Chiefgood is a nonprofit network that connects charities with donated digital advertising space and volunteer designers to create ads promoting their causes. This provides charities unprecedented exposure and access to advertising at no cost. Web publishers benefit by filling unused ad space, and charities gain awareness and traffic to their websites. Chiefgood has run successful campaigns driving millions of impressions and thousands of engagements for charities of all sizes. The network creates a win-win situation for charities, web publishers, and volunteers by leveraging technology and a crowd-sourced model.

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

2. 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
Digital
TV
Radio
Print

3. 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 Bn
The Rest:
Average size: $240k
Total size: $265 Bn
AnnualRevenue
Charities – largest to smallest
8x
larger, yet
unaddressed

4. 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

5. 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.

6. 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

7. 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

8. Charities
Just some of our member charities that
have joined the Chiefgood network
Education &
Literacy
Conservation/
Environmental
Arts &
Culture
Community
Health &
Human Services

9. 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.

10. 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:

11. 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
Services
In-house creative
and production
No No
Crowd-sourced
creative and
production
Consumer
Discovery
No 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

12. 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

13. 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.

14. Ali C. Mirian, Founder
alimirian@chiefgood.org
917.678.7930
Thank you.
To join the Chiefgood network, contact: