With retargeting campaigns gaining momentum among industries such as retail, travel, and higher-education, we took on the challenge of discovering ways to implement retargeting campaigns for Days of Giving and Young-Alumni Never-Giver Engagement. Through qualitative and quantitative research, my group and I were able to determine some of the best retargeting practices to increase new donor acquisition, young-alumni never-giver engagement, and running a successful Day of Giving campaign.

1. Retargeting: Advancement
Andy Murphy, Ashley Hogan, Christy Moore, Jamal Encalade,
Ricky Davies, Taryn McLaughlin

2. ©2016 EAB • All Rights Reserved
2Table of Contents
Retargeting: General Overview. . . . . . . . . . . . . . . . . . . . . . . . . .1
What is Retargeting? How is it Used in Consumer Markets Today?
Day of Giving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Maximizing Awareness
Young Alumni Never-Giver Engagement . . . . . . . . . . . . . . . . . . .3
Maintaining Relationships
Mock Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Real-life Examples

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3
Retargeting: General Overview
SECTION
1

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4
The Basics | Retargeting Cycle
Retargeting: General Overview
Prospect
Prospect visits your
website and begins
to be tracked via
cookies or phone ID
numbers.
Your Site
Prospect leaves
website and
tracking remains.
Exit
Your Ads are
displayed on future
websites browsed by
visitor.
Other Sites
Visitor Clicks Ad & Returns to Your Site
Prospect begins to
browse the internet
via desktop or
mobile.

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5
Retargeting: General Overview
The Basics | What is it? Where is it used?
https://blog.retargeter.com/retargeting/8-best-practices-for-running-
a-retargeting-campaign
Retail Higher
Edu.
Travel
Retargeting is the practice of re-engaging visitors
using data from previous visits as well as site
activity.

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6
Best Practice | 8 Tactics
Retargeting: General Overview
Frequency Caps
Burn Codes
Audience Segmentation
Contextual Targeting
Conversion Windows
Single Provider Retargeting
Rotating Creatives
Optimized Creatives

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7
Mobile vs. Desktop | Two Access Points
Retargeting: General Overview
Mobile
• Deterministic
• Apple IDFA
• Android ID
Desktop
• Probabilistic
• Cookies
• Lists

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8
Day of Giving
SECTION
2

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9
Maximize Awareness
Day of Giving
0%
100%
20% - 60%
Increased Donor Base
Kimbia

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10
Young Alumni Never-Giver
Engagement
SECTION
3

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11
Maintaining Relationships
Young Alumni Never-Giver
5 Years
On average, young alumni who give
back within
of graduating will go on to give
more than
$100K

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12
Mock Campaigns
SECTION
4

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13
Building On A Foundation
Mock Campaigns
Social Media Platforms
Increase donor base building long-
lasting relationships.
Focus on the concept of inclusion with
students on campus and across the
country.
Facebook
Banners, Posts, Sharable
Articles/Videos, Competitions
Instagram
Shared Posts, Sponsored Ads
YouTube
True-View In Stream Ad
Snapchat
Campus Stories, Geo-filters,
Sponsored Lenses
LinkedIn
Dynamic Ads, InMail Ads,
Rotating Ads

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14
Location: Pawnee, Indiana
Size: Medium, 3,500 Undergraduate, 200 Graduate
Public/ Private: Private, Liberal Arts
Campus Culture: Service/Community Centered
Mascot: Yonce the Yellowjacket
Jar University

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15Jar University Page
Jar University
Hey Jar Alumni and friends, it’s Leslie Knope here; Dean of
Advancement! Just a friendly reminder to the whole Yellowjacket
Family that our annual give day is in just ONE MONTH!! Follow the
updates here and on Instagram. Don’t forget to Give!!!!
4,457
Jar University | Home
Michael Scott, and 4,456 others like this page
365
475
1874
196
Messages
Notifications
Post Reach
Page Likes
UNREAD
2013
2014
2015
January
Facebook Profile
updated one month
from the event

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16
Ambassador
Ron Swanson
Ambassador Profile
August
September
October
November
December
January
Recent
Now
Hey Jar Alumni and Friends, it’s Ron Swanson here; one of the
#JUGIVEDAY16 Ambassadors! I have been an ambassador for 2
years now and an alum of Jar for 25 years! Just a friendly reminder to
the whole Yellowjacket Family that our annual give day is in just ONE
MONTH!! Follow the updates on Jar University’s Facebook on
Instagram pages. Don’t forget to Give!!!!
2013
2014
2015
January
Current Student at Jar University
From Pawnee, Indiana
Add photos
Describe Who You Are
Info
Facebook Profile
updated one month
from the event

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17Sponsored Informational Advertisements
InstagramFacebook
Where do you want funds to be allocated? Tell us more.
#JUGIVEDAY16 Visit jugiveday.edu for more information
Jar University JarUniversity
JarUniversity
Tell us where you want money going!
#JUGIVEDAY16 Visit jugiveday.edu for more
information
a) 35%
b) 43%
c) 76%
d) 99%
a) 35%
b) 43%
c) 76%
d) 99%

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18
Mock Campaigns
Platform: Snapchat
www.snapchat.com
On any given day, Snapchat reaches 41% of
all 18 to 34 year-olds in the United States.

