JOB SUMMARY:
Reporting to the Chief Individual Fundraising Officer, the Manager of Direct Marketing Technology & Data Strategy will be the key technical partner in supporting CARE's fast-evolving, Mass Market/Mid Level (MM/ML) fundraising team, that currently raises $60M+ each year. This position will be heavily steeped in the Mass/Mid strategy with a focus on business processes and data that enable and drive the strategy. The program is structured around four primary types of donors, President’s Circle ($1k-$10k), Inner Circle ($500 - $1k), Core (all other non-sustainers below $500) and Partners for Change (sustainers). Across Mass/Mid there are approximately 20 revenue channels and the primary tools are currently Salesforce NPSP (CRM), Snowflake (data mart), Luminate (online donation platform and sustainer management), and Salesforce Marketing Cloud (email). Data moves across multiple platforms (NPSP, Snowflake, Luminate, Marketing Cloud, Tatango) to deliver the strategy. This position will be focused on understanding the business processes involved in the strategies as well as what data is needed, how it is stored, how it moves across platforms, and how it is translated for fundraising performance. The Manager will serve as the subject matter expert in these areas for Mass/Mid fundraising and work with CARE’s staff, agencies working on the fundraising program and internal stakeholders to ensure the Mass/Mid program is fully understood and the needs are met through technology.
RESPONSIBILITIES:
Mass Market/Mid Level Fundraising Business and Data Rules
- Understand and manage the business rules and data processes for the four primary donor segments in Mass and Mid programs as they exist in NPSP (CRM) and in Snowflake (data mart). This includes all associated with new, current, and lapsed donors as well as data associated with lead generation and acquisition mail lists.
- Translate marketing business logic used by the Mass/Mid team for discussions with the CRM team around technical business rules in NPSP.
- Understand and manage the business rules and data processes for the sustaining donors as they exist in Luminate, NPSP and Snowflake.
- Serve as subject matter expert (SME) for all business and data rules for Mass and Mid strategies and how they are represented in the various technology platforms that CARE uses. Translate these concepts to all members of the Mass/Mid teams focused on fundraising through onboarding and ongoing training.
- Understand and alert to any changes in data rules, platforms (Luminate and Marketing Cloud primary) and any CRM releases which will disrupt data management needed for direct mail, email, or telephone marketing.
- Serve as primary point of contact when working with reporting/analytics teams as well as the technology teams at CARE.
- Identify potential issues or disconnects as they arise and provide potential solutions
Mass Market/Mid Level Reporting & Analytics Owner
- General understanding of how Salesforce NPSP/Snowflake or similar databases gather information in support of reporting and analysis needed for the Mass/Mid team.
- Work closely with the CRM team, the Cloud for Good team, and the analytics partner, Integral, to understand how data is translated across the various tools to enable performance management, KPI monitoring and modeling for future improvement.
- Understand the reporting logic used for the individual Mass/Mid program managers as it relates to data both in the reporting/analysis database (Integral’s One-Click Reporting [OCR]) as well as NPSP/Snowflake.
- Due to the understanding of business rules from NPSP/Snowflake’s and the impact on the reporting/analysis - be able to quickly interpret issues and potential fixes to the appropriate audience (i.e., CRM team, analytics partner, program managers).
- Identify potential issues or disconnects as they arise and provide potential solutions.
Platform Business-Side Ownership & Integration Point for CRM Team
- Serve as the strategy/business-side owner for the Salesforce Marketing Cloud (SFMC), Luminate Online (LO), and Tatango products, including providing oversight of their data and functionality as a super user, partnering with their CRM counterpart to advise teams of new capabilities as they are released.
- Serve as a communication conduit between the various parties involved as new requirements or issues arise.
- Serve as primary point of contact for Managed Services vendor, working with vendor to ensure high-quality and timely deliverables, and escalating/resolving issues from business teams as necessary.
- Work with the IT/Digital CRM team to document and implement SFMC/LO/MC policies and procedures.
- Responsible for ensuring the Development Systems roadmap reflects the needs of the Mass/Mid strategies. In partnership with the IT/Digital CRM team, participate in the planning for future phases of systems development to ensure the tools continue to evolve to meet the rapidly changing needs of Mass/Mid fundraising.
