Assistant Director of Primary Giving - Direct Marketing

Welcome to Virginia Commonwealth University (VCU)... a world unlike any other. We combine learning, research, creativity, service and discovery with a commitment to inclusive excellence. Ranked by U.S. News as one of the 30 “most innovative” public universities in the country, VCU is a premier, urban, public research university home to multiple nationally ranked programs. Here, your success is supported, and your career can thrive. VCU offers a generous leave package, career paths for advancement, competitive pay and mission-driven work. We advance a conscientious drive to support a climate where excellence and success for all people are valued and differences are celebrated. Together, we can be unstoppable.

The mission of VCU’s Office of Development and Alumni Relations (DAR) is to maximize philanthropic support by engaging stakeholders with our institution working in partnership with all VCU schools, programs and campuses as one development and alumni relations community and implementing the best practices and efficient strategies to achieve a comprehensive development program.

The Primary Giving team (commonly referred to as annual giving in the industry) supports VCU’s mission and financial sustainability through effective donor engagement, relationship building, portfolio activation and leadership annual giving fundraising. Their core focus is to cultivate and maintain a broad base of support from donors who contribute regularly at levels below the major gift threshold. To accomplish this, the team employs strategically planned and coordinated campaigns, utilizing a variety of channels, messages, and approaches to connect with donors. These methods include, but are not limited to, omni-channel direct marketing campaigns, direct solicitation, volunteer management, and giving days.

Reporting to the Executive Director of Primary Giving, the Assistant Director is responsible for developing and executing strategic, segmented multi-channel direct response fundraising campaigns for VCU. This role leads content and segmentation strategy for appeals and other primary giving specific projects, collaborating closely with colleagues across campus to drive donor acquisition, retention, and upgrades through coordinated, data-informed outreach.

This is a pooled posting for two Assistant Directors of Primary Giving - Direct Marketing, with one role focusing on universitywide and society efforts and the other on acquisition projects and affinity groups.

As the Assistant Director of Primary Giving - Direct Marketing, you will:

• Develop content strategy for primary giving appeals and renewal efforts
• Develop segmentation strategies based on primary giving priorities
• Assist in the design, production and deployment of fundraising materials
• Collaborate with the Primary Giving team to translate messaging into effective digital assets and ensure accurate delivery
• Oversee calendar planning and execution of segmented campaigns
• Collaborate with Strategic Marketing & Engagement to ensure coordinated messaging across all donor-facing channels
• Analyze campaign performance and test messaging, frequency, and formats
• Assist in market research and data analysis
• Serve as a project manager tasked with increasing philanthropic support to VCU through print, digital, text, and newly emerging technologies
• Utilize project management tools and software to manage communications and deliverables with partners to ensure timelines are adhered to
• Compile and distribute print communications in conjunction with external vendors
• Coordinate production with internal partners including writers, graphic designers, and a data team to ensure on-time delivery of projects
• Manage vendor relationships
• Track, review, and report results of campaigns to leadership and partners in pre-determined timeframes
• Collaborate with team members to review and analyze project results and make recommendations for strategy enhancements
• Provide exceptional customer service to constituents and partners
• Assist in developing and implementing A/B testing strategies to increase dollars and donors
• Coordinate with team members to provide appropriate audience segmentation and solicitation performance updates on a mutually agreed upon schedule, based on milestones and partner needs
• Collaborate with team members and partners on content and format that incorporates primary giving best practices

As a team member, you will:

• Maintain and encourage open and honest professional relationships within the team and throughout DAR and VCU
• Establish, cultivate and maintain effective working relationships with internal partners
• Collaborate with peers and stakeholders to add to DAR’s collective innovative thinking
• Align your values with DAR’s core purpose and values