Relationship Marketing & Membership Director

Organizational Mission:

The Appalachian Trail Conservancy’s mission is to protect, manage and advocate for the Appalachian National Scenic Trail.

Position Summary

The Relationship Marketing and Membership Director (RMM Director) reports to the Associate VP of Marketing and Communications and leads Appalachian Trail Conservancy’s (ATC) membership retention, engagement and recruitment efforts by strengthening relationships with new and existing constituents through marketing CRM, social media, digital, publications and membership drives. The RMM Director leads the ATC’s efforts to increase membership gifts and enhance revenue through business partnerships and marketing strategies. This position will execute and evaluate a complex set of membership solicitations. It will use digital analytics tools, predictive modeling, segmentation, and other data-driven techniques to ensure that communications are personalized, timely, and consistent and that annual giving goals are achieved. The RMM fosters an impeccable membership experience and welcomes new members into the organization, creating member benefits, collateral, and the ATC magazine. The RMM Director is responsible for digital and direct mail fundraising strategies and communications for current and prospective donors. This role supports ATC fundraising by creating a multi-channel (print, broadcast, digital and social) and donor-centric annual giving cycle program.

Responsibilities

Team Leadership and Organizational Collaboration

• Collaborates with the Engagement team on how to grow a digital fundraising program through donor acquisitions and retention of current donors.
• Lead by setting collaborative, accountable, goal-oriented outcomes, project management practices, key performance metrics, and annual planning.
• Collaborate across the Engagement team to ensure relationship marketing and membership activities are known, understood and integrated with overall Engagement and ATC efforts.
• Foster collaboration, communication and create effective organizational processes to enhance the relationship marketing and membership activities.
• Manage the third-party membership agencies and platforms, print and fulfillment houses, designers, and magazine editor/production.
• Work with the Engagement operations team to ensure continuous optimizations of the technology roadmap for membership, provide input on reports, and ensure integrations with Engagement tools and systems.
• Continue to grow self-service and automation capabilities and enhance overall user experience to increase conversion rate.
• Develop and create standard reports highlighting ATC's impact and the Engagement Department's achievement.
• Utilization of data and key performance indicators (e.g., reporting, click-thru rates, etc.) to inform decision-making and program continuous improvements

Supporter Engagement and Membership:

• Work closely with the CGO to set fundraising goals and strategies for increasing membership and advise on opportunities to engage new prospects in fundraising efforts.
• Create and oversee all aspects of membership with a focus on brand awareness.
• Carefully curate content and create timely programming opportunities to bolster ATC’s reach with prospective members through innovative methods.
• Establish partnerships with like-minded organizations and local businesses to promote ATC membership.
• Execute and evaluate a complex set of membership solicitations and use digital analytics tools, predictive modeling, segmentation, and other data-driven techniques to ensure communications are personalized, timely, and consistent and that annual giving goals are achieved.
• Develop and implement digital fundraising initiatives, including e-appeals, online advertising, social media, and mobile, and optimize fundraising through ATC’s website.
• Implement a top-quality prospecting strategy for new members and ensure a seamless onboarding process.
• Increase member lifetime value (LTV) through increased engagement, stewardship, brand awareness, and advocacy.
• Project management and execution of digital fundraising strategies and communications for current and prospective donors.
• Work with ATC Conservation and Volunteer staff to identify member workshops and other engagement opportunities.
• Create successful mass solicitation segmentation strategies and customer journeys.
• Write engaging and compelling fundraising solicitations.
• Devise and implement development communications strategies for donor segmentation to better understand those audiences.

Publications/Member Benefits:

• Develop a tiered Member strategy, including a benefits structure to encourage a sense of belonging and engagement.
• Develop an integrated ATC Magazine strategy and lead the redesign of this premier membership benefit.
• Identify and pursue member benefit opportunities via key partnerships aligned with the ATC Partnership strategy.
• Work with the Marketing and Communications Team to create collateral detailing membership benefits.
• Educate members on ATC's value proposition and promote opportunities for members to maximize their membership value.
• Guide print publications' annual content and production, including ATC’s magazine.
• Create a visual repository of brand templates, photos and other materials; hire and oversee vendors and consultants as needed.
• Work closely with marketing, retail, visitor engagement, volunteer/partner relations and regional teams to develop external marketing plans that support program growth, including new member acquisition and existing member engagement optimization.

Qualifications

• A bachelor’s degree in business, marketing, communications, or related field preferred and five (5) years of related experience or an equivalent combination of experience/education.
• Strong interest and background in customer relationship management, lead generation, integrated marketing and how to drive engagement in mass solicitation techniques.
• Experience in corporate, association or not-for-profit membership organizations.
• Direct experience and demonstrated success writing fundraising communications.
• Expertise in Digital communications and analytics tools and analytics experience preferred.
• Able to work independently, within a team successfully and collaborate across a team.
• Experience identifying and developing business partnerships, sponsorships and programs.
• Print publication, magazine, and print collateral production experience.
• Demonstrated ability to set and achieve fiscal goals and objectives.
• Excellent interpersonal skills and ability to influence decision-making.
• Well-developed organizational, communications, negotiation, writing and listening skills.
• Self-starter with a demonstrated high degree of initiative.
• Ability to meet deadlines in a fast-paced environment.

Physical Demands and Work Environment

• Moderate travel (up to 25% to agencies, partner organizations, membership drives, corporations, ATC offices, regional events, partner meeting sites, and limited site visits to trail locations).
• Flexibility to work extended hours during peak season or special event periods.

Additional Details:

• Location: This is a remote position; the candidate should be in one of the 14 trail states on the East Coast.
• If working remotely, candidates must have secure internet access from which to work.
• Annual salary range: ($85k - $95k) 
• Health, dental, and vision insurance available.
• Company paid long-term disability and life insurance provided.
• 403(b) Retirement Plan with up to 7% match after 1 year of service.

ATC Equal Employment Opportunity Statement

The Appalachian Trail Conservancy (ATC) encourages collaboration, flexibility, and fairness with all employees and volunteers to enable participation and contributions to their fullest potential.

We are committed to being a diverse and inclusive organization and recognize that diversity contributes to an effective and successful organizational culture and mission.

The ATC prohibits discrimination in employment based on race, color, religion, sex (including pregnancy, gender identity and/or expression), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, political affiliation, union membership, or any other status protected by the laws and regulations in the locations where we operate.

ATC’s Identity Statement