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1CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
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2CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Mastering Digital & Mobile Advertising
VP Product StrategyJosh Robertson
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3CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
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4CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital Trivia
![Page 5: Josh Robertson - Mastering Digital & Mobile Advertisinglearn.ruffalonl.com/rs/395-EOG-977/images/Josh... · Accelerate your giving day and crowdfunding projects Amplify calendar/fiscal](https://reader036.vdocument.in/reader036/viewer/2022062603/5f288138cd62f9101f1cf459/html5/thumbnails/5.jpg)
5CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
When was the first banner ad invented?Digital Trivia
Mastering Digital & Mobile Advertising
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6CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital TriviaWhen was the first banner ad invented?
Mastering Digital & Mobile Advertising
October 27th 1994Banner ad for AT&T
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7CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
How much was spent on mobile digital advertising in 2016?
5 Guesses
Digital Trivia
Mastering Digital & Mobile Advertising
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8CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital TriviaHow much was spent on mobile digital ads in 2016?
Digital Trivia
$46.7 Billion
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9CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
How many ads attract our full attention each day?
Digital Trivia
RNL Mastering Digital & Mobile Advertising
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10CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital TriviaHow many ads attract our full attention each day?
Mastering Digital & Mobile Advertising
153
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11CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Building the Digital Foundation
Digital Deep Dive & Use Cases
Testing & Measuring Results
Digital Success Checklist
Q&A
Mastering Digital AdvertisingTopics of day
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12CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Building the Digital Foundation
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13CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital isn’t just about Millennials
Mastering Digital and Mobile Advertising
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14CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Where are your donors?Growth of Mobile
Source KP Internet Trends 2017
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15CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
What digital ads do your donors see?Let’s find out…
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16CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
You donors are not alone
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17CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Enrollment is already using digital to recruit
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18CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Where are you?
If your donors spend 6 hours online every day…shouldn’t you spend more time and
resources there?
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19CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
“Digital advertising growth was driven by mobile,which climbed to $46.7 billion.
A smart digital channel is essential for 2017Other industries are taking the valuable
attention of your alumni, parents and friends
Mastering Display & Mobile Advertising
Source: Advertising Age, 2016
FACT: Other industries will outspend you.
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20CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
FACT: We are competing for shorter attention spans in an increasingly competitive environment.
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21CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Getting Started
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22CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Establishing the Digital PurposeWhat is the goal of annual giving/development?
• What problem do you expect digital to solve?• Which audiences is it right for?• What do we want constituents to do?• When will you use it?• How long will you use it?• How will it work with your other channels?• What KPI’s will you use to measure success?• Does everyone in the org believe?
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23CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Data Quality CheckDigital Success Starts with Great Data
• Analyze your emailable base• Quantity
• The percent of emailableconstituents
• Quality of Email Addresses• The right email address
• Valid emails• The “best” email address
Remember everyone will not match to social, mobile or display.
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24CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
A Clear CTA
• Be clear• Don’t mislead• When in doubt….test!
What do you want them to do?
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25CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Landing Pages MatterMake it easy to take action
• Ad Relevancy• Consistent CTA• People Don’t Read…• Minimize Options• Unique to each Ad
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26CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Think “True” Multichannel
• Combine with direct mail, email, etc.• Think about Design & Message• Align the CTA
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27CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Retargeting
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28CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
RetargetingDefined
Retargeting: online targeted advertising by which online advertising is targeted to consumers based on their
previous Internet actions.
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29CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
How it works
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30CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Is retargeting right for you?4 Questions
• Do you have a website?• Do you want web visitors to take action?• Does everyone that visits your website take action?• Do you want more donors and dollars?
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31CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Retargeting ExerciseLet’s flex some “What if” ScenariosFor pages you are considering retargeting
Number of Web Visitors 25,00050%
Estimated unique website visitors 12,500Cart Abandonment Rate 35%Web visitors who abandon 4375
Average Online Gift $167Opportunity Cost of Not Retargeting. $730,625
"What If"Converted 5% $36,531.25Converted 10% $73,062.50
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32CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
RetargetingPopular use cases for retargeting
Mastering Digital and Mobile Advertising
Recapture online donors
Boost your giving day
Update your records
Support membership
Re‐engage athletic fans
Drive event registration
• Retarget donors that abandon your giving page without making a gift• Retargeting donors that complete an online gift and retarget with
stewardship ads
• Retarget donors that abandon your giving day online giving page without making a gift
• Retarget donors that make an online gift on your giving day with digital stewardship ads
• Retarget prospects that do not finish updating their information on your institution’s update page
• Retarget prospects that do not complete their alumni membership
• Retarget supporters that do not complete a season ticket purchase
• Retarget prospects that land on an events page but do not register
92%of institutions
don’t know their giving page cart abandonment
rate
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33CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
RetargetingBefore you get started
• Determine length of retargeting campaign• Number of ads per day• Retargeting limitations and dynamic retargeting• Create custom landing pages
• Enhances tracking ability• Personalizes the experience
• Who controls your web pages?• Privacy policy needs to allow for retargeting• What will success look like?
Retargeting can’t fix a bad landing page.
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34CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Targeted Display
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35CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Targeted Display AdvertisingDefined
Advertising on websites, apps, social networks, and mobile devices to a defined
audience.
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36CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
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37CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Targeted Display AdvertisingPopular use cases for targeted display advertising
Mastering Digital and Mobile Advertising
Accelerate your giving day
Amplify calendar/fiscal year‐end campaigns
Transform annual giving
• Raise awareness of your giving day the week before and during the event.
