Campaign Report: September 17, 2012 - December 31, 2012 Client: Kerr Street Ministries Campaign: Give A Little Date Prepared: January 13, 2014 Prepared By: E. Melton

Creative

The campaign had several goals:

1)  Get donations 2)  Build Email List 3)  Test Donation Segment on SMC2 platform

Campaign Goals Campaign Goals

Results Chart Campaign Campaign Statistics

Results Notes

Overall, the campaign achieved:

•  4,671 Response rate (landed on website) •  4 Email Deployments (6,900 / 26,400 / 43,900 / 61,381

emails sent per deployment respectively) •  55 Contributing Opt-ins •  $5,024.00 overall ($91.34 per opt-in) •  Generally, there is a 25% non purl versus 55% purl Opt-in rate •  Sharing at 14% (generally, in the 35% range) •  Based on response, opt-in is well below average

Results Notes

Google Audience Google Audience

Google indicates that there were 1,294 unique visitors and 77% were new users. Note, Google tracks cookies where the response rate is actual number of visits. Given there were 55 Opt-ins, the Opt-in (or donation rate) actually improves to 4.25% approx. Almost all traffic is Canadian, which based on our lists is reasonable as 1076 of the unique visitors are Canadian based (83%).

Google Notes Google Audience

Google Location Location

Google Funnel Google Funnel

The Google Funnel indicates that there were 43 respondents that went through to page 2, while 28 completed the program. Upon review, our team thinks that it’s quite possible to increase these results with a “Goal Specific” program and concept.

Funnel Notes Funnel Notes

Google Content Google Content

We included the content report mainly to show the branding opportunity associated with a program. Most programs do pick up momentum over time; however, Google indicates that traffic is determined by email. Traffic is determined by the email deployments as noted in the chart, as such it’s likely best to have a program run longer term.

Google Content Google Content Results

Results Traffic Traffic Analysis

Interestingly, PURL traffic (from the list) had no donations applied against it. However the sharing rate was 40% (our standard rate is approx. 35%). This indicates that they are engaged with the brand. At the same time, of the 285 who came into our site via sharing, none either shared or donated. The “Other” group comes in via some degree of sharing and cannot be measured. In this case the sharing rate was at 12% (which is reasonable), however this group accounted for all the donations.

Results Traffic Traffic Analysis Notes

Sharing Vehicles Sharing Vehicles

Facebook clearly leads the sharing at 62%, while Twitter 17% & Linkedin 15% show reasonable sharing rates as well. Surprising, our initial thought was that email would have been a strong sharing mechanism due to your segment, and it appears that social has made great in roads in almost all demographics.

Sharing Summary Sharing Vehicles Notes

Interestingly, the microsite is clearly the primary focus of this campaign. The Opt-in rate although limited is twice as large on a percentage basis when engaging those on Facebook, using this limited sample. Sharing is not strong enough to provide real stats on either channel. This leads to a discussion and content strategy to further explore and maximize the impact of the Facebook platform.

Channel Summary Channel Analysis

Facebook Likes (New: 154)

Twitter Followers (New: 25)

Summary

The program from our view did not perform well. Given, this is our first test in the charitable segment and the email list was fairly limited. We’d like to try a “Goal Specific” program to measure the results against this program. i.e. raising a specific amount for a specific goal, creating both a sense of urgency & community. Increasing, developing and or purchasing a larger “Oakville” list would be likely lead to increased engagement and sharing.

Observations

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