1. #Bridge16 Using Digital Ads To Boost Your Multi- Channel Campaigns Brenna Holmes, VP of Digital, CCAH Nick Ellinger, VP of Strategic Outreach, MADD

2. #Bridge16 Your Esteemed Presenters… Brenna Holmes VP of Digital, CCAH @bfholmes @CCAHdirect www.ccah.com bholmes@ccah.com Nick Ellinger VP of Strategic Outreach, MADD @nickellinger @MADDOnline www.MADD.org nick.ellinger@madd.org

3. #Bridge16

5. Multichannel Donors Are 33% More Valuable

6. #Bridge16 Multichannel makes better donors even if they have not given online Donors with email addresses – even if they have not given online – give approximately 40% more income and have an 18% higher average gift. 6 % Change in Income 2013 Avg. Gift 2014 Avg. Gift % Change in Avg. Gift With Email+40%$53.46$60.98+18% Without Email+31%$50.67$55.95+10%

7. #Bridge16 The Importance of Digital Acquisition Online Acquired DonorsFY2013FY2014FY2015FY2016 AVG 1 st Gift$243$190$183$191 1 st Gift Revenue$287,781$228,563$230,797$337,313 Total New Donor Revenue$300,253$245,548$243,210$370,716 Revenue/New Donor$254$204$192$210 Gifts/New Donor1.091.101.231.25 7 Higher Gifts. More Frequent Giving. More Likely to Give via Multiple Channels.

8. #Bridge16 Seven Ages of Addressability

9. #Bridge16 What are remarketing and cotargeting?

10. #Bridge16 CCAH’s approach to omnichannel campaigns The four w’s 10

11. #Bridge16 First 3 W’s Who: Current supporters, lapsed supporters, potential supporters What & Where: Direct Mail Email Your Website Display Ads Search Social: Facebook, Twitter, Instagram, YouTube Telemarketing & Auto-calls DRTV & Radio Cause Marketing 11 Repetition Works & is Needed. It can take 7 to 12 touches before a message becomes memorable to supporters. Repetition Works & is Needed. It can take 7 to 12 touches before a message becomes memorable to supporters.

12. #Bridge16 4th W When: Timing is critical! Leverage both pre-In-Home and Post-In-Home media touches IMb Scan your DM packages You can even pre-schedule ads to go live when these scans show packages are in-home! 12 TEST, TEST, TEST

13. #Bridge16 Not a “W” – But Still Important. Tracking Source code ALL outbound contacts Every package, every link, every touch needs a source code 13 Position 1Position 2 Position 3 Position 4Position 5Position 6Position 7Position 8 MediaMonthYear Effort or Panel #Email Type or AssetSegmentTest? EEmail1Jan151AAppeal10-12 Donors0No Test OGen Web2Feb162RRenewal213+ DonorsCControl FFacebook3Mar173PPetition3Non-DonorsTTest IInstagram4Apr184CCultivation4Paid ACQ TTwitter5May195DDigital Digest DDirect Mail6Jun106UUrgent/DA PTelemarketing7Jul 7LLightbox SSMS8Aug 8HHomepage Ad ADisplay Ads9Sep 9MDM URL AOct BNov CDec

14. #Bridge16 BUT remember, “white mail” still exists 14 Up to 97% of display driven conversions come through as “view-through” conversions.

15. #Bridge16 Offline to online E-appends Voluntary Online specific campaigns Getting systems to talk to each other

16. #Bridge16

17. MADD’s Adventures in Display Advertising Past: Co-Targeting Present: Membership Lapsed Reactivation Future: Lookalikes

18. #Bridge16 Wiland Digital Ads: End of Year 2014 *Results show multichannel giving SegmentInput IndividualsAd SpendIncr RevenueIncr ROAS Acquisition1,288,214$5,501$16,9193.08 Reactivation2,335,315$6,154$26,5444.31 Cotargeting 1-10158,781$3,006$5,8691.95 Cotargeting 11-20136,270$1,340$1,4090.78 SegmentUnique BrowsersAd SpendIncr RevenueIncr ROAS Retargeting33,175$2,496$1,8040.72 TOTALS $18,498$52,5452.17

19. #Bridge16 Creative Performance The creative with the family outperformed the creative with the car crash, bringing in 20% more donations with a higher overall return on ad spend (ROAS).

