Digital Fundraising Manager

May 3, 2021
Job Type
Competition #
Ministry Unit/Dept:
Public Relations & Communications Department
Salary Range:
$58,651 - $80,000
2 Overlea Blvd
Posting Expires:
May 24, 2021
Applications Accepted By:
Ellie Rusonik, Email:


The Digital Fundraising Manager is responsible for the strategic management and implementation of a national digital fundraising and marketing program that integrates with traditional fundraising programs. There is a strong focus on monthly donor conversion, donor renewal, donor acquisition and retention strategies to drive revenue. Source or create donor-centric content and drive timelines to increase giving and stewardship. Oversee progress, deadlines, goals and objectives, and reporting for digital fundraising.


Digital Fundraising & Stewardship:

  • Lead and develop strategy for a comprehensive digital fundraising program with the goal of maximizing recurring and single gift revenue
  • Oversee the implementation of digital fundraising and stewardship campaigns, including search engine marketing, social media, and digital advertising
  • Manage the digital fundraising, Google Analytics and social media strategies, post-campaign analysis and reporting
  • Lead the digital fundraising strategy for an integrated, multi-channel, donor-centric approach to fundraising and stewardship, in partnership with the Direct Response Manager
  • Lead for digital components of the monthly giving acquisition, conversion and stewardship campaigns, working in partnership with the Direct Response Manager to meet annual revenue and conversion goals
  • Oversee and identify opportunities to increase efficiencies and maximize revenue
  • Lead the alignment of campaign creative with our brand, ensuring a seamless user experience
  • Oversee the development, evaluation and implementation of A/B testing protocols and procedures to drive revenue

 Peer-to-Peer, Mobile Giving & Third-Party Fundraising:

  • Manage the digital peer-to-peer fundraising platform and programs, with continual program improvements to meet the needs of the organization
  • Oversee and create a positive donor experience for people fundraising on behalf of, or donating to The Salvation Army, through the peer to peer platform
  • Manage mobile giving program, developing opportunities and strategies to maximize revenue
  • Manage Text to Donate and oversee new campaign creation, communication of campaign details and allocation of revenue to divisions
  • Oversee third party partners including CanadaHelps and Donate a Car and strategize to maximize revenue

Online Fundraising Platforms:

  • Manage regular giving and peer-to-peer online platforms to ensure positive donor experience, efficient and effective donation processing, and accurate receipting, in partnership with the Digital Media Producer
  • Lead the search for new and emerging platforms, applications and methodologies
  • Oversee digital donor journey and ensure a positive donor experience

 Disaster Fundraising:

  • Lead Development team member for disaster fundraising
  • Communicate disaster messaging to divisions and key players in disaster fundraising
  • Write copy for disaster e-campaigns and determine all aspects of digital disaster campaigns
  • Oversee the creation of regular digital fundraising reports


  • Manage the digital fundraising content to ensure messaging is accurate, compelling, donor-centric and meets The Salvation Army messaging guidelines
  • Oversee collaboration with the Communications and Marketing team to gather content for fundraising appeals, newsletters and stewardship
  • Oversee communication with divisions to arrange interviews, content and photo opportunities
  • Active member of the Communications Department Content Committee


  • Manage digital fundraising activities to ensure they follow Canada Revenue Agency guidelines, and adhere to Imagine Canada standards for the administration, processing, and management of donations and donor privacy
  • Manage budget planning and budget variance reporting for digital fundraising
  • Communicate with divisional Public Relations and Development teams for digital fundraising
  • Manage vendors and evaluate the services of contracted suppliers for digital fundraising, mobile giving and third-party fundraising
  • Oversee contract renewals, search for new suppliers, and in the orientation of new suppliers as required
  • Working environment is typically in the office with possible travel (10%)
  • Other duties as assigned



  • Completion of post-secondary diploma/degree in Digital Marketing or Fundraising (preferred), Business Administration or equivalent experience.
  • CFRE or working toward CFRE designation is preferred


  • Minimum 5+ years of experience developing and implementing digital fundraising and lead generation campaigns that maximize revenue
  • Strategic level experience in SEO, SEM, social media and digital fundraising campaigns
  • Thorough understanding of the strategies used for each aspect of digital fundraising (SEM, display ads, social media and e-solicitations), and donor behaviours using each one, using KPIs and metrics to analyze data and shift strategy to meet fundraising goals
  • Project management experience, including planning, budgeting, monitoring and analysis
  • Ability to write and edit compelling fundraising copy with 100% accuracy
  • Highly collaborative with the ability to develop strong partnerships across the organization
  • Knowledge of digital fundraising and marketing best practices and restrictions in a Canadian context


  • Strong knowledge of current and developing digital fundraising and marketing strategies
  • Thorough understanding of Google Analytics, social media and digital advertising strategies
  • Highly organized with strong attention to detail
  • Strong written and verbal communication skills
  • Ability to plan and lead projects to meet expected outcomes
  • Comprehensive knowledge of Microsoft Office including Word, Excel, and PowerPoint (graphic design experience is an asset)
  • Ability to prioritize and manage multiple tasks and a variety of demands
  • Ability to query, segment and analyze data for reporting, identifying growth potential and trends
  • Ensure compliance with all policies, regulations and laws
  • Skill in preparing written reports and presentations
  • Life-long learner who remains current in digital fundraising and marketing trends and strategies

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