Lead Manager, Sustainer Giving

Position Summary:

The Lead Manager, Sustainer Giving leads the strategy and growth of Make-A-Wish’s recurring giving program. The role is responsible for transforming the program from a largely passive enrollment model into an actively managed fundraising program that systematically acquires new sustainers, retains and reactivates existing sustainers, and grows donor value over time.

The Lead Manager owns the national sustainer strategy and program roadmap and is accountable for overall program performance. The role identifies campaign strategies, investment opportunities and audience priorities and partners with Integrated Fundraising channel managers, agency partners and cross-functional teams to plan and execute fundraising campaigns across direct mail, paid media, email, SMS and telemarketing. Success requires strong strategic judgment, analytical capability and the ability to align partners around shared goals without direct authority over channel execution.

Core Responsibilities:

Audience Strategy & Program Development

• Develops and owns the annual national sustainer giving strategy and program roadmap, including acquisition goals, retention and reactivation targets, upgrade milestones, stewardship priorities and investment recommendations.
• Establishes audience segmentation frameworks that drive differentiated messaging and treatment strategies across the sustainer lifecycle, from first gift through long-term retention, reactivation and upgrade.
• Identifies opportunities to grow the active sustainer base through channel-specific acquisition, conversion of one-time donors and new prospect audiences; brings prioritized recommendations to channel managers and agency partners for integrated execution.
• Partners with the Senior Manager, Midlevel Giving to define the giving threshold and experience for sustainers transitioning into the midlevel program and ensures a seamless, coordinated donor journey.
• Monitors recurring giving trends and brings forward relevant best practices, innovations and investment opportunities to guide program evolution.

Cross-Channel Execution & Stakeholder Alignment

• Translates the sustainer strategy into clear, channel-specific briefs and campaign direction for direct mail, paid media, email, SMS and telemarketing; partners with channel managers to align priorities, sequencing and execution.
• Serves as the organization’s primary sustainer subject matter expert, ensuring channel managers and agency partners have the context, priorities and performance expectations needed to incorporate sustainer objectives into their programs.
• Reviews and provides strategic feedback on creative, copy, offers and audience selection for sustainer campaign elements and coordinates decisions across internal and agency stakeholders.
• Builds and maintains productive relationships with direct mail, digital, data and other agency partners to ensure sustainer activity is coordinated and coherent across channels.
• Advises chapters on sustainer strategy, national program standards, audience approaches and best practices while maintaining clear accountability for the national program.
• Collaborates with the Integrated Fundraising team and broader Development organization to identify acquisition, conversion, retention and upgrade opportunities and align sustainer priorities with enterprise fundraising goals.

Analysis, Reporting & Optimization

• Leads ongoing analysis of sustainer program performance, including acquisition volume and cost, active sustainer growth, recurring revenue, retention and reactivation rates, average gift, upgrade performance and lifetime value.
• Develops and maintains reporting on program health, translates performance data into strategic recommendations, and communicates results and decisions clearly to internal stakeholders and leadership.
• Develops the cross-channel testing roadmap and partners with channel managers and agencies to execute, evaluate and document tests that improve sustainer acquisition, retention, reactivation and upgrade performance.
• Partners with Data and Operations teams to ensure accurate gift processing, reporting, audience selection and campaign tracking.
• Develops sustainer investment recommendations and performance forecasts and partners with the Director of Integrated Fundraising and channel managers on annual budget planning and in-year resource allocation.
• Measures success through growth in active sustainers and recurring revenue, acquisition efficiency, retention and reactivation performance, donor value and effective integration of sustainer priorities across fundraising channels.
• Performs other related job duties as assigned.

Knowledge and Abilities:

• Knowledge of sustainer or recurring giving programs, including acquisition, conversion, retention, reactivation, upgrade and stewardship strategies.
• Ability to develop channel-agnostic strategy and translate it into actionable direction across direct mail, paid media, email, SMS, telemarketing and other direct-response channels. Canvassing or face-to-face fundraising experience is a plus.
• Builds trusted relationships across key stakeholders, including cross functional teams, agency partners and channel managers. Demonstrates ability to influence decisions to meet commitments and advance organizational fundraising goals
• Strong analytical skills and the ability to interpret program performance, identify trends and opportunities, develop forecasts and present recommendations clearly to peers and leadership.
• Excellent written and verbal communication skills, with the ability to synthesize information and adapt messages for agency partners, channel peers, cross-functional stakeholders and senior leadership.
• Strong project management skills, including the ability to manage multiple workstreams, clarify ownership, prioritize effectively and meet deadlines in a remote, fast-paced environment.
• Proficiency in Microsoft Office applications; experience with fundraising CRM, payment, or marketing automation platforms such as Salesforce Marketing Cloud, Fundraise Up or Luminate Online preferred.

Qualifications:

• Bachelor’s degree in marketing, communications, business or a related field, or an equivalent combination of education and relevant experience..
• A minimum of five years of experience in direct-response fundraising or marketing, including at least two years supporting sustainer or recurring giving programs.
• Demonstrated experience working in a cross-functional or matrixed environment where results depend on collaboration and influence across teams.
• Experience managing or collaborating with external agencies or vendors required.
• Prior experience in a nonprofit organization preferred.

Working Environment:

• Ability to thrive in a fully remote work environment.
• Some travel required, up to 10%.
• May occasionally require work outside of the traditional Monday through Friday work week, including evenings and weekends.