20. #Bridge16 DM Label LEAD & Follow-up

21. #Bridge16 DM MATCHING GIFT LEAD & FOLLOW-UP

22. #Bridge16 DM YEAR END NON-MATCH

23. #Bridge16 Wiland Digital Ads: MAY 2015 – JUNE 2015 End of Year did great! Let’s try it again. DM Kaely Camacho Package

24. #Bridge16 Creative Resonates Differently with Different Audiences In the co-targeting segment, the Camacho sister creative outperformed the family creative. Though for those NOT getting the direct mail, the family ad was the winner.

25. #Bridge16 SEGMENTINPUT INDIVIDUALS AD SPENDINCR REVENUE INCR ROAS Acquisition86,674$2,268No incremental lift Reactivation112,637$5,031$6690.13 Cotargeting29,096$2,200$5,7822.63 TOTALS228,407$9,499$6,4511.38 Wiland Digital Ads: MAY 2015 – JUNE 2015 *Results show multi-channel giving

26. #Bridge16 2015 End of Year Co-Targeting

27. #Bridge16 A Tale of Two Co-targets October 19 through December 13 Cost: $3,663 Base Revenue: $2,988 Incremental revenue: $1,967 Lift of 121% over holdout

28. #Bridge16 Creative Comparison Family AdText-Only Ad Ad Costs$1,490.07$1,486.86 Impressions593,572590,634 CPM$2.51$2.52 Clicks217200 CTR.04%.03% Conversions349 Revenue$2,072.00$520.00 Cost Per Donor$43.83$163.21 ROAS$1.39$0.35

29. #Bridge16 A tale of two co-targets December 14 through Jan 14 Cost: $1,820 Base Revenue: $9,299 Incremental revenue: $3,442 Lift of 470% over holdout

30. #Bridge16 Total EOY Campaign Cost: $5,483 Base Revenue: $12,287 Incremental revenue: $5,409 Lift of 205% over holdout

31. #Bridge16 Lessons Ask me what the secret of comedy is…

32. #Bridge16 Lessons Ask me what the secret of comedy is… Test creative Not click-through Conversion Get matchback set up ahead of time Do your pre-work to get emails

33. #Bridge16 Membership reactivation To 2014-2015 donors but not 2016 donors Brace yourself for an unattractive ad…

34. #Bridge16 Membership Reactivation

35. #Bridge16 Membership reactivation So far $82.24 in costs A whopping $136 in revenue

36. #Bridge16 You can start super: Cheap Ugly Targeted And do your pre-work to get emails! Lessons If you have the right: Audience Message Timing

37. #Bridge16 Creative Tips & Tricks! Build brand recognition by keeping your logo present throughout the duration of the ad Studies show that video and animation help to drive memory Utilize animations with strong branding But … Animation can be unnecessary to lower funnel objectives - i.e. donations - if the audience knows you A strong CTA with minimal messages and strong images can very effective Give a single clear, concise CTA to avoid diluting your message

38. #Bridge16 Lookalikes

39. #Bridge16 Lookalikes Testing Medium Message Starting small so that model has a feel for it

40. #Bridge16 Creative Tips & Tricks! Full report: http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf

41. #Bridge16 Creative Tips & Tricks! Full report: http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf

42. #Bridge16 Creative Tips & Tricks! Full report: http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf

43. #Bridge16 Creative Tips & Tricks! Full report: http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf http://info.rocketfuel.com/rs/rocketfuel/images/RocketFuel_Guide_To_Creative_Optimization.pdf

44. #Bridge16 Feel Free to Reach Out! Brenna Holmes VP of Digital, CCAH @bfholmes @CCAHdirect www.ccah.com bholmes@ccah.com Nick Ellinger VP of Strategic Outreach, MADD @nickellinger @MADDOnline www.MADD.org nick.ellinger@madd.org

45. #Bridge16 Thank you! Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase!