THPF Monthly Digital ReportingOctober 2019

Mass Marketing Revenue Reporting

Campaign Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Total

Revenue By Month

Projected Revenue By Month

$5,775 $2,625 $4,200 $3,150 $2,625 $7,350 $7,875 $21,000 $39,900 $5,775 $2,625 $2,100 $105,000

Actual Revenue by Month

$2,689.40 $6,845 $12,273.03 $7,217.86 $1,494.11 $7,618.87 $8,425.00 $47,663.27

2018 Revenue by Month

$3,060 $2,506 $2,046 $1,410 $1,145 $3,990 $3,435 $5,063.20 $31,552.91 $5,790.88 $4,130.16 $16,305.93 $80,435.08

Cumulative Revenue

2019 ProjectedCumulative Budget

$5,775 $8,400 $12,600 $15,750 $18,375 $25,725 $33,600 $54,600 $94,500 $100,275 $102,900 $105,000 $105,000

2019 Cumulative Revenue Actuals

$2,689.40 $9,534.40 $21,807.43 $29,025.29 $30,519.40 $38,138.27 $47,633.27 $47,633.27

2018 Cumulative Revenue Actuals

$3,060 $5,566 $7,612 $9,002 $10,167 $14,157 $17,592 $17,592

Variance (Revenue - Budget)

-$3,085.60 $1,134.40 $9,207.43 $13,275.29 $12,144.40 $12,413.27 $14,063.27 $57,336.73

Online Revenue Reporting

Campaign Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Total Estimated Variance

Evergreen $100 - $600 $200 $100 - $1,000 $10,600 $9,600

Holiday/Year End - - - - - - $0 $8,400 $8,400

Google Grant $585 $931 $755 $500 $200 $340 $800 $4,111 $10,000 $5,889

Donation Button $2,081 $1,650 $1,689 $2,935 $724 $2,660 $1,775 $13,514 $21,000 $7,486

General Giving Brochure

$345 $45 $100 $342.21 $200 - $200 $1,232.21 $8,500 $7,267.79

E-News - $50 $200 - $75 - $3,545 $3,870 $8,500 $4,630

Other (Canada Helps, etc..)

$263.40 $150 $5,384.03 $740.65 $395.11 $4,958.87 $550 $12,442.06 $13,000 $557.94

Exceptional Gifts* - $5,000 $4,500 $3,100 - - $10,000 $21,600 $25,000 $3,400

TOTAL $3,374.40 $7,826 $13,228.03 $7,817.86 $1,694.11 $7,958.87 $13,390 $55,289.27 $105,000 $49,710.73

*Exceptional Gifts: OT Donation Button May – 2 x $2,500 E-Newsletter May – 1 x $2,000 Giving Brochure July – 1 x $2,100

June – 1 x $2,500 Oct – 1 x $2,000 Oct – 2 x $3,000Oct – 1 x $1,000 1 x $1,000

Red Font indicates Revenue generated by Mass Marketing, but the funds went to another donation form outside of Mass Marketing or finance reallocated the donation to another program

Online Audience and DonorsOct 1st – 31st

Summary:• Most followers on our social channels are from

Toronto followed by Mississauga • 73% of followers on Facebook are female, and

39% of our followers are between 25-44 years old

• Most followers speak English, however a portion due have Spanish (78) and Arabic (44) set as there preferred language

• There was an increase in site visits which may have been due to the Fall Match e-mails that deployed and E-Newsletter.

• LinkedIn experienced high growth again this month

• There was a slight increase in e-mail unsubscribes which may be due to the volume of emails that were sent out this month.

Channel Total Audience

Previous Month

Total Unsubscribes

Variance

E-Mail Subscribers

27,016 27,094 78 -78

Facebook 4,527 4,189 63 +338

Instagram 2,458 2,333 0 +125

Twitter 6,027 6,011 9 +16

LinkedIn 17,005 16,566 0 +439

Total SiteVisits

6,393 6,316 N/A +77

Monthly Paid Media Cost vs. Revenue

Summary:

• Direct tracked revenue increased slightly in October.

• Effort was on getting full Evergreen to market with overhaul of keyword strategy to be implemented through Google Grant as well as impacting Bing and reconsideration for paid-search through Google.

April May June July Aug Sept Oct Nov Dec Jan Feb Mar

Cost $777.63 $1,188.83 $820.41 $762.77 $718.42 $600.01 $622.17

Revenue $685.00 $981.00 $1,355.00 $500 $335 $340 $800

Variance -$92.63 -$207.83 + $534.59 -$262.77 -$383.42 -$260.01 +$177.83

Digital Campaign Reporting - Evergreen

Campaign Media Spend

CPC Benchmark CPC

Impressions Clicks CTR Benchmark CTR

# of Transactions

Revenue

Evergreen

Google $0 - - - - - - -

Bing $622.17 $3.54 $3.75 1,577 176 11.16% 12% 0 $0

Summary:

• The CTR for Bing ads decreased versus September.• Brand terms continue to be the best performers.• There is not a lot of traction on broader health keywords.• Though there are site visits coming from the search ads, there is no creative in market to retarget users with if they

visit our site and do not donate.

Top Performing Key Words:

Trillium Credit Valley Hospital, Trillium Health, trillium health Mississauga hospital, Trillium Health Hospital

Low Performing Key Words:

Credit Valley, Donate to Charity, Hospital Charity, Donations for a Cause, Hospital Donation

what is trillium health, trillium health community, trillium health partners Credit Valley hospital, trillium health Credit Valley hospital

Top Performing Ad Copy:

Trillium Health Partners | Our Hospital for Our Community

Help Us provide Continued Access to Health Care for Families & Neighbours in Our Community

Trillium Health Partners | Our Hospital for Our Community

Impact Health Care in Our Community By Supporting Life-Saving Equipment. Donate Today!

Low Performing Ad Copy:

Trillium Health Partners | Our Hospital for Our Community

Make a Difference Today By Investing in a Healthier Community. Donate Now!

Digital Campaign Reporting – Google Grant

Campaign Target CPA

CPA Media Spend

CPC Impressions Clicks CTR Benchmark CTR

# of Transactions

Revenue

Google Grant

Dynamic - - - - - - - - - -

Trillium-Brand

$99.33 $103.70 $697.33 $1.74 3.727 401 10.76% 5.78% 3 $700

Evergreen Brand

$11.52 $16.61 $66.43 $3.41 217 23 10.60% 11.56% 1 $75

Summary:

• The cost per conversion decreased significantly this month.• All of the revenue that came in from Google Grant went to the Fall Match and In Memory revenue lines.• There was a decline in impressions and CTR for Grant ads compared to September, which may be from low performing

campaigns being paused and low search volume. • In October, the audience went back to skewing younger (25-44) compared to the 45-54 year olds that were mainly

clicking on our search ads.

Top Performing Key Words:

trillium health care centre, hospitals in Mississauga Canada, hospital trillium Mississauga

Low Performing Key Words:

Credit Valley, Donate to Charity, Hospital Charity, Donations for a Cause, Hospital Donation

what is trillium health, trillium health community, trillium health partners Credit Valley hospital, trillium health Credit Valley hospital

Top Performing Ad Copy:

Trillium Health | Partners Foundation

www.trilliumgiving.ca

Help inspire your community to invest in a new kind of health care.

Trillium Health | Partners Foundation

www.trilliumgiving.ca

Help inspire your community to invest in a new kind of health care.

Low Performing Ad Copy:

Trillium Health Partners | Our Hospital for Our Community

Make a Difference Today By Investing in a Healthier Community. Donate Now!

E-Mail Reporting – Welcome SeriesCampaign Deployment

TimingTotal Sent Total

Open Rate

Unsubscribes TotalCTR

Action Rate

Revenue/Surveys

New Donor Welcome Series

Email 1 - Survey 7 Days after Donation

59 51.63% 1 10.49% 7.77% 6Surveys

Email 2 - Survey Reminder

14 Days after Donation

73 41.35% 0 8.93% 3.85% 3Surveys

Email 3 - Second Donation

21 Days after Donation

96 37.57% 4 1.22% 0% $0Donations

Summary:• Overall, the total amount sent in October significantly grew. This is most likely due to the match that was

offered and obtaining new donors. • E-mail 1: Open rate slightly decreased (-1%), however the CTR slightly increased. In total 6 surveys were

completed.• E-mail 2: There was a slight increase in open rate and CTR (1%) this month. In total 3 surveys were completed. • E-Mail 3: The open rate and CTR increased slightly (1%), however no donations were made this month. • Survey responses: Most of the survey responses indicated that these new donors are patients or friend/family

of the patient and most received care at Credit Valley and Queensway. Most have interest in learning more about, Cardiac, Cancer and Emergency. Most have received care at more than one hospital site.

