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CEO Report to the Board: Strategic Digital Performance Review (Jan 1 - Nov 9, 2025)
"Our ability to successfully acquire a massive new audience proves the power of our mission; our challenge now is to eliminate the technical friction that prevents us from retaining them." - David
Executive Summary: High-Volume Acquisition vs. Technical Friction
Our primary strategy to leverage Paid Social has been highly effective in driving volume, achieving 13,000 new users within the period. However, this success is severely undermined by a critical architecture issue. While visit duration is short, high interaction metrics (19K page views 16K session starts, 1.1K scrolls) prove user intent is strong. The challenge is a technical performance barrier (primarily impacting our 92.3% mobile audience)that hinders our ability to build a sustainable, retained audience. Our immediate strategic focus must shift to technical optimization and building a sustainable retention framework to capitalize on the audience we have successfully acquired.
What We Did Well: Key Strengths and Metrics
The team has demonstrated strong capabilities in driving top-of-funnel volume, content creation, and defining our core U.S. audience.
1. Acquisition Volume & Channel Dominance
Total User Acquisition: 13,000 new users acquired year-to-date.
Total Active Users (30 Days): 1.1K active users.
Social Leadership:
Paid Social drove 9.1K sessions (8,004 unique visitors), confirming its effectiveness as our primary engine.
Organic Social delivered 3.2K sessions (2,939 unique visitors).
Quality Traffic Sources:
Direct Traffic: Robust with 1.2K sessions, indicating strong brand recall.
Paid Search: Delivered 1.1K sessions, proving keyword targeting successfully attracts high-intent users.
Other channels, including Referral (317 sessions), Paid Other (287 sessions), and Email (260 sessions), demonstrate supporting activity.
2. Confirmed User Intent & Content Resonance
Event data strongly suggests that users are interested in our content, but they are navigating quickly, likely due to technical issues.
Active Engagement Metrics:
Page Views: Registered a total of 19K page views.
Session Starts: 16K sessions were initiated, confirming high interaction volume.
First Visits: Logged 14K first_visit events.
Scrolls: Over 1.1K scroll events were logged, confirming content is being consumed beyond the initial fold.
User Engagement: Recorded 761 user_engagement events.
Clicks: Totaled 544 click events.
Top-Performing Content: Our most successful content focuses on transformation and resources:
'CA Jail Outreach Transfor': 1.7K views.
'Second Chance Programs C': 577 views.
'Growth Journey-A Deep Div': 531 views.
3. Audience Profile and Engagement Timing
We have a clear understanding of who our audience is and when they are most active.
Demographics: Core audience is concentrated in the 25-54 age range (approximately 72% of total traffic), with a slight Female bias (51.1%).
Device Usage: We are a mobile-first organization, with 92.3% of all traffic (12.8K sessions) coming from mobile devices.
Peak Activity: Engagement is highest from Monday through Friday, peaking consistently between 12:00 PM and 6:00 PM.
Geographic Focus (Top U.S. Cities): Our largest markets include Chicago, Los Angeles, Dallas, Charlotte, Houston, and Atlanta, as well as Butte County.
Areas for Improvement: Strategic Opportunities
Our biggest challenge is maximizing the long-term value of the high-volume audience we are already acquiring.
1. The Critical Retention & Funnel Leakage
The lack of repeat visitation is the single most significant risk to our business model and budget effectiveness.
The Conversion Gap: The highly-viewed 'Support Us' page only registered 401 views. This indicates a failure to clearly guide engaged visitors from inspirational content to the donor funnel.
Geographic Diversification: Although the U.S. is currently dominant, we should explore opportunities to nurture growing international audiences, particularly in India (with 128 active users) and China (with 54 active users).
2. Addressing the Technical Barrier
Our high mobile traffic necessitates an urgent need for performance optimization to eliminate friction and enhance site stickiness.
Mobile Experience Priority: Given that 92.3% of traffic is mobile, an immediate, comprehensive Mobile UX Audit is required to identify and eliminate slow load times and confusing navigation.
Organic Search Dependency: Organic Search traffic is critically low (126 unique visitors). We are overly reliant on paid spending and lack a consistent, free source of high-intent traffic. This requires:
Immediate investment in targeted SEO to rank for relevant search terms.
3. Implementing Retention Infrastructure
We lack the necessary systems to nurture the large audience pool we are currently paying for.
Lead Capture Optimization: We must establish stronger mechanisms for capturing user emails on highly-viewed pages (e.g., 'CA Jail Outreach Transfor').
Multi-Channel Follow-Up: Launching nurturing email sequences and specific retargeting campaigns to re-engage our new audience base.
Path Forward
Our focus for the next quarter will pivot entirely to retention and performance architecture. We will prioritize the Mobile UX Audit and dedicate resources to building the necessary SEO and retention infrastructure to transform our current high-volume visits into a sustainable community of long-term supporters.