Case study on how we increased donations for a non-profit. The process applies equally well to a retail website.

1. Lead Nurturing Engagement Stage and MindTyping 1

2. Process Overview 2

3. Solution efforts directed at targeted audience Focus on communication, i.e.: The rightmessage To the right person At the right time 3

4. The Right Message IdeaMap™ is a methodology rooted in decision-based conjoint analysis Forces choices based on value judgments These judgments are affected by messaging IdeaMap™ uses Rules Developing Experimentation (RDE) A disciplined way to test alternatives Does NOT require respondent to articulate why they prefer a given alternative Concepts are evaluated as a whole, just as they would be perceived “live” 4

5. The Right Message IdeaMap™ delivers: An empirical measure of the effectiveness for each message element tested A “Map” to the most effective overall concept, comprised of the most effective elements in each message category The ability to place respondents into discrete segments, based on the messaging that motivates them the most, i.e. their “Mind Type” 5

6. The Right Person Mind Types remain constant, and can be inferred: Additional data, e.g. demographics, prescription history, etc. appended to individual physician data records Discriminant Function Analysis used to identify “marker” variables that predict mind type among non-respondents Can also use existing customer segments and power questions to refine the Mind Types 6

7. The Right Person Each MindType responds to different messages, i.e. they are motivated differently Understanding how behavioral and situational differences intersect with motivation enables getting the right message to the right person 7

8. The Right Time Timing based on measurable behavior, e.g.: Interaction with website Prior usage or purchase Competitive product/service user 8

10. 4 engagement stages (The Right Time)

11. 3 Mind Types (The Right Person)

13. 11 Mind Typing Landing Page

14. 12 Results: Email and donation performance DO differ by MindType Donation rank order is the same as the predicted MindType model (Among respondents who completed the MindType survey)

15. 13 Results: Email and donation performance DO differ by Engagement Phase

17. 15 Overall Email RankingsBy Donate Ratio (Donation Messaging Effectiveness)

18. 16 Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Help Me Do ItSubject: Heart-healthy Shopping Made Simple

19. 17 Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Personal AccountabilitySubject: Facts About Fats from the American Heart Association

20. 18 Nurturing EmailsEngagement Stage: Initial Interest/Info SeekingMind-type: Education and How to Get InvolvedSubject: Join the Conversation, The Go Red for Women Community

21. 19 Nurturing EmailsEngagement Stage: Internal Behavior ChangingMind-type: Solidarity and Making the Right ChoiceSubject: Meet Real Women Living With Heart Disease

22. 20 Nurturing EmailsEngagement Stage: External Behavior ChangingMind-type: Personal AccountabilitySubject: Heart-health is in your hands, get the answers you need … begin going out 7/21/2009