2016 member fall advertising packages - america's … member fall... · print media ad is2x...

2016 Fall Advertising Packages

Campaign Period: September 1 – December 31, 2016

Amplify your nonprofit’s brand visibility to private and public sector employee donors during the peak giving season, by participating in America’s Charities’ 2016 Fall Advertising Campaign.

Reserve your advertising package by May 27, 2016 for a 10% early bird discount! (Final deadline to reserve a package is June 17th)

Advertising Package Components & Costs:

Classic $3,300

($3,000 early bird rate)

Premium $9,350

($8,500 early bird rate)

Blue Ribbon $18,700

($17,000 early bird rate) PRINT MEDIA Ad is 2x size of Classic Ad is 3x size of Classic CFC & Private Sector Campaign Brochure Ad (pg 3) ê ê ê Print Ad inside Washington Post Express (pg 3) ê ê ê Stars & Stripes Overseas Military Print Ad (pg 4) -- ê ê D.C. Metro Rail Car Card Poster (pg 5) -- Appear on 61 Posters Appear on all 185 Posters Logo on front of Washington Post Express Cover Wrap (pg 3) -- -- ê

DIGITAL MEDIA Receive 2x more impressions than Classic

Receive 3x more impressions than Classic

America’s Charities Website & Organic Social Media Exposure (pg 9) ê ê ê Shape the Future Blog Post (pg 8) ê ê ê Comcast Static Digital & Pre-roll Video Ads (pg 7) ê ê ê Overseas Military Digital Banner Ad (pg 4) -- ê ê Geofence Mobile Ads (pg 6) -- -- ê Overseas Military Social Media Ads (pg 4) -- -- ê TV Ad (pg 7) (ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie Network, MTV, OWN, Oxygen, SYFY, TRU TV)

-- -- ê

Estimated Cost Per Impression (CPM) from Campaign*: $4.04 CPM $1.21 CPM $0.99 CPM

Receive approximately 700k-800k impressions.

Receive approximately 6-7 million impressions.

Receive approximately 14-18 million impressions.

Reserve Your Ad Package at www.charities.org/advertising

*The CPM listed is an estimate based on past campaign performance and data about each medium’s readership. Actual results will vary.

Payment: The cost of your advertising package will be deducted from your CFC revenue. You will not be invoiced unless requested.

Reserve Your Advertising Package at www.charities.org/advertising 2

Blue Ribbon Package Ad Size

3.775 in. W x 3.775 in. H (1132 px W x 1132 px H)

Classic & Basic Packages Ad Size

1.875 in. W x 1.875 in. H (562 px W x 562 px H)

Premium Package Ad Size

3.775 in. W x 1.875 in. H (1132 px W x 562 px H)

Print Ads The following are ad specs scaled to actual size for each package. Each advertiser will submit 1 print ad, which will be promoted in the following publications:

• Brochures (pg 3), • Washington Post Express Cover Wrap (pg 3) and • Stars & Stripes Pacific Overseas Military/Federal Newspaper (pg 4)


The Washington Post Express Daily Readers: 293,200 (Refer to page 2 for print ad sizes)

Express is what young professionals and other time-pressed Washingtonians read on the Metro, Amtrak train, bus and coffee shops. It’s an entertaining and informative quick read, available to readers for free, Monday through Friday from courtesy racks, news boxes, and select metro stations, making it a perfect vehicle to reach donors in the Greater Washington area. America’s Charities ‘owns’ the cover wrap of the Express special CFC edition in October. All advertisers’ ads will appear in the cover wrap. If you are a Blue Ribbon advertiser, your logo and CFC # will also be displayed on the front cover of the cover wrap. View electronic copies of last year’s Express Publications: Oct. 7 edition: https://issuu.com/expressnightout/docs/express_10072015 Nov. 4 edition: https://issuu.com/expressnightout/docs/express_11042015?e=3870620/31121380

Brochures: CFC, State/Local, & Private Sector Campaigns (Refer to page 2 for print ad sizes) Created by America’s Charities, these brochures are distributed to employees at private sector, State/Local, and Combined Federal Campaign (CFC) charity fairs and workplace giving events all across the country, with a heavy concentration in the Washington D.C. metro region. All members have their organization name listed in these brochures, but advertising partners stand out from the member listing through a reserved block of advertising space (ad size based on the package you select). View electronic copy of last year’s CFC brochure: https://drive.google.com/file/d/0B6Zl9rGeqd7eT1dvYWcxNlBnVVE/view


Stars & Stripes Newspaper (Military in the Pacific Region) Circulation: 22,000 (Refer to page 2 for print ad sizes) The Overseas CFC has consistently been one of the top five performing CFC’s over the past few years. As a participating advertiser, you will gain exposure to overseas CFC contributors by being featured in Stars and Stripes, an award-winning news media organization that reaches a global market of active-duty military, government civilians, and their dependents. Your print ad will be featured in 1 edition of the Stars & Stripes Pacific newspaper during the month of October, reaching approximately 85,000 Army, Navy, Air Force, and Coast Guard families stationed in the Pacific region, including Korea, Okinawa, Japan, and Guam.

Overseas Military Digital Ads (England, Germany, Italy) Tapping into over 40+ exchanges and 40+ data partners serving ads cross platform on news, business, entertainment, and other websites such as investing.com, time.com, thenation.com, worldnow.com, bizjournals.com, cnbc.com, nbcnews.com, realclearpolitics.com, and vice.com, your digital ad (size 300x250 pixels) will reach men and women in government and military, age 21-65+, stationed in England, Germany, and Italy.

Overseas Military Social Media Ads (England, Germany, Italy) Using social media, your ad will be targeted at men and women in government and military, age 21-65+, stationed in Germany, England, and Italy, potentially reaching 740,000 or more people.


D.C. Metrorail Outfront Media (OOH) Car Card Posters Circulation: 12,929,280 Blue Ribbon featured on ALL 185 posters | Premium Package featured on 61 of the 185 posters America’s Charities has reserved 185 ‘Car Card’ posters (22”x 21” size) which will be displayed inside D.C. Metrorail Cars (the subway system in the Washington, D.C. area) during the month of October. Metrorail provides transit service for more than 700,000 customers a day throughout the D.C. metro region (D.., Virginia, Maryland). Featuring America’s Charities “Shape the Future” campaign theme, your logo, along with your CFC# and slogan will be incorporated into the overall design of these posters.


Geofence Outfront Media (OOH) Mobile Ads A geofence is a virtual radius placed around a specific geographic area that triggers the delivery of mobile banner ads. The trigger is based on the consumer’s current latitude/longitude being within the latitude/longitude of the geofenced area. OOH (Outfront Media) out-paces all other media in driving consumer’s mobile action; with consumers reporting purchases, searching, and brand related social media activity within 30 minutes of exposure to OOH ads, 22% of the time.


TV Ad Expand your reach to over 2 million TV households across the Washington, D.C. market (Washington, D.C., Maryland, Virginia). For 2 weeks, October 1 – 15, we will run 30-‐second spots on ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie Network, MTV, OWN (The Oprah Winfrey Network), Oxygen, SYFY, and TRU TV. The majority of these ads will run between 6pm-‐Midnight, Monday through Friday, and 6am-‐Midnight Saturday through Sunday. Due to space limitations, only Blue Ribbon advertisers will be featured in the TV ads. Blue Ribbon advertisers will need to submit a video clip representative of your work. Working with Comcast Spotlight’s professional team, America’s Charities will craft an ad based on the Shape the Future workplace giving campaign theme, and incorporate each Blue Ribbon advertiser’s video into the TV ad with your organization’s logo prominently displayed. See Last Year’s TV Ads: www.charities.org/shapethefuture

Comcast Static Digital & Pre-‐roll Video Ads Comcast static digital ads (size 300x250px and 1000x90px) and pre-‐roll video ads (size 640x360px video ad) will reach potential donors in the Washington, D.C. market, on popular websites including Fox, YouTube, Fandango, ESPN, Wall Street Journal, The Washington Post, Politico, MLB, IMDB, Slate and more. A pre-‐roll video ad is a promotional video advertisement that plays before the content the online viewer has selected displays. For the pre-‐roll video ad, you will need to submit a 15-‐second video. (If you do not have a video format ad, our team can work with you to turn a series of static graphics into a 15-‐second video.)


Shape the Future Blog Post Through this blog post, you will receive approximately 10,000 impressions. America’s Charities campaign theme is Shape the Future. But what exactly does that mean? The future does not just happen. We make it happen (individually and collectively) based on our understanding of surrounding circumstances, our vision for changing/improving those circumstances, and our determination to turn that vision into reality. September 1 – December 31, 2016, America’s Charities will feature blog posts highlighting your nonprofit’s cause and how individuals and companies can Shape the Future of your cause by supporting you through their workplace giving and employee engagement programs.

How to Participate: Below are questions that will help frame the blog post. You can either:

(A) Answer the questions below and have America’s Charities’ marketing team draft the blog post based on your responses (you would then review and give final approval of the draft), or

(B) Address the questions below in a blog post composed by your team and return the approved, final draft to America’s Charities for publication.

Submit your blog post to [email protected] by August 5th. Once all blog posts from participating advertisers have been received, America’s Charities will notify your team when your blog post is scheduled to be featured, so you can plan your social media and promotional calendar accordingly.

Questions: 1. What are the major societal concerns and issues your nonprofit is trying to address? 2. How do those societal concerns and issues impact your average American citizen, directly and/or indirectly, (i.e. why should donors

care about what you’re doing & donate to you)? 3. What are the future ramifications of those societal concerns and issues if left unaddressed, or if significant changes are not made

soon? 4. If you can, please have your President/CEO or other Executive provide a quote regarding question 1, 2, or 3. 5. Provide a few “dollar buy” examples of what certain donation amounts will help your nonprofit accomplish (i.e. what can you do with

$25 vs $500 vs $1000 vs $x). 6. Please provide 1 photo and/or video we can use with this blog post.

