View 01 · Executive Summary
Monday morning, one screen.
The view Jessica opens first. Four numbers, two charts, three narrative cards. Everything else lives one tab away.
New donors · 30d
2,184
▲ 18.4% vs. prior 30d
Revenue · 30d
$284k
▲ 11.7% vs. prior 30d
Blended CAC
$47.20
▼ $4 under target
60-day repeat rate
22.4%
▼ 1.6pp goal gap
Cumulative new donors
90-day projection vs. actual · all channels
Channel mix · 30d
Share of new donors
✓ What's working
Mom-creator partnerships are producing donors at a $28 CAC — 41% under the blended target. Three of five pilot creators are above expectations. Recommend scaling spend +50% next sprint.
⚠ Needs attention
60-day retention is 1.6pp below the goal. The drop is concentrated in the Brand Partner segment — their second-gift behavior is weakening. Worth a 30-min meeting this week.
→ Decision this week
Approve $40k Q3 budget for the Parents of Girls audience test? Mom-creator pilots are above forecast. Go or no-go by Friday to hit the planned mid-Q3 launch.
Quarterly pacing · Q3 2026
Day 41 of 92 · 44.5% through the quarter
New donors
9,144 / 17,50052%
Revenue
$1.18M / $2.5M47%
Email list growth
11,420 / 16,80068%
View 02 · Acquisition
From impression to first gift.
The growth marketer's home screen. Five stages, every channel, drop-off visible.
Donor acquisition funnel · 30d · all channels
Click any stage for channel breakdown
Impressions
Clicks
Landing page views
Email sign-ups
First-gift attempts
First gifts completed
Channel comparison
| Channel | Sessions | New donors | CAC | LTV | ROAS | Trend |
|---|---|---|---|---|---|---|
| Mom-creator IG/TT | 89,200 | 742 | $28 | $380 | 13.6× | |
| Milestone SEO | 34,800 | 484 | $22 | $290 | 13.2× | |
| Paid search | 21,400 | 308 | $64 | $240 | 3.75× | |
| Email referral | 9,800 | 240 | $12 | $410 | 34.2× | |
| Brand partner | 18,200 | 262 | $39 | $320 | 8.2× | |
| Meta paid social | 14,400 | 148 | $88 | $180 | 2.04× |
CAC vs LTV by channel
Lower CAC + higher LTV = invest more
Top performing creative · Mom-creator
Last 14 days
"The Tuesday she turned 13"
@modernmotherco · 84k views · $19 CPA
@modernmotherco · 84k views · $19 CPA
"Some milestones should be a choice"
@sarahdawnparent · 67k views · $24 CPA
@sarahdawnparent · 67k views · $24 CPA
"Three numbers"
@thismomlife · 52k views · $31 CPA
@thismomlife · 52k views · $31 CPA
View 03 · Active Campaigns
What's in market right now.
Six live campaigns. One Gantt timeline. Status, pacing, and spend in one place.
Happily Ever After Sweepstakes
List Growth
Email opt-ins4,212 / 5,000
Days in market18 of 30
IGEmailPartner
VOW Pro Membership Drive
Vertical Retention
New Pros142 / 200
Days in market22 of 45
EmailLinkedInWebinar
"Take a Vow" Modal Optimization
Conversion
Modal completes8,940 / 10,000
Lift vs. control+24.8%
WebA/B
Mother-Daughter Milestone Pilot
New Audience Test
Pilot creators3 of 5
Days in market7 of 30
IGTikTokSEO
Year-End Giving 2026
Direct Revenue
Target revenue$640k
Launch in62 days
EmailDirect mailSocial
Brand Partner Annual Wave
Partnership Amplification
Active partners14 of 16
Co-branded reach2.8M
PartnerPRSocial
Campaign timeline · rolling 90 days
Now+15d+30d+45d+60d+75d
Happily Ever After
VOW Pro Drive
Modal Optimization
Mother-Daughter Pilot
Year-End Giving
Brand Partner Wave
View 04 · Audience Segments
Who we're actually talking to.
Four existing segments. One emerging. Click any card to see the deep dive.
