Presented at 2016 Direct Marketing Association New York Conference by Will Clayton, Elizabeth Nielsen, Shiloh Stark

1. DIGITAL PRIMER: Everything Your Boss Thinks
You Already Know About DIGITAL ADVERTISING
That You’re Afraid to Admit You May Not Know
Elizabeth Nielsen Shiloh Stark
Direct Marketing & Digital Engagement Digital Fundraising
FEEDING AMERICA THE NATURE CONSERVANCY
Will Clayton
Digital Products
WILAND

2. Insights & Observations
How display advertising really works: ad networks, cookies,
attribution, bidding and buying
Digital programs combine aspects of direct marketing and broadcast
marketing
Good digital marketing starts with good marketing
Knowing how all the pieces fit together lets you use digital tools like
Google Analytics and programmatic buying more effectively
Lessons from the Trenches

3. How Digital Advertising
Really Works

4. In the Beginning…
The World Wide Web Gave Publishers a New Way to Deliver Content
CLICK RATE:
44%

5. Web “Cookies”
Snippet of Text Offered by a Web Server
Only Returned to Domain That Issued It
Enable Measurement and Targeting… and Violation of Privacy
=
v=1&n=4ej0ij0d7deon&l=m7e4l4hjeeacod0c4
ij8dai/o&p=m272e4kb53000300&jb=21|36|1&
r=6h&lg=&intl=us
*NOTE: Totally Made-Up Cookie – Y! Cookies Do Not Look Like This.

6. Displaying a Web Page
Every Piece is an Independent Request
www.Yahoo.com
Just the Page (Images are Separate Requests)
One Yahoo! Home Page Request:
71 Different Requests to 15 Different Servers
images.Yahoo.com
images.C.com
content.B.com
adServer.A.com

7. Types of Ads
All Historically Driven By Server Calls and Cookie Data
Online Display (Banners)

8. The Ad Tech Ecosystem
Sell-Side Ad Server
Got an Ad for Me?
Yes!
Ad Network 1
No (Network Fills)
Buy-Side Ad Server
Select Creative & Track!
Ad Network 1
Ad Network 2
Ad Network 3
Network of Networks
(Supply-Side Platform)
Favor Highest eCPM$
Programmatic
(Real-Time Bidding)
Ad Exchange
(Very)
Large
Number of
Bidders
Data
Winning Bid

9. The Ad Tech Ecosystem
Sell-Side Ad Server
Got an Ad for Me?
Yes!
Ad Network 1
No (Network Fills)
Buy-Side Ad Server
Select Creative & Track!
Ad Network 1
Ad Network 2
Ad Network 3
Network of Networks
(Supply-Side Platform)
Favor Highest eCPM$
Programmatic
(Real-Time Bidding)
Ad Exchange
(Very)
Large
Number of
Bidders
Data
Winning Bid

10. Measuring The Online Donor Journey
2001
See
Ad
Click
Ad
Donate
2016
See
Ad
Search
More
Info
Social
Research
Reputation
&
Reviews
Go
Direct
to
Site
Search
for Site
Submit
Email
Email
Promo(s)
Donate
I DID
THAT!
I DID
THAT!
I DID
THAT!
I DID
THAT!
I DID
THAT!
I DID
THAT!

11. Case Study: Digital Advertising @
The Nature Conservancy
Donor Acquisition Pilot Project

12. SHILOH
#GOALS
PHOTO CREDIT: © Kent Mason
Define Goals and Performance Indicators
 Primary Goal: Grow donor file through scalable online advertising program
 KPI: Net revenue per new donor at 36 months
 Secondary: Understand the impact of online advertising on existing donors
 SPI: Complete analysis that documents the concrete lift (if any) of
online advertising to existing donors, across all channels/seasons

13. #ALLTHETHINGS
PHOTO CREDIT: ©Louise Goggin
 Timeframe
 Budget
 Tech parameters
 Channels
 Creative
 Reporting framework &
frequency

14. #IGOTSTORIES
PHOTO CREDIT: © Andy Drumm/TNC

15. PHOTO CREDIT: © Andy Drumm/TNC
#IGOTSTORIES

16. PHOTO CREDIT: © Andy Drumm/TNC
#IGOTSTORIES

17. PHOTO CREDIT: © Andy Drumm/TNC
#IGOTSTORIES

18. #ANALYZETHIS
PHOTO CREDIT: © The Nature Conservancy

19. #WINNING?
PHOTO CREDIT: © Andy Drumm/TNC
 567,933,745 impressions
 23,443 donations generated on nature.org introduced by display, incentive and paid search*
 $3,180,545 revenue garnered from 4/20/15 - 1/31/16*
 1,078,664 branded searches were prompted

20. #RIGHTHEREWAITING
PHOTO CREDIT: © Kent Mason
General email: 20.6 days
Prospecting: 20.1 days
Retargeting: 19.1
days
Fundraising
email: 9
hours
Paid
search: 3
minutes
Magic #s:
8
16+

