josh robertson - mastering digital & mobile...

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Mastering Digital & Mobile Advertising

VP Product StrategyJosh Robertson


Digital Trivia


When was the first banner ad invented?Digital Trivia



Digital TriviaWhen was the first banner ad invented?


October 27th 1994Banner ad for AT&T


How much was spent on mobile digital advertising in 2016?

5 Guesses

Digital Trivia



Digital TriviaHow much was spent on mobile digital ads in 2016?

Digital Trivia

$46.7 Billion


How many ads attract our full attention each day?

Digital Trivia

RNL Mastering Digital & Mobile Advertising


Digital TriviaHow many ads attract our full attention each day?


153


Building the Digital Foundation

Digital Deep Dive & Use Cases

Testing & Measuring Results

Digital Success Checklist

Q&A

Mastering Digital AdvertisingTopics of day


Building the Digital Foundation


Digital isn’t just about Millennials

Mastering Digital and Mobile Advertising


Where are your donors?Growth of Mobile

Source KP Internet Trends 2017


What digital ads do your donors see?Let’s find out…


You donors are not alone


Enrollment is already using digital to recruit


Where are you?

If your donors spend 6 hours online every day…shouldn’t you spend more time and

resources there?


“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.


FACT: We are competing for shorter attention spans in an increasingly competitive environment.


Getting Started


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?


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.


A Clear CTA

• Be clear• Don’t mislead• When in doubt….test!

What do you want them to do?


Landing Pages MatterMake it easy to take action

• Ad Relevancy• Consistent CTA• People Don’t Read…• Minimize Options• Unique to each Ad


Think “True” Multichannel

• Combine with direct mail, email, etc.• Think about Design & Message• Align the CTA


Retargeting


RetargetingDefined

Retargeting: online targeted advertising by which online advertising is targeted to consumers based on their

previous Internet actions.


How it works


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?


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


RetargetingPopular use cases for retargeting


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


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.


Targeted Display


Targeted Display AdvertisingDefined

Advertising on websites, apps, social networks, and mobile devices to a defined

audience.


Targeted Display AdvertisingPopular use cases for targeted display 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


Is Targeted Display Advertising right for You

Are your goals increasing?

Do you need to amplify your results?


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


Mobile Geo‐Location


Optimized mobile ads to an audience within a very specific location.

Mobile Geo‐Location Defined


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?


Geo‐Location AdvertisingPopular use cases for geo‐location 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


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?


Digital Adoption

Targeted Display Retargeting Mobile Geo‐

Location


Testing & Measuring Success


• 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



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


RNL Digital Dialogue: Targeted Display AdvertisingMonthly reporting

| RNL DIGITAL DIALOGUE


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


• 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


Testing Mistakes‐Including only no email prospects in control group‐Changing other channel outreach for control versus test


Digital Testing

• A/B Ad Testing across social, mobile and display

• Measured results through FYE

• 83% increase in donor response rate for ad audience


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


Questions?


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

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MEANINGFUL ANALYSIS: We measure and report the metrics that matter most: campaign results and giving trends of your donors.5


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Permission is required to reproduce information.

Thank You!

[email protected] Robertson-VP Product Strategy

josh robertson - mastering digital & mobile...

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