Angela Larson

Responsible for overseeing the membership marketing program including solicitations, communications, cultivation, and stewardship efforts. Select accomplishments include:

• Established a cross-platform, multi-touch, marketing strategy grossing $5.5 million in annual operating support;
• Increased solicitation project gross revenue by 8% through redesigned creative materials featuring donor-centered philanthropic messages highlighting organizational priorities;
• Initiated new social, mobile, and digital marketing projects yielding a ROI of 186%;
• Conducted and interpreted constituent and industry research to inform strategic marketing decisions
• Reinvented membership structures, revised benefit offerings, re-tooled engagement opportunities, and created new outreach materials to strengthen donor relationships;
• Grew on-site retail outlet revenue by 28% via a new merchandising strategy; and
• Reinvigorated the community-based volunteer program through strategic planning efforts.

Responsible for leading and advising advancement and communications professionals involved in campus-wide and college-based direct response fundraising programs grossing $8 million annually. Select accomplishments include:

• Grew the number of loyal donors by 7%;
• Created a leadership annual giving program;
• Launched on-line, email, and social media solicitation programs;
• Won a national branding award;
• Worked with business intelligence staff to create institutional KPIs and reporting tools; and
• Developed an email content management system.

Responsible for television and radio membership-based direct response fundraising campaigns grossing $10 million annually using monthly giving, direct mail, telemarketing, on-line, and DRTV fundraising techniques. Select accomplishments include:

• Envisioned, executed, and analyzed nationally recognized acquisition, renewal, reactivation, and additional gift campaign solicitation efforts;
• Oversaw innovative television and radio member loyalty, cultivation, and stewardship activities;
• Developed a monthly giving program and revamped mid-level giving societies for television and radio donors;
• Improved print production, list purchase, donor incentive, and mailing processes; and
• Helped formulate national PBS branding initiatives related to membership fundraising and children’s programming.

Associate Director, Direct Response, June 2003 – August 2005
Marketing Manager, Viewer Marketing, November 2000 – June 2003
Project Manager, Membership, May 1999 – November 2000

Responsible for developing and executing live, televised fundraising campaigns grossing $4.5 million annually. Select accomplishments include:

• Created and launched a new corporate partners sponsorship program;
• Revamped and streamlined volunteer recruitment strategies;
• Supervised 25 part-time pledge drive employees; and
• Recruited, scheduled, and managed over 6,000 corporate and community volunteers and 150 catering partners.

Responsible for working closely with the Board of Directors and other lead volunteers to coordinate and organize special events, educational activities, and fundraising programs throughout Minnesota and South Dakota grossing $500,000 annually. Select accomplishments include:

• Recruited and managed a record breaking 150 person Team in Training walk team and coordinated on-site logistics at the San Diego Marathon for other participating chapters;
• Doubled attendance at the Randy Shaver Golf Tournament and increased revenue by 300%;
• Cultivated, solicited, and stewarded 15 new corporate sponsors; and
• Established a new peer-to-peer volunteer fundraiser mentoring program.