21. #ISEEYOUTHERE
PHOTO CREDIT: © Carlton Ward Jr.
Donors by channel influence

22. #HOHOHO
PHOTO CREDIT: © Karine Aigner
July August September October November December January February March April May June
FY16 DigitalMembership Revenue
All digital Digital ads: New donor introducer attribution digital ad investment

23. #TAKINGOFF
PHOTO CREDIT: © Jim Ridley
Projected 36 month ROII for year 1: $55

24. Case Study: Connecting the
Marketing Funnel @
Feeding America

25. Feeding America Organization Challenge:
Accelerate Online Giving
Situation assessment:
 Revenue growth consistent, but YOY
% growth in decline
 Program/channel maturing, but a
deeper look challenged us to think
differently -- uncover opportunity for
overall program, including increased
reach with digital advertising
16%
13%
8%
6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0
1
2
3
4
5
6
7
8
9
10
FY12 FY13 FY14 FY15 FY16
%
growth
$
in
millions
Feeding America Digital Revenue
DM Digital Revenue Percentage Growth DIGITAL ONLY

26. Feeding America Display Advertising
• Paid Digital: PPC, Display/Remarketing,
Direct-to-Donor, Lead Gen, Partnerships
• Objective: leverage impact on conversion, organic
web results and overall awareness and engagement
• Volume: 51MM impressions
• Audience:
 Prospective new donors via look-a-like modeling and
prospecting media
 Retargeting FeedingAmerica.org site visitors
 Custom audiences targeting lapsed, prospects, etc.
• Measurement: Developed attribution model
considering post-click/post-view, and new/returning
donors and last click src code

27. Historic Approach: Focus on Conversion
• Strategy + paid media focused on
down-funnel conversion; upper-
funnel not aligned
• Implications:
• 100% PPC branded search
impression share…
• But branded searches and traffic flat
• Paid media hitting a ceiling with
current ROI constraints
AWARENESS
ENGAGEMENT
CONVERSION
LOYALTY

28. • Earned/Donated/Cause Media:
 Broad, but shallow reach
 Although 60% traffic due to earned/organic
sources, no defined accountability/
measurement strategy for web traffic
• Paid Media:
 ROI-focused, limiting ability to invest in
engagement
• Opportunity: Align marketing and
communications strategies to bridge
awareness to engagement
We’re Missing the Middle
AWARENESS
42% - 107 million
ENGAGEMENT
CONVERSION
300k donors
56k digital
LOYALTY
ENGAGEMENT
52 billion media impressions
$55 million donated media
added value of cause marketing campaigns
$ INVESTMENT
$ INVESTMENT

29. Bridging Awareness to Engagement
• FY17 Roadmap:
• Comm., Marketing, Digital/DM developed
joint goal to increase qualified website
traffic via donated media and press
coverage
• Developed measurement framework and
defined clear accountabilities for each
metric (owner, supporter)
AWARENESS
42% - 107 million
ENGAGEMENT
CONVERSION
300k donors
56k digital
LOYALTY

30. Measuring Success
AWARENESS
42% - 107 million
ENGAGEMENT
CONVERSION
300k donors
56k digital
LOYALTY
INDICATORS OUTCOMES (*shared goals)
Metric Description Numeric Goal Metric Description Numeric Goal
Donated Media Impressions TBD
Brand Awareness (45% aided)*
 Brand Equity Measures among
strategic audience
 Unaided awareness
45% aided *
Donated Value $55M
Earned Media Impressions TBD
Social Media Impressions 22MM
Paid Media Impressions TBD
Paid Partner Impressions monitor only
Intent to Take Action, strategic
audience
~24%
Total FeedingAmerica.org
Sessions
5.3 million
Earned Media Placement or
Impression with Link to
FeedingAmerica.org
monitor only
Earned FeedingAmerica.org
Sessions
3.5 million
Search volume for branded
terms
monitor only
Social engagement measure TBD Total Emails Captured 170k
Email Sign-up Rate 0.59% Earned Emails Captured 23.6k*
Conversion to Donation Form 5.68% Total DM Revenue $28 million
Conversion on Donation Form 13.61%
Earned Online Revenue $2.4 million*
Total Donors / New Donors TBD / 20k

31. • Good Digital is Good Marketing: Digital advertising efforts are only
as good as overall marketing
• Remove Marketing Silos, Shared Purpose: By aligning internal
stakeholders and defining shared outcomes, we should be able to
• drive more traffic to FA
• understand the impact of different earned/owned/paid efforts
• grow the pool of individuals conducting branded searches (increasing PPC)
and increase web traffic and subsequently the pool for display/retargeting
Implications for Digital Advertising

32. What Can We Tell You?

33. Shiloh Stark
Liz Nielsen
enielsen@feedingamerica.org
https://www.linkedin.com/in/liznielsen
ActingSVPof Direct Marketing&Digital Engagement
Feeding America
Things You May Not Have Known About Digital Advertising
shiloh.stark@tnc.org
https://www.linkedin.com/in/shiloh-stark-43a74131
Director, Digital Fundraising
The Nature Conservancy
Will Clayton
wclayton@Wiland.com
@willPDQ
https://www.linkedin.com/in/willclayton
SVPof Digital Product Management
Wiland