Digital Marketing & Fundraising Manager at United Way National Capital Area

We are uniquely positioned at the intersection of the public, private, philanthropic, and nonprofit sectors, and the only organization that can mobilize the best resources and people to lead collective impact for our community. Through our Community Commitment and programmatic focus, we are transforming our region and changing the story for thousands of people in a meaningful way. 

Who We Serve: The ALICE (Asset Limited, Income Constrained, Employed) population represents more than 600,000 low- and moderate-income households in our region that earn more than the Federal Poverty Level but less than the basic cost of living for the county/state in which they live. United Way NCA’s ALICE Lives Here initiative is one of United Way NCA’s strategic programs established to address the issues of inequity in our systems for employment, education, health and food access, financial stability, and opportunities for all to grow to the best of their abilities. 

Equity: Equity is fundamental to our mission. We infuse equity in all our business operations, hiring practices and community impact initiatives. 

Overview:   

The Digital Marketing and Fundraising Manager, for United Way of the National Capital Area (United Way NCA) is responsible for developing and executing digital marketing and fundraising strategies to increase brand recognition and engagement with our donors, volunteers, partners, and the wider community in support of lead generation and conversion. The Digital Marketing and Fundraising Manager will be a strategic thinker, stays current on industry trends, best practices and reporting metrics and KPIs, and has experience planning, executing, and optimizing digital marketing and fundraising campaigns in-house or in an agency setting that result in lead generation and constituent conversions. They will be accountable for the day-to-day management of all digital platforms, including all websites, email marketing, social media, mobile marketing, inbound marketing, paid search, and online advertising. The successful Digital Marketing and Fundraising Manager will be responsible for growing United Way NCA’s social media presence, email lists, digital ad campaigns and web traffic resulting in qualified leads and donations.
This position reports to the Sr. Director, Marketing & Communications.

Duties and Responsibilities:
 

• Drive development and implementation of compelling digital marketing and fundraising campaigns that result in lead generation and conversions.
• Leverage video, photography, podcast, and blog content to create compelling campaigns that promote United Way NCA and its health, education, and economic opportunity programs.
• Manage engagement initiatives that lead to increased audiences across all digital platforms.
• Manage website optimization, email communication, video promotion, mobile and digital campaigns to engage and attract donors, volunteers, and advocates to United Way NCA.
• Plan, execute and maintain internal content calendar for content creation and curation.
• In collaboration with Multimedia, Content & Communications Strategist, develop compelling digital content and stories about our impact, volunteers, and corporate partners.
• Work closely with Senior Director, Marketing & Communications to develop leadership social/digital strategy and train team.
• Actively seek out and help define new creative methods and mediums for telling our partner, donor, and volunteer engagement stories across all digital platforms.
• Work closely with consultants/vendors to track and monitor website, email, and social media traffic and optimize campaigns based on the best-performing strategies and to achieve established KPIs.
• Oversee the day-to-day management and execution of the national digital services program, in alignment with United Way Worldwide and other local United Ways.
• Creates and extends the online conversation between United Way NCA and its various constituent groups, including donors, volunteers, member nonprofits, employees, and the community.
• Manage vendor and consultants to ensure digital and web projects are executed

• Work closely with consultants to optimize digital content to ensure both search engine visibility and favorable user experiences.
• Work closely with Data Research & Evaluation Manager and/or Database Manager to engage in research and implementation of content architecture, audience segmentation, UI/UX, A/B testing and any other approaches.
• Manage process to design web pages, email templates, and social media posts
• Increase traffic and engagement on United Way NCA’s digital channels including website, Facebook, Twitter, LinkedIn, Instagram, etc. to raise awareness, generate leads, and increase online donations.
• In conjunction with Database Manager, work closely with the IT Department to streamline data functions.
  

Education, Background and Experience: 

Strong knowledge and understanding of social media platforms, including Facebook, Twitter, Instagram, YouTube, Blogs. 

 
Expert knowledge of the web, social media platforms, digital advertising analytics and reporting with the ability to communicate outcomes and insights to non-digital experts. 

 
Ability to measure and produce regular digital and web reports to influence digital strategy. 

 
Possess an understanding of the various digital marketing and fundraising platforms and best practices for utilization. 

 
Experience developing and implementing customer or donor journey campaigns. 

 
Combination of marketing and publishing mindset; always think "customer first". 

 
Flexibility adjusting to unexpected assignments, difficulties, and deadlines. 

 
Good organizational skills and an ability to prioritize multiple tasks. 

Bachelor’s degree in marketing and communications, or a related field is preferred. High School Diploma or GED with equivalent years of related marketing and communications digital platform work experience required.  

Strong writing and communication skills with the ability to craft compelling narratives and communicate effectively in various formats.  

Strategic thinking and problem-solving skills with the ability to identify opportunities and develop effective strategies. 

Demonstrated record of accomplishment of filming and producing digital and print content for a range of target audiences. 

Project management skills and attention to detail. 

Qualifications and Attributes: 

Competencies: To perform the job successfully, an individual should demonstrate the following competencies to perform the essential functions of this position.  

Organizational:  

• Mission focused – the ability to create real social change that leads to better lives and healthier communities.
• Relationship oriented –an understanding that people come before process and is astute in cultivating and managing relationships toward a common goal.
• Collaborator – understands the role and contribution of all sectors of the community and can mobilize resources through meaningful engagement.
• Results driven – dedicated to shared and measurable goals for the common good, creating, resourcing, scaling, and leveraging strategies and innovations.
• Brand steward – a steward of the brand and understands his/her role in growing and protecting the reputation and results of the greater network.

Functional: 

• Ethical Standards – Maintains confidentiality, acts with professional, personal, and behavioral integrity.
• Problem solving—the individual identifies and resolves problems in a timely manner and gathers and analyzes information skillfully. 
• Interpersonal Skills—the individual maintains confidentiality, remains open to others’ ideas, and exhibits willingness to try new things. 
• Oral communication—the individual speaks clearly and persuasively in positive or negative situations, demonstrates group presentation skills, and conducts meetings. 
• Written Communication—the individual edits work for spelling and grammar, presents numerical data effectively and can read and interpret written information. 
• Planning/organizing—the individual prioritizes and plans work activities, uses time efficiently and develops realistic action plans.
• Quality control demonstrates accuracy and thoroughness and monitors your own work to ensure quality.
• Adaptability—the individual adapts to changes in the work environment, manages competing demands, and can deal with frequent changes, delays, or unexpected events. 
• Dependability—the individual is consistently at work and on time, follows instructions, responds to management direction, and solicits feedback to improve performance.