Canadian Women’s Foundation Awareness Report August 2014 Planning report Optimization report Tracking report

Compared to last year, overall change in awareness was insignificant, though there was a 2% rise after the annual campaign to end violence Respondents who are very familiar with the Canadian Women’s Foundation: (Respondents score 8-10 on a 0-10 scale, across Canada) Target All Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Target group consists of: women between ages of 35 and 69, with household income above $60K, and have a college/university degree or higher. Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Favourable opinion among those who are familiar with CWF decreased significantly compared to last year, especially during spring and summer 2014 Respondents who have a high opinion of the Canadian Women’s Foundation: (Respondents score 8-10 on a 0-10 scale and must be somewhat or very familiar with the Canadian Women’s Foundation, across Canada) All Target Statistically significant change from Aug’13 to Aug’14 Question: “What is your overall opinion of the Canadian Women’s Foundation?” Respondent shown scale of 0-10, 10 being “very high opinion”, with “I don’t know” option. Notes: Respondent must score 4 or higher on a scale of 0-10 for awareness of CWF. Target group consists of: women between ages of 35 and 69, with household income above $60K, and have a college/university degree or higher. Source: Fusion Retail Analytics, September 2014.

Supporting slides

No significant change in awareness on a regional level Region-specific awareness of the Canadian Women’s Foundation (Respondents score 8-10 on a 0-10 scale, across Canada) Ontario West Quebec Atlantic Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Awareness of the Canadian Women’s Foundation has not changed significantly across genders Gender-specific awareness of the Canadian Women’s Foundation (Respondents score 8-10 on a 0-10 scale, across Canada) Female Male Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

No significant change in awareness between income brackets Household income-specific awareness of the Canadian Women’s Foundation (Respondents score 8-10 on a 0-10 scale, across Canada) <$60K >$60K Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Awareness has decreased among respondents in the 70+ age bracket Age-specific awareness of the Canadian Women’s Foundation (Respondents score 8-10 on a 0-10 scale, across Canada) <35 35-691 70+ Statistically significant change from Aug’13 to Aug’14 1The 35-69 age group has a lower threshold as a margin of error than other age groups because they compose approx. 70% of the sample Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

No college/university Awareness has decreased for respondents without college/university education Education-specific awareness of the Canadian Women’s Foundation (Respondents score 8-10 on a 0-10 scale, across Canada) College/university No college/university Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Awareness has decreased in Toronto vs. last year Market-specific awareness of the Canadian Women’s Foundation in Eastern Canada (Respondents score 8-10 on a 0-10 scale, across Eastern Canada) Toronto Nova Scotia Montreal Ottawa Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

No significant change in awareness in Western Canada vs. last year Market-specific awareness of the Canadian Women’s Foundation in Western Canada (Respondents score 8-10 on a 0-10 scale, across Western Canada) Edmonton Calgary Vancouver Manitoba Statistically significant change from Aug’13 to Aug’14 Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

The Canadian charities with the highest awareness experienced decreases in awareness All respondents: Awareness of Canadian charities (Respondents score 8-10 on a 0-10 scale, across Canada) Aug’13 results Statistically significant change from Aug’13 to Aug’14 Aug’14 results Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Ranked by order of latest results. Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Awareness among the target audience also decreased for the more well-known charities Target audience: Awareness of Canadian charities (Respondents score 8-10 on a 0-10 scale, across Canada) Aug’13 results Statistically significant change from Aug’13 to Aug’14 Aug’14 results Question: “How familiar are you with the following Canadian charities or organizations?” Respondent shown scale of 0-10, 10 being “very familiar”, with “I don’t know” option. Notes: Target group consists of: women between ages of 35 and 69, with household income above $60K, and have a college/university degree or higher. Ranked by order of latest results. Variances that fall outside of margin of error for each individual segment are statistically significant; variances that fall inside the margin of error could potentially be due to noise in the sample and are therefore insignificant. Source: Fusion Retail Analytics, September 2014.

Appendix

Methodology Research objective: To gauge the Canadian Women’s Foundation’s awareness and familiarity among Canadians across all demographics, and their overall opinion of the Foundation over time. Methodology: A 10-minute online survey is sent to a representative panel of shoppers across Canada, balanced for demographic and geographic profile. Consumers are invited to fill out the survey which features approximately 20 questions along a number of dimensions regarding TV, flyers and other media, as well as knowledge of specific Canadian charities. Field timeline: Ongoing survey, in field monthly. Sample specifications: N = 1,442 completed responses from June 2014 to August 2014, cleaned for engagement on three separate proprietary criteria to ensure high quality data. Data balanced to reflect age, income, region and gender (65% female/35% male) of Canadian shoppers. Source: Fusion Retail Analytics, September 2014.