APPROACH AND METHODOLOGY
The founders of Billions.org are internet entrepreneurs and advertising veterans dedicated to using their collective expertise, technology, and resources to help deliver one billion ads to people around the world supporting Clinton Foundation's key initiatives.
Working with the Clinton Foundation, Billions.org has established a project plan, timeline, and process for ongoing marketing efforts for the Foundation, as well as quick responses efforts such as the Clinton Bush Haiti Fund (CBHF).
Planning efforts began in April with a campaign to support the Clinton Bush Haiti Fund. Subsequently, Billions.org and the Clinton Foundation have coordinated the marketing and communications calendar to prioritize the support for the Foundation's additional initiatives. Billions.org will secure advertising inventory from top online websites who will provide ongoing opportunities for Billions.org to deliver advertising. This advertising will direct people to the appropriate Clinton Foundation sub-sites to take action.
Billions.org will leverage advertising technology to track, optimize, and report on the delivery of the advertising messages to the Clinton Foundation's Digital New Media team. This reporting will be both to ensure the execution of the commitment and to enable Billions.org to develop improved images and messaging to drive greater engagement, response, and action.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Below is a top level implementation plan for the Clinton Foundation's on-going initiatives and quick response initiatives, in response to event that requires rapid implementation such as Clinton Bush Haiti Fund.
Billions.org planning and implementation began in June 2010 based on initial initiative testing. The implementation will be on-going and repetitive based on new initiatives.
- Research of initiatives, timing, and messaging
- Creative development
- Planning of media campaigns with sites, creatives, impressions
- Execution of campaign - trafficking, delivery
- Reporting and optimization done on no less than a monthly basis
Generating awareness and action to support the important work of non-profit organizations is a significant challenge. Because non-profit organizations generally lack resources to generate compelling advertising, they are not able to touch citizens in ways that will to invite, incite, and empower them to take action. Without this awareness, people who are able and willing to act are not connected to the causes that most need them. For the non-profit organizations, their impact and reach are limited by those are already aware of their activities. Furthermore, without this lifeblood of support, organizations are limited in how many lives they can affect positively.
Billions.org's founders Jonah Goodhart, Noah Goodhart, Ramsey McGrory, and Michael Walrath believe that digital advertising can be a powerful tool to shape what people think and do in their lives. Billions.org was created to apply the same process, principles, technology that the largest marketers use every day to address the toughest problems non-profits are trying to address in the world. Billions.org was created with a vision to amplify the voice of non- profits, increase awareness and drive greater engagement and action.
Billions.org will use the power of the internet and advertising to drive public attention and awareness towards the Clinton Foundation's causes, programs, and initiatives. Through this commitment, an estimated one billion citizens around the world will learn about the Clinton Foundation's initiatives and participate in a call for action.
