RKD and Google RKD Media Welcome and thanks for joining us! Please - - PowerPoint PPT Presentation

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May 07, 2023 384 likes •647 views

Digital Breakfast with RKD and Google RKD Media Welcome and thanks for joining us! Please submit your questions: In Chat @RobbinsKersten digitalnetworks@rkdalphadog.com Presenters Todays Presenters Diana Talhelm Anjolie

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Digital Breakfast with RKD and Google

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RKD Media

Welcome and thanks for joining us! Please submit your questions:

In Chat
@RobbinsKersten
digitalnetworks@rkdalphadog.com

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Presenters

Today’s Presenters

Diana Talhelm

Agency Account Strategist Google

Anjolie Green

Digital Media Supervisor RobbinsKersten Direct

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MD Anderson

Project name

It’s a myth that people hate ads.

People love digital media experiences that are relevant, emotionally engaging, and provide real value.

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Engaging Ads Targeting

Age
Device
Geography
Time of Day

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MD Anderson

Project name

The $100 Question

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Layer Cake Model

Awareness Engagement Acquisition

Branding creates the environment where giving happens. Engaging users with meaningful interactions is the crucial step to building relationships. Acquisition campaigns let you reap the rewards of a healthy fundraising program.

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Food Bank New York City – Case Study

Challenge: Maximize giving during the critical end of year giving season.

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Food Bank New York City – Case Study

Concept: Utilize AdWords display ads to promote a double-your-gift offer

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Food Bank New York City – Case Study

Plan:

Smart Budgeting – ran ads for the last 3

weeks of the year with increased budget in the last 3 days

Use retargeting ads
Leverage video

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Giving

Donations

Direct

36

Dec 2015 AVG GIFT

$208.10

NET PER DONOR

$141.57

ROI

212%

$2,396 $7,491

Total Spend Gross Revenue

Food Bank New York City – Case Study

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Gleaners Food Bank – Case Study

Challenge: Boost giving around a single day event.

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Gleaners Food Bank – Case Study

Concept: Coordinate a multi-channel ad campaign including an emphasis on video

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Gleaners Food Bank – Case Study

Plan:

Launch a blitz campaign
Focus with geo targeting
Utilize video ads to maximize budget
Capitalize on retargeting

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Giving

GIVING IMPACT Impact

$88,704

26%

Increase Over Previous Year

Dec 2015

$340,027 $428,731 $340,027 $88,704

Giving Impact Dec '15 Actual Dec '14

IMPACT TRANSACTIONS

390

AVG GIFT

$227.20

Gleaners Food Bank – Case Study

COST

$7,000

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Student Conservation Association – Program Analysis

How does digital media impact overall program growth?

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Student Conservation Association – Program Analysis

$- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 $180,000.00 $200,000.00 2011 2012 2013 2014 2015 w/ Media

December Revenue By Year

12% 20% 8% 33%

COST

$4,811

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Key Take Away

You don’t need a huge budget to have a big impact.

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MD Anderson

Project name

Q&A

Email: digitalnetworks@rkdalphadog.com Web: RKD.Media Or Reach Out to Your Account Managers and Sales Contacts