Director of Patron Loyalty
Director of Patron Loyalty
New York Public Radio is transforming the way we cultivate donors to move them up the fundraising pyramid, and we are looking for the right candidate to lead those efforts and increase current and future revenue.
We are seeking a Director of Patron Loyalty who will be responsible for all revenue from donors giving between $1,000 and $5,000 annually. The Patrons Program is a top organizational priority, because it generates significant revenue (over $3.7 million annually from over 2,500 donors) and is critical in feeding our Major Gifts segment of donors who give $5,000+ annually.
You will be accountable for meeting or exceeding substantial revenue goals, as well as specific targets for donor acquisition, retention, and upgrades. This position will report to the Senior Vice President of Membership and will collaborate closely with both the Membership team (who manages donors giving up to $1,000), the Major Gifts team (who manages donors giving over $5,000) and the Data team to better understand the giving patterns of this segment.
The successful candidate will:
- Develop, implement, and optimize the strategy — and set specific and measurable goals — to grow the Patrons Program through every stage of the patron donor lifecycle (acquisition, retention, reactivation, and upgrades of donors) while ensuring a flawless and personalized donor experience.
- Deploy a combination of direct marketing and digital channels along with on-air fundraising to create a cohesive and engaging omnichannel journey to maximize donor lifetime value.
- Develop and craft benefits that will lead to a high conversion rate. Evaluate the role of special events, station tours, exclusive ticket access, insider information, and other potential program benefits.
- Manage the current donor database and also prospect to add new donors into this group, with a heavy emphasis on acquisition while also upgrading and moving donors up to our $5,000+ level.
- Partner with the Membership team (donors of $1 - $999) to identify and upgrade Members to Patrons. At the same time, work with the Major Gifts team to identify patrons with the capacity to contribute at a more significant level and jointly pursue new strategies and tactics to move patrons up to the $5,000+ level and facilitate a smooth transition to the Major Gifts portfolio.
- Oversee the creation and execution of a rigorous monthly schedule of targeted and segmented direct mail and email campaigns to retain, upgrade, and reactivate patrons. This includes developing, reviewing, and approving copy for all collateral, managing list selection, and tracking and analyzing program results.
- Develop and maintain personal relationships with high-capacity patrons for cultivation and philanthropic growth.
- Develop, track, and re-forecast annual budgets for patron revenues and expenses.
- Monitor key performance indicator metrics and adjust strategies and tactics as appropriate based on results.
Qualifications & Competencies
- Progressively responsible experience with a proven track record of growing a high-end loyalty program, ideally marketing luxury/premium products to high net worth clientele.
- Data-driven approach and excellent analytic skills with demonstrated experience in developing and tracking metrics for success is a must.
- Previous fundraising experience, preferably at a nonprofit cultural organization, would be a plus.
- Successful track record of building omnichannel lifecycle marketing programs that have driven results: conversion, engagement, cross-sell, and retention.
- Experience building and managing a team of engaged direct reports.
- Strategic thinker with ability to provide thought leadership and guidance to direct reports, peers, and cross functional partners.
- Demonstrated ability to use Customer Relationship Management (CRM) systems to grow revenue and optimize lifetime value. Experience with SalesForce Marketing Cloud and Nonprofit Success Pack (NPSP) would be a plus.
- Excellent verbal and written communication skills.
- Proven ability to build strong relationships with donors and colleagues.
- Entrepreneurial, self-directed, and organized with strong problem-solving skills.
- Comfortable in ambiguous situations.
This is a full-time role that includes benefits. New York Public Radio offers competitive compensation with excellent medical, dental, and vision insurance, vacation, personal and sick time as well as generous parental leave.
Due to the COVID-19 pandemic this role is operating in a remote capacity and will continue to be remote through at least June 2021. However, this position is not a permanent remote position and is part of the New York City staff, and will be expected to work fully from the New York office when it is safe to do so. There is also periodic work required during evenings and/or weekends to attend donor events. These events are currently being held virtually but will eventually require in-person attendance.
Commitment to Diversity, Equity & Inclusion
At New York Public Radio diversity, equity, and inclusion is more than a strategy or an initiative; it is an organizational mindset that is reinforced every day. Ultimately, we strive to place our employees at the center of our thinking and pursue inclusive strategies to support and encourage them and create a more engaged, committed, and productive workforce. Diversity, equity, and inclusion are especially important to us as a media organization because a diverse workforce allows us to report with perspective and insight, and deliver a variety of content reflecting the diverse population we serve in New York City and beyond. We believe that diversity is essential to honest, authentic, accurate storytelling and reportage; creating an inclusive workplace in which all voices are encouraged and heard is a core part of our values as an organization.
New York Public Radio is an equal opportunity employer committed to achieving the goal of equal employment opportunity for all. Applicants and employees are considered and evaluated for positions without regard to mental or physical disability, race, creed, color, religion, gender, national origin, citizenship status, age, genetic information, military or veteran status, sexual orientation, marital status, employment status or any protected federal, state or local status unrelated to the performance of the work involved.
About New York Public Radio
New York Public Radio produces award-winning journalism and groundbreaking podcasts. We convene courageous conversations and make the joy of classical music accessible to everyone. Together, we are reshaping audio for a new generation, and reaching a community of tens of millions monthly on air, online and in person. We hear a future filled with new perspectives and diverse voices that challenge and surprise. Our mission is to make the mind more curious, the heart more open, and the spirit more joyful through excellent audio programming that is deeply rooted in New York.
New York Public Radio is the home of WNYC, WQXR, Gothamist, The Greene Space, WNYC Studios and NJPR.