Using the power of digital advertising to give voice to great causes

The Premise: Today’s charity marketing model is broken.

Because advertising is not

available as a growth tool,

charitable giving remains

stagnant.

Charities are missing out on the

digital marketing juggernaut,

because their solutions still

focus on old media.

The scope of the opportunity

is massive.

0%

10%

20%

30%

40%

50%

2010 2011 2012 2013

Share of Time Spent

0

2

4

6

8

10

1970 1980 1990 2000 2010

2%U.S. Giving

as % of

GDP

No. of charities: 1+ million

Annual fundraising spend: $30 bn

DigitalTV

Radio

Print

Yet only a handful of

charities advertise.

1. Media companies only pay attention to the largest charities

2. Charities don’t know how

3. Most don’t have the budget **

4. There is a stigma against nonprofits using funds for advertising

All charities can finally have a voice online. And really scale.

* According to 2011 data released by the Internal Revenue Service

** The 2012 Forbes Report on charities.

There are 1.1 million

charities in the U.S.*

Chiefgood solves this problem.

The top 100 charities:

Average size: $355m

Total size: $35 BnThe Rest:

Average size: $240k

Total size: $265 Bn

Annual R

eve

nue

Charities – largest to smallest

8xlarger, yet

unaddressed

The Story

Ali Mirian, Founder

Aristotle first wrote about humanity’s “chief good”, concluding that it is in the fulfilling of one’s own destiny

which brings happiness. With each charity and champion of important causes we meet, we notice that each of

them have their own passion that they’ve dedicated their lives to, their own chief good. Our vision is to bring

the story of each charity’s chief good to the masses.

Ali Mirian spent 15 years solving big problems for media companies and advertisers, using technology

and data to navigate the new digital frontier. He watched the internet grow faster than web sites could sell the

ad space. He tried an experiment to fill the unused ad space by aggregating multiple charities under one

campaign, and was quickly able to deliver millions of ad impressions. Word spread, and other charities started

pouring in. Chiefgood is now breaking through with a model for large-scale impact, where everybody wins.

With over 20 volunteers from:

VP, Product and Technology –

Advertising Division (NASDAQ: IACI)

Product Director – Media & Technology groups.

Acquired by WPP, the world’s largest ad agency

General Manager, for Kleiner-backed startup

Named #1 clean-tech venture by WSJ

Chiefgood: Giving thousands of charities an audience of millions

Great Causes

Donated Ad

Space

Volunteer

Designers

Chiefgood is a network of charities, volunteers, and ad space. Charities get

unprecedented exposure by converging modern ad technology, crowd-sourcing

platform, and the unique accessibility of online ad inventory.

How Do Charities Benefit?

Charities will get unprecedented levels of exposure via ads on web sites who have donated

excess ad space. We want charities to spend their time and effort on their mission, while

we help promote their message to masses.

Charities

Free

Exposure

ad

Free

Ad

Space

ad

Free

Creative

Services

Chiefgood runs the

ads across web sites

that have donated ad

space.

Chiefgood connects each

charity with a volunteer

designer, along with a

Chiefgood mentor, to create

a compelling ad campaign.

Ads will be seen by

over millions of

people on the

internet.

Users click on the

ads, that will drive

traffic directly to

charity web sites

A Network Effect Where Everybody Wins

A networked platform means that the greater the number of members, the more valuable

the service is to the whole community.

ad

ad

ad

ad

ad

ad

Chiefgood serves the ad that

drives the best performance for

charities

Web sites get an

elegant solution to

fill unsold ad

space

Charities benefit

as more join

CharitiesJust some of our member charities that

have joined the Chiefgood network

Education &

Literacy

Conservation/

Environmental

Arts &

CultureCommunity

Health &

Human Services

An Example of Chiefgood at Work

The Pratt Institute enlisted a group of their most talented students from the Undergraduate

Communications Design Department to work on Chiefgood projects.

+

Students design ads while exposing

them to professional experience

and the rewards of using their skills

in the service of a good cause.

Chiefgood connects its member charities

with students, then delivers the ads they

create across the web

Objective: Generate awareness, and drive traffic to charity web sites

Scope: 15 Charities, 15 Students

Timing: Ad campaigns go live February 2014.

An Example of Chiefgood at Work

NYC Votes, the public/private partnership with

the NYC Campaign Finance Board is on a

mission to promote civic engagement, and drive

citizens to their mobile app leading to the

November 5 elections.

NYC Votes tapped into Chiefgood's network of

designers to create digital ads.

Chiefgood drove 1% of voters to their mobile app

in just 5 days, and NYC Votes was able to gain

never-before-seen insight in demographic data

from Chiefgood reports.

Results

Creative Production Time: 4 days

Campaign Duration : 5 days

# ads served: 5,000,000

People who engaged : 10,000

after seeing ad

An example of one our ads:

Comparing Existing Solutions

Chiefgood is the most comprehensive solution to give causes a voice

Advertising

Ad Council

Crowd funding

- Indiegogo

- Kickstarter

- Fundly

- Razoo

Fundraising Tools

- CauseVox

- Crowdrise

Advertising

ServicesIn-house creative

and productionNo No

Crowd-sourced

creative and

production

Consumer

DiscoveryNo Yes No Yes

Provides

Reach

Yes, primarily

focused on Print, TV,

and OOH audience

Majority of reach

generated from the

charity’s own network

Majority of reach

generated from the

charity’s own network

Yes, focused on

digital audience

Primary

Customer

Governmental

agencies, and large

nonprofits

Individuals creating

fundraising campaigns

and events

Individuals creating

fundraising campaigns

and events

Public Charities

of all sizes

Value to Web Publishers

• No longer need to start and stop PSA campaigns, like the old days

• Simple implementation that you do just once.

• We will even run your PSA’s through our platform to so it’s all managed in one place.

Hassle-Free

• We pay special attention to good looking ads that look good on a web page, and do good

along the way. Say goodbye to belly fat ads.

Good Ads

• No-cost way to create scarcity and increase price of premium inventory

• We will always have a diverse rotation of campaigns running. No longer will you have the

same PSA ads running again and again, which amplifies the appearance that you are unsold

Strengthens Ad Sales

• All donated impressions are tax deductible, typically valued at rate card. This means that you

don’t sacrifice a penny. Why run low-value ads any more?

Zero Revenue Loss

• Very little effort to show how you are doing good.. And your users will love it.

Positive Association and Sponsorship

Long Term Strategic Vision

Reinvent charitable giving by building the digital charity platform and

discovery engine of record, giving thousands of charities an audience of

millions.

Ad Platform

Now Beyond

Ad Platform

Consumer

Discovery

Platform

Next

Ad Platform

+ Crowd-sourced

creative production

+ Targeting

+ Optimization

The Entire Tail:

Serve thousands of diverse

charities, of all sizes.

Ali C. Mirian, Founderalimirian@chiefgood.org

917.678.7930

Thank you.

To join the Chiefgood network, contact: