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Manager Retail Engagement

American India Foundation
Location: New York, USA
Last Date: February 10, 2011


Position Description

American India Foundation (AIF)

The mission of AIF is to accelerate social and economic change in India. AIF mobilizes resources in the United States and India and invests these to improve education, livelihoods and public health for the marginalized in India

Job Summary: The Manager Retail Engagement will be responsible for finalization and implementation of a broad-based retail engagement strategy for AIF which will involve efforts at brand development, creation of awareness, expansion of database and retail fundraising (through digital as well as other mechanisms). The retail engagement manager will be responsible for the digital engagement strategy of AIF including its website , social networking sites – face book , tweeter my space , U tube etc along with the graphic designer.

The Retail Engagement Manager will directly report to the CFO. He/she will work closely with the database manager and the whole communication team including PR Director, communication officer and the graphic designer. The retail engagement manager will also be responsible for coordinating the retail engagement task force of AIF. He/she will be mentored by Rakesh Gupta of AIF’s advisory council by a quarterly meeting either via phone or face-to- face.

Measurement matrices
The performance of the retail engagement manger will be measured through following matrices:

• Financial success of the retail engagement strategy against the targets ; $ 500 K/ 2011; 1 million /2012 and 2 million / 202013
• Growth of the database of AIF – duplication every year 36,000 to 75 K to 150 K to 300 K (through AIF events and engagement strategy and not direct purchase)
• No of hits on website, face book and the duration of stay etc . O9google analytics)

Specific Duties and Responsibilities:

Managing the new contact acquisition (thru Retail Engagement) program (20%)
• Production of two retail donor solicitation (snail mail and digital) in a year
• Create specific strategies for acquiring new contacts through retail engagement efforts (digital, retail mail, awareness events etc.)
• Create and maintain a program for soliciting information from any new contacts through any of AIF touch point (digital, awareness events, knowledge events, galas etc.)

Managing the contact cultivation/retention program (20%)
• Work with database manager in expanding and improving the quality of AIF database, by ensuring that new acquisitions are appropriately entered, and existing lists are kept current and active
• Procure new strategic databases to enrich the existing database
• Create and implement strategy for maintaining regular (periodic but optimal) digital contact with AIF supporter base
• Creation of a monthly digital newsletter for the AIF database
• Create specific individualized follow up program for acquisitions above $ 5,000

Management of website and social networking pages for AIF (20%)
• Ensuring website of AIF stays current and is aligned to AIF brand & provides adequate publicity for galas and other AIF events
• Creating and manage AIF online communities on social networking sites like face book , my space, tweeter etc
• Ensure that the web pages of various chapters , Clinton fellows, YP’s are aligned with the overall brand
• Keep a track of the traffic on AIF website and the visitor behavior via google analytics or other software

Digital Fund raising (20 %)
• Be the keeper of digital fund raising strategy of AIF , and plan how to expand the number of people & $ donations via the digital portal
• Make the digital giving easier via AIF website and keep a track of it. explore easier options for digital giving
• Design and implement fund raising strategies via social networking websites

Brand management (consistency in messaging) and miscellaneous (20%)
• Support the overall organizational communication and branding strategy and be responsible for consistent messaging.
• Be an active member of the communication team
• Provide input into strategic planning process as and when requested

Salary and Benefits:
American India Foundation offers a competitive salary and excellent benefits.

To apply:
Submit a cover letter and resume to or



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