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

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 Today’s Presenters Diana Talhelm Anjolie Green Agency Account Strategist Digital Media Supervisor Google RobbinsKersten Direct

It’s a myth that people hate ads. People love digital media experiences that are relevant, emotionally engaging, and provide real value. MD Anderson Project name

Engaging Ads Targeting • Age • Device • Geography • Time of Day

The $100 Question MD Anderson Project name

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

Food Bank New York City – Case Study Challenge: Maximize giving during the critical end of year giving season.

Food Bank New York City – Case Study Concept: Utilize AdWords display ads to promote a double-your-gift offer

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

Food Bank New York City – Case Study Giving Dec 2015 Direct $7,491 Gross Revenue $2,396 Total Spend Donations AVG GIFT NET PER DONOR 36 $208.10 $141.57 ROI 212%

Gleaners Food Bank – Case Study Challenge: Boost giving around a single day event.

Gleaners Food Bank – Case Study Concept: Coordinate a multi-channel ad campaign including an emphasis on video

Gleaners Food Bank – Case Study Plan: • Launch a blitz campaign • Focus with geo targeting • Utilize video ads to maximize budget • Capitalize on retargeting

Gleaners Food Bank – Case Study Giving Dec 2015 Impact GIVING IMPACT 26 % $88,704 Increase Over Previous Year $340,027 Dec '14 $428,731 Dec '15 Actual $88,704 $340,027 Giving Impact IMPACT TRANSACTIONS COST AVG GIFT 390 $7,000 $227.20

Student Conservation Association – Program Analysis How does digital media impact overall program growth?

Student Conservation Association – Program Analysis December Revenue By Year 33% $200,000.00 $180,000.00 8% $160,000.00 20% $140,000.00 12% $120,000.00 $100,000.00 $80,000.00 $60,000.00 $40,000.00 $20,000.00 $- 2011 2012 2013 2014 2015 w/ Media COST $4,811

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

Q&A Email: digitalnetworks@rkdalphadog.com Web: RKD.Media Or Reach Out to Your Account Managers and Sales Contacts MD Anderson Project name