Every day, AOL dedicates a space on our most premium property, the AOL homepage, to spotlight non-profit partners and the advertisers that support them. Reaching over 14 million people every day, this real estate has proven to be incredibly effective for driving awareness for causes on a massive scale, and connect our consumers with the cause(s) they are most passionate about. We’re happy to report that in the year and a half we’ve been running this placement, we’ve served over 19 billion pro-bono impressions on behalf of 350+ non-profit partners.
The Ad Council was one of the first non-profit partners we ever featured on the AOL homepage, and given the popularity of their campaigns among our consumers, has continued to be one of our biggest partners. In fact, some of the most highly clicked causes we’ve seen have been Ad Council campaigns, including Pet Adoption (Shelter Pet Project) which got 15,265 clicks and Autism Awareness (Autism Speaks) which drove 12,802 potential donors to click-thru and learn more about the program on the AOL Impact site.
To build on this partnership, I am excited to talk about a unique partnership between AOL and the Ad Council. Throughout the month of June, AOL is dedicating our space on the AOL homepage to 11 of the Ad Council’s most iconic campaigns, including wildfire prevention, buzzed driving, and autism awareness. These specific campaigns were chosen based on how well they or similar campaigns have performed historically on the AOL homepage based on click-thru rate—a key metric of success we feel will drive increased engagement and awareness for these campaigns.
To further deepen awareness and engagement between our users and the aforementioned campaigns, all units will click through to a custom Ad Council page on AOL Impact. Once here, users can learn more about all 11 campaigns, and find easy ways to get involved.
We hope you will take the time to learn more about our partnership with the Ad Council by visiting our AOL Impact site, and choosing to take action on behalf of the cause you care about most.
If you have a non-profit that you feel would be a good fit for our AOL Impact program, please submit online here.
Blair Cobb is Senior Director, Cause Marketing at AOL