JAJF is doing what no doctor or drug will ever be able to do -

creating a positive “Timeout” for families who are facing the loss of a
young parent through late stage cancer.

But, they are a David amongst Goliaths.

JAJF is challenged with 1.5 million non-profit foundations competing
in the marketplace, each with their own equally compelling cause.

Our mission is to draw in new members to the WOW! Society and

increase donations by 5%, from their $650,000 raised in 2017.

Introducing:

THE HEART OF GIVING

Registration #: M-103-198.
SOURCE: http://nccs.urban.org/data-statistics/quick-facts-about-nonprofits
 WHO ARE WE TALKING TO?

They have the highest They account for 45% Family and faith is
average net worth of of the nation’s more important to
any other age group. contributions to Grandparents than any
nonprofits. other demo.

INSIGHT:

Grandparents 55+ To succeed, we will need to connect to our

58 million
target’s passions.
95.5% of our audience stated that they are more likely to engage in a cause
that connects with something that they are passionate about.

Registration #: M-103-198.
SOURCE: MRI 2017 Doublebase M172Y, Grandparents.com Internal Survey, 2013; Pew Research Center Report, YouGov US Profiles 2018, MediaCom Proprietary Survey
 STRATEGY: REACH THEM AT AN
INTERSECTION OF THE HEART

VISITING Art museums serve as a

People are more
ART mecca of reflection. They
give us a space to be
empathetic and socially
conscious while looking at
meditative and
MUSEUMS introspective. It is an
environment where we are
art. A study found that
while in art museums,
is within the top 4 our most pensive,
visitors were more
favorite leisure motivated to contribute to
appreciative, sensitive and
the good of society.
activities for our compassionate.
audience.

Registration #: M-103-198.
SOURCE: YouGov US Profiles 2018, Smith, J.K .“Art as a Mirror: Creativity and Communication in Aesthetics”. Vol 8, pp 110-118
 By partnering with renowned museums across the country, we will

IDEA: surprise our audience in a space where they love to spend their time.

Utilizing interactive digital screens from NMS, we will set up emotional

CONNECT
installations showing sets of contrasting high-impact images of JAJF
families. One image will show the family in the hospital set beside a
colorless image of their dream getaway.

TO THE HEART As our audience interacts with the screens, we will highlight information
on the families, the mission of JAJF and provide a digital platform for
donation on the spot. With a donation, the images will instantly change –
removing the family from the hospital and filling the vacant vacation
image with color, the family, and positive lasting memories.

JAJF
DONATE $✓

Registration #: M-103-198.
 WHY THIS WILL WORK
These installations allow us to collapse the distance
between our audience and the families they can
directly impact. The digital screens will physically
connect our donors to the cause and visually show the
lasting impact their investment will have.

We want our audience to see the contrasting difference

that they can make in these families lives; we want
them to ponder their ability to give the greatest gift:
long-lasting memories.

Our installations have the unique ability to create

impactful awareness, reflective consideration and;
ultimately, conversion all in one place.

Registration #: M-103-198.
 CONNECT TO HEARTS ACROSS THE COUNTRY
These installations will be activated across the top US cities
for our target audience to ensure that we maximize coverage
for recruitment into the WOW! Society.

Apart from our museum partnerships, we will leverage

existing JAJF partnerships with city tourism groups and OOH
vendor Monster Media to activate in prominent parks around
the country and to supplement our indoor installations with
outdoor galleries.

Gallery Takeover
Park Takeover

Top 10 cities with highest HHI of Grandparents 55+:

1. *Los Angeles 6. *Philadelphia
2. *New York 7. Seattle
3. *Washington D.C 8. *Houston
4. *San Francisco 9. *Atlanta
5. *Dallas 10. *Chicago
*Denotes location overlap with indoor/outdoor installation
Registration #: M-103-198.
SOURCE: YouGov US Profiles 2018
 AND AMPLIFY VIA DIGITAL CHANNELS
We will leverage audience targeting, lookalikes and retargeting
capabilities to engage a mix of Paid Social and Paid Search
Memories become our greatest inheritance.
tactics. Both channels will drive traffic straight to site to increase
both unique visitors and maximize awareness of the JAJF
mission.
Paid Social will work to amplify the impact of our installations by
maintaining the visual story across the digital space.
Paid Search will capture hand raisers actively searching for
information on the OOH activations and the foundation.

