Digital

Audiences

Report

SWOT Analysis

Strengths

Organic Social

• Strong social presence and strong call to action across platforms.
• 231.6K Facebook users and 117.3K Instagram users were reached from organic social.
• 186 donations originated from organic social, resulting in a total of $13,499.

Devices - Desktop

• Website functionality, landing pages and CTA’s on desktop are strong.
• Avg. engagement time of 1m 23s - the avg. time user spends on a page is 54s (Forbes).
• 656 donations originated from desktop, resulting in $150,951 - the highest out of any device category.

Audience Demographic - Women

• Our biggest audience is women.
• 64% of donations are made by women (Nonprofit source).

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Instagram

Facebook

Website*

*Not calculating, “unknown” gender of users

Weaknesses

Social - Spanish Speaking Audience

• Largely untapped, Spanish-speaking audience that Make-A-Wish Arizona has not reached.
• There are 410,000-482,300 users interested in non-profits, residing in Arizona, who are on Facebook and Instagram.

Devices - Mobile

• Gap in mobile user experience and messaging in comparison to desktop.
• Avg. 42s engagement time, significantly lower than desktop (1m 23s).

Website - Spanish Language Users

• Website is not tailored to Spanish speaking users.
• Out of 44,256 users who visited the website, less than 1% were users whose language is Spanish.

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Spanish Language Users

Avg. engagement time

on website

39s

Opportunities

Search Engine Optimization (SEO)

• Boost User Acquisition: Use both on-page and off-page SEO strategies.
• Improve Backlinks: Get links to the “Donate” and “Refer a Child” pages from local publications, blogs, and corporate partners to improve search rankings.
• Update Site Elements: Refresh URLs, page titles, and meta descriptions to help users find stories more easily.

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Paid Ads (Social or Google Ads)

• Increase Referrals: Create tailored ads in Spanish to attract more referrals from diverse communities (Tucson, Yuma, Tribal Lands).
• Boost Volunteer Recruitment: Design campaigns to reach Spanish-speaking individuals interested in volunteering with Make-A-Wish Arizona.

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Threats

Google Ads

• Account Status: Make-A-Wish Arizona’s Google Ads account is currently not active.
• Outdated Campaigns: The most recent campaigns, “2020 Eyemail Match - Search” and “2020 Delicious Wishes,” were last active in 2020, indicating a lack of recent advertising activity.
• Competition: Make-A-Wish America Google Ads/Federated model

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Organic SEO

• Low Visibility: Despite having 1,102 organic keywords, the website faces challenges with visibility. The estimated monthly SEO clicks are 756, which indicates room for improvement in attracting organic traffic.

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Social Media

Social Media by the Numbers

Make-A-Wish Arizona has a reach of more than 37,800 users.

• The most engaged following is
• Instagram
• Facebook
• LinkedIn
• Most Posted Content:
• Wishes/Alumni
• Cause Marketing
• Volunteer
• Corporate Recognition

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Instagram

Facebook

Performance Overview

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

More than 348,900 users were reached across Instagram and Facebook.

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• High visibility toward the Make-A-Wish mission.

Top Performing Content

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Volunteer - World Wish Month

• Volunteer Spotlight with Ben Posorske, showcased across both feeds.
• Reach: 28,244 accounts
• Plays: 35,961

Wish - Ailed Goes to Walt Disney World

• Featured quotes from Wish Satisfaction survey and included multiple images.
• Reach: 23,876 accounts
• Interactions: 515

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Instagram

Facebook

Insights

Leverage Collaboration Posts with Community Partners

• Partnering with high-following corporate partners accounts boosts exposure and reach.
• Organic promotion through these collaborations maximizes visibility without ad spend.

• Outperformed typical cause marketing campaigns thanks to the brand’s established follower base.

3,477

views on

IG Stories

Google Analytics Report

Traffic & Primary Channels

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

• Direct Traffic: Highest in terms of users, sessions, and revenue, indicating strong brand recall and direct engagement.
• Revenue: $196,377.35

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Top Pages

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Make-A-Wish Arizona (17,813)

Careers - Make-A-Wish Arizona (14,569)

Our Chapter - Make-A-Wish Arizona (7,664)

Donate - Make-A-Wish (5,042)

Our Staff - Make-A-Wish Arizona (3,917)

Wish Ball 2024 (3,423 views)

Volunteer - Make-A-Wish Arizona (3,413)

Local Events (2,681)

2023-2024 Wish Your Way Arizona - Make-A-Wish Foundation (2,434)

Wish Your Way Donation Form - Make-A-Wish Foundation (6,822 views)

• The average engagement time of 14s highlights need for enhanced content or optimization to increase interaction.
• Will adding digital wallet options to streamline donations increase this?

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Threats

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Google Analytics - Data Gathering Issues�

• Sync Problems: Real-time data is not syncing correctly, with limited access to event settings due to federated account restrictions.
• Tracking Gaps: Luminate and email click data are not being captured accurately.
• Need for Support: Require better access and adjustments to enhance GA4 functionality for improved campaign tracking and strategy.
• Working with IT to solve problem.

Example:

Events not being tracked

Insights

Top Days of Week by Users

Top Cities by Users

FROM DATA OF 8/16/2024-8/22/2024

ANALYSIS: AUG 1, 2023 - AUG 1, 2024

Questions?