E-Mail Reporting – DM – H5 ResultsCampaign Date

SentTotal Sent Open Rate Unsubscribes CTR Action Rate Revenue

2019 H5 E-mails

Email 1: DM 3-Sept 1,677 29.71% 0 1.92% 0.24% $425

Email 1: DM (Test Subject) 3-Sept 1,677 36.62% 7 2.65% 0.30% $670

Email 1: Non DM 3-Sept 20,057 26.71% 29 8.68% 0% $1,030

Email 2: DM 17-Sept 1,727 32.39% 2 2.27% 0.61% $2,465

Email 2: DM (Test Button) 17-Sept 1,631 33.17% 2 2.15% 0.55% $2,317

Email 2: Non DM 17-Sept 9,930 23.97% 6 6.46% 0.04% $975

Email 2: Non DM (Test) 17-Sept 9,924 24.06% 13 6.40% 0.04% $2,775

Email 3: DM C3 23-Oct 2,917 32.08% 2 2.80% 1.52% $10,926

Email 3: Non DM C3 16-Oct 10,226 20.60% 18 1.66% 0.05% $885

2018 H5 E-mails

Pre DM (Test A+B) 29-Aug 2,970 42.59% 3 2.69% 0.30% $1,900

Pre Non DM (Test A+B) 29-Aug 6,376 29.56% 15 2.23% 0.02% $1,050

Pre Non Donors (Test A+B) 29-Aug 13,323 20.68% 29 0.86% 0.0% $0

Post DM (Test A + B) 12-Sept 2,970 32.66% 7 1.92% 0.98% $6,456

Post Non DM (Test A+B) 12-Sept 6,381 27.91% 19 0.66% 0.11% $11,930

Post Non Donors (Test A+B) 12-Sept 13,649 16.65% 31 0.45% 0.04% $625

Final DM (Test A+B) 3-Oct 1,367 34.60% 2 2.12% 0.88% $2,700

Final Non DM Active (Test A+B) 3-Oct 6,429 26.69% 10 0.48% 0.08% $2,785

Final Non DM Lapsed (Test A+B) 3-Oct 13,611 17.49% 25 0.51% 0.04% $575

Summary:

E-mail 3:• The Non DM group was less receptive to this emails and was the lowest performing for the campaign with

this group. The open rate and CTR dropped. This may be because they already received 2 e-mails and the match was also featured in the E-newsletter so there could be a bit of wear out.

• This e-mail was a top performer for the DM group. It had the highest CTR, action rate and revenue for this group. This may have been because the e-mail was delayed in being sent out so there was a little bit of breathing space between communication. The messaging was also focused on the match being extended with a countdown clock which may have created a sense of urgency to help us reach our goal.

Overall:• Perhaps consider only e-mailing the Non DM group 2 times for the campaign or trying the countdown clock

on the final e-mail to see if it drives more revenue• Non DM tends to have higher numbers for unsubscribing to this appeal, reco is to maybe review the cadence

for all e-appeals and figure out how often we should be communicating with them throughout the year

Non DM – Email 3 DM – Email 3

E-Mail Reporting – October E-Newsletter

Campaign Total Sent

Open Rate

Unsubscribes CTR Action Rate Revenue

2019 Oct E-News

V1 – No Intro Copy 13,506 27.57% 35 6.61% 0.08% $3,220

V2 – Intro Copy 13,503 27.23% 41 5.96% 0.14% $3,650

2018/2019 E-newsletter

July 2019 - V1 13,293 28.97% 29 9.46% 0.01% $0

July 2019 - V2 13,277 29.89% 22 9.51% 0.02% $75

May 2019 26,524 25.75% 60 5.63% 0.05% $10,635

March 2019 25,891 28.87% 54 7.62% 0.01% $135

January 2019 25,002 27.01% 53 7.78% 0.00% $95

November 2018 26,318 25.16% 65 5.18% 0.00% $0

Summary:

• The October E-newsletter generated the second largest revenue out of all of the E-newsletters deployed the past year.

• The 6X match has helped drive revenue with this group for both the spring and Fall Match.

• A $25 donation was made to the July E-news in October.• Most users clicked on the one time donation form header

image, followed by the 6X match hyper link which drove the most donations this month.

