Learn about the SickKids Foundation’s future digital plans and how non-profit digital objectives can be supported by a Customer Experience Management (CXM) platform.

1. Enabling a digital
CXM ‘hub’ with
Sitecore
PRESENTED BY
Mark JordanSeptember 30, 2015

2. OUTLINE
Enabling a digital foundation with Sitecore
• Overview of our SickKids digital journey
• Enabling our digital ‘hub’ using Sitecore
• The next evolution of our donor experience using Sitecore
2

3. Overview of SickKids’ digital
journey
Enabling a digital foundation with Sitecore
3

4. Enabling a digital foundation with Sitecore
4
Our
Digital
Journey
Initiating digital as a
priority
• Audit to assess the
current state of
digital
• Acknowledged
strengths, gaps
and areas for
improvement
• Baseline for
measurement
Building a basis for
digital
• Strategic three-
year plan outlined
• Cohesive donor
experience
• Focus on being
donor centric
• Consistent
branding and
navigation
• Launch of renewed
website, powered
by Sitecore
In progress
• Audit and
assessment of
current analytics
• Microsite build and
integration into
Sitecore
• Donation flow and
form renewal
• User experience
enhancements
• PCI and CASL
compliance
• Building for A/B
testing and
behavioral tracking

5. Enabling a digital foundation with Sitecore
5
From To

6. Enabling our digital ‘hub’ using
Sitecore
Enabling a digital foundation with Sitecore
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7. Enabling the ‘hub’ – our objectives
Enabling a digital foundation with Sitecore
1. Support the communications needs of all departments
across the Foundation
2. Enable various departments to manage their own
content within specified guidelines and governance
3. Gather data from donor behavior and site analytics to
help deepen the donor engagement
4. Provide better donor support online (reduce friction,
reduce calls to support teams)
5. Ensure scalability over time to accommodate new
digital strategies and future digital touchpoints
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8. Desired outcomes of a CXM
Enabling a digital foundation with Sitecore
1. More control – less need to rely solely on resources
with coding abilities to create, edit and publish content
2. Closer to ‘real-time’ publishing – allows content to be
published faster, allowing increased relevance through
timeliness
3. Workflow – facilitate collaboration and distribution of
content creation, approval and publishing
4. Lower operating costs over time – reduce web
maintenance through the simplification of CXM tasks
5. Increase conversion – through increased relevance and
streamlined donor experience 8

9. Results
Enabling a digital foundation with Sitecore
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• Distributed ability to perform content updates (IT,
Marketing & Events teams)
• Governance includes a monthly update schedule,
coordinated through the Marketing team
• Saw significant lift in site ecommerce conversion post-
launch, and most importantly, that trend continues

10. Results
Enabling a digital foundation with Sitecore
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Up 370% - 1.90% vs 0.34%
Old site vs new site – ecommerce conversion rate

11. The next evolution of our
donor experience using
Sitecore
Enabling a digital foundation with Sitecore
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12. The Opportunity
Enabling a digital foundation with Sitecore
12
Look at the site data to identify areas where we can focus
our efforts to influence desired behaviours.
Make use of Sitecore’s Digital Marketing System (DMS) to
implement and test hypotheses.

13. What the data tells us
Enabling a digital foundation with Sitecore
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Behaviour by visit number

14. What the data tells us
Enabling a digital foundation with Sitecore
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Traffic volumes – business lines
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Major Gifts
Coporate Giving
Build a Legacy
Other Visitors
Percent of sessions
Collectively ~ 1%
0.000 2.000 4.000 6.000 8.000 10.000 12.000
Major Gifts
Coporate Giving
Build a Legacy
Other Visitors
Page Views per Session

15. What does this mean for DMS?
Enabling a digital foundation with Sitecore
15
The data suggests an opportunity to personalize content
based on visit number to drive increased conversions.
Because of the high return rate, personalization has
potential to improve outcomes for:
– Major Gifts
– Corporate partners
– Legacy giving

16. Potential Implementation
Enabling a digital foundation with Sitecore
16
Corporate partners
• Profile visitors who spend
time in the corporate
partner section of the site
• Personalize the hero
image on the homepage
on their return
• Evaluate based on
bounce rate reduction for
that segment

17. Potential Implementation
Enabling a digital foundation with Sitecore
17
Events
• Visitors with 8+ visits are
more likely to be seeking
events
• Personalize for 8+ visits
and show event hero with
call-to-action
• Evaluate based on
bounce rate reduction for
that segment

18. What the data tells us
Enabling a digital foundation with Sitecore
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Traffic volumes – major pages Page Months for ab
test to be
statistically valid
Home Page 1.2
Donate 2.9
Scrubs 1.2
Ways to Give 8.3
Cards 8.4
In Honour 11.5
Events 12.2
Major Gifts 70 (6 years)
Corporate Giving 56 (4.7 years)
Legacy 51 (4.3 years)
0 100 200 300 400 500 600
Home Page
Donate
Scrubs
Ways to Give
Cards
In Honour
Events
Major gifts
Corporate giving
Legacy
Average Daily Page Views

19. What does this mean for DMS?
Enabling a digital foundation with Sitecore
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• We should focus A|B tests on highest volume pages
– Home page
– Donate page and process
– Scrubs or other event-specific microsites

20. Potential Implementation
Enabling a digital foundation with Sitecore
20
A|B Test: Donate Button
• Test different sizes of
donate button
• Evaluate against number
of clicks on donate for
each version
• Duration: 1-3 months

21. Where are we today?
Enabling a digital foundation with Sitecore
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• Key team members trained and certified on Sitecore DMS
• Rolling out a digital roadmap for 2016/2017
– Desired outcomes:
• Preferred brand
• Growth in revenue
• Best-in-class donor experience
• Operational excellence
• Looking to integrate the evolution of our digital ‘hub’ into
the digital roadmap

22. SickKids Foundation
525 University Avenue | Toronto, Ontario | M5G 2L3
www.sickkidsfoundation.com
THANK YOU