These visualizations show the impact that my marketing efforts have had on CAC's channels.
These charts were populated by real data, visualized in Claude, then fact checked.
I found the social media engagement metrics to be particularly interesting. We can see how we had organic growth for Membership May and Artful Adventure, and then a steady rise as I deployed my holistic Cuisine Art Cocktails campaign. We can also see the natural lull in January (typical for nonprofits after the year-end boost), followed by a dramatic upswing. I was surprised at how aggressive the growth was after January, but this coincided with an organizational transition period where I began to have more comprehensive influence over Contemporary Arts Center's marketing strategy.
Email performance tells a similar story, with more of a steady improvement in both open rate and CTR. The latter is particularly difficult to move the needle on, so I am proud to see my efforts paying off there. After a serious email strategy audit in August, I used data from Bloomerang (our CRM and email platform) to analyze what kind of emails were most successful, and what delivery times had the most success in opens and click through. After analyzing this data I was able to put forth a more insights-based approach, rather than an assumptions-based or urgency-based approach.
Website engagement is a bit more nuanced to dissect. We can start with the baseline of engagement rate (inverse of bounce rate) and return visits, which partially adhere to the hills and valleys of the aforementioned events, and steady growth along my tenure. However there is more variation along the way, and once we tie in pages per session things get interesting. I conducted two phases of bold, data-backed changes to our website navigation, and you can see the ripple effects here. After the first wave in August, which coincides with the buid up to Cuisine Art Cocktails and year-end giving, we generally have people wanting to spend more time on the website and return to it. But after my second wave of edits, you can see that pages per session actually dipped back down – because people were finding relevant pages faster, with less clicks.