Social Network User Penetration Among The Heart of Giving

US Baby Boomers by Platform, 2017 Treating the families, not the cancer.
% of population Jack and Jill
Facebook JAJF.ORG
Facebook 42.7%
Pinterest
Pinterest 16.4%
Twitter
Twitter 9.4%

7.5% Instagram

5.0% Snapchat
Registration #: M-103-198.
SOURCE: eMarketer Dolliver, Mark,“US Baby Boomers: Forging Their Next Relationship with Digital Technology”, pp 6
 MEDIA PLAN CAMPAIGN KPIs
JUL AUG SEP OCT NOV DEC $$$ Awareness Conversion
o Owned media across the o Increased awareness of JAJF
GALLERY outdoor installations and will lead to an increase in
$1.5MM
digital amplification conversions (donations)
TAKEOVER
OOH Installation + Space Fees provide national scale o Tactics such as Paid search
and engagement and retargeting will capture
PARK TAKEOVER opportunities
$1MM lower funnel audiences
OOH Installation + Space Fees o Indoor and outdoor o Click to donate options will
galleries create earned be available across all media
PAID SOCIAL media through press
$425K channels to capture donors
coverage and WOM while JAJF is top of mind
Link Posts, Carousel Ads and Retargeting

PAID SEARCH $75K MEASUREMENT

Brand and Non-brand Keywords Campaign performance will be measured and optimized
towards:
$3MM
• Focus gallery dates to the Sept-Dec time period to capture the influx of
visitation within these late summer and holiday months.
• Capitalize on Summer/early Fall’s high foot traffic at city parks
• Engage Search and Social as an always on initiative to extend reach and Number of donors Engagement with Engagement with the
capture intent-based activity digital amplification
increased into the WOW! the interactive
• Gallery and park takeovers quoted at $5,000/day. Will partner with 7 parks activity (clicks, CTR,
and 10 museums for a 1 month gallery takeover. Society OOH boards
shares, conversions)
Registration #: M-103-198.
SOURCE: Kinetic 2018, Catalyst 2018, Museum Annual Reports 2017
 HOW WE CAN ACHIEVE OUR GOAL
Estimation of Impressions:
- Gallery Takeovers: 6.4MM
- Park Takeovers: 5.4MM
- Paid Search: 1.25MM
21.1% This gives us
of Grandparents 55+ made a 9.97MM impressions
- Paid Social: 35.4MM financial donation to charity against “Likely Investors.”
within the last 3 months.
TOTAL: 48,495,464

*Paid Search and Social calculated

Even if 1% of these people, who are already susceptible to

based off conservative CPMs, $60
and $12, respectively.

donating, convert then we will hit our goal of a 5% increase in

donations by EOY 2018.

Registration #: M-103-198.
SOURCE: Nielsen 2017, Museum Annual Reports 2017, YouGov US Profiles 2018
 THE HEART OF
GIVING
This also works because,

We are intercepting our audience where they choose to

spend their time and in an environment where they are more
likely to donate.

Public space has also proven to be a contagious charitable

environment. Studies have proven that not only does seeing
others give make an individual more likely to give, but also
seeing the donor before them make a large donation,
influences them to make a larger donation themselves.

Our installations provide JAJF with the differentiation that

they are looking for in the marketplace to provide mass
awareness and; ultimately, recruit WOW! Society investors
for financial sustainability for the next 10 years.

Registration #: M-103-198.
SOURCE: Smith, Sarah. “Peer Effects in Charitable Giving: Evidence from the Running Field”. 2014; Carman, KG. “Social Influences and the Private Provision of Public Goods:
Evidence from Charitable Contributions in the Workplace”, 2004.