• Thank donors after your giving day and let them know the impact of their gifts.
• Amplify your existing channels and drive more donations.• Create digital campaigns to increase online fundraising results.• Target specific audiences with more relevant messages for better
conversion.
• Reinforce your message through a true multichannel approach that keeps your programs top of mind.
• Use digital to engage your target audience and grow your donor base all year round.
78%of Americans have a social media profile
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38CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Is Targeted Display Advertising right for You
Are your goals increasing?
Do you need to amplify your results?
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39CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Targeted Display AdvertisingBefore you get started
• Determine the purpose• Determine the audience• Audience Size/Expected Match• Go beyond FB• Length of Campaign• Ad impressions per day• Impressions needed
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40CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Mobile Geo‐Location
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41CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Optimized mobile ads to an audience within a very specific location.
Mobile Geo‐Location Defined
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42CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
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43CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Is Mobile Geo‐Location right for you?
• Are you already using targeted display advertising?
• Are you using retargeting?• Are you ok with using ads on those outside your target audience?
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44CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Geo‐Location AdvertisingPopular use cases for geo‐location advertising
Mastering Digital and Mobile Advertising
Accelerate your giving day and crowdfunding projects
Amplify calendar/fiscal year‐end campaigns
Transform annual giving
Engage and empower event attendees
• Raise awareness of your giving day on campus leading up to and during the event.
• Align your outreach with campus‐ and program‐specific messages in relevant locations
• Add to your existing channels and drive more donations on campus and around events happening in tandem with your campaigns.
• Target specific audiences with more relevant messages for better conversion.
• Deploy more personal and timely messages to the right people• Use geo‐targeting to engage alumni, parents, and other supporters
during on‐campus and to grow your donor base all year round.
• Target supporters during special events (athletic, academic, alumni, fundraising) to deliver relevant messages within open minded moments.
Mobile now represents
65%of digital media
time
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45CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Mobile Geo‐LocationBefore you get started
• Determine the purpose• Determine geo‐fence locations?• Who else might be in geo area?• Will they take action when in that area?• Do I need to combine with retargeting?
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46CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
Digital Adoption
Targeted Display Retargeting Mobile Geo‐
Location
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Testing & Measuring Success
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• Stop measuring channels in silos• Clicks do not tell the whole story• Integrated Multichannel will lead to stronger success• Limitations on measuring direct success (PII)• Measure channel influence and impact• Understand the data you will need to measure before your
launch
Measuring Digital SuccessThe Basics
Mastering Digital and Mobile Advertising
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What will digital success look like?
• Determine KPI’s & operational metrics• Communicate those KPI’s• Use KPI’s to create goals
• Set goal ranges• Communicate goals
• Analyze results at the right grain
Digital KPI’s‐Response Rate‐ROIAverage GiftDollars RaisedDigital Operational Metrics‐Number of Impressions‐Clicks‐CTR‐Match Rate
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50CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
RNL Digital Dialogue: Targeted Display AdvertisingMonthly reporting
| RNL DIGITAL DIALOGUE
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Giving Day Digital Ad Results
Reacquisition Acquisition Retention Other TotalControl Group 0.06% 0.17% 1.30% 16.67% 0.18%Digital 0.51% 0.10% 4.30% 30.00% 0.41%
0.06% 0.17% 1.30%
16.67%
0.18%0.51% 0.10%4.30%
30.00%
0.41%0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Giving Day Digital Advertising ResultsControl Group Digital
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52CONFIDENTIAL AND PROPRIETARY – NOT FOR USE OR DISCLOSURE OUTSIDE OF RUFFALO NOEL LEVITZ
• Establish your hypothesis• Test Pop
• Test Group | 60%• Control Group | 40%
• Selecting Test versus Control• Select 60/40 for each donor type
• A/B Ad Selection• Random 50/50 split amongst test
group• Change one variable (i.e. image, CTA)
not an entirely different ad• Measure results by donor type
Digital TestingSimple Testing Methodology
Mastering Digital and Mobile Advertising
Testing Mistakes‐Including only no email prospects in control group‐Changing other channel outreach for control versus test
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Digital Testing
• A/B Ad Testing across social, mobile and display
• Measured results through FYE
• 83% increase in donor response rate for ad audience
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Digital Advertising Success Checklist
Define the purpose Build a case for investment Enrich your data Set KPI’s and realistic expectations Building testing into your strategy Establish strong CTA’s Create compelling landing pages & ads Measure your results Repeat
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Questions?
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The RNL Digital Dialogue differenceA fully managed, turnkey solution for amplifying your campaigns
| RNL DIGITAL DIALOGUE
INSIGHT‐LED STRATEGY: Our team of experts understand how digital impacts all fundraising efforts.
INTELLIGENT TARGETING: Our matching process ensures only alumni (or other identified segments) see your ads.
AWARD‐WINNING CREATIVE: Our team of designers and writers develop compelling ads tailored to your institution and campaigns.
OPTIMIZED DISTRIBUTION: We leverage six key platforms to reach your supporters where they are with the right message. 4
3
2
1
MEANINGFUL ANALYSIS: We measure and report the metrics that matter most: campaign results and giving trends of your donors.5
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All material in this presentation, including text and images, is the property of Ruffalo Noel Levitz.
Permission is required to reproduce information.
Thank You!
[email protected] Robertson-VP Product Strategy