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Senior Manager, Gift Planning Marketing and Prospecting
National Wildlife Federation
Marketing & Communications
Herndon, VA, USA
USD 77k-85k / year
Posted on Jan 13, 2026
Founded in 1936, the National Wildlife Federation is America's largest and most trusted grassroots conservation organization with 52 state/territorial affiliates and more than seven million members and supporters, including hunters, anglers, gardeners, birders, hikers, campers, paddlers, and outdoor enthusiasts of all stripes. The Federation’s mission is to unite all Americans to ensure wildlife thrive in our rapidly changing world through programming focused on conserving wildlife, restoring habitats and waterways, expanding outdoor opportunities, connecting children with nature, and addressing the causes and consequences of climate change. The Federation is committed to inspiring all people around our shared love of nature and wildlife by creating a welcoming and inclusive community representative of all Americans.
To support our mission, we are seeking a Senior Manager, Gift Planning Marketing and Prospecting to join our Gift Planning team in Reston, VA.
The Senior Manager, Gift Planning Marketing and Prospecting (“Senior Manager”) leads a marketing-driven approach to planned giving prospect development, overseeing the strategy, execution, and optimization of all gift planning marketing efforts that generate donor inquiries and pipeline growth. This role blends gift planning expertise, direct response marketing acumen, and donor relationship skills to move prospects from initial inquiry through confirmation of legacy commitments.
Principle Duties (major areas of responsibility):
The Senior Manager’s role is comprised of these main areas of responsibility namely Marketing, Portfolio Management and Marketing Effectiveness & Prospect Analysis.
MARKETING
- Leads the strategy, development, and execution of all gift planning prospect marketing designed to generate donor inquiries and qualified planned gift leads.
- Oversees a multi-channel gift planning marketing program (direct mail, newsletters, targeted outreach, digital) in partnership with an external marketing agency and internal stakeholders.
- Analyzes response, inquiry volume, conversion rates, and long-term performance of gift planning marketing to optimize future campaigns.
- Serves as the primary internal liaison between marketing efforts and frontline donor engagement, ensuring a seamless transition from responder to qualified prospect.
- Maintains professional aptitude in gift planning, keeping abreast of industry trends and changes to tax law to be incorporated in marketing campaigns as necessary.
- Stays informed of the Federation’s conservation priorities and its efforts to address America’s wildlife crisis and shares it with prospects as appropriate.
PORTFOLIO MANAGEMENT
- Qualifies, cultivates, and manages relationships with gift planning marketing respondents, moving them from inquiry to confirmed legacy intention.
- Maintains responsibility for a portfolio comprised primarily of high-potential marketing-generated prospects, representing approximately 30% of assigned planned giving prospects.
- Applies strong interpersonal and consultative skills to engage donors by phone, correspondence, and personalized outreach following marketing responses.
- Partners with gift officers to transition qualified prospects into appropriate donor strategies, ensuring continuity and donor-centered engagement.
- Conducts portfolio review with gift officers on a semi-annual basis.
Meets high standards of performance metrics designed to monitor and evaluate performance.
MARKETING EFFECTIVENESS & PROSPECT ANALYSIS
- Uses data analysis and donor insights to continuously refine prospect selection criteria and improve marketing response and conversion.
- Collaborates with data, marketing, and development teams to define and evolve the ideal gift planning prospect profile.
- Applies learnings from responder behavior to improve message targeting, segmentation, and follow-up strategies.
GENERAL REQUIREMENTS
- Demonstrated experience leveraging direct response or mass marketing efforts to generate donor leads and move them through a cultivation and solicitation pipeline.
- Strong understanding of donor motivation and decision-making, particularly as it relates to legacy and estate planning.
- Ability to translate marketing inquiries into meaningful donor conversations and long-term philanthropic commitments.
Qualifications:
- College degree required; advanced degree desirable.
- 7+ years of professional development experience in a non-profit, advocacy or related organization with demonstrated success in building and maintaining long-term relationships with individual donors capable of making gifts of $25,000 or more through major gifts and/or their estate plan.
- Extensive knowledge of gift planning vehicles and giving instruments, coupled with the ability to effectively communicate a compelling and inspired vision and sense of core purpose to support donors in achieving their philanthropic goals and legacy gifts.
