List solutions PMX Agency direct mail capabilities agencies

August 2016
Presented to:
PMX Agency Capabilities

Agency Overview
About PMX Agency

3Copyright © 2016 PMX Agency (formerly Paradysz + PM Digital). All rights reserved. This information is deemed proprietary and confidential. Unauthorized use or disclosure is prohibited.
Breaking News…
Our Deep History of Growth & Innovation
We’ve dedicated our entire agency to our clients’ customers. Everything we stand
for – our approach, our investments in technology, data, and analytics, our people
and our culture – has been committed to this singular focus.
This devotion has driven us to create the next chapter in our story – to simplify
our brand name so that it may reflect our truest mission and vision. That is why,
today, on June 6th our two brands, Paradysz + PM Digital, will officially converge,
into a single agency partner and fully integrated organization, PMX Agency.

One of the Largest, Independently Owned Global Marketing Agencies
800 25 30+
languages spokenofficesemployees
300 9 250 $500M
managed mediaofficesemployees clients
USA OFFICES
 New York, NY  Minneapolis, MN  Columbia, SC  San Francisco, CA 
Scottsdale, AZ  Boise, ID  Freehold, NJ 
Supporting Locations: Palm Beach, FL  Portland, OR
INTERNATIONAL OFFICES
 China  Denmark  Finland  France  Germany  Italy  Netherlands  Norway  Spain 
Sweden  Switzerland  UK  United Arab Emirates  USA 

An Integrated, Performance-Driven Agency
We see an integrated world where conversations converge, creating a range of opportunities for us to hone in on the highest
moments of intent across the complex customer journey. We are committed to diving deeper in order to discover the unique
combination of solutions to our clients’ most significant business challenges.
PERFORMANCE MANAGEMENT RESEARCH & DATA INSIGHTSDATA SERVICES &
MARKETING TECHNOLOGY
CREATIVE, BRANDING, OPTIMIZATION
PAID SEARCH
SEO &
CONTENT
DISPLAY &
PAID SOCIAL
SOCIAL &
WEBSITE
DEVELOPMENT
EMAIL DIRECT MAIL
PRINT &
INSERT
STRATEGY & ANALYTICS

Working With Leading Brands That Scale
We are committed not only to uncovering the data, or interpreting insights from trends; but to diving deeper in order to discover
the unique combination of solutions to our clients’ most significant business challenges.

26 Years Serving Nonprofit Organizations

Our Industry Awards
50 Fastest Growing Companies
Crain's New York; 2012
Marketing Agency of the Year,
Stevie Awards - Bronze; 2012
Fastest Growing Private Companies
Inc. 5000; 2013
Top US Agencies
Advertising Age's; 2014
Best In Class: Search
The North Face,
Sportsman’s Guide,
& Simply Be
eTail; 2012, 2014, 2015
Top Search Engine Agency
Internet Retailer; 2010 - 2014
Corporate Commitment Award
Marketing Edge; 2014
Finalist: The North Face
Digiday; 2015
Outstanding Achievement: KPMG
IMA; 2015
Excellence in Marketing &
Communications: AHA
Communicator Awards; 2016
WINNING CLIENTS

Best-in-Class Service & Technology Partners
• Deep roots in direct marketing, with direct response, and cross channel integration at the core
• Unique optimization approach that is supported with talent and technology investments
• Top-level service with critical media providers
• Technology agnostic approach to provide the most appropriate solutions

Thought Leadership:
Annual Trend Reports, Whitepapers, Blogs & Videos, Webinars
• Vertical & Seasonal Reports:
• Luxury Brand Online
• Beauty Market Study
• Mature Market
• Holiday
• Back-to-School
• Seasonal Calendars
• Blogs & Videos
• Creative Spaces
• Webinars

Planning & Communication: MarketRelevance
MarketRelevance is a client-exclusive portal that provides access to a combination of performance data, competitive
intelligence, and collaborative tools specifically-tailored to your business that will enable us to jointly inform and influence
business strategy.
• Performance Reports
• Competitive Intelligence
• Online
• Offline
• Collaboration Tools
• Document Sharing
• Email Tracking
• Thought Leadership

Understanding Your Customers + Moments-In-Time
Our Solutions Approach

Your Customers:
We Begin by Uncovering Customer Data & Trends
At PMX Agency, we are driven by an insatiable curiosity to solve the problem and get to the right solution – this is the path to
the unique solution that delivers scalable performance for each and every client.
• Market & Competitive Audit
• Customer Analysis
• Audience Identification &
Targeting
• Segmentation
• The Right Solution Mix
• Test Framework
• Offer to Audience
• Media Sourcing & Planning
• Database Marketing
• Campaign Launch
• Campaign Management
• KPI Dashboard Reporting
• Testing & Optimization
Diagnostics Strategy Execution Optimization
why?
how?
what?

Your Customers:
Uncovering High-Value Customers through Research, Data, & Insights
Our Solution Mix to Building Customer Profiles
We overlay demographic, lifestyle, and behavior
intelligence onto a prospect database to identify distinct
audience profiles & segmentation models.
This analysis and outcome feeds the development of our
comprehensive contact strategy where we determine the
most effective integrated solution channels.
Prospect Profile
(Data Providers)
Segment
Model
Constituents / Prospect
(Client Data)

Reaching Your Customers with the Right Solutions
We use analytics to develop custom contact strategy plans based on behavioral segmentation rather than internal silos and
definitions. This enables the most effective messaging to each individual on file for maximum performance using a variety of
communication methods.
Reporting
& Analytics
Constituent Analytics
& Data Mart
TV
Print
Radio
CC
Direct
Mail
Email
Display
Search
Social
Mobile
WebsiteEvent
List
Growth
Personalized Contact StrategySegmentation Models
Solution Channels
Optimization

