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 VCUs 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 VCUs 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 DARs collective innovative thinking
• Align your values with DARs core purpose and values

Required qualifications:

• Bachelors degree or equivalent experience in higher education corporate or nonprofit environment
• Previous annual giving marketing or fundraising experience with knowledge of planning and executing successful direct-response campaigns
• Understanding of donor stewardship programs and lifecycle communications especially for recurring and loyal donor audiences
• Excellent writing editing and proofreading skills with a strong understanding of donor-centric messaging and storytelling
• Experience using CRM and fundraising databases
• Collaborative and team-oriented mindset with strong interpersonal skills and a commitment to continuous learning and improvement
• Ability to work collaboratively in a complex institutional environment and align fundraising strategies with organizational goals
• High level of professionalism integrity and commitment to donor-centered philanthropy
• Demonstrated experience working in and fostering an environment of respect professionalism and civility with a population of faculty staff and students from various backgrounds and experiences or a commitment to do so as a staff member at VCU

Preferred qualifications:

• Two years or more of experience in annual giving marketing or fundraising in a nonprofit or higher education (Research I) setting or similar complex environments
• Familiarity with donor segmentation strategies including LYBUNT/SYBUNT analysis leadership giving reunion campaigns and affinity-based targeting (e.g. parents athletics)
• Experience with project management tools such as Smartsheet
• Experience with marketing tools such as Salesforce Marketing Cloud or GiveCampus
• Strong ability to self-manage and handle multiple tasks

Interested applicants are required to submit a cover letter and resume for consideration. Preference given to applicants who apply by August 18 2025.

Izzy Kane

Required Experience:

Director