Director, Digital Fundraising and Advocacy

Amnesty International USA

18d•Remote

About The Position

The Development department is AIUSA’s primary driver of income generation and supports AIUSA’s mission and Amnesty International’s global human rights initiatives. The department’s goal is to ensure long-term financial sustainability by identifying new revenue streams, while also prioritizing retention, engagement, and upgrades of our existing supporter base through extraordinary donor experiences that inspire them to become life-long supporters. The Director, Digital Fundraising and Advocacy (“Director”) is a strategic leader responsible for driving online engagement, revenue growth, and mission impact through digital channels. Reporting to the National Director, Digital Engagement, this role blends creativity, data-driven strategy, and technical expertise to lead integrated digital campaigns that inspire giving, mobilize supporters, and amplify the voice of AIUSA. The Director will oversee digital fundraising initiatives, advocacy campaigns, and supporter journeys across Development, Marketing and Communications, Campaigns, and Movement Building and Member Engagement, using a blend of platforms from email and SMS to web, social media and emerging platforms. This position handles confidential and sensitive matters and is not covered under the collective bargaining agreement.

Requirements

Substantial technical knowledge in digital fundraising
Experience setting strategic direction, managing resources, and ensuring effective execution of long-term objectives
Excellent communicator with strong written, verbal, and presentation skills
Excellent team, project and budget management skills
Proven ability to embed inclusion, diversity, equity, and accessibility (IDEA) best practices into both strategy and operations
Experience supporting the professional development of staff members, with a commitment to ensure equitable access and opportunities for underrepresented identities
BA/BS and at least 10 years relevant experience or MA/MS and 8 years relevant experience, and/or sufficient relevant work experience
Experience in digital fundraising, advocacy, or campaign management, preferably in a nonprofit or mission-driven organization
Demonstrative experience in successfully leading digital campaigns that drives revenue and engagement
Experience with online advertising (Google Ads, Meta), SEO, and paid media strategy
Proficiency with digital tools such as email marketing platforms (Engaging Networks is preferred), CMS (e.g., WordPress),and other CRM systems and analytics tools
Prolonged periods of sitting and/or standing at a desk and working on a computer
Ability to occasionally travel required, e.g., staff retreats, regional office visits, annual AIUSA conference

Nice To Haves

3-5 years of direct people management preferred

Responsibilities

Develop and implement multi-channel digital fundraising campaigns to grow donor acquisition, retention, and lifetime value
Optimize online giving platforms, donation forms, and user experience to maximize conversion rates
Collaborate with other leaders in the Development Department (in verticals like Direct Mail and Major Gifts) as well as across departments including with Strategy and Impact, Campaigns, Marketing and Communications, and Movement Building and Member Engagement to align messaging and campaign goals
Establish department-wide standards and systems to maximize donor engagement, conversion, and lifetime value, embedding IDEA principles and innovative practices
Develop annual digital fundraising budget for email, web, and SMS
Create annual and long-term goals and projections for ambitious growth in activist and donor retention and fundraising targets
Lead digital advocacy and organizing strategies to mobilize supporters, advance policy priorities, and build grassroots leadership aligned with fundraising and advocacy goals
Design and execute integrated cross-channel digital campaigns to drive action, foster community, and expand reach
Oversee the creation of compelling, mission-aligned content across digital channels, ensuring consistency in brand and voice; write effective email fundraising and advocacy copy, and work in partnership with team and outside consultants to consistently develop strong, compelling creative that recruits, mobilizes, and retains supporters
Manage external vendors and creative partners as needed
Track, analyze, and report on digital fundraising and advocacy performance, using KPIs such as conversion rates, ROI, engagement, and list growth to inform leadership decisions
Apply A/B testing and audience segmentation to optimize campaign effectiveness and guide strategic improvements
Set best practices for digital fundraising to effectively track the implementation of new or existing strategies, establishing clear standards for digital integrity, providing resources for other teams, and establishing rules on transparency, data protection, and non-discrimination
Monitor and report on the performance of digital fundraising, advocacy and engagement campaigns, adjusting strategy based on the data
Manage consultants and partner with other team members to foster a culture of innovation and accountability, including with the Senior Digital Advertising Strategist
Supervise two digital production staff members on the Digital team
Work closely with IT, Campaigns, Marketing and Communications, and Movement Building and Member Engagement departments to ensure seamless integration of digital efforts
Represent digital strategy in organizational planning and budgeting processes
Monitor emerging digital trends and opportunities, adapting strategies to maximize public engagement and impact
Other duties as assigned