Chief of Membership Growth
Sep 12, 2023 |
Job Title: Chief of Membership Growth Department: Membership Growth Location: Oakland, CA; Washington, DC; or Remote Reports To: Chief Strategy Officer Supervises: Up to six people Context: At the Sierra Club, we believe in the power of interdependence. Together, we remain committed to the fight for a healthy climate built on a foundation of environmental, racial, economic, and gender justice – a future where all people benefit from a healthy, thriving planet and a direct connection to nature. As the climate crisis and deeply entrenched systemic racism all fuel injustice, we will continue to fight for a bold, transformational agenda that recognizes the interconnectedness between our planet, our humanity, and our future. By recognizing that our destinies are tied, we continue to name that all things are fundamentally connected, and the overlap between ecology, race, gender, and representative government will move to either advance our collective humanity or to oppress it. Sierra Club has close to 800 staff across the country and a network of 64 local chapters that are led and fueled by thousands of volunteers. We are also proud to be a unionized employer, with three labor unions representing more than half of our employees. Scope: The Chief of Membership Growth will plan and oversee the execution of integrated strategies to grow the membership of Sierra Club and its chapters. Goals include building an engaged following using web, Sierra Magazine, email, mail, social and SMS to support local and national campaigns through advocacy, giving and joining local and national outings as well as creating pathways for sustained Member participation with the Club through chapter involvement and planned giving. Specifically, this position will oversee five teams – Digital Strategies, Direct Response, Planned Giving, Chapter Fundraising, and Analytics. This person will lead, in deep partnership with other business units, a multi-channel approach to organic and paid acquisition and subsequent Member journeys to drive an increasingly positive and stable ROI. This position will be part of a broader Strategy unit responsible for campaign strategy, organizational strategic planning, and major gift fundraising. Job Activities:
- Work with Campaign Strategies, Field, and Communications to design integrated cross channel strategies that delight Sierra Club members, recruit and retain donors, win victories, and build power
- Define Member prospecting strategy across all channels, leveraging first and third party data analysis
- Lead analysis to inform the development of enterprise audience cohort segmentation strategy and Member journeys
- Create unique member experiences based on cohort analytics to optimize engagement and interaction with the Sierra Club resulting in increased giving, advocacy, and outing attendance
- Oversee Member journey execution and measurement across all channels
- Work collaboratively with Operations to ensure that Member journeys can be deployed and measured within Sierra Club’s platforms like Salesforce. Oversee the automation of deployment using event-based triggers as needed
- Work with Field to serve as the top of the funnel for volunteers engaging with chapters, events, and attending local outings
- Work with IT and Field to implement a process for ensuring Member database is current and records contain key demographic information
- Align cross-channel testing and optimization strategies
- Ensure all vendors creating any part of the Member experience are aligned on audience segmentation, messaging, offer, cadence and measurement
- Deep understanding of an audience-first, ROI driven multi-channel approach to Membership programs
- Experience balancing Member journeys that span both National and Chapter engagements
- Knowledge of both traditional and digital media with a dedication to staying up to date on innovations in all channels
- Ability to coordinate vendors across programs
- Strong interpersonal and collaboration skills, and able to apply critical thinking and constructive feedback to drive toward solutions and decisions quickly.
- Proven ability to use analytics to inform and influence decision-making.
- Time management and organizational skills. Ability to manage multiple projects, under deadlines, with changing priorities in a dynamic, fast-paced, environment