JOB DESCRIPTION: CHARITABLE GIVING ADVISOR, DIRECT RESPONSE

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1 JOB DESCRIPTION: CHARITABLE GIVING ADVISOR, DIRECT RESPONSE Position overview This direct response role strategizes, plans and executes the direct mail program, online giving program and related programs to achieve annual revenue targets. As part of this, the charitable giving advisor, direct response plans and implements tactics within the direct mail and online giving programs to identify, cultivate and research prospects for the legacy, intermediate and major gift programs. This individual will also be responsible for implementing key tactics to grow the programs and steward annual donors. Reports to: Manager, Philanthropy Consults with: Manager, Communications & Events Collaborates with: Charitable Giving Advisor, Community Engagement & Grants Key responsibilities The direct mail program provides a strong and reliable source of revenue for the Foundation. The program is intended to grow through the implementation of strong direct mail practices, leadingedge metric analysis, and strong and smart strategy implementation. Furthermore, the refinement, growth and addition of supplementary programs including monthly giving and online giving are essential to program growth and sustainability. As part of this role, the charitable giving advisor, direct response works together with the charitable giving advisor, community engagement and grants to ensure all annual giving programs are implemented and achieve goal. Direct mail and online giving are often the first entry point for a donor to the Foundation and are a critical source of prospects for legacy and major giving. Prospecting for annual, major and legacy programs will be involved. Execution of major gift, intermediate and leadership program mailings will also be required, as will support for legacy giving mailings. Core program management Develop direct mail strategy including: o Determine appeal frequency, timing and objectives o Determine strategy to implement to achieve appeal and overall objectives o Manage writers and suppliers (internal & external) to meet objectives and deliver top quality product o Liaise with gift processing officer to ensure effective and efficient processes to generate receipts and letters on a timely basis Analyze and report on results; adapt plan as required Develop direct mail annual plan in consultation with leadership team, including setting revenue and return on investment objectives Execute or oversee execution of all elements of direct mail program: o Letter strategy writing, design and package inclusions (in consultation with manager, communications and events) o Printing direction and deadline management, as well as direct mail production management o Define and execute data pulls for the direct mail program, including leadership and intermediate mailings

2 o Ensure prompt and customized thank yous o Build relationships with PRHC staff/doctors/patients who are profiled/signatory in appeals Provide expertise in Raiser s Edge database to perform queries and analysis for all direct mail programs Ensure all elements of direct mail program and online strategy meet current privacy regulations, in consultation with Foundation s chief privacy officer Implement the use of advanced metrics and analysis such as lifetime value Program expansion Further enhance and develop of grateful patient acquisition program, including ensuring tributes are distributed accordingly Oversee celebration giving program Seek ways to achieve overall growth in annual giving program Oversee and grow acquisition strategies to maximize return on investment Grow Partners For Life monthly giving program Research, develop and implement a comprehensive online giving acquisition/retention and stewardship strategy including goal setting, tracking and seasonal online giving analysis in collaboration with the manager, communications and events Seek out creative revenue streams (i.e. business development) Tribute Giving - Grateful Hearts program Grow and continue to develop Grateful Hearts program. Specific responsibilities include: o Reach fundraising target o Build internal staff engagement o Coordinate presentations at departmental meetings across the hospital, working with Foundation and hospital managers to implement program o Develop lead-generation aspects of program in order to provide testimonials as needed o Adhere to budget and monitoring of effectiveness of resource allocation o Consultation with manager, communications and events to ensure cohesiveness of brand o Manage volunteer(s) Communications (in consultation with Manager, Communications & Events) Provide content as required for donor newsletters/e-newsletters Create content/strategy for digital advertising in support of online giving Implement survey of direct mail donors and provide actionable analysis to benefit direct mail, legacy and communication programs Ensure direct mail projects and online strategy meet/contain applicable brand identity guidelines and communication messages Stewardship Strategize and plan for donor thank you process: o Determine appropriate initiatives & timing o Generate content for thank you package kits o Work to ensure thank you letters are strong donor touch points Work with team to ensure annual and direct mail donors are thanked appropriately at annual general meeting and throughout the year

