1. SEM, Display & Best Practices Elliott Wilkerson, Director of Digital Media Buying Creedance Kresch, Account Director January 30, 2015

2. SEM and Display are part of a larger digital strategy to engage donors and invite them to contribute to your Mission according to their preferences. 2

3. Online giving trends With growth in several nonprofit sectors, exploring ways to drive more donor traffic to your website is essential 3 Source: Blackbaud 2013 Charitable Giving Report

4. 4 Boomers give online too Generations X and Y more likely to give online, but overall giving is a smaller percentage of the fundraising total Baby Boomers represent 43% of total giving, and 42% say they give online Source: Blackbaud The Next Generation of American Giving (Aug 2013)

5. Online adoption rates are growing 5 Source: Blackbaud The Next Generation of American Giving (Aug 2013)

6. 6 Online giving trends: Future state Source: Blackbaud The Next Generation of American Giving (Aug 2013)

7. 7 Canada saw 615 billion display ad impressions in 2013 Canadians are the heaviest online searchers at 140 queries per month 3 out of 4 Canadians own smartphones Canadians are using their phones for shopping behavior Canada largely tracks with the U.S. Source: comScore “Canada Digital Future in Focus” 2014

8. Presentation goals Gain a more intimate knowledge of how SEM and display work Identify related opportunities and best practices Learn how to read results 8

9. SEM 9

10. 10 Display

11. Why SEM & display? Russ Reid partnered with 50+ U.S. and Canadian rescue missions to raise 2.39 million in 2014 180 million impressions Over 17,000 donations $140 avg gift 1.37 ROI 11

12. SEM and Display – How They Work 12

13. 13 Search Web users visit search engines to find charitable organizations or seek more information on charities they already know 18 billion searches were conducted in the US in August 2014 5 billion searches are conducted per month on avg in Canada Paid search ensures your organization receives prime positioning and is seen by those who are looking to give Bidding system and keywords Search returns a mix of new, existing and reactivated donor responses

14. 14 Google for Nonprofits Google Grants Strategy Limitations YouTube for Nonprofits

15. 15 Keyword themes & examples For Missions, Russ Reid bids on the following types of relevant keywords: Brand Services (feed the homeless, homeless shelter, etc.) Location (“City” rescue mission, “State” rescue mission, etc.) Donation (charities, non-profits) Hunger (feeding the hungry, hunger charity) Holiday (Easter, Thanksgiving, Christmas, and Year End)

16. Ad copy 16

17. Sitelinks Additional deep links included in ads that link to more specific content (different landing pages) They are used to promote the most visited pages and call out special offers/ events Sitelinks do not show up every time. It is completely up to the search engines’ algorithms to determine whether or not they are displayed 17

18. High quality scores Determine which ads are shown above organic results – and can even cause an ad to jump above other ads with lower quality scores 18

19. Display Primary function is to generate awareness through expanded targeted-audience reach online Direct revenue vs. influencer The change in purchasing media Retargeting and prospecting 19

20. 20 Retargeting

21. 21 Audience targeting Geo-Targeting: Mission service area Demographic Targeting: age, gender, etc. Behavior Targeting: Data determines if an impression is valuable or not, and how much to pay for that potential person/impression Contextual Targeting: Themes of content on websites. These sites personify the topics and trends which resonate with your audience. Block individual websites if they do not perform well

22. SEM and Display – Best Practices 22

23. Best Practice: Build a responsive site Donors and potential donors will land on your website and/or giving page from SEM and display Provide a mobile-friendly experience – donors are 67% more likely to donate “Respond” to them where (mobile, PC, tablet) they are – where they are (home, work, coffee shop) 23 Sources: comScore, Google

24. Best Practice: Integrate your landing page Landing pages must also be relevant and donor-friendly Ensure a seamless click-through transition by integrating your landing page assets to match the related appeal or driver 24

25. Best Practice: Website optimization Which donation page checkout sequence achieved a higher conversion rate? 25 Control VariationTest Variation The test variation achieved a 12.7% lift in conversion rate. The test reached a statistical confidence of 96.1%.

26. Best Practice: Apply tracking Google Analytics e-commerce tracking 26

27. Best Practice: Respond to industry trends SEM and Display are constantly evolving Trend watching is vital to determine what’s new, what’s working, and what’s not We are starting to explore: Mobile ads – will soon surpass desktop usage – location data adds relevance and impact Native ads Social ads Cross-platform retargeting Offline to online targeting 27

28. Best Practice: Multi-Channel integration In today’s multi-channel environment, digital must play an integrated role in the overall marketing strategy Maximize expenditures across channels – including email, social, direct mail, and even your website 28

29. SEM and Display – How To Read Results 29

30. How to read results Digital is partially an acquisition tool. ROI should be considered in this measure. Average gifts are typically larger online and the LTDV is more than 2x more at $455, but the pool of available donors is much smaller 30

31. How to read results (continued) 31

32. In Summary 32 SEM and Display are more than just digital tactics, they play an important role in your donor relationship management To provide your online donors with an exceptional experience, we recommend following these best practices: Build a responsive site Integrate your landing page with your current appeal(s) Optimize your website Apply tracking to your website and giving page(s) Respond to industry trends Integrate with other channels

33. Questions? 33

34. Thank You Elliott Wilkerson ewilkerson@russreid.com Creedance Kresch ckresch@russreid.com