Donna M. McDonald Resume Profile

1. DONNA M. MCDONALD, MS, MA, CAE
1720 Central Ave., Evanston, IL 60201
Cell: (847) 910-0724 dmfmcdonald@gmail.com
www.linkedin.com/in/donnammcdonald
SUMMARY
Skilled at integrating business functions to support an organization’s mission, achieve established goals, increase operational
effectiveness, and impact long-term results. Broad-based skill set. Exceptionally creative, with strengths in identifying significant
trends; leading, initiating and moving projects from concept to implementation; instituting change and creating an impact. Builds
collaborative business relationships across all sectors of the organization. Experience in profit and non-profit sectors, in multiple
functions. Extensive global experience. Seeking a leadership role, maintaining strategic impact, influence and decision making.
• Strategy & Planning
• Analysis, Trending & Segmentation
• Member & Market Research
• Membership Marketing & Communications
• New Member Acquisition, Member Engagement &
Retention
• Management of Staff
• Budgeting
• Program Management, Metrics & Evaluation
• Training & Event Management
• Social Media
EXPERIENCE
INDEPENDENT CONTRIBUTOR 2012 - present
Rigorous job search; leadership roles in community volunteer groups; lifelong learning to include enrolled in an Integrated
Marketing Communications certificate program; completed courses in Strategic Management/Planning and Advanced
Market Research; attendance at professional seminars and conferences; and updated, cleared out and sold home (able to
relocate).
ROTARY INTERNATIONAL Evanston, IL 2000 – 2012
An international, volunteer-based service organization with approximately 1.2 million members and 34,000 clubs in more than
200 countries and geographical areas. 500+ staff, seven regional offices, eight official languages.
Division Manager, Research & Resources - Member Engagement
Created and directed two departments with responsibilities for ensuring membership development, retention and engagement
goals were achieved in support of Rotary’s mission, strategic plan, and business priorities. Reported to General Manager,
Member Services.
 Created and directed a division designed to provide member and market research; materials and resources
targeted to new member acquisition and retention; and membership analysis and trends to Rotary’s global
membership. Supported clubs, members and districts. Provided infrastructure and hired, coached, managed and
evaluated staff, developed and monitored multiple budgets.
 Targeted member engagement. Researched global, regional, cultural, and demographic trends impacting member
retention, engagement and new member acquisition. Identified gaps and formulated strategies and action plans to
increase membership, retention, and engagement. Specific attention was targeted to younger professionals and
other segments demonstrating challenges.
 Developed and initiated membership marketing resources and materials, ensuring relevancy for demographic
segments (international, cultural, age). Incorporated multiple mediums – social media, digital, video, webinars, and
print. Strong collaboration with the Communications, Marketing, Information Technology, Web Development and
Public Relations areas. Expanded and improved resource options. Initiated a tracking system to evaluate
advertising, public relations and program effectiveness.
 Identified market and member research needs, and developed standards, guidelines and policy for research and
survey practices. Managed external market research vendors globally. Employed surveys, and facilitated web-
based and in-person focus groups to gain new, tenured and terminated member insights; while attaining non-
member insights and feedback. Information useful for strategic planning, branding and communications.
 Designed and managed a portfolio of pilot club projects for the purpose of evaluating the impact of changing
policies and practices on new member acquisition, retention and engagement; established metrics and evaluative
criteria. Historically pilot projects were initiated sporadically; during my tenure eight pilot club projects were
instituted.
 Instrumental in the development of fourteen regionally targeted membership development and retention plans
focused on trends, challenges and opportunities within a specific region (global regions). Established metrics and
benchmarks, collaborated with fourteen regional planning teams.

2. DONNA M. McDONALD Page Two
 Served as liaison, collaborated with, and supported Board of Directors, Board approved committees, executive
management, and volunteer networks. Committees’ terms of reference included membership development &
retention; strategic planning; communications, social business strategy and branding; and global representation.
 Directed the analysis of international and regional membership trends. Instituted a more comprehensive trending
and analysis structure focusing on new member acquisition, retention, the creation of new clubs and the closing of
established clubs. Trends were analyzed globally as well as segmented into fourteen regions. Consistent use of
membership reporting platform for trending and analysis.
 Researched and analyzed U.S. and international service and volunteer organizations to compare and contrast
Rotary’s strategy, service offerings, and value proposition. Information useful for strategic planning and policy
development.
 Directed an international volunteer network. Developed an annual training program and international conferences, to
include logistics and support materials. Collaboration with the meetings division on the annual convention for workshops
and sessions.
 Leadership position on teams focused on e-learning and web-based mediums, membership database conversions,
and social media mechanisms. Lead team member on pilot focused on the impact of clubs using social media to
generate awareness and interest.
1990 – 2000
Relocated; achieved a second graduate degree, Master of Arts, Psychology, New York University; tended to my child; elected to
board roles in community-based groups; provided care to a family member undergoing critical medical treatment.
SHAND, MORAHAN and COMPANY Deerfield, IL 1981 – 1989
An underwriting company specializing in professional liability insurance.
Manager, Marketing Services (1984 – 1989)
Provided marketing support and services aligned with short and long-term organizational goals. Managed a five-person staff and
developed, monitored and managed department budgets. Reported to Chief Executive Officer and Chief Operating Officer.
 Analyzed monthly, quarterly, annual and historical production figures,
 Developed, implemented, monitored and evaluated marketing communications, market research, advertising plans
and campaigns, and public relations initiatives.
Manager, Human Resources (1981 – 1984)
Responsible for the management of human resources activities, policies and programs.
 Managed recruitment, HR policy and procedure development, employee performance management processes,
and employee relations policies, practices and disciplinary actions. Developed, implemented, and managed job
analysis, position evaluation, and compensation processes.
 Oversaw planning, development, and implementation of training programs, workshops and seminars to include
program content, support resources and logistics.
 Maintained compliance with employment practices to include EEO/AA policies and procedures including
communication with legal counsel, resolution of employee conflicts and disputes, and job performance.
EDUCATION
Master of Arts (MA) Psychology New York University, New York, NY (included courses from Stern School of Business)
Master of Science (MS)
Human Resources Aurora University, Aurora, IL
Bachelor of Arts (BA) Psychology Northeastern Illinois University, Chicago, IL
Advanced Market Research class and Strategic Management Certificate Program, DePaul University, Chicago, IL.
Certified Association Executive (CAE)
Professional development includes seminars and conferences in market research, marketing, public relations, and membership.
Completed leadership and project management series conducted by Northwestern University and Loyola University.
AFFILIATIONS
American Society of Association Executives Association Forum of Chicagoland American Marketing Association
Healthcare Businesswomen’s Association North Suburban Toastmasters, Membership VP
Wilmette Harbor Rotary Club, Program Chair Animal Shelter, volunteer and co-chair public outreach/tabling

3. Community and Volunteer involvement includes a variety of board positions, research, fundraising, program development and
administration. League of Women Voters (Evanston, IL and Westfield, NJ); Lakewood Soup Kitchen; Leukemia Research
Foundation; Wilmette School District 39, Community Review Committee member.