Tab: 3
"Every new beginning starts with the courage to take a single step forward, out of the shadows and into the light." - David Avritt (CA Jail Outreach)
CEO Report On Website Activity
Executive Summary: Mission-Driven Growth and Strategic Reset
Good evening, everyone. This period, from January 1 to October 2, 2025, has been one of high-velocity growth and necessary internal stabilization. Our core mission is clear: to help inmates and their families, and to assist anyone on a personal Growth Journey—in their family, work, church, or ministry. We are committed to this integrated model, which achieves higher financial returns by simultaneously blessing our donors with the same new materials that inmates and their families receive.
The data confirms we are driving significant market traction. We generated 10,321 unique visitors and 11,984 site sessions. Our immediate priority is to start the Camp Growth build this month. I must stress that the next couple of years will be a period of reset after reset—a necessary phase of aggressive iteration until we lock onto the scalable, "sweet spot" operational model. We are focused on winning.
Overall Performance Assessment: Are We Winning?
The short answer is yes, we are winning the battle for attention, but we are losing the war for retention and on-site conversion. The sheer volume of new traffic is outstanding, but the operational friction and high churn mean we are wasting dollars on a leaky bucket. We must address the negatives immediately to capitalize on our impressive growth.
The Good News (Where We Are Winning) 👍
This is where the data shines. Our marketing engine is successfully driving massive new audience volume:
Exceptional Market Reach: We drove 12K active users and saw explosive traffic growth. Example: Our primary traffic driver, Paid Facebook, delivered 7,700 sessions. This proves the market demand for our mission is immense.
High-Intent Targeting: Our Google Ads are efficient at capturing high-quality leads. Example: Our most successful ad keywords are centered around high-intent, mission-critical terms, such as "reentry programs" and "prison ministry near me." This confirms we are reaching the right audience.
Ad Quality is Strong: Our main ad is highly relevant, confirmed by a strong Click-Through Rate (CTR) of 7.35.
The Bad News (Where We Need an Immediate Fix) 🛑
These critical operational and technical failures are undermining our impressive growth and must be fixed as a priority:
High Churn and Poor Retention: Our database indicates 10,271 unique visitors are New, and only 50 unique visitors are Returning. Example: An entire month of traffic results in virtually zero returning users. This is a massive failure in our value delivery and retention funnel.
Critical On-Site Failure: Our primary landing page has an alarmingly high bounce rate of 81.8%. Example: For every 100 people we pay to bring to the site, over 80 are leaving immediately. This is the definition of a leaky bucket.
Persistent Technical Roadblock: The website continues to run slowly and fails to meet our performance standards. We have been working on improving the speed, but it remains a critical issue that is directly contributing to the high bounce rate and low engagement. We are committing resources to resolving this.
Inefficient Ad Spend: The Awareness [UF] AdDirectives campaign is consuming $19,014.67. We must ensure this vast expenditure is tied directly to results.
Strategic Priorities and Call for Support
Our next steps are focused on two mission-critical areas: fixing our funnel and launching our product.
Priority: Fix the Funnel (Immediate)
Action Required: Dedicate resources to resolving the persistent issue with slow website speed. Once fixed, we will focus on the resulting high bounce rate of 81.8%.
Call for Support: Board support in prioritizing technical resources and sign-off on a new user retention strategy.
Priority: Launch the Product (Now)
Action Required: Achieve the goal of starting the Camp Growth build this month.
Call for Support: A full resource commitment and removal of all roadblocks to meet this aggressive timeline.
Priority: Optimize Spend (Ongoing)
Action Required: Review the high-cost Awareness [UF] AdDirectives campaign and the underperforming Cross-network campaigns.
Call for Support: I would like to request your input on reallocating the budget to the more efficient Google Search network.
Traffic Drivers and Operational Metrics
A dual strategy drives our digital infrastructure:
Paid Facebook Campaigns (The Volume Driver): Facebook is the primary source of traffic volume, delivering 7,700 sessions.
Google Paid Search (The Intent Driver): Google delivers high-intent traffic, with 1K sessions driven by users actively seeking our services.
In total, our Google advertising campaigns incurred a cost of $ 23,600 for 1,280 clicks at an Average CPC of $18.38. We are committed to making every one of those clicks count by fixing the on-site experience.
I am confident that with your support on these priorities, we can convert our high market attention into long-term mission impact. Do you have any questions about the immediate technical plan to address the website speed or the Camp Growth timeline?
