Annual Report 2023-2024

ONE STOP SHOPPING Pulse Points newsletter streamlines communications The corporate MarCom team had a big win this year with the advent of Pulse Points – an internal newsletter that hits all Shriners Children’s staff inboxes with systemwide updates twice a month. As a one-stop-shop for relevant information, Pulse Points has been instrumental in reducing email clutter and streamlining communications. Pulse Points keeps the workforce engaged and informed with: » Leadership announcements » Systemwide initiatives » Administrative updates » Information on special events, webinars and town halls » Monthly observances and recognitions » Corporate compliance messages » Resources from the Office of Education and Talent Development This renewed focus on internal communications has met with positive results and growing engagement as open rates rise steadily and more colleagues than ever seek to share information through this valuable tool. DIGITAL TRANSFORMATION Web traffic at all-time high in 2023 The digital team continued its work in digital transformation in 2023 with a focus on user experience, patient acquisition and content marketing. The primary focus in 2023 was increasing our search engine visibility to drive more website traffic from organic sources while also improving the efficiency of our digital advertising. The approach included a collaborative systemwide content marketing program to support strategic initiatives through

web stories around pediatric care offerings. In parallel, the headquarters digital team worked to improve content by updating page titles, reformatting content and increasing internal linking. This resulted in a record number of organic web sessions. When combined with our paid digital advertising for patient acquisition, we generated more than 5 million visits and tracked more than 15,000 appointment requests. A major component of the user experience objectives included the development of personalized web experiences for users who click on our paid advertising. This technology dynamically changes the content on the web page, increasing relevance for the user based on their desired location. The results were remarkable, driving an average 18% more conversions from each campaign. What’s next for digital? To coincide with our personalization efforts, the digital team set their sights on the next phase of digital transformation. This will include technologies that will help create attribution and patient engagement models so we can best understand how our audiences are interfacing with our digital properties. This includes solutions like call tracking and advanced digital experience analytics. We can now attribute call conversions from our paid advertising utilizing artificial intelligence to connect the source of the user based on the phone number they called or appointment request form they submitted. Social media Social media is our primary communications channel for Shriners International and Shriners Children’s public audiences. We continue to grow our following of patients, families, volunteers, members, donors and fans, improving engagement across all our social media profiles. In 2023, we observed the most growth on Instagram and LinkedIn. As a system, our messages have been able to reach over 78 million users. We are very grateful for our audiences on social media. Their generosity, engagement, and support help drive our

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