1. Mothers Against Drunk
Driving (MADD)
Anoud Alhowaish
Rafiat Animashaun
Jennifer Yu
Lauren Zappone
American University
MKTG-411 Integrated Marketing
Communications
Professor Russell
November 4, 2016

2. Our
Research
Research question:
How can we increase the likelihood that people in a younger
demographic will donate money to MADD?
2
Nonprofit
reputation2
1
Donor
motivation1
3
Message content
and delivery
method

3. Interviews
“Bethesda Moms”
Whenever I think of organizations like
this, I always think of upper-middle-class
white women that have nothing [else] to
do with their time, so I don’t really feel
like they represent me.
TYPICAL DONOR PROFILE
Upper middle class white family that’s “religious, to some degree” and
“who’s been affected by drinking and driving”
“
When someone
tries to scare
me, it usually
just annoys me.

4. SWOT Analysis
STRENGTHS
Big name partnerships
Long and successful
history; established
THREATS
Competition via other
nonprofits with similar
messages and via
companies/organizations
with opposing messages
WEAKNESSES
Historically targeted older
demographic
Outdated primary donation
method
OPPORTUNITIES
Better utilize existing
partnerships
Find and partner with new
well-matched
organizations

5. Current Partnerships

6. Competitive Analysis
Students
Against Drunk
Driving (SADD)
Doctors for
Designated
Driving (DFDD)
Drunk Driving
Prevention
Organization
(DDPO)
MADD’s COMPETITIVE ADVANTAGE

7. Drink Responsibly?
$26 million$216 billion

8. Previous and Ongoing Campaigns1
Campaign to Eliminate Drunk Driving2
Walk Like MADD | Victim Services | Power of Community
Power of Parents | Power of You(th)
• 97% brand recognition
• 1.25m+ members and supporters
• 3.8b+ media impressions
• 2.26m+ website visits
• 560k+ social media engagement
MADD’s ANNUAL REACH1

9. Segmentation
and Targeting
Geographic
1. March MADDness
universities and
local high schools
2. Estimated reach:
512,745+
Demographic
1. Parents ages 35-50
2. Teens/young adults
ages 14-21

10. IMC Plan
GOAL STATEMENT
Address MADD’s relative weakness in resonating with a younger demographic by
establishing long-term relationships with parents ages 35-50 and their teen/young adult
children ages 14-21; in the process of doing so, increase donations from this target group.
Not Your Mother’s MADD #MADDabout
(What are YOU #MADDabout?)

11. Communication Objectives
• Reposition MADD so that it's relatable to a
younger and more diverse demographicDonor Motivation
• Increase transparency so donors know
how their money is being usedNonprofit Reputation
• Tone: light-hearted, conversational; refrain
from fear and guilt appeals
Message Content
and Delivery Method

12. Campaign Overview
Stage 1
Increase
awareness
Stage 2
Generate
donations
Stage 3
Build & maintain
momentum

13. Awareness Generated
During Campaign
Stage Three
Awareness
Stage One Stage Two

14. Metrics
5% Donate
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
Feel
Do
Think

15. Metrics
5% Donate
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
Feel
Do
Think

16. Metrics
5% Donate
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
Feel
Do
Think

17. Metrics
5% Donate
20% Trial
25% Preference
40% Liking
70% Knowledge/comprehension
90% Awareness
Feel
Do
Think

18. Stage 1
(Nov 2016–Mar 2017)
PURPOSE
Increase awareness of MADD and
comprehension of MADD’s mission;
Generate excitement for Stage Two
TARGET AUDIENCE
Existing social media, email subscribers
Parents
Teens/Young adults

19. Video
Ad
Stage 1 (Nov 2016–Mar 2017)

20. Stage 2
(Mar-Apr 2017)
PURPOSE
Build on successes of Stage One and
generate donations
TARGET AUDIENCE
Existing social media, email subscribers
Teens/Young adults

21. Stage 2 (Mar–Apr 2017)

22. Stage 2 (Mar–Apr 2017)
$280 per week
x 8 weeks
= $2,240

23. Stage 3
(Apr-Oct 2017)
PURPOSE
Maintain and build relationships;
Shape environment for next campaign
TARGET AUDIENCE
Existing social media, email subscribers
Parents & Teens/Young adults

25. Creative Mock-Ups

28. Q&A
Buzzfeed
Budget Breakdown
Puppyhood | Purina Chow
Stage 1
Increase
awareness
Stage 2
Generate
donations
Stage 3
Build & maintain
momentum

29. Budget Breakdown

30. Metrics
Information Processing Model Effectiveness Tests
Presentation
Attention
Comprehension
Yielding
Retention
Behavior
Audience size
Recognition
Recall
Brand attitudes, donate intent
Recall over time
Donations