See examples of blog posts featured during last year’s campaign: https://www.charities.org/shape-future-blog-series


America’s Charities Social Media & Website Exposure Average of 40,000 Website Visitors Per Month | 5,000+ Social Media Fans | Exposure to 10,000+ LinkedIn Group individuals

Social Media: In addition to the periodic promotion America’s Charities provides on your behalf throughout the year, participants of the 2016 Fall Advertising Campaign will receive added exposure on our website and social networks via organic messages on Facebook, Twitter and LinkedIn.

• The difference between each ad package is frequency. Blue Ribbon advertisers will receive 3x the exposure of Classic advertisers, and 2x the exposure of Premium advertisers.

• Prior to launching the campaign, you will receive a proof and schedule of planned social media messages for final approval, and so you can coordinate with your own messaging plans.

Charity Profile & Campaign Landing Page: Your organization’s social media messages will be hyperlinked to your charity profile on our website. We will also promote you on America’s Charities’ Shape the Future campaign landing page (www.charities.org/shapethefuture), which we will use to:

• Educate people about workplace giving, along with interesting facts about specific causes to give donors a clearer idea of how they can Shape the Future of those causes.

• Promote your organization by including your logo with a link to your charities.org charity profile page where donors can learn more about your work and find links to your website, social media, and other resources you’d like to highlight.


2016 Fall Advertising Campaign: September 1 – December 31, 2016

You are responsible for providing us with the following ads and items by the due dates listed below. Please send all items and address any questions to [email protected]. Once we have received all items from you, we will send a proof for your team’s final review and approval. Payment: The cost of your advertising package will be deducted from your CFC revenue. You will not be invoiced unless requested.

Ad #: Type: Ad Size & Quantity: Acceptable Format: Where Ad Will be Used: Due Date:

1 Print 3.775 x 3.775 inches JPG (include your CFC number in this ad)

-Brochure Targeting Federal Donors in CFC, and

-Inside The Washington Post Express

-Stars & Stripes Pacific Overseas Newspaper Blog post due by August 5th.

Everything Else Due by Wednesday, July 8, 2015

(If we receive

everything from you by July 8, you will

receive a proof around August 12th allowing 2 weeks for final review,

edits and approval. The campaign will

launch starting September 1.)

2 Print 3.775 x 3.775 inches JPG (do NOT include CFC number in this ad) Brochure Targeting Private Sector Employees

3 Print Logo (if we don’t have a high resolution version in our files we will contact you for one)

JPG/EPS (High resolution; logo will be as large as 3 ½ inches wide or 2 ½ inches tall)

-D.C. Metro Rail Posters (will display your logo, slogan & CFC#), and

-Express Cover Wrap (will display your logo & CFC#)

4 Mobile 320px W x 50px H JPG/GIF (30KB max) Geofence Mobile Ads

5 Digital 300px W x 250px H JPG, PNG, GIF (40KB max) -Overseas Federal/Military digital ads -Comcast Network digital ads

6 Digital 15 second video size 640px W x 360px H

FLV, AVI, MPEG, MOV, WMV (if you do not have a video format, our team can assist you)

Comcast Network Pre-roll Video Ads

7 Digital 1000px W x 90px H JPG, PNG, GIF (40KB max) Comcast Network Digital Ads

8 Digital Refer to page 8 of this document Refer to page 8 of this document America’s Charities Website & 3BL Media

9 Digital

10-15 photos approximately 755px W x 475px H (JPG/GIF/PNG), and

20 interesting facts or statistics about your work, impact, and issues your nonprofit addresses

We will craft the social media messages for you based on what you provide.

-America’s Charities Social Media Networks

-Social Media Ads Targeted at Overseas Military

10 TV 10-second video clip FLV, AVI, MPEG, MOV, WMV Comcast TV Stations ABC Family, Comedy Central, Food Network, HGTV, Lifetime Movie Network, MTV, OWN, Oxygen, SYFY, TRU TV

Blue Ribbon Package Checklist





1 Print 3.775 W x 1.875 H inches JPG (include your CFC number in this ad)



-Stars & Stripes Pacific Overseas Newspaper

Blog post due by August 5th.


(If we receive





2 Print 3.775 W x 1.875 H inches JPG (do NOT include CFC number in this ad) Brochure Targeting Private Sector Employees

3 Digital 300px W x 250px H JPG, PNG, GIF (40KB max) -Overseas Federal/Military digital ads -Comcast Network digital ads






7 Digital





Premium Package Checklist





1 Print 1.875 x 1.875 inches JPG (include your CFC number in this ad)



Blog post due by August 5th.


(If we receive





2 Print 1.875 x 1.875 inches JPG (do NOT include CFC number in this ad) Brochure Targeting Private Sector Employees

3 Digital 300px W x 250px H JPG, PNG, GIF (40KB max) -Comcast Network digital ads






7 Digital





Classic Package Checklist

2016 member fall advertising packages - america's … member fall... · print media ad is2x...

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