Innovation & Strategy:
Our Always-On and Moments-in-Time Methodology
Our team leverages their insights to your business and knowledge of the industry to implement an “Always-On” +
“Moments-In-Time” approach that will ensure success and competitive differentiation.
RESEARCH, DATA, & INSIGHTS
PERFORMANCE MANAGEMENT
Seasonal
Support
Conversation
Triggers
Brand &
Product Focus
Category &
Top Funnel
Initiatives
INNOVATION & STRATEGY
ALWAYS-ON MOMENTS-IN-TIME

Innovation & Strategy:
Consumers Don't Think by Channels, They Live by Experiences
We set our sights on the spark that inspires a consumer to act. We are committed to not only to uncovering the data and
developing strategies from insights and trends, but to diving deeper in order to discover the unique combination of solutions
that touch the customer at every point of their journey. We implement new ideas that combine technology, creativity, know-how,
and dynamic thinking to ensure our clients’ messages are the ones that resonate.
Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.
CAPITALIZE ON SEASONAL MARKET TRENDS
maintain consistent communication that drives conversion
WINTER / SPRING SPRING / SUMMER SUMMER / FALL FALL / WINTER

Direct Mail:
Best Practices in an Integrated Environment
Direct Mail has a unique opportunity to be a successful standalone channel for many clients, but it can also be an incredible
augmentation tactic to drive increased performance for other channels in an integrated environment.
SEM Social/
Content
Email
Display
SEO Direct Mail
The PMX Agency Direct Mail Solution Benefits:
Increased Program
Efficiency and
Performance
Integrated Marketing
Program – All Channels
available to the Consumer
Unbiased Channel
Budgeting/Allocation

Segmentation & Analytic Opportunities
• Identify best targets to be contacted
regardless of channel/integrated
contact strategy
• Increased focus on integrated
performance and attribution
Direct Mail:
Best Practices in an Integrated Environment
SEM Social/
Content
Email
Display
SEO Direct Mail
Creative Considerations
• Consistent messaging by Channel
• Uniformed branding
• Cost efficiency
Dedicated focus on Creative,
Segmentation, and Attribution is a key to
any successful integrated environment

PMX Agency’s 3-Step Approach to Acquisition Direct Mail
We source the optimal mix of
acquisition media including:
1. Custom Modeled Record
Selection
2. Exchange Lists/Segments
3. Rental Lists/Segments
4. Cooperative List/Segments
Our prospect database
transforms list marketing to
Audience Marketing by
segmenting prospects by
predictive behavior instead of
their list source.
Our direct mail experts leverage
the prospect database tools to
create the best offer-to-
audience and record
suppression opportunities
within the prospect
environment.
• Who are the best audiences?
• What offers do they prefer?
1 2 1
IMPROVED
MEDIA
2 3
ENHANCED
TARGETING
AUDIENCE
STRATEGY

Direct Mail:
Our Methodical Full Scale Direct Mail Model
As your agency partner, PMX Agency provides full service, end-to-end
Direct Mail services including:
• Strategic Business Planning: Develop and manage the overall
process and schedule, including communication, budgeting, testing,
production schedules, execution, and optimization
• Customer Targeting: Identify optimum customer segments and
third party sources to receive relevant promotions, including test
designs and frameworks, data processing and procurement and
post-mail analytics
• Omni-Channel Marketing Considerations & Segmentation:
Manage omni-channel contacts and how these communications
impact performance. Determine which channels in combination
produce increased performance.
• Creative Development: Offer full-service creative, including
production, design, and copy in accordance with branding and
messaging guidelines
• Print Production: Manage the entire print production process,
including print bidding, print process management, proofing, press
attendance, freight management, invoice management, postal
delivery optimization and postal regulation management
• Performance Measurement: Develop & deliver custom-architected
reporting solutions, commonly across multiple channels with drill-
downs by time, geo, product & device dimensions
Strategic
Business
Planning
Customer
Targeting
Omni-Channel
Marketing
Considerations
&
Segmentation
Creative
Print
Production
Performance
Measurement
Supported by Direct
Mail Strategist with
Omni-Channel
Experience

Segmentation & Analytic Opportunities:
Understanding Customer Targeting & Segmentation
Who Are Your Best Customers? What is their Profile?
PMX Agency uses custom scoring algorithms to determine your best customers. This analysis feeds customer segmentation
and prospect audience targeting in multiple channels.
Customer Segments % of Customers Avg Gross Sales Avg Purchase Frequency
Avg Time
on File
VIPs 5% $766 9.5 4.1 Yrs
Up and Coming 20% $275 3.5 2.8 Yrs
Transactional 15% $124 1.6 2.3 Yrs
Low Value 60% $54 1.1 1.9 Yrs
Total 100% $144 2.1 2.2 Yrs

Development of Contact Strategy Model
We use analytics to develop custom contact strategy plans based on behavioral segmentation rather than internal silos and
definitions. This enables the most effective messaging to each individual on file for maximum performance using a variety of
communication methods.
Reporting
& Analytics
Constituent Analytics
& Data Mart
TV
Print
Radio
CC
Direct
Mail
Email
Display
Search
Social
Mobile
WebsiteEvent
List
Growth
Personalized Contact StrategyData & Behavioral
Segmentation Models
PMX Agency Solution Channels
Optimization
VIP Customer
Replenish Customer
Transactional Customer
Low Value Customer

Test Background Example
Example of Testing for Client A:
A recent client wanted to determine how direct mail helped to support/augment current email marketing strategies. In this
example a test was created for both active and inactive customers to determine if adding a Direct mail contact in addition to the
current email contact would help increase sales and reactivation efforts.
In this case new creative and print production were incorporated into the test.
Direct Mail & Email (New Creative)
Email Only (New Creative)
Email Only (Control Creative)
Test Structure:
The three segments above were created for the active
and inactive segments for two different product line to
determine how an additional contact via email impacted
performance.

