Non-Profit Opps: Americares Foundation hires CMO amid spend increases (Score 50)

Sales lead: Contact the new marketing DM for more information about her future plans. 

• Americares Foundation appointed Felicia Macdonald as SVP & CMO in May 2023.
• Macdonald joins from Thinx, where she served as strategic communications & public affairs VP.
• She brings marketing experience from her time as Porter Novelli's brand marketing VP. 
• Macdonald now leads all of Americare's marketing operations. 

Target demographic: Potential donors (Gen-X)

The organization will likely:

• Keep increasing ad spend
• Try new ad channels
• Review its current roster/seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Americares spent approximately $519.5k on national TV ads YTD, a huge jump from $61.4k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $256.8k in 2022.
  • It did not air any TV ads in 2021. 
• Ad programming: It placed ads during programming such as The Michael Kay Show, Yankees Classics, 2019 Home Run Derby, Married... With Children, and 2020 NBA All-Star Game. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Americares spent about $84.9k on digital display ads YTD, a 35% increase from $62.9k spent in this channel during the same time period of 2022. 
• YTD data: 15m impressions via Facebook (89%), YouTube (8%), and Instagram (2%).
• 2021-2022 spend: Full-year spend plummeted from $553.1k in 2021 to $93k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency changes. 
• Current roster:
  • Harley & Co: creative

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.