3 Work with donors/patients to uncover testimonials, including implementing a system to generate, vet, store, track and manage patient testimonials Develop programs and personal practices to steward direct mail donors in order to retain their support, upgrade their giving or uncover gift intentions/abilities. This will include strategizing and implementing thank-a-thons throughout the year. Research, develop and implement a stewardship program for online donors Other duties Ensure strategies and processes are in place to utilize direct response programs for identifying prospective donors for annual giving, legacy giving and major gift programs Collaborate with charitable giving advisor, community engagement and grants to determine: o Objectives and strategies for both the leadership and intermediate giving mailings o Frequency, timing and coordination of leadership and intermediate mailings o Segmentation of donors between leadership and intermediate mailings Build capability and understanding of direct response methodologies to advance program success and provide input into Foundation strategic and annual planning. Become the inhouse expert on direct mail best practices and online giving best practices. Work together with charitable giving advisor, community engagement and grants to ensure all annual giving programs are implemented and achieve goal Support legacy giving program: o Execute data pulls o Coordinate legacy mailings o Seek training and learning opportunities in legacy giving when opportunities present o Provide leads to legacy giving program as they are uncovered through direct mail activity Coordinate other mailings as required, including major gift and stewardship Provide front desk coverage as required Other Expectations Maintain donor confidentiality and protect PRHC Foundation operations by keeping information confidential Adhere to AHP & AFP Codes of Ethics and Donor Bill of Rights Maintain skills/knowledge by attending educational sessions and keeping informed of PRHC Foundation and PRHC policies and procedures Be an ambassador for PRHC and the PRHC Foundation Financial and Budget Collaborate with manager, philanthropy and charitable giving advisor, community engagement and grants, to develop, manage and be accountable for the direct mail budget. An intricate level of budgetary knowledge and expertise is required. Be accountable for developing and delivering revenue objectives for direct mail program and related areas of annual giving Seek to be as efficient as possible and stay within or below industry guidelines Qualifications 3 years progressive experience in fundraising, with demonstrated success leading direct mail programs Hands-on direct mail experience; knowledge of direct mail techniques Highly proficient with data extraction and manipulation, preferably using Raiser s Edge

4 Experience in online fundraising strategy and communications would be an asset Proven experience in building relationships with donors Minimum college degree; evidence of continued training in sector Knowledge of online giving best practices and trends Skills, attributes and experience A passion for PRHC and healthcare fundraising Excellent communication skills, written and verbal Effective and collaborative team player, sharing information freely, working in a team to achieve overall goals Strong analytical skills Attention to detail and absolute commitment to accuracy Good interpersonal skills; adept at building relationships Well organized, flexible and able to effectively juggle multiple priorities effectively under tight timelines and collaborate with peers Highly professional Creative, innovative and resourceful Sense of humour, energetic and positive attitude A drive to succeed personally and to support success Complete confidentiality and discretion, tact and poise, sound judgment Working environment Standard work week is 37.5 hours per week Occasional evenings or weekends for event attendance and/or related donor engagement activity. The flex-time policy allows staff to take equivalent time off. Occasional travel is required About PRHC Foundation Supporting outstanding patient care has been our purpose, promise and passion for more than 35 years. We help donors invest in the Peterborough Regional Health Centre, making it the best place to get care when you and your loved ones need it most. We believe that donors have the power to improve the care our loved ones receive. We exist to make sure our dedicated doctors, nurses and staff have the tools they need to ease pain, restore health and save lives, today and tomorrow. Mission Vision To inspire support throughout our region to provide the professionals at PRHC with the tools they need to ease pain, restore health and save lives To transform care at PRHC Our commitments: To be Passionate, Personal and Authentic - As staff and volunteers we truly embrace our mission and love to spread the joy of giving. We strive to make each interaction personal and meaningful.

5 To be Trustworthy and Accountable - We seek to earn the trust of our donors, the public, PRHC and each other by being transparent and truthful, respecting confidentiality and adhering at all times to the highest fundraising professional standards. To be Resourceful and Adaptable - We are innovative in how we accomplish our goals, cost effective in our operations and are flexible to embrace opportunities as they arise. To be Highly Professional - We take pride in the work we do. We recognize that the way we work with the public, our donors and volunteers reflects upon our team and the health centre, and we are committed to professionalism and high quality. To act Collaboratively and as a Team - We achieve success only through the combined efforts of many. We seek partnerships in the community and build on the skills and strengths of staff and volunteers to accomplish our goals.