expertise for the online efforts of all Development programs.
Reporting to the Deputy Director of Development, the Deputy Director of Online Fundraising works with the Development department, other ACLU departments and consultants, on strategies and campaigns aimed at engaging and expanding the ACLU’s online constituency and maximizing all aspects of online giving. Responsibilities include directing the production, execution and analysis of email and web campaigns, leading efforts to maximize ACLU reach and visibility through advertising and search engine optimization, working across departments and platforms (website, email, social media) to build strong brand identification and engagement that promotes online giving.
ROLES AND RESPONSIBILITIES
- Develop a coordinated online fundraising campaign strategy directed at ACLU members, donors and non-donor supporters that utilizes email, the website, social media, and advertising. Direct an online marketing staff of two full-time employees plus temporary staff.
- Manage and ensure the success of three to four consulting firms that implement key parts of the online program, including a complex and growing advertising program, campaign design and creative analytics.
- Actively partner with the staff and consultants who are coordinating the ACLU National email program effort, including representing development’s perspective in daily, weekly, and monthly email team meetings.
- Design, launch and oversee rollout of new online peer-to-peer platform.
- Help to respond to and guide volunteer efforts from technology industry leaders to assist with the ACLU’s online platforms.
- Create online efforts to support strategic goals of the Annual Fund Department and the broader Development Department, including the acquisition of new members, the growth and retention of Guardian of Liberty monthly supporters, an increase in donor retention and life time value, and the development of a comprehensive year-end giving campaign.
- Provide leadership and guidance as the organization works to establish shared goals, and plan and execute online campaigns across ACLU departments.
- Lead the development of creative homepage and website content that promotes giving and deepens engagement in the ACLU’s work on a broad range of civil liberties issues.
- Ensure ongoing and vigorous optimization of all online donor acquisition and fundraising efforts, including donation form testing and researching and vetting of new apps and platforms.
- Help lead organizational efforts to ensure the meaningful engagement of our online donor and subscriber audiences.
- Promote list growth through site optimizations, partnerships, list buys, and email appends.
- Work with Communications on SEO efforts and the development of an SMS program.
- Establish annual website, advertising, and email income goals and develop annual budget for online fundraising programs.
- Research new online fundraising technologies and techniques to increase online giving. Make recommendations to adapt new technologies and techniques as warranted; ensure approved changes are delivered in a timely and effective manner.
- Write/edit key copy for campaign pages.
- Provide guidance on fundraising strategies and other email communications for ACLU affiliates and other ACLU departments.
- Other projects as assigned.
- Demonstrate a commitment to diversity within the office using a personal approach that values all individuals and respects differences in regards to race, ethnicity, age, gender identity and expression, sexual orientation, religion, ability and socio-economic circumstance.
- Commitment to work collaboratively and respectfully toward resolving obstacles and/or conflicts.
EXPERIENCE AND QUALIFICATIONS
- A Bachelor’s degree is required.
- A minimum of seven years of experience with online marketing, direct mail and cross-channel marketing in for-profit or non-profit settings. Experience mobilizing and engaging interest communities in a wide range of multi-channel activities, online and off.
- Experience developing fundraising strategies.
- Solid understanding of Internet tools, processes and techniques for fundraising, donor development, advocacy campaigns, list building and social networking.
- Proven ability to write for an online audience.
- Solid understanding of best practices for website optimization, multivariate testing, search engine marketing and social media advertising.
- Experience with databases, including knowledge of eCRM technology, audience segmentation and data integration.
- Detail oriented with strong follow-through; A project management approach with the demonstrated ability to solve problems, meet tight deadlines, multi-task and manage resources effectively.
- Strong leadership and supervisory experience required.
- Ability to demonstrate grace under pressure.
- Ability to negotiate services and pricing with vendors.
- Proven ability to build consensus and work effectively across departments
- Excellent verbal, writing, and interpersonal communication skills.
- Detail oriented with strong follow-through and the ability to meet tight deadlines.
- Commitment to the mission of the ACLU.
The ACLU offers a generous and comprehensive compensation and benefits package, commensurate with experience and within parameters of the ACLU compensation scale.
HOW TO APPLY
Please submit a letter of interest (with salary requirements), and resume to hrjobsMEMU@aclu.org - reference [MEMU-24/ACLU-W] in the subject line. Applications will be accepted until the position is filled.
Please indicate where you learned of this job posting.
This job description provides a general but not comprehensive list of the essential responsibilities and qualifications required. It does not represent a contract of employment. The ACLU reserves the right to change the job description and/or posting at any time without advance notice.
ACLU is an equal opportunity employer. We value a diverse workforce and an inclusive culture. The ACLU encourages applications from all qualified individuals without regard to race, color, religion, gender, sexual orientation, gender identity or expression, age, national origin, marital status, citizenship, disability, veteran status and record of arrest or conviction.
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We encourage applicants with disabilities who may need accommodations in the application process to contact:firstname.lastname@example.org. Correspondence sent to this email address that is not related to requests for accommodations will not be reviewed. Applicants should follow the instructions above regarding how to apply.
The ACLU comprises two separate corporate entities, the American Civil Liberties Union and the ACLU Foundation. Both the American Civil Liberties Union and the ACLU Foundation are national organizations with the same overall mission, and share office space and employees. The ACLU has two separate corporate entities in order to do a broad range of work to protect civil liberties. This job posting refers collectively to the two organizations under the name “ACLU.”