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19Announcement Advertising
http://www.affirmationworks.me/iPhone
Add your fellow yellowjackets on
Snapchat for some fun treatsMARK
YOUR
CALENDAR

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20
Introduction
Snapchat
Discover/Campus StoryGeo-Filter

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21
Geo-Filters
San Francisco Washington D.C.
Regional Competition

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22
Geo-Filters
Regional Competition
New Orleans New York City

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23Advertising on Facebook
Facebook has 2 different ad placements for
Desktop Advertising

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24
A Facebook sidebar ad
will display a running
tally with the number
of donor gifts for each
city.
Regional Competition
Jar University
Regional Competition
Your Region: New York City
Donor Region: Washington D.C.
Donor Region: New Orleans
Donor Region: San Francisco
GIVE NOW
$4,458
$2,647
$2,748
$4,352

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25
Location: Springfield, Ohio
Size: 2,000
Public/Private: Private, Liberal Arts
Campus Culture: Diverse
Mascot: Ezry the Tiger
Wittenberg University

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26
• Phonathon
• Current students reach out to alumni,
parents, and friends of the university
• Memorial Fund – “Emergency Fund”
• Helps students with the threat of not
returning next semester
• Tiger Club-Athletics
• Benjamin Prince Society
• $1,000+ / year
Existing
Clubs/SocietiesExistingPrograms
http://www.wittenberg.edu/giving/benjamin-prince/current-needs.html
Wittenberg’s Advancement
$0.32
of every dollar (in) is used for
financial aid (out)

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27Roar Out of Debt
$0.20
of every dollar donated by Benjamin Prince Society
to help young alumni with their student debt
Enroll In Our Program
Sign Our Pledge Pay Debt Off & Give Back
How can we guarantee that
every student enrolled will
be helped?
• Rolling Aid
• As a student
• As an alumni with a fulltime
job or full time Graduate
Student

28. ©2016 EAB • All Rights Reserved
28Targeting/Retargeting
College Seniors Young Alumni
• Ages 20-22
• Avid Social Media User
• Career Searching
• Has Student Debt
• Ages 21+
• Established Career and Family
• Annual Student Loan Payment
• Dedicated Networker

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Comparisons
Desktop Platforms
Targeting
Personal
Page
Personalized
Copy
Analytics
Real Time
Ad
Adjustment
Controllable
Budget
Personal
Account
Team

30. ©2016 EAB • All Rights Reserved
30LinkedIn Retargeting
Company Name
Job Function
Degrees
Company Industry
Job Seniority
Member Skills
Member Age
Company Size
Member Schools
Member Groups
Location
Job Title
Field of Study
Member Gender

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InMail Ads
Desktop Advertising - LinkedIn
Sponsored
Wittenberg Univ. Alumni Assoc.
June 6
Roar Out of Debt – Enroll Now
Wittenberg University Alumni Association
Roar Out of Debt – Enroll Now
Hi Jamal,
71% of college graduates, like yourself, have student debt.
There is no better way to help rid that debt than enrolling in our “Roar Out of Debt”
program. It’s the easiest and most efficient way to pay off loans.
All you have to do is sign a pledge, stating once your loans are paid off, you will give
back to Wittenberg, the place you called home for 4 years.
Bottom line, we want to help you as part of our Wittenberg family!
Enroll Now
Wittenberg University Alumni Association
Roar Out of Debt – Enroll Now
Hi Jamal,
71% of college graduates, like yourself, have student debt.
There is no better way to help rid that debt than enrolling in our “Roar Out of Debt”
program. It’s the easiest and most efficient way to pay off loans.
All you have to do is sign a pledge, stating once your loans are paid off, you will give
back to Wittenberg, the place you called home for 4 years.
Bottom line, we want to help you as part of our Wittenberg family!
Enroll Now
Sponsored
Wittenberg Univ. Alumni Assoc.
June 6
Roar Out of Debt – Enroll Now

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Dynamic Ads
Desktop Advertising - LinkedIn
Alumni
Give back to Wittenberg
Learn how to donate back your school.
Learn more
Taryn
Picture yourself giving back!
Enroll in our payback program now!
View details
Taryn
Picture yourself giving back!
Enroll in our payback program now!
View details

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33
For Young Alumni
Desktop Advertising-LinkedIn
1 2 3
71% of
college
students
have debt
LEARN MORE GIVE NOWLEARN MORE
Wittenberg
Wants You
to GIVE
BACK

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34YouTube Advertising
YouTube Ad Types
TrueView in-stream ads Overlay in-video ads
TruView in-display ads Display ads
Skip Ad

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35Desktop Advertising-YouTube
TrueView In-Stream Ad
Roar Out of Debt | Wittenberg
By Wittenberg University
SSC Leadership
Team
Deans and
Associate Deans
Pilot Leaders
Department
ChairsSelect Faculty
and Advisors
YouTube
Engagement
Retargeting by:
Gender
Age
Pay-per-click
Run Multiple
Ads at Anytime
Logistics:
Interests

36. Questions and Comments