• The most popular story in this e-news was the Farewell to Steve article, followed by Ken’s story

• The e-mail with the intro copy had a slightly higher CTR

Test:Does Personalization and intro copy drive more Clicks & Revenue vs jumping right into stories?

E-Mail Reporting – DM + EventsCampaign Total

SentOpen Rate

Unsubscribes CTR Action Rate Revenue

Monthly Giving

October Monthly Giving -4 week

10 100% 0 100% 0% $0

October Monthly Giving -8 week

1 0% 0 0% 0% $0

September Monthly Giving - 4 week

14 71.43% 0 57.14% 0% $0

September Monthly Giving - 8 week

10 90% 0 90% 0% $0

50/50

50/50 Oct 2,815 55.03% 0 1.19% N/A $0

50/50 Sept 2,827 74.11% 1 35.19% N/A $0

Events

Diwali – Almost Sold Out 376 37.53% 1 12.33% 0.27% $300

Thank You E-Comm 330 39.68% 0 25.08% 0% $0

Happy Diwali 603 36.44% 0 8.64% 76 YT Views $0

Philanthropy

Gift of Stock - Repeat 30 80% 0 33.33% 0% $0

Gift of Stock - Pledge 22 63.64 0 40.91% 0% $0

Summary:

• The automated monthly giving e-mails continued to perform will in October. The open rate and click through rate on the 8 week e-mail dropped this month, but only 1 was sent out and it may not have made it in the users inbox.

• The 50/50 open rate and CTR significantly dropped in October, there were also 13 less sent out this month.

• The Diwali Thank You e-email open rate increased by 5% this year, and the CTR increased by 21% this year.

• The Happy Diwali email also saw a slight growth in open rate and CTR in 2019 as well.

THPF Social Post ResultsOriginal Content Post Channels Total

Reached# of

Likes# of

Comments# of

clicksShares

Pink Truck TwitterTwitter

2,5352,063

811

00

5070

31

Diwali TalentAnnouncement

Twitter 1,589 8 0 28 0

Diwali Auction Twitter 2,351 3 1 32 4

Diwali Press Release Twitter 2,793 4 0 37 4

Diwali Gala IG/FB Story 791 n/a n/a n/a n/a

Diwali Gala Thank You IG PostTwitter 1,865

1057

00

n/an/a

02

Tim Hortons Cookie Offer Twitter 1,152 2 0 n/a 1

Rotary Club Donation Twitter 1,297 7 0 n/a 2

Steelhead Game Twitter 2,194 3 0 28 3

Senior Tamils Walk TwitterIG/FB Story

3,447566

3n/a

on/a

n/an/a

1n/a

CoM Bike Challenge Twitter 2,197 3 0 17 3

Shoppers Love You Twitter 992 3 0 12 1

Social Sentiment Reporting

Summary:

• Most of the mentions/tags that featured the Foundation were from event participants and partners

• Diwali had a lot of mentions and tags during the event from participants/sponsors

• Nurse Next Door, CoM and the Benevolent Fund were the top accounts that tagged and mentioned the Foundation

• Overall the sentiment towards the Foundation was positive

• Recommendation is to look into more ways to have our community share and create content on their own channels to promote the Foundation and events

Total Website ReportingBenchmark April May June July Aug Sept Oct Nov Dec Jan Feb Mar

2019 - Total Site Visits 6,000 5,267 6,246 5,032 4,082 3,522 4,451 4,775

2018 - Total Site Visits 4,287 5,257 4,985 5,408 4,338 5,289 5,597 8,332 12,732 8,211 6,003 6,272

2019 Total E-Mail Sign Up 120 1 1 3 3 2 3 2

2018 Total E-Mail Sign Up

2019 - Total Bounce Rate 63% 63.01% 60.81% 61.58% 37.64% 35.43% 33.56% 29.17%

2018 - Total Bounce Rate 57.27% 55.61% 59.24% 55.68% 62.21% 59.37% 58.25% 61.98% 64.74% 64.98% 63.35% 62.42%

2019 - Total Conversion Rate 2.48 2.55% 5.38% 7.12% 3.46% 3.33% 4.93% 6.34%

2018 - Total Conversion Rate 2.16% 3.14% 6.27% 1.98% 1.68% 5.08% 4.09% 2.72% 5.58% 2.36% 2.28% 3.20%

