Assistant Director, Digital Fundraising, Development Department

About the organization

The Innocence Project was founded in 1992 by Barry C. Scheck and Peter J. Neufeld at the Benjamin N. Cardozo School of Law at Yeshiva University to assist the wrongly convicted who could be proven innocent through DNA testing. The Innocence Project’s groundbreaking use of DNA technology to free innocent people has provided irrefutable proof that wrongful convictions are not isolated or rare events but instead arise from systemic defects. Now an independent nonprofit organization closely affiliated with Cardozo School of Law at Yeshiva University, the Innocence Project’s mission is to free the staggering numbers of innocent people who remain incarcerated and to bring substantive reform to the system responsible for their unjust imprisonment. To learn more, please visit

Job summary

Working with a cross-departmental team including the Development, Communications, Policy departments, and outside consultants, this position is charged with engaging and expanding the Innocence Project’s digital donor base.

The Assistant Director, Digital Fundraising will develop a comprehensive plan for increasing online giving and donor participation in online activities. In addition, they will have a leadership role in the production and execution of digital campaigns to increase donor and prospect engagement in online giving and the conversion of website visitors and social media followers to donors.  This position reports to the Deputy Director of Development.

Essential job functions

  • Collaborate with a cross-departmental team to develop, plan and execute a consistent and concerted online mobilization, outreach and fundraising program to create and implement comprehensive strategies to enhance constituent engagement and grow digital audiences and revenue through online campaigns.
  • Develop digital donor cultivation, renewal, and solicitation programs and schedules.
  • Create and execute donor conversion, retention and upgrade strategies.
  • Develop email strategies, creative direction and lead implementation of email campaigns to drive fundraising.
  • Set monthly and annual goals and develop a framework for tracking, evaluating, and optimizing campaign performance and engagement metrics; analyze and translate anecdotal or qualitative data into recommendations and plans.
  • Create and manage online campaigns, online advertising and online/offline grassroots strategies to build email lists for fundraising and advocacy purposes.
  • Oversee the creation and deployment of fundraising and cultivation emails to upgrade donors, convert 1x donors into sustainers and convert prospects into donors
  • Identify strategic use of donor segments and suppression lists to retain and upgrade donors.
  • Oversee creative production and distribution of regular outbound fundraising and cultivation emails and programs.
  • Implement and monitor test plans, metrics and analysis of online fundraising and constituent mobilization campaigns.
  • Oversee monthly report on key digital giving metrics, in collaboration with Communications colleagues.
  • In conjunction with Communications and Policy departments, collaborate in development of timetable for campaigns and messages.
  • Select and manage vendors as needed for online fundraising, marketing and outreach efforts.
  • In conjunction with the Special Event Manager, manage the digital fundraising components of a few special events.
  • Write/edit key copy for digital fundraising campaigns.
  • Research and implement new technologies and techniques as needed.

Qualifications & Experience 

  • A minimum of five years of experience with digital fundraising and cross-channel marketing in non-profit settings is required.
  • A passion for criminal justice reform and telling dignified stories of the wrongly convicted.
  • Experience using online tools, processes and techniques for donor development, engagement, recruitment, retention, conversions and list building is required.
  • Experience mobilizing and engaging online communities in a wide range of multi-channel activities, online and off.
  • Highly energetic and creative thinker and team player.
  • Excellent written communication skills and ability to message quickly and effectively, particularly for an online audience.
  • Experience with developing and performing A|B and multivariate email and website tests, analyzing results and implementing learnings from tests.
  • Experience with complex data sets and knowledge of CRM technology, especially Salesforce.
  • High level of competence in use and knowledge of CRM-driven advocacy and fundraising tools.

Key competencies (skills, abilities and traits) 

  • Strong creative, strategic and analytical skills.
  • Ability to multi-task effectively in a fast-paced, deadline-driven environment required.
  • Commitment to working with shared leadership and in cross-functional teams.
  • Ability to negotiate services and pricing with vendors.
  • Proven ability to build consensus and work effectively within a cross-departmental team.
  • Demonstrated ability to solve problems and manage resources effectively.
  • Excellent verbal, written, and interpersonal communication skills.
  • Detail oriented with strong follow-through and the ability to meet tight deadlines.
  • Demonstrate a commitment to diversity within the office, values all individuals and respects differences regarding to race, ethnicity, age, gender identity and expression, sexual orientation, religion, ability and socio-economic circumstance.


The salary for this position is competitive and the Innocence Project offers an excellent benefits package, including health, dental and vision insurance, Flexible Spending Account, 401k plan with company-match, and paid Transitcheks.

Workforce Diversity and Equal Opportunity

The Innocence Project considers the diversity of its workforce to be vital to our organization’s success in meeting its mission.  We strongly encourage applicants from all cultures, races, educational backgrounds, life experiences, socio-economic classes, sexual orientations, age, gender, and physical abilities to apply.

As an Equal Opportunity Employer, it is our policy not to discriminate against any employee or applicant for employment because of race, color, religion, sex, sexual orientation, national origin, age, disability, familial status, marital status, predisposing genetic characteristics, actual or perceived domestic violence victim status, unemployment status, caregiver status, or any other category protected by law.

Application Instructions 

To apply, please visit Paycom. Information submitted through this secure site is kept confidential. Due to the large volume of applications, we are unable to give applicant updates by phone.

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