Halsey B. Musselman
Oklahoma City,OK
Summary
Highly motivated & results-oriented digital marketing strategist with proven expertise in project management, campaign strategy & execution, audience analysis & SEO/SEM. Passionate about digital fundraising innovation in higher education.
Overview
5
5
years of professional experience
Work History
Director of Digital Donor Engagement
University Of Oklahoma Foundation
06.2023 - Current
- Manage Giving Day Project Manager & oversee strategy, planning & execution of OU Giving Day ($25M+ in FY24)
- Manage all online giving solicitations (web, email & social) across all three OU campuses, growing from $1,193,901 in FY23 to $2,822,107 in FY24
- Conduct market research to identify new opportunities & inform the direction of digital fundraising strategy
- Spearheaded company-wide digital transformation initiatives that streamlined processes & enhanced digital participation including: Meta Ads, LinkedIn Ads, Google Ads, Google Analytics 4 & Google Tag Manager
- Manage paid digital ad strategy to grow multi-platform content, audience, engagement & online fundraising participation
- Achieved 97% ad conversion rate, 2.4M impressions, 33% webpage visits from ads & 2x ROAS on very first OU Giving Day cross-platform paid ad campaign
Giving Day Project Manager
University Of Oklahoma Foundation
10.2021 - 05.2023
- Designed, implemented, facilitated & reported on projects within the Giving Day plan
- Developed detailed project plans, including scope, timelines, audience segmentation, budget, vendor recommendations, web design & overall Giving Day plan
- Cultivated & maintained positive relationships with colleagues at the University & within the OU Foundation including unit Marketing Directors, Advancement Officers, & senior leadership
- Coordinated, collaborated & managed the communication & workflow for Giving Day with: Director of Strategic Communications on the messaging for all marketing materials; Graphic Designer on design creation; Operations team on data selection & output files; And a variety of vendors to ensure timely implementation & completion of creative campaigns that contained visual appeal, compelling philanthropic messages, & variable data & content to support Giving Day
- Surpassed total dollars raised and total gifts goals for 2022 ($11,043,083) & 2023 ($22,647,864)
Development Coordinator
Oklahoma Hall Of Fame
06.2019 - 10.2021
- Conducted basic prospect research & cultivated positive relationships with foundation program officers, community leaders, board members & donors
- Managed the CRM Bloomerang including: foundation, corporate & individual gifts; donor records, reporting & stewardship
- Managed Teen Board including: planning, application process, board meetings of 50+ students & fundraiser
- Grant writing & management in collaboration with Museum Experience Team, doubling grant funding from FY20-FY22
- Planned & executed annual giving campaigns & solicitations targeting one-time & recurring gifts
- Assisted with special fundraising events relating to board's Development Committee, OHOF's giving society, annual induction ceremony, & young professional board
Development Associate
Oklahoma Hall Of Fame
01.2019 - 05.2019
- Timely donor correspondence & acknowledgement
- Coordinated meetings with young professional board
- General database management in Bloomerang of 18,000+ records
- General record keeping and assistance to admin & program staff
Education
Master of Public Administration - Public Policy
University of Oklahoma
Norman, OK05.2019
Bachelor of Arts - Women's & Gender Studies
University of Oklahoma
Norman, OK05.2017
Skills
- Digital Marketing & Paid Ads
- Search Engine Optimization & Search Engine Management
- Google Analytics 4
- Meta Ads Manager
- Canva Graphic Design Essentials
- Event Management
- Strategic Planning & Calendar Management
- Teamwork & Collaboration
Timeline
Director of Digital Donor Engagement
University Of Oklahoma Foundation
06.2023 - Current
Giving Day Project Manager
University Of Oklahoma Foundation
10.2021 - 05.2023
Development Coordinator
Oklahoma Hall Of Fame
06.2019 - 10.2021
Development Associate
Oklahoma Hall Of Fame
01.2019 - 05.2019
Master of Public Administration - Public Policy
University of Oklahoma
Bachelor of Arts - Women's & Gender Studies
University of Oklahoma
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