Manager Digital Fundraising Direct

**DEPARTMENT SUMMARY**

St. Michael's Hospital Foundation (SMHF) is the exclusive fundraising organization to generate and manage philanthropic funds for St. Michael's Hospital and Providence Healthcare, within Unity Health Toronto. Through multiple lines of fundraising income generation and stewardship activity, SMHF, in conjunction with Unity Health, will define and promote the St. Michael's and Providence brands to maximize philanthropic revenue to fuel their healthcare, research, teaching and health equity missions. We will inspire our communities, local, provincial, national and international, to invest in our organizations¿ priorities to drive and implement innovation that will equitably support all members of our society to manage and overcome disease and health crises and live healthier lives to create a more inclusive and thriving society. Join us

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The Digital Fundraising Manager will oversee the establishment of a comprehensive digital fundraising program, fostering collaboration with other direct marketing initiatives and giving priority to the generation of online revenue. This pivotal role involves the strategic development, execution, and regular reporting of all digital fundraising initiatives for St. Michael's Foundation.

**RESPONSIBILITIES & ACTIVITIES**

Digital Fundraising

Activities:

- Develop and implement an annual strategic digital fundraising strategy to acquire new donors and grow online giving from existing single gift donors and monthly donors.
- Lead the development, creative, execution and optimization of lead generation plans and strategies internally and with outside digital vendors as appropriate.
- Expand digital acquisition strategies through a strategic initiatives including continued growth of the Grateful Patient program.
- Collaborate with AVP, Direct and Digital Marketing (DDM) to create an integrated fundraising approach through various direct marketing fundraising channels including: F2F Canvassing, Telemarketing and Direct Mail.
- In conjunction with other members of the DDM and Marketing & Communications (Marcom) team, design and develop automated digital acquisition donor communication journeys in Blackbaud Luminate and Mail Chimp based on need and acquisition channel.
- Monitor, analyze and report on key digital performance metrics and provide insights and recommendations to inform future digital strategies.
- Develop and manage a comprehensive digital production calendar for the integrated marketing team.
- Keep abreast of innovation, developments and trends in the digital fundraising space and identify and champion strategic digital fundraising opportunities.

Activities:
Website

Activities:

- Conduct regular website audits to identify areas for improvement in user experience and donation funnel.
- Working with Marcom team, optimize website content to maximize donor engagement and conversion.
- Utilize web analytics tools to track and analyze key performance indicators (KPIs) related to brand and fundraising efforts.
- Leverage SEM knowledge to plan, execute, and optimize paid advertising campaigns on platforms like Google Ads and Bing Ads, aiming to boost targeted traffic, enhance brand visibility, and accomplish key business goals.
- visibility, and accomplish key business goals.

**KNOWLEDGE & SKILLS**
- A bachelor's degree or diploma from a post-secondary institution;
- 7+ years of relevant experience working in digital fundraising environment;
- Proficiency working in Microsoft Office, PowerPoint, Excel and various CRM systems;
- Proficient with Google Analytics 4;
- Experience with social media platform tools;
- Experience working with fundraising databases such as Raiser¿s Edge;
- Excellent verbal and written communications skills;
- Graphic design experience is an asset;
- Strong knowledge of current and developing online fundraising acquisition strategies, social media and new technologies;
- Excellent time management skills with the ability to juggle deadlines and self-manage;
- Collaborative, enjoys working with teams or independently; comfortable working in an open concept environment;
- Detail-oriented with a high level of accuracy;
- Understanding and compliance of all CASL anti-spam legislation, PIPEDA regulations.
- Understanding and compliance of all CASL anti-spam legislation, PIPEDA regulations.