1. ONLINE ENGAGEMENT PROPOSAL
GROWTH PHILANTHROPY NETWORK
May 21, 2013
WiT
MEDIA
1178
Broadway,
4th
Floor,
New
York
NY
10001
TEL
212-­‐334-­‐1810
FAX
877-­‐570-­‐9551
www.wit-­‐inc.com

2. WiT will concept and design upgrades to Growth Philanthropy Network’s
online relationship with funders and mid-level nonprofits.
This plan will allow GPN to:
• Reach high-income donors and funder organizations
• Increase brand recognition of Growth Philanthropy Network and the
Social Impact Exchange
• Showcase the S&I 100 and drive enrollment for 2013 SIE conference via a
highly trackable, rich media campaign across multiple online channels
• Engage existing members with high-quality email engagement tracking
GROWTH PHILANTHROPY
NETWORK CAMPAIGN GOALS

3. Establish brand identity online by engaging target audiences across
multiple online channels
• Online ad placements
– CASE Network
– Google AdWords
– Google Display
• Track-able eblasts
– reinforced with
brochures and
targeted mailouts
• Social media promotion
– Twitter
– Linked In
• YouTube video syndication
ONLINE BRANDING:
MULTICHANNEL OUTREACH

4. CASE AD NETWORK
Rich media ad
placement, targeted to
high-net-worth investors
CASE adnetwork placing includes: cnn.com, forbes.com, fortune.com, businessweek.com,
cnbc.com, bloomberg.com, businessinsider.com, cnnmoney.com, mashable.com, adweek.com,
economist.com, venturebeat.com

5. CASE AD NETWORK
CASE Network provides
data for advanced
engagement tracking

6. Determine where site receives
traffic
• Test content and design
• Adjust based on insights
CASE HEAT MAPPING

7. CASE Ad Network Columbia Campaign
• Impressions: 658,402
• Clicks: 402 (.07% CTR)
• Engagement: 1.75% (11,401 interactions)
CASE AD NETWORK CASE
STUDY: COLUMBIA

8. Capture specific keyword
searches, connect to landing
pages, and track impressions
and click-through-rates
Google AdWords
• Targeted keywords
Google Display
• Banner ads displayed over
network based on keywords,
interest topics, audience
demos
COST PER CLICK ADS

9. COST PER CLICK ADS CASE
STUDY: HAY ADAMS
Google AdWords Hay-Adams
Campaign
• Impressions: 50,231
• Clicks: 5,464
• CTR: 5.57%

10. Track open rate and click-
through rate on dedicated
email blasts
• Constant contact
• Icontact
EMAIL ENGAGEMENT CASE STUDY:
PEN WORLD VOICES FESIVALCULTURADAR: DEDICATED EMA
Dedicat
• Open
Read
• Sent
(appr
• Open
• CTR:Culturadar dedicated email:
• Sent to 5,000+
• Open rate: >20%
• CTR: >5%

11. Highly specific print mailer campaigns keep your organization at top-of-mind
Ability to target:
• Income, age, geographic location
• Organizations by industry type
• Board members
• Compare across mailing lists to determine which recipients are most
likely to interact
Complement in-person interactions with high-quality print material
Eg brochures featuring:
• Funder Working Groups
• S&I 100 organization profiles
• S&I 100 nomination procedures
• SIE Conference on Scaling Impact
Creative can be shared between print and email campaigns
BEST PRACTICES: SUPPORTING
EMAIL WITH PRINT

12. Impressions
Number
of
Mmes
users
saw
your
Promoted
Tweet
in
their
Timelines
Engagements
Total
number
of
Mmes
users
interacted
with
your
Promoted
Tweets
Retweets
Number
of
Mmes
users
Retweeted
your
Promoted
Tweet
Follows
Number
of
Followers
you
acquired
as
a
direct
result
of
your
Promoted
Tweet
ER
Engagement
Rate
(benchmark:
0.99%)
eCPE
EffecMve
Cost
per
Engagement
(benchmark:
$1.25)
401k
5,394
224
207
$0.68
1.34%
PROMOTED TWEETS CASE STUDY:
AMNH
Impressions
Number
of
Mmes
users
saw
your
Promoted
Account
Follows
Total
number
of
Mmes
users
followed
your
account
FR
Follow
Rate
(benchmark:
0.22%)
CPF
Cost
per
Follower
(benchmark:
$2.52)
872k
4,839
$1.69
0.55%
Promoted Tweets-Total Spend: $3,642
*Data
from
12/5/12-­‐5/1/13
Promoted Tweets-Total Spend: $4,604

13. Increased growth with promoted accounts
*9/30/08
-­‐
4/23/13
5/31/11: First PAc
campaigns begin
10/1/12: 2nd IO w/
PAcs begins
PROMOTED TWEETS CASE
STUDY: AMNH

14. Keyword targeting: driven by moments of context and intention
1. Brand specifies keywords to target 2. User Tweets or engages
with a Tweet that matches
to the specified keywords
3. Brand’s promoted tweet
is served to that user
PROMOTED TWEETS CASE
STUDY: AMNH

15. Target Industries:
• Nonprofits
• Finance
Target Groups: ‘Philanthropy’
• Philanthropy
• Donors
• Nonprofits
LINKED IN AD BANNERS & CPC

16. OnLok LinkedIn Campaign
• Impressions: 294,451
• Clicks/CTR: 76/0.026%
LINKED IN CASE STUDY: ONLOK

17. KEY ANALYTICS
Case: MD Anderson
20
PLACEMENTS
Most Viewed – United States
Recently Popular – Nonprofits and Activism
Recently Popular – All Categories
Most Viewed – Texas
Most Viewed – Oklahoma
Most Viewed – Louisiana
210,637 total views
5.3% additional free traffic
YTM YOUTUBE SYNDICATION

18. YTM YOUTUBE SYNDICATION
YTM maximizes
views and engages
viewers on social
network platforms
through:
• organic views
• target
demographic
identification
• SEO optimization

19. Contact
Clint White, President
Kristen Earls, Director
1178 Broadway, Floor 4
New York, NY 10016
212-334-1810
clint@wit-inc.com
kristen@wit-inc.com