Friends of Jack Foundation: Marketing Performance, Q2 and Q3 2026
Board Update  ·  Website & Advertising Performance

How people are finding us,
and what happens when they do.

friendsofjack.org  ·  Prepared for the Friends of Jack Foundation Board of Directors
April 1 to August 7, 2026

The short version

Website traffic grew in Q2 and has grown again in Q3. In June we began running paid advertising for the first time this year, and on August 3 that advertising shifted to promoting the Annual Celebration.

Q2  ·  April to June

Traffic grew, and most of it was new.

Website visits rose 60% over Q1. Of the 3,121 people who visited, 3,070 were visiting for the first time. Two ads ran in June and reached 22,167 people.

  • 3,699 visits to the website, up 60%
  • 3,070 first-time visitors, up 67%
  • 782 clicks from the two June ads
  • Organic search visits grew on Google, Bing and Yahoo
Q3 so far  ·  July to August 7

Advertising moved to the Celebration.

The Annual Celebration page went live July 23. On August 3 a new ad launched pointing to it. Five weeks into the quarter, ad clicks are up 85% over all of Q2 and every channel we track grew.

  • 2,634 visits in 38 days, against 896 in the same stretch of Q2
  • 1,443 clicks from ads, up 85%
  • 35,349 people reached by advertising, up 59%
  • The Celebration page is the second most visited page on the site

What we are working on next

  • Measuring email. Analytics currently records zero visits from email, which means our announcements are not being tracked and we cannot say what the list contributes. Tagging those links is the next fix.
Source. Google Analytics, Google Search Console and Meta Ads Manager, friendsofjack.org.
Scope. This report covers website traffic and advertising delivery only. Ticket sales, sponsorships and all fundraising results are reported separately by Pete Cohenno.
April 1 to June 30, 2026  ·  compared with January 1 to March 31, 2026
Website Visits
3,699
▲ 60%
2,317 in Q1
People Reached By Ads
22,167
New
Advertising began in June
Clicks On Ads
782
New
No advertising ran in Q1

The quarter in six numbers

MeasureQ2 2026Q1 2026Change
People reached3,1211,868+67%
First-time visitors3,0701,843+67%
Total visits3,6992,317+60%
Engaged visits1,474794+86%
Engagement rate39.9%34.3%+16%
Total interactions17,01910,875+57%

What the numbers show

1

About 1,250 more people visited, and 98% of them were first-time visitors.

People reached rose from 1,868 to 3,121. First-time visitors rose at the same rate, 67%, which means the increase came from new visitors rather than existing visitors returning more often.

2

Engaged visits grew faster than total visits.

Total visits rose 60% while engaged visits rose 86%, so engagement rate moved up from 34.3% to 39.9%. Counting individual people who took a deliberate action:

+117%read through a page
+138%clicked something
+129%followed a link out
+194%time on event pages
3

Organic search grew on every engine and had the highest engagement of any source.

Google was up 36%, Bing 145% and Yahoo 100%. Search visits held a 67% engagement rate and averaged 56 seconds, against a site-wide 40% and 23 seconds. No advertising spend is attached to these visits.

Advertising

Two ads ran on Facebook and Instagram beginning in June, both pointing to the website.

Launched June 1

What a hospital stay takes away

"When a child gets admitted to the hospital, they leave a lot behind."
12,238people reached
420clicks
2.28%click rate
$144.20spent
Launched June 19

How Friends of Jack began

"Friends of Jack started with one family's experience navigating the hospital."
9,929people reached
362clicks
2.33%click rate
$107.62spent
Within Q2 the two ads reached 22,167 people and produced 782 clicks to the website for $251.82, or 32 cents per click. Both ads continued running into July.
Source. Google Analytics and Meta Ads Manager, friendsofjack.org. Q2 2026 is April 1 to June 30; Q1 2026 is January 1 to March 31. "People reached" counts individual visitors, not visits. An engaged visit is one lasting longer than ten seconds, viewing more than one page, or completing an action. Advertising reach is totalled across the two campaigns, so some people may have seen both ads.
Scope. This page covers website traffic and advertising delivery only. Fundraising and financial results are reported separately by Pete Cohenno.
July 1 to August 7, 2026  ·  the first five weeks of the quarter
Website Visits
2,634
▲ 194%
896 in the same stretch of Q2
People Reached By Ads
35,349
▲ 59%
22,167 across all of Q2
Clicks On Ads
1,443
▲ 85%
782 across all of Q2

Five weeks in

We are about a third of the way through the quarter, so these are partial figures. To keep the comparison fair, Q3 so far is measured against the same first thirty-eight days of Q2 rather than against the full quarter.

MeasureJul 1 to Aug 7Same stretch of Q2Change
Website visits, all sources2,634896+194%
Visits from ads1,4420New
Visits from search414336+23%
Direct visits570451+26%
Visits from social posts8878+13%
Total interactions13,6694,596+197%

What the numbers show

1

The Annual Celebration page is the second most visited page on the site.

The page went live on July 23 and has drawn 456 views in its first two weeks. Only the homepage has more. On August 5 it received 99 visits from advertising in a single day.

2

Every channel we track grew, not only the paid ones.

Advertising accounts for the largest share of the increase, at 1,442 visits from a base of zero. Search, direct and organic social also grew against the same stretch of last quarter.

+23%from search
+26%direct
+13%from social posts
+197%total interactions
3

Search visits grew 23% with no advertising spend behind them.

In July, Google showed the Foundation in search results 4,150 times and sent 200 visits. Eight pages appeared in search results for the first time. The pages gaining the most search traffic were the Playland Adventure event page and the two Child Life Specialist articles.

Advertising: the Annual Celebration campaign

On August 3 a new ad launched pointing directly at the Annual Celebration page. It is targeted to people within 35 miles of Mattapoisett who follow the Foundation's page, plus a matched audience Meta builds from those followers. The two June ads continued running through July and have since been paused.

Launched August 3  ·  Running now

Tickets are on sale

"Tickets for the Annual Celebration are now on sale, and the room fills up a little faster each year. On Saturday, September 19, we are back at Arch at the Meadow for cocktails, dinner and live music."
5,729people reached
295clicks to the page
3.4%click rate
13¢per click
$37.87spent
The Celebration ad is clicked at 3.4%, against 2.28% and 2.33% for the two June ads. It costs 13 cents per click, against 32 cents for the June ads within Q2.

Where we want to do better

  • Measuring email. Analytics records zero visits from email this quarter, which means our announcements are not being tracked and we cannot say what the list contributes. Tagging those links is the next fix.
  • Keeping the numbers clean. We identified automated traffic reaching the site this quarter from an outside domain. It has been excluded from every figure on this page and is being filtered going forward.
Source. Google Analytics, Google Search Console and Meta Ads Manager, friendsofjack.org. Covers July 1 to August 7, 2026, the first thirty-eight days of Q3, compared with April 1 to May 8, 2026, the first thirty-eight days of Q2. Advertising figures run through August 6 and reach is totalled across three campaigns, so some people may have seen more than one ad.
A note on the numbers. In July an outside domain generated 414 automated visits to the site. These have been removed from every figure shown here, and a filter is being put in place so future reports are unaffected.
Scope. This page covers website traffic and advertising delivery only. Ticket sales, sponsorships and all fundraising results are reported separately by Pete Cohenno.