Associate Director, Digital Fundraising

March 2024 | Dedham, MA


The Associate Director, Digital Fundraising will establish an online fundraising program that drives growth in donor acquisition and retention, engages and motivates audiences to action, and aligns with the donor journey and fundraising strategies.

The Associate Director will create and execute a year-round calendar of digital communications that aligns with annual fund, events, planned giving, and major gift strategies. They will establish achievable yet aggressive digital fundraising and engagement goals, and collaborate across the Development team to infuse digital strategies into existing work. The Associate Director will also collaborate with the Marketing and Communications team to ensure digital fundraising and communications efforts align with the HSL brand, maximize HSL brand campaign efforts, and capitalize on content created by HSL’s Editorial Board. The Associate Director will explore ways to engage audiences including patients, residents, and family members, in alignment with existing marketing and fundraising efforts.

The ideal candidate will be creative, enthusiastic, motivated, and self-directed, with a strong understanding of best practices for digital fundraising across multiple platforms, and an aptitude for working across teams to drive results.



  • Lead development, planning, execution, and optimization of a comprehensive digital fundraising strategy to support Hebrew SeniorLife’s fundraising priorities through collaborative partnership with key members of the Development and Marketing Departments
  • Enhance constituent engagement; grow digital audiences; and drive online revenue with a multichannel approach to digital marketing and fundraising campaigns
  • Establish fundraising and engagement goals, including dollars raised and audience growth
  • Create and execute a digital fundraising and communications calendar that supports the donor journey, and is driven by fundraising strategy:
    • Ensure target audiences including donors, prospects, residents, patient families, and volunteer leadership are addressed
    • Partner with Assistant Director, Annual Giving on digital efforts aligned with direct mail appeals for HSL’s annual fund
    • Collaborate with the events team to manage digital fundraising and communications components of special events
    • Work with the major gift team to support digital communication
    • Partner with Senior Director, Communication and Content on social media content
  • In partnership with the Senior Director, Communication and Content, and digital marketing agency, optimize the use of Google Grant to support established fundraising goals
  • Explore and recommend new approaches to Hebrew SeniorLife’s online fundraising and digital engagement strategy (as position grows and time permits) such as:
    • Donor segmentation
    • Paid advertising
    • Opportunities to engage younger donors/prospects
    • Peer-to-peer and/or crowdfunding fundraising initiatives
  • Identify, evaluate, share, and recommend action on emerging trends, new technologies, and techniques related to digital fundraising to drive Hebrew SeniorLife’s embracing of current trends and best practices; influence strategic and annual planning.


  • Provide oversight of production and execution for digital campaigns, including:
    • Overseeing copy written by Development Communications Manager; review and edit copy to align with best practices for digital channels
    • Overseeing Development Operations Assistant’s building of emails in Luminate Online
  • Serve as project manager for digital fundraising and communications efforts: establish timelines and ensure all team members and vendors are aligned and completing tasks as assigned
  • Oversee strategy for the development of emails, landing pages, tools and graphics for online fundraising activities, and work with Development Operations Team on implementation/execution.
  • Collaborate with the Research and Database System Manager to secure lists for email campaigns and establish a process for maintaining list hygiene
  • Partner with the Senior Director, Communications and Content on giving-related content on
    • Advise on structure and content strategy
    • Create content as necessary: write copy, gather images
    • Work with the Development team to ensure giving-related information is kept up to date
    • Explore the use of tactics such as a homepage lightbox for special campaigns (e.g. Giving Tuesday/end-of-year)
  • Partner with HSL Editorial Board members to understand HSL marketing and communications priorities, and to repurpose existing content for digital fundraising and donor communications purposes (e.g. media coverage, blogs, publications, videos, etc.)
  • Partner with the content team to incorporate philanthropy-related content in existing email newsletters
  • Ensure that all digital fundraising efforts align with Hebrew SeniorLife brand messaging and brand identity standards
  • Work with Research and Database System Manager to ensure Luminate Online is being used to its fullest potential, and that donation forms follow best practices for user experience
  • Use Google Analytics, Looker Studio, and Luminate Online’s built-in analytics to measure results and use insights for continual improvement
    • Ensure that the monthly dashboard includes metrics necessary to evaluating progress towards established goals
    • Provide timely and relevant reporting to key stakeholder audiences that may include staff, volunteer leaders, donors, and other groups
  • Work with Marketing’s Data Analyst to determine any areas of opportunity or alignment between Luminate Online and HSL’s sales and marketing CRM, Enquire, particularly as it relates to understanding the overlap between development, senior living, and health care prospects/customers
  • Manage vendor relationships

Required Qualifications

  • Eagerness to embody HSL cultural beliefs and belief in HSL’s mission
  • Bachelor’s + equivalent specialized experience or training
  • 7+ years of experience with digital fundraising, cross-channel marketing, user experience, and/or project management in a non-profit setting
  • Excellent writing skills with deep knowledge of best practices for creating digital fundraising content
  • Strong business and brand acumen, understanding how the digital strategy can support business/fundraising goals and brand strategy
  • Experience with Luminate Online or a similar fundraising CRM
  • Strong analytical and data interpretation skills related to digital marketing and fundraising, including experience with Google Analytics
  • Superior interpersonal skills and comfort working in a collaborative environment to serve as a thought partner to cross-functional teams, translating digital fundraising strategies into actionable next steps and successful execution
  • Innovative, growth mindset with excellent problem-solving capabilities
  • Demonstrated ability to think strategically and creatively; synthesize information and communicate it in an accurate and compelling form, both written and spoken; and multi-task, meet deadlines, and work as a self-starter
  • Capacity to evaluate problems accurately and display good, sound, and confidential judgment along with exercising discretion with highly confidential information
  • Demonstrated ability to solve problems and manage resources effectively
  • Excellent computer skills including MS Office suite; facility with Raiser’s Edge preferred

Apply for this position at Hebrew SeniorLife’s website.

Related Posts from our Blog