Growth Philanthropy Network Case Study Proposal

ONLINE ENGAGEMENT PROPOSAL GROWTH PHILANTHROPY NETWORK  May 21, 2013  

WiT  MEDIA  1178  Broadway,  4th  Floor,  New  York  NY  10001    TEL  212-­‐334-­‐1810  FAX  877-­‐570-­‐9551    www.wit-­‐inc.com    

WiT will concept and design upgrades to Growth Philanthropy Network’s online relationship with funders and mid-level nonprofits.

This plan will allow GPN to:

•  Reach high-income donors and funder organizations

•  Increase brand recognition of Growth Philanthropy Network and the Social Impact Exchange

•  Showcase the S&I 100 and drive enrollment for 2013 SIE conference via a highly trackable, rich media campaign across multiple online channels

•  Engage existing members with high-quality email engagement tracking

GROWTH PHILANTHROPY NETWORK CAMPAIGN GOALS

Establish brand identity online by engaging target audiences across multiple online channels

•  Online ad placements

–  CASE Network

–  Google AdWords

–  Google Display

•  Track-able eblasts

–  reinforced with

brochures and

targeted mailouts

•  Social media promotion

–  Twitter

–  Linked In

•  YouTube video syndication

ONLINE BRANDING: MULTICHANNEL OUTREACH

CASE AD NETWORK

Rich media ad placement, targeted to high-net-worth investors

CASE adnetwork placing includes: cnn.com, forbes.com, fortune.com, businessweek.com, cnbc.com, bloomberg.com, businessinsider.com, cnnmoney.com, mashable.com, adweek.com, economist.com, venturebeat.com

CASE AD NETWORK

CASE Network provides data for advanced engagement tracking

Determine where site receives traffic

•  Test content and design

•  Adjust based on insights

CASE HEAT MAPPING

CASE Ad Network Columbia Campaign

• Impressions: 658,402

• Clicks: 402 (.07% CTR)

• Engagement: 1.75% (11,401 interactions)

CASE AD NETWORK CASE STUDY: COLUMBIA

Capture specific keyword searches, connect to landing pages, and track impressions and click-through-rates

Google AdWords

•  Targeted keywords

Google Display

•  Banner ads displayed over network based on keywords, interest topics, audience demos

COST PER CLICK ADS

COST PER CLICK ADS CASE STUDY: HAY ADAMS

Google AdWords Hay-Adams Campaign

•  Impressions: 50,231

•  Clicks: 5,464

•  CTR: 5.57%

!

Track open rate and click-through rate on dedicated email blasts •  Constant contact •  Icontact

EMAIL ENGAGEMENT CASE STUDY: PEN WORLD VOICES FESIVAL CULTURADAR: DEDICATED EMAIL

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Dedicated Email:

•  Opening Night Reading: Bravery

•  Sent April 26 to 5,000 + (approx.)

•  Open rate: over 20%

•  CTR: over 5%

Culturadar dedicated email: •  Sent to 5,000+ •  Open rate: >20% •  CTR: >5%

Highly specific print mailer campaigns keep your organization at top-of-mind

Ability to target:

•  Income, age, geographic location

•  Organizations by industry type

•  Board members

•  Compare across mailing lists to determine which recipients are most likely to interact

Complement in-person interactions with high-quality print material

Eg brochures featuring:

•  Funder Working Groups

•  S&I 100 organization profiles

•  S&I 100 nomination procedures

•  SIE Conference on Scaling Impact

Creative can be shared between print and email campaigns

BEST PRACTICES: SUPPORTING EMAIL WITH PRINT

Impressions Number  of  Mmes  users  saw  your    

Promoted  Tweet  in  their  Timelines  

Engagements Total  number  of  Mmes  users    

interacted  with  your  Promoted  Tweets    

Retweets Number  of  Mmes  users  Retweeted    

your  Promoted  Tweet  

Follows Number  of  Followers  you  acquired  as  a  direct  

result  of  your  Promoted  Tweet  

ER Engagement  Rate  

(benchmark:  0.99%)  

eCPE EffecMve  Cost  per  Engagement  

(benchmark:  $1.25)  

401k

5,394 224

207

$0.68

1.34%

PROMOTED TWEETS CASE STUDY: AMNH

Impressions Number  of  Mmes  users  saw    

your  Promoted  Account  

Follows Total  number  of  Mmes  users    

followed  your  account  

FR Follow  Rate  

(benchmark:  0.22%)  

CPF Cost  per  Follower  

(benchmark:  $2.52)  

872k

4,839

$1.69

0.55%

Promoted Tweets-Total Spend: $3,642

*Data  from  12/5/12-­‐5/1/13    

Promoted Tweets-Total Spend: $4,604

Increased growth with promoted accounts

*9/30/08  -­‐  4/23/13  

5/31/11: First PAc campaigns begin

10/1/12: 2nd IO w/ PAcs begins

PROMOTED TWEETS CASE STUDY: AMNH

Keyword targeting: driven by moments of context and intention

what is keyword targeting, what does it achieve?

1. Brand specifies keywords to target 2. User Tweets or engages

with a Tweet that matches

to the specified keywords

3. Brand’s promoted tweet

is served to that user

PROMOTED TWEETS CASE STUDY: AMNH

Target Industries: •  Nonprofits •  Finance

Target Groups: ‘Philanthropy’ •  Philanthropy •  Donors •  Nonprofits

LINKED IN AD BANNERS & CPC

OnLok LinkedIn Campaign • Impressions: 294,451 • Clicks/CTR: 76/0.026%

LINKED IN CASE STUDY: ONLOK

KEY ANALYTICS

Case: MD Anderson

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PLACEMENTS

Most Viewed – United States Recently Popular – Nonprofits and Activism Recently Popular – All Categories Most Viewed – Texas Most Viewed – Oklahoma Most Viewed – Louisiana

210,637 total views 5.3% additional free traffic

YTM YOUTUBE SYNDICATION

YTM YOUTUBE SYNDICATION

YTM maximizes views and engages viewers on social network platforms through: •  organic views •  target

demographic identification

•  SEO optimization

Contact

Clint White, President Kristen Earls, Director 1178 Broadway, Floor 4 New York, NY 10016 212-334-1810 [email protected] [email protected]