Performance Management:
Features of Our Omni-Channel Dashboards
Performance to Plan
Multichannel
Campaign Segmentation
Time Dimensionality
Constituent Segmentation
Scalable API Integration
Geographic Dimensionality
1
2
3
4
4
5
6 7
1
2
3
4
5
6
7

PMX Universe Solution (USOL) – What is it?
The PMX Universe Solution (USOL is a High-Performing Prospect Name Solution. The
PMX/Epsilon partnership brings together PMX’s data mining and program management
expertise with Epsilon’s best in class data and modeling - the most comprehensive in the
industry.
Performance – Cost Effective – Scalable

PMX Universe Solution (USOL) – A Measured Approach to Acquisition
All lists are evaluated and will continue to be
evaluated on which Performance Tier of the Program
they fall into.
• Tier 1: Best Performance
• Tier 2: Mid Level Performance
• Tier 3: Low Performance
As we move from the current environment, there will
be a purposeful disregard for volume in Tier 3 as it is
slowly replaced with better names from Tier 1 and less
expensive, better performing names sourced from
Universe Solution.
PMX media evaluation determines best list sources for expansion. Targeting lower ranked
lists for replacement by Universe Solution, allows clients to realize immediate performance
gains and list cost savings while minimizing program risk.
Tiered Source Evaluation:
*As Tier 2 and Tier 3 volumes
decline, USOL volume is added to
meet 100% of the desired mail
volume.
Tier 3
Lists
34%
Tier 2
Lists
33%
Tier 1
Lists
33%
USOL
35%
Tier 2
Lists
20%
Tier 1
Lists
45%
Current
List Mix
Future
List Mix

Maximize High
Response &
Minimize Low
Response
PMX Universe Solution (USOL) – Better Targeting on Input
With USOL we are able to target
a better prospect audience
 Gift – Goal is to bring in as many
prospects that score in the High Gift
tier of the Rev Opt model, while
minimizing the % of names coming
from the Low Gift tiers.
 Response – Comparing the
response scores for all outside list
rentals vs. USOL we have
historically seen a much more
responsive prospecting pool coming
from the USOL Fulfilment.
 LTV – By optimizing the prospecting
audience (response & gift) we are
able to maintain current response
rates while improving the overall gift
resulting in an overall improvement
to the program LTV.
 Target Audience – We can also
leverage the Revenue optimization
tool to Target specific audiences
based on client goals. Example;
donors to specific packages (Gift
Catalog or Non Premium offers), as
well as High Gift, Younger, or Ethnic
donors.
With our Revenue Optimization tool we are able to identify the value of
prospects coming into the merge at the individual level. In addition to offer
to audience insight we are also able to better understand the value of each
source as it relates to the prospecting pool. We use these insights to better
target the prospecting pool through USOL.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
High Score Low Score
USOL (Response) Prospect Lists (Response)

PMX Universe Solution (USOL) – Campaign Application
Objectives –The goal of USOL is to source overlapping prospect names more cost effectively as well as provide new
incremental names to the acquisition program that perform equal to or better than current options.
Methodology – USOL is a joint collaboration between PMX and Epsilon based on Epsilon’s Modeling methodology
and PMX’s Audience Targeting capabilities. Multiple custom linear regression models are developed as the solution set
applied across Epsilon’s broad portfolio of databases – Abacus, TotalSource Plus, and TargetSource. The provided
USOL output for this test will be fulfilled net of the current house file and any merge suppression to ensure efficiency
through a clean net output.
Full
Solution
Test Depth: 10%
Test Depth: 60%
Test Depth: 30%
Test Segmentation – Segmentation is set up with
initial testing in a way that allows us to see what the
impact would be if we expanded out to replace various
depths of the current prospecting circulation (10%,
30%, & 60%)
Post Campaign Analysis - The Solution Optimization is a backend (post-mailing) analysis that validates and
compares the Universe Solution potential relative to the current multisource solution and illustrates potential
performance, cost, and coverage program impacts.

PMX Universe Solution (USOL) – Recommendations & Impact
♦ PMX Universe Solution (USOL) recommendations
• Recommend introducing the solution in ongoing campaigns with simultaneous program
management. Doing so not only helps expedite the established test, retest, rollout DM
strategy but also minimizes risk associated with traditional list testing.
• Reallocate quantity that was traditionally set aside for list testing, to the Universe Solution
(contingent on program, generally 10-15% of Mail volume) for ongoing campaigns.
o By doing this we will minimize risk associated with traditional list testing (10% success
rate) by replacing that volume with a custom modeled name source that is based on
your own mail & responder data and has been proven effective across the PMX client
portfolio.
• In partnership with Epsilon, PMX will provide recommendations on how big to build the
solution, which models will be incorporated within the solution, and appropriate testing
breakouts/depths to maximize program impact and rollout potential.
• PMX to review current merge suppression strategy to ensure that USOL is fulfilled net of
current house and other suppression files. USOL and Abacus segments are fulfilled net of
each other to help minimize the added cost of high duplication in the merge.
• Once the initial test campaign has finalized we will work in conjunction with Epsilon to
perform a solution optimization (backend analysis) and provide recommendations on how to
maximize program impact while making adjustments to the solution to ensure strong in-the-
mail performance.
• Once control solution is established we can focus on expanding or refining our Target
Audience using a combination of Epsilon and PMX optimization tools.
0% 100%
► PMX USOL Impact ◄
The illustrations below show
anticipated impact across key metrics
due to implementation of these
recommendations
Response Impact
0% -100%
-5%-15%
List Cost Decrease
0% 100%
Universe Impact
• actual results may vary
• assumes implementation of
recommended strategies
+10%-20%
+10%-15%

Y-O-Y Single Gift Acquisition Performance
* Excludes House Volume

Trending – Single Gift Acquisition Performance
Observations
 Seasonal volume investments
 Fairly consistent mail volumes YOY
 Improved list CPM due to Abacus
 Top vs. Bottom Lists by PL have a $10 to $30 gap in
PL/Donor
 25% gap in response from bottom PL lists vs. overall
plan
 Fundraising efficiencies could further improve
investment and help buoy response and gift levels
Proposed Solutions
 Improved segmentation and targeting utilizing
PMX USOL
 List consolidation and optimization
 Better list terms through negotiation
 Optimized offer to audience selection
 Suppress Low audience segments using
Revenue Optimization

Y-O-Y Catalog Acquisition Performance
* Excludes House Volume

Trending – Catalog Acquisition Performance
Observations
 Concerted investments in Holiday timeframes
 Abacus a key driver in reducing PL/Donor for
2015
 While gifts are consistent across Top & Bottom
PL/Donor lists, there is a 30% gap between the
campaign baseline and Bottom lists in response
 A fantastic base of sources and volume on which
to grow for FY16
Proposed Solutions
 Improved segmentation and targeting utilizing
PMX USOL
 List consolidation and optimization
 Optimized offer to audience selection

Acquisition In-Depth
List Review

Category Analysis- Single Gift (FY14 vs. FY15)
*Excludes house & rolls together all subjects outside of Coops due to small volumes and/or lack of YOY trends due to testing and build-out
**Charity/Non-Profit=Cooperative Databases

Category Analysis- Single Gift (FY14 vs. FY15)
*Excludes house & rolls together all subjects outside of Coops due to small volumes and/or lack of YOY trends due to testing and build-out
**Charity/Non-Profit=Cooperative Databases
***General= Multibuyers
Observations
 Coops drive overall program performance based on
volumes mailed and are incredibly consistent in all metrics
over time
 Multibuyers (General above) moved from being 11% of total
mailed volume in FY14 to 22% in FY15. Response fatigue
 Humantarian sourced names are a consistent source for
SAVE. PL improved as a result of greatly reducing List
CPMs for these sources ($61 in FY14 to $31 in FY15)
 Health Medical sources had fairly consistent YOY response
and gifts but a greater divide in PL not driven by List CPM
Proposed Solutions
 Review multi-buyer creation and treatment to
see if we can improve response
 Review Health Medical sources to understand
optimal mix to improve PL
 Optimize plans with sources to drive
incremental universe at reduced costs; in some
cases consolidating sources
 Identify potential source for creating multis that
fuels interaction with the coops at net/net
prices

Category Analysis- Catalog (FY14 vs. FY15)
Cooperative Database names
represented 77% of FY14 Catalog
volume and 84% of FY15 volume; the
primary source being Abacus.
Increased volume was met with stronger
response; driving increases in Rev/M.
Other Observations
 Multibuyers perform at 20% above the FY average
in response but at just slightly lower average gifts
than FY averages
 Identify potential source for creating multis
that fuels interaction with the coops at net/net
prices
 Difficulty finding viable sources beyond Coops.
Focus on source growth at viable PLs will be critical

Category Analysis
• Single Gift- Coops & Humanitarian sources are holding strong in all metrics and have been
between 64-67% of total volume mailed YOY. Multibuyers (22% of FY15 volume) are showing
response fatigue. Relative flat performance YOY on all metrics
• Catalog-Coops drive overall program performance including increases in response and Rev/M for
the Catalog program. Lack of diversity and need for growth
Key Findings
• Single Gift- Opportunities to consolidate and/or reduce price on weaker categories such as
Health Medical. More efficient multibuyer generation and cadence strategies are a key target as
well
• Catalog- Source expansion with Universe Solution and Optimization of other sources will be
critical
Opportunities
• Single Gift- Multibuyer response degradation disconcerting as is volatile PLs in FY15 for all non-
coop sources
• Catalog- Lack of diversity of non-Coop sources and inability to get non-donor lists to work
Weaknesses

Top 10 Analysis- Single Gift Acquisition- Mail Volume
Rank List Name FY14
FY14 %
Comp FY15
FY15 %
Comp
%
Variance FY14 FY15
%
Variance FY14 FY15
%
Variance FY14 FY15
%
Variance
1 ABACUS NON PROFIT 788,450 37% 844,912 43% 7% 0.82% 0.73% -10.63% $31.72 $28.52 -10% ($43.88) ($55.54) -27%
2 MULTIBUYERS 265,862 13% 432,382 22% 63% 1.19% 0.89% -25.76% $24.54 $24.91 1% ($36.01) ($46.25) -28%
3 WILAND DIRECT NONPROFIT/FR/DONOR DATABASE 141,329 7% 90,661 5% -36% 0.81% 1.04% 28.26% $27.86 $26.66 -4% ($40.52) ($21.61) 47%
4 FEEDING AMERICA 61,727 3% 59,640 3% -3% 0.91% 0.86% -5.49% $19.33 $18.83 -3% ($49.14) ($40.86) 17%
5 HABITAT FOR HUMANITY, INT'L 10,707 1% 58,519 3% 447% 0.88% 0.80% -8.32% $19.49 $15.22 -22% ($34.71) ($36.43) -5%
6 CHILDREN'S HUNGER RELIEF FUND 50,434 2% 40,430 2% -20% 0.76% 0.80% 4.98% $17.49 $16.73 -4% ($65.10) ($57.08) 12%
7 CAREUSA DONORS 49,720 2% 40,140 2% -19% 0.90% 0.94% 4.66% $22.55 $22.39 -1% ($34.67) ($28.33) 18%
8 NATIONAL FOUNDATION FOR CANCER RESEARCH 107,564 5% 38,298 2% -64% 0.66% 0.67% 0.70% $15.39 $17.31 12% ($86.49) ($101.74) -18%
9 MACULAR DEGENERATION RESEARCH 9,168 0% 29,295 1% 220% 0.69% 0.46% -33.44% $17.52 $20.84 19% ($51.35) ($111.88) -118%
10 WONDERWORK 11,465 1% 27,568 1% 140% 0.99% 0.96% -2.84% $14.75 $19.34 31% ($24.44) ($37.21) -52%
1,496,426 70% 1,661,845 84% 11% 0.88% 0.80% -8.97% $27.20 $25.56 -6% ($49.84) ($49.55) 1%
2,123,164 1,971,512 0.77% $25.26 ($53.12)
PL/ Donor
Top 10 by Mail Volume- FY15
Grand Total- All FY15 Outside Lists
Mail Volume Response Rate Average Gift
Rank List Name
FY15 Mail
Quantity
% of FY15
Total
FY15 PL/
Donor
FY14 List
CPM
FY15 List
CPM
YOY List CPM
Variance
Subject/
Category
1 ABACUS NON PROFIT 844,912 43% ($55.54) $59.38 $55.58 ($3.80) Coops
2 MULTIBUYERS 432,382 22% ($46.25) $0.00 $0.00 $0.00 Multibuyers
3 WILAND DIRECT NONPROFIT/FR/DONOR DATABASE 90,661 5% ($21.61) $81.12 $76.04 ($5.08) Coops
4 FEEDING AMERICA 59,640 3% ($40.86) $99.29 $11.66 ($87.63) Humanitarian
5 HABITAT FOR HUMANITY, INT'L 58,519 3% ($36.43) $100.63 $11.00 ($89.63) Humanitarian
6 CHILDREN'S HUNGER RELIEF FUND 40,430 2% ($57.08) $65.39 $59.02 ($6.37) Humanitarian
7 CAREUSA DONORS 40,140 2% ($28.33) $11.00 $56.34 $45.34 Humanitarian
8 NATIONAL FOUNDATION FOR CANCER RESEARCH 38,298 2% ($101.74) $85.19 $87.23 $2.04 Health Medical
9 MACULAR DEGENERATION RESEARCH 29,295 1% ($111.88) $98.08 $54.65 ($43.43) Health Medical
10 WONDERWORK 27,568 1% ($37.21) $11.00 $11.00 ($0.00) Humanitarian
1,661,845 84% ($49.55) $53.14 $39.17 ($13.97)
1,971,512 ($53.12) $60.97 $40.64 ($20.33)
Top 10 by Mail Volume- FY15

Top 10 Analysis- Catalog Acquisition- Mail Volume
List Name Mail Qty
% of
Total PL/Donor
FY14 List
CPM
FY15 List
CPM
YOY List
CPM
Variance
Subject
Category
ABACUS NON PROFIT 293,058 66.04% ($21.88) $55.74 $55.27 ($0.46) Coops
WILAND DIRECT NONPROFIT/FR/DONOR DB 73,495 16.56% ($121.08) $79.50 $60.97 ($18.53) Coops
MULTIBUYERS 37,668 8.49% $11.63 $0.00 $0.00 $0.00 Multibuyers
FINCA 27,570 6.21% ($71.34) $95.00 $61.67 ($33.33) Humanitarian
HEARTHSONG 6,000 1.35% ($1,540.04) $74.94 $74.94 Childrens Merch
HELPING HANDS CHARITABLEDONORS 6,000 1.35% ($752.53) $78.68 $78.68 Database
Grand Total 443,791 ($37.42) $52.50
List Name FY14 FY15 % Variance FY14 FY15 % Variance FY14 FY15 % Variance FY14 FY15 % Variance
ABACUS NONPROFIT 199,855 293,058 47% 0.24% 0.46% 90% $132.77 $121.53 -8% -$60.67 -$21.88 64%
WILANDDIRECT NONPROFIT DATABASE 15,551 73,495 373% 0.17% 0.29% 65% $91.30 $118.41 30% -$180.65 -$121.08 33%
Grand Total 215,406 366,553 70% 0.22% 0.42% 94% $119.86 $117.09 -2% -$95.12 -$37.99 60%
Mail Qty Resp% Avg Gift PL/Donor

Top Volume Findings
• Single Gift- Top 10 lists by Mail Volume comprise 84% of the total mailed in the FY. The source
composition is not significantly different YOY although the reliance on these sources has grown.
• 6 of 10 lists have decreased RR% or Average Gifts but only 3 had decreases in gift and RR%
• Catalog- 83% of catalog volume is driven by two sources: Wiland and Abacus. PL improvements as
a result of these sources.
Key Findings
• Single Gift- Optimize offer rotation, contact management, and revenue optimization. Consolidate
2nd tier sources with less expensive, more powerful sources with greater efficiency. This applies to
Multibuyers and Outside sources.
• Catalog-Source expansion and optimization of current households via reuse, revenue and/or
audience optimization, and potential offline/online communication.
Opportunities
• Single Gift- Abacus has helped buoy response and gifts over time and is likely a reason why overall
RR% and Gifts have not seen large declines. However, the composition (or, better yet, management
of the households using solutions above) should be reviewed.
• Multibuyer creation, treatment, and cadence should be reviewed
• Catalog-Lack of diversification in sources and/or successful testing in previous years beyond coops.
Weaknesses

Top 10 Analysis Single Gift- PL/Donor
Rank List Name Mail Qty
% of
Total PL/Donor
FY14 List
CPM
FY15 List
CPM
YOY
Variance
Subject
Category
1 TECHNOSERVE 575 0% ($1.31) $11 $10.98 ($0.02) Humanitarian
2 MERCY CORPS 6,537 0% ($15.66) $11 $17.55 $6.55 Humanitarian
3 WOMEN FOR WOMEN INTERNATIONAL 4,291 0% ($21.02) $11 $10.99 ($0.01) Humanitarian
4 WILAND DIRECT NONPROFIT DB 90,661 5% ($21.61) $11 $76.04 $64.62 Coops
5 CAREUSA DONORS 40,140 2% ($28.33) $11 $56.34 $45.34 Humanitarian
6 OXFAMAMERICA 3,242 0% ($33.72) $81 $19.01 ($62.10) Humanitarian
7 HELEN KELLER INTERNATIONAL 506 0% ($34.06) $11 $92.78 $81.78 Health Medical
8 INTERNATIONAL RESCUECOMMITTEE 2,697 0% ($34.67) $11 $10.99 ($0.01) Humanitarian
9 HABITAT FOR HUMANITY, INT'L 58,519 3% ($36.43) $11.00 $11.00 Humanitarian
10 WONDERWORK 27,568 1% ($37.21) $101 $11.00 ($89.63) Humanitarian
234,736 12% ($27.76) $54.21 $44.34 ($9.87)
1,971,512 ($53.12) $60.97 $40.64 ($20.33)
Top 10 by PL/Donor- FY15
Rank List Name FY14 FY15
%
Variance FY14 FY15
%
Variance FY14 FY15
%
Variance FY14 FY15
%
Variance
1 TECHNOSERVE 437 575 32% 1.60% 1.22% -24% $56.43 $42.86 -32% $13.26 ($1.31) -110%
2 MERCY CORPS 4,959 6,537 32% 1.15% 1.09% -6% $23.51 $22.01 -7% ($10.09) ($15.66) -55%
3 WOMEN FOR WOMEN INTERNATIONAL 26,521 4,291 -84% 1.18% 0.98% -17% $26.81 $21.45 -25% ($12.38) ($21.02) -70%
4 WILAND DIRECT NONPROFIT DB 141,329 90,661 -36% 0.81% 1.04% 28% $27.86 $26.66 -4% ($40.52) ($21.61) 47%
5 CAREUSA DONORS 49,720 40,140 -19% 0.90% 0.94% 5% $22.55 $22.39 -1% ($34.67) ($28.33) 18%
6 OXFAMAMERICA 0 3,242 0.71% $35.00 ($33.72)
7 HELEN KELLER INTERNATIONAL 1,081 506 -53% 0.93% 1.58% 71% $22.60 $16.63 -36% ($60.90) ($34.06) 44%
8 INTERNATIONAL RESCUECOMMITTEE 12,461 2,697 -78% 0.74% 0.93% 26% $25.01 $20.48 -22% ($40.62) ($34.67) 15%
9 HABITAT FOR HUMANITY, INT'L 10,707 58,519 447% 0.88% 0.80% -8% $19.49 $15.22 -28% ($34.71) ($36.43) -5%
10 WONDERWORK 11,465 27,568 140% 0.99% 0.96% -3% $14.75 $19.34 24% ($24.44) ($37.21) -52%
258,680 234,736 -9% 0.88% 0.95% 8% $25.53 $22.45 -14% ($33.65) ($27.76) 18%
2,123,164 1,971,512 -7% 0.80% 0.77% -4% $25.55 $25.46 0% ($49.84) ($53.12) -7%
Mail Quantity Response Average Gift PL/Donor
Top 10 by PL/Donor- FY15

List Cost Comparison 2015 Oct Campaign

Projected List Cost Savings
Assumptions:
*Excludes Wiland
**43% net rate out of merge (excludes Wiland volume)
**Assumes no current net name arrangements
****Annualized savings estimates would be realized over 12 month period (assuming monthly mailing cadence)
The October 2015 campaign was reviewed in-depth down to the list/segment level to identify list
negotiation opportunities. Leveraging long-standing relationships throughout the industry, Paradysz
projects the list cost savings impact below to your program (see detail list-level figures in appendix).
Savings: Estimated single campaign savings of $50,000 estimated annualized
savings of $600,000.
**Savings are on base rates and improved net name arrangements only, select negotiations could result in
additional savings. Actual savings can vary based on investment level, list mix, rental/exchange ratio, etc.
43%
75%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Est Current Net Overall Net
Arrangment
Net Gap
Current Net Gap
43%
60%
17%
0%
10%
20%
30%
40%
50%
60%
70%
Est Current Net Overall Net
Arrangment
Net Gap
Paradysz Net Gap
This slide should
reflect prior slide
data

List Cost Specifics
This slide should
reflect data on
slide 68
• Apogee
• Assn/Mature American Citizens
• AICR
• DonorBase
• Seniors w/ Traditional Values
Net Gap
Opportunities
• American Big & Tall Apparel Buyers
• Artistic Direct Corporate MF
• Donor Source Charitable Contributors
• Friends/Smithsonian
• Action Network Transaction Database
Base Price
Opportunities
• Donorosity- Masterfile
• American Big & Tall Apparel Buyers
• Seniors with Traditional Values
• Veterans of Foreign Wars
• AICR Health Cause Contributors
Largest Savings
Files

USOL – What is it?
The Universe Solution is a High-Performing Prospect Name Solution. The PMX/Epsilon partnership
brings together PMX’s data mining and program management expertise with Epsilon’s best in class
data and modeling - the most comprehensive in the industry.
Performance – Cost Effective – Scalable

USOL – A Measured Approach to Acquisition
All lists are evaluated and will continue to be
evaluated on which Performance Tier of the Program
they fall into.
• Tier 1: Best Performance
• Tier 2: Mid Level Performance
• Tier 3: Low Performance
As we move from the current environment, there will
be a purposeful disregard for volume in Tier 3 as it is
slowly replaced with better names from Tier 1 and less
expensive, better performing names sourced from
Universe Solution.
PMX media evaluation determines best list sources for expansion. Targeting lower ranked lists for
replacement by Universe Solution, allows clients to realize immediate performance gains and list cost
savings while minimizing program risk.
Tiered Source Evaluation:
*As Tier 2 and Tier 3 volumes
decline, USOL volume is added to
meet 100% of the desired mail
volume.
Tier 3
Lists
34%
Tier 2
Lists
33%
Tier 1
Lists
33%
USOL
35%
Tier 2
Lists
20%
Tier 1
Lists
45%
Current
List Mix
Future
List Mix

USOL – Better Targeting on Input
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
High Score Low Score
Input File Score
USOL (Gift) Prospect Lists (Gift) USOL (Response) Prospect Lists (Response)
Minimize
Low
Response &
Value Pool
With USOL we are able to target
a better prospect audience
 Gift – Goal is to bring in as many
prospects that score in the High Gift
tier of the Rev Opt model, while
minimizing the % of names coming
from the Low Gift tiers.
 Response – Comparing the
response scores for all outside list
rentals vs. USOL we have
historically seen a much more
responsive prospecting pool coming
from the USOL Fulfilment.
 LTV – By optimizing the prospecting
audience (response & gift) we are
able to maintain current response
rates while improving the overall gift
resulting in an overall improvement
to the program LTV.
 Target Audience – We can also
leverage the Revenue optimization
tool to Target specific audiences
based on client goals. Example;
donors to specific packages (Gift
Catalog or Non Premium offers), as
well as High Gift, Younger, or Ethnic
donors.
With our Revenue Optimization tool we are able to identify the value of prospects coming into the
merge at the individual level. In addition to offer to audience insight we are also able to better
understand the value of each source as it relates to the prospecting pool. We use these insights to
better target the prospecting pool through USOL.
Maximize
High
Response &
Value Pool

USOL – Campaign Application
Objectives –The goal of USOL is to source overlapping prospect names more cost effectively as well as provide new
incremental names to the acquisition program that perform equal to or better than current options.
Methodology – USOL is a joint collaboration between PMX and Epsilon based on Epsilon’s Modeling methodology
and PMX’s Audience Targeting capabilities. Multiple custom linear regression models are developed as the solution set
applied across Epsilon’s broad portfolio of databases – Abacus, TotalSource Plus, and TargetSource. The provided
USOL output for this test will be fulfilled net of the current house file and any merge suppression to ensure efficiency
through a clean net output.
Full
Solution
Test Depth: 10%
Test Depth: 60%
Test Depth: 30%
Test Segmentation – Segmentation is set up with
initial testing in a way that allows us to see what the
impact would be if we expanded out to replace various
depths of the current prospecting circulation (10%,
30%, & 60%)
Post Campaign Analysis - The Solution Optimization is a backend (post-mailing) analysis that validates and
compares the Universe Solution potential relative to the current multisource solution and illustrates potential
performance, cost, and coverage program impacts.

USOL – Recommendations & Next Steps
♦ PMX Universe Solution (USOL) recommendations
• Recommend introducing the solution in ongoing campaigns with simultaneous program management. Doing so not only
helps expedite the established test, retest, rollout DM strategy but also minimizes risk associated with traditional list
testing.
• Reallocate quantity that was traditionally set aside for list testing, to the Universe Solution (contingent on program,
generally 10-15% of Mail volume) for ongoing campaigns.
o By doing this we will minimize risk associated with traditional list testing (10% success rate) by replacing that volume
with a custom modeled name source that is based on your own mail & responder data and has been proven effective
across the PMX client portfolio.
• In partnership with Epsilon, PMX will provide recommendations on how big to build the solution, which models will be
incorporated within the solution, and appropriate testing breakouts/depths to maximize program impact and rollout
potential.
• PMX to review current merge suppression strategy to ensure that USOL is fulfilled net of current house and other
suppression files. Also, all USOL and Abacus segments are fulfilled net of each other to help minimize the added cost of
high duplication in the merge.
• Once the initial test campaign has finalized we will work in conjunction with Epsilon to perform a solution optimization
(backend analysis) and provide recommendations how to maximize program impact while making adjustments to the
solution to ensure strong in the mail performance.
• Our goal is to establish a strong performing, and cost effective solution that acts as the foundation for a full optimized
program. Once we establish this foundation we can focus on expanding or refining our Target Audience through a
combination of our partnership with Epsilon and PMX’s optimization tools.

Competitive Intelligence
Additional
Names YoY % Growth
Boys Town Donors 72,474 12%
St. Joseph's Indian School Donors 53,748 7%
Mercy Corps 10,172 27%
American Indian Relief Council Donors 9,805 17%
St. Labre Indian School Donors 7,158 2%
4Q 2015 Housefile
Universe
St. Joseph's Indian School Donors 821,807
Boys Town Donors 695,651
Marine Toys for Tots 364,891
Habitat For Humanity, Int'l 334,128
St. Labre Indian School Donors 331,244
Added info from
2015 but unsure
if we should keep
or where it
should be
placed.

Competitive Intelligence
10%
19%
21%27%
23% Significant Growth
Moderate Growth
No Change
Moderate Decline
Significant Decline
Added info from
2015 but unsure
if we should keep
or where it
should be
placed.
12%
8%
9%
23%
17%
21%
18%
25%
22%
7%
14%
11%
22%
13%
16%
15%
17%
14%
4%
7%
8%
0% 100%
2015
2014
2013
< $9.99 $10-$14.99 $15-$19.99 $20-$24.99
$25-$29.99 $30-$49.99 $50+
Ask Ladder Analysis/Lowest Ask Amount – 2015
YoY Change in Individual Housefiles – 2015

Amazon Solution Mix:
Creative
Direct Mail
Web Development
Merge
Advisory Services
We proposed a direct mail program for Amazon as an innovative way to re-
activate and engage customers across a spectrum of product lines. By
developing a robust test and learn approach, we were able to investigate the
viability and impact of a traditional channel on ecommerce purchases. We
initiated an end-to-end solution that was quickly implemented and fully
managed on behalf of the client and built a scientific testing environment to
identify strongest customer segments, creative concepts and formats. Our
methodical, end-to-end approach to testing and implementing direct mail for
retention purposes proved that a traditional channel can have significant
impacts on ecommerce programs.
95%
Increase in new signups
compared to the Control
>$.42
Drove incremental sales
within the specific product
lines & across the entire site.
100%
Lift in streaming over
the Control and 35% lift
in device linking
For each direct mail piece,
the most cost effective
solution to date

Amazon Solution Mix:
Creative
Direct Mail
Web Development
Merge
Advisory Services
As a trusted partner, our team manages the
testing, planning, execution, and measurement of
key direct mail campaigns from start to finish. Our
goal is to provide a seamless and effective way to
engage, activate, and retain Amazon customers
across Amazon - PIV, Amazon Fashion, Amazon
Prime, MyHabit, Amazon Industrial Supply,
Amazon Secure Card Reader, Kindle and more.

Crayola Solution Mix:
Creative
Direct Mail
We designed and developed an initiative to engage
and excite kids in an interactive way to build their
Crayola holiday wish list while reinforcing the
benefits of Crayola creativity products. We managed
all elements from Strategy through Deployment and
Testing.
• Quantities Mailed: 300,000 (Acquisition: 183K,
House: 117K)
• Testing: 2 coupons on each catalog, 1 for in-store
purchases, 1 for online purchases.
• In Home Date: Nov 3-6

HP Solution Mix:
Creative
Web Development
HP engaged PMX Agency to review it’s Home Office, SMB,
Personal Devices, Security, and Government independent web
experiences and associated eCommerce Stores. After
optimizing and enhancing the interfaces, customer journeys and
purchase paths, we embarked on a comprehensive usability
study over an extended period. The results and findings led to
the launch of a persona-based, customer-enhanced HP.com that
incorporated all of the independent experiences as one
segmented experience and shopping environment, not
independent websites.

HP Solution Mix:
Creative
Web Development
HP World e-Inclusion
Our mission is to close the gap between the technology-
empowered communities and the technology-excluded
communities on our planet by making it profitable to do
so. In concert with other innovative HP efforts such as
Digital Villages and e-government, e-inclusion is
determined to invent new solutions that will increase
revenues for HP’s current lines of business while
promoting development in emerging markets.

AARP Solution Mix:
Strategy
Print & Insert
Creative
Email
Display
PMX Agency evolved the AARP brand perception
by offering added value that increased the
engagement levels of a multi-generational, actively
maturing population. By optimizing direct mail, we
lifted conversion rates which established new
controls.
• Outperformed former control creative by 10%
and 18%.
• Delivered value and strong branded approach
with relevant offer.
18%Outperformed former
control creative by 10%&

Thrivent Financial Solution Mix:
Build awareness and generate additional policies
through an integrated program. Optimized direct
mail lifting conversion establishing new controls:
• Original ask to revitalize “fatigued” efforts
• Outperform 4 former control creatives
significantly
• Deliver simple package approach

American Express Solution Mix:
PMX Agency created the American Express brand
for their Giving Express Program – a charitable
initiative to donate rewards points to charities. The
team created this sub-brand to appeal to the
hearts of cardholders who otherwise wouldn't think
of Amex as a charity-minded organization.

Feeding America Solution Mix:
Creative
Website Development
Direct Mail
Social Media
Feeding America, the nonprofit organization with more than 200 food
banks, will feed more than 46 million people through food pantries, soup
kitchens, shelters, and other community-based agencies. As the nonprofit
industry continues struggling with identifying new donors, this group was
focused on finding a partner that would be able to generate additional
brand awareness and increase online lead generation and conversions
through an integrated program across email, website optimization and
creative.
PMX Agency was selected to develop a comprehensive program
leveraging our data-centric approach to defining marketable audience
segments, building communication strategies to test and optimize, and
improving conversion to make accelerate engagement through donations
and leads. The team managed an integrated program with subject matter
experts in analytics/testing, audience modeling/segmentation, creative,
and email marketing services to deliver ongoing strategic
recommendations and tactical production of marketing assets.

Creative
Website Development
Direct Mail
Social Media
Test Hypothesis:
• Can we increase engagement with the donation
form by moving the CTA to a more prominent
position above the fold?
CTA Above the Fold Results:
• Moving CTA above fold increased clicks to
Donation form by 91%
Champion Challenger

Creative
Website Development
Direct Mail
Social Media
Test Hypothesis:
• Can we increase giving by making the donation form
array more visually prominent, and adding context/benefit
around giving tiers?
Visual Enhancement & Context Results:
• Total donation volume up 20% for challenger form
• Average individual donation amount up 30%
Champion
Challenger

Creative
Website Development
Direct Mail
Social Media
Test Hypothesis:
• Could making the “Global Donate” button more prominent
increase clicks to donation form and grow revenue?
• CTA was changed from “Donate” to “Donate Now” with icon
CTA Button Prominence Results:
• Clicks on new Donate button increased 10%
• Donation revenue 23% higher from new Donate Now button
Champion
Challenger

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