Elsewhere online
December 19, 2012

Documentary Uses Targeted Ads to Draw Donors and Show Impact

The makers of a new documentary on educating girls around the world are applying high-targeted advertising technologies to promote the film and draw contributions to nonprofit groups backing the cause, according to The New York Times.

The director and backers of Girl Rising will use online ads personalized for employees of 57 companies they hope will back female education in developing countries, including Apple, Wal-Mart, and Goldman Sachs. The ads will help the filmmakers track engagement with the film's cause and draw viewers and donors to 10x10, a charity that is partly financing the movie and makes grants to girls' education groups.

Data on the campaign's success in raising money and generating buzz about the film could help attract investment for future cause-related documentaries, Girl Rising director Richard E. Robbins said.