- Experience working with attorneys, financial advisors, seniors, and their families maintaining an approachable and engaging demeanor.
- Leads with a growth-mind set and maintains demonstrated experience in being a self-starter with excellent problem-solving, organizational, writing and interpersonal skills. Experience and proven ability to work independently and as an integral part of the team.
- Excellent written and verbal communication skills, and ability to present to a variety of audiences, specifically racially, ethnically, and socioeconomically diverse communities.
- Proficiency in Microsoft Office Suite and familiarity with CRM database. PG Calc experience preferred.
Applicants are invited to learn more about National Wildlife Federation’s required equity competencies at https://www.nwf.org/About-Us/Careers.
Travel Requirements:
Approximate 4-6 donor trips per year and as needed to the Reston office.
Location and Work Mode:
This position will be based in Reston, VA. The National Wildlife Federation is committed to a flexible and empowered work environment with an authentic community of care for all staff. This is a hybrid position. For more information on Work Modes, please review the benefits section of our careers page: https://www.nwf.org/About-Us/Careers
Physical Requirements of the Job:
Remaining in a normal seated or standing position for extended periods; reaching and grasping by extending hand(s) or arm(s); dexterity to manipulate objects with fingers, for example, using a keyboard; communication skills using the spoken word; ability to see and hear within normal parameters; ability to move about the workspace. The position requires mobility, including moving materials weighing up to several pounds (such as a laptop computer or tablet).
Persons with disabilities may be able to perform the essential duties of this position with reasonable accommodation. Requests for reasonable accommodation will be evaluated on an individual basis.
Please Note:
This job description sets forth the job’s principal duties, responsibilities, and requirements; it should not be construed as an exhaustive statement, however. Unless they begin with the word “may,” the Essential Duties and Responsibilities described above are “essential functions” of the job, as defined by the Americans with Disabilities Act.
Compensation and Benefits:
The salary range for this position is $77,000-$85,000, commensurate with experience.
We are proud of our designation by Mogul as a Top 100 Workplace with the Best Benefits, and by Forbes as one of America’s best small employers! We value work-life balance and a family-friendly atmosphere with flexible scheduling. We want you to be able to integrate work and personal life with attention to your self-care, so that your work schedule is not depleting. We offer benefits so you feel restored and fueled through the day and week.
We offer these supports to help manage your mental, emotional, and physical health:
- Paid time off: Vacation that starts off at three weeks accrual based on a full-time schedule, unlimited wellbeing (this time can be used for physical, spiritual, emotional, cultural, religious or financial wellbeing for yourself, a partner, or family member – including pets), and 11 holidays
- We close down for a paid winter break between December 25 to January 1 to recognize end of-year stress, and time for reflection, rejuvenation, and spending time with family.
- Up to 16 weeks of fully paid Family and Medical Leave
- Low-cost health, dental, and vision insurance options – all outpatient mental health is covered at in-network rates
- Therapist available at no cost
- Pet insurance and discount perk program
- Annual wellbeing allowance
In addition to your salary, we offer the following supports to your personal finances:
- Retirement plan with immediate match and vesting
- Annual year end retirement contribution
- Tuition Reimbursement
- Adoption and Surrogacy assistance
- Pet adoption stipend
- Student Loan management
Applicants are invited to learn more about National Wildlife Federation’s benefits package at https://www.nwf.org/About-Us/Careers.
Application:
Applications will be reviewed on a rolling basis. Candidates should submit a cover letter and resume. NWF is an equal opportunity employer, and all qualified applicants will receive consideration for employment with regard to any classes or characteristics protected by law.
For more information on our recruiting process, please review our Careers page: https://www.nwf.org/About-Us/Careers
We recognize that people come with a wealth of knowledge and talent beyond just the technical requirements of a job. Your experience, which may include paid and unpaid work, including volunteer work, helps build the competencies and knowledge that translates to our openings. Whether you’re new to the field, returning to work after a gap in your employment, or are taking the next step in your career path, if you believe you could excel in this role we encourage you to apply! Diversity of experience and skills combined with passion is a key to innovation and a culture of excellence. To be eligible for this role you must be a U.S. citizen or have valid work authorization to work in the U.S.
Please let us know if you require accommodations during the application or interview process by reaching us at careers@nwf.org or 703-438-6244.
If selected for this position, a background check will be conducted.