2019 - Total Revenue $17,587 $80,845.54 $85,131.59 $20,491.83 $23,857.93 $46,126.24 $86,226

2018 - Total Revenue $7,283.75 $75,648.85 $63.021.25 $18,031.95 $12,190.78 $49,743.44 $77,206.72 $44,846.02 $171,860.21 $22,788.99 $24,632.41 $40,397.00

2019 - Total Time on Site 2:37 3:19 2:25 2:40 1:12 1:24 1:18 1:27

2019 - Total Time on Site 2:49 2:32 2:12 2:23 6:02 4:46 4:10 3:01 3:30 3:46 2:25 3:08

2019 -Pages/Session 3.34 2.13 2.04 2.17 2.88 3.08 1.18 2.94

2018 -Pages/Session 1.35 2.10 2.03 1.68 2.29 2.25 2.12 1.88 1.93 2 1.88 2.03

Website Performance SummaryOct 1st – 31st

Summary:

• Site traffic increased in October compared to the prior month, however the traffic was higher in the spring (May/June) for the Spring Match, but the bounce rate was

almost double during that campaign. This means the Spring match may have created more traffic, but the Fall match is bring in more qualified users.

• The overall bounce rate (29.17%) was the lowest it has been all year which may be because most traffic coming in is direct or from organic search meaning the users

were actively searching for the Foundation.

• 85.55% of site visits were new visitors, which means there was a 10% increase in returning visitors in October compared to the previous month.

• Direct and Organic search drove the most traffic to the site.

• Direct Traffic (16.02%) drove the highest conversion rate in October which may be people who came to the site for the match.

• The top referring domains for revenue were trilliumhealthpartners.ca, webmail.thp and arbormemorial.

• The E-news drove the highest amount of users to the site, however H5 DM E-Mail 3 generated the highest immediate conversion, which may be because the messaging

was an extension on the match.

• The H5 and OT Gift donation forms produced the most revenue in October, most likely due to the match.

• The H5 forms generated $34,911 combined in revenue in October, which is due to the Fall Match campaign, E-News and homepage visits.

• Homepage bounce rate is now at 14.64%, the lowest it has been this fiscal year and the average amount of the time on page is back up to 5:15. However the total page

visits has dropped, which may mean we are directing more traffic to specific pages.

• Desktop continues to be the main device donors are using with the highest conversion rate (4.43%) as well.

Competitive Examples

Competitive Review Summary

• In October, fundraising and contextual holiday messaging were the key messaging competitors promoted through their paid and organic

initiatives.

• The Mississauga Food Bank partnered with the Mayor’s office for the “One Bag Challenge” which was promoted through their own online

channels, the city’s channels, OOH and was picked up by the media.

• With a lot of events taking place in the fall in various communities including marathons, bike races, etc. a lot of competitors heavily messaged 3P

fundraising and used their ads to give ideas on how to fundraise,

• Nearly every hospital showcased children in costumes on Halloween, however Sick Kids used this occasion to run a campaign for donations and

3P fundraising.

• The Cancer Society created a virtual pink ribbon that donors could send out to someone along with their donation.

• Sick Kids began to run the start of their heavy monthly donor campaign offering a match and laying out the number of donors they are hoping to

get.

• Other companies continue to leverage the Sick Kids name in their own ads to generate revenue and donations. Example, GM Certified Service

offered $10 donation for all services during their busiest month for tire changes.

Month End Summary

Key Take Away:• The Fall Match offer continued to drive more users to the site and was a top revenue driver• The online search ads are still underperforming and generating low revenue.• Mass Marketing revenue is ahead by $14,063.27 of what was estimated for this time of year • General OT donations and the General Brochure drove the most revenue in October• The October e-newsletter helped drive an additional $7K in revenue for the fall match

Key Learnings:• Community events and 3P fundraising continue to generate the most likes and shares on social.• The Spring and Fall match offers are the top revenue drivers online. • When looking at competitive ads, there is opportunity for us to have more relevant/seasonal content • There is more opportunity to share user generated content and create content for users to share on their channels • There is opportunity to support other programs than OT donations with paid ads (ex. 3P, Monthly Donors)

Action Items:• BN to optimize new Evergreen campaign • Track new Welcome Series E-Mails and Opt-In e-mails • Add a popup to homepage to capture e-mail addresses of new leads and gain express consent

August 2015