Couples
28,420 active
Growth+4.2%Avg gift$168LTV$412Retention31%
Wedding Pros
3,840 active
Growth+12.4%Avg gift$84LTV$380Retention68%
Brand Partners
62 active
Growth+3 ytdAvg gift$24kLTV$84kRetention82%
Supporters
42,180 active
Growth+6.8%Avg gift$58LTV$210Retention22%
Parents of Girls NEW
1,840 acquired (test)
Growth+184% (vs. 0)Avg gift$32LTV proj.$312Retention— TBD
Segment deep dive · Wedding Pros
Selected segment · click another card above to switch
Definition
Businesses that signed up via the "I'm a wedding industry professional" path in the Take a Vow modal, with at least one VOW Pro membership action in the last 18 months. Captured from Webflow form → Salesforce → tagged via Mailchimp Pro audience.
Behavioral profile
- Top entry: /vow-pro and /make-a-difference-with-vow-pros
- Avg sessions before first gift: 2.4
- Dominant channel: LinkedIn + organic search
- Highest LTV sub-segment: Photography & Video
Top-performing content
VOW Pro+ Benefits
Conv. rate: 14.2% · Pages
Conv. rate: 14.2% · Pages
"How my studio took the VOW"
Conv. rate: 11.8% · Blog
Conv. rate: 11.8% · Blog
Wedding pro testimonial reel
Engagement: 8.4% · LinkedIn
Engagement: 8.4% · LinkedIn
Segment movement · last 90d
Where donors transition between segments
View 05 · Retention & LTV
What scares CEOs into the right decisions.
Cohort heatmap, LTV by channel, time-to-second-gift. Retention is the moat.
60-day repeat rate
22.4%
▼ 1.6pp vs. goal
Avg 24-month LTV
$312
▲ $18 vs. prior cohort
Active donors
76,502
▲ 2,184 last 30d
Cohort retention heatmap
% of cohort still active by month since first gift · last 12 months
Dark = strong retention · Light = drop-off
0%
100%
LTV by acquisition channel
24-month projected · all donors acquired last 12 mo
Time-to-second-gift
Distribution · donors who gave again within 12 months
View 06 · Brand Health
The earned + owned signal.
PR, social, branded search, and celebrity halo conversion in one place.
Branded search · 30d
48.2k
▲ 14.8% vs. prior
Earned mentions
38
▲ 9 vs. prior
Social follower growth
+4,820
▲ 22.4% MoM
Celebrity halo conv.
2.4×
lift in donor activity
Earned media · last 30 days
Click any item to see full attribution
TODAY Show
"Why these brides are skipping the registry"
2.4Mest. reach
ELLE
"Lucy Hale on the cause she can't stop talking about"
1.8Mest. reach
Brides
"5 charities to register with this year"
620kest. reach
Forbes
"The next chapter for celebration-led nonprofits"
340kest. reach
The Knot
"VOW Pro program hits 3,800 wedding businesses"
180kest. reach
Branded search · 90d trend
Spikes correlate with earned media
Social platform health
Instagram
+2,840
followers · 30d
Top post:
"The Tuesday she turned 13"
LinkedIn
+1,240
followers · 30d
Top post:
VOW Pro milestone announcement
Pinterest
+640
followers · 30d
Top pin:
"Wedding registry alternatives"
TikTok
+100
followers · 30d
Top post:
Mom-creator partnership content
View 07 · Stack & Instrumentation Health
Is the system telling us the truth?
Pixel coverage, data freshness, and the quick-win backlog from the diagnostic.
Tools detected
72
15 active in marketing path
Vestigial / legacy
5
▲ 2 since audit
Data quality score
78/100
▲ 6pt this month
DMARC policy
None
▲ Fix in week 1
Pixel coverage matrix
Are the right tags firing on the right pages?
Pixel
Donate
Campaign
Editorial
Blog
About
Shop
Meta Pixel
✓
✓
✓
✓
⚠
✓
LinkedIn Insight
✓
✓
✓
✗
✓
✗
Pinterest tag
✓
✓
✓
✓
✗
✗
Google Ads conv.
✓
✓
✓
✓
✓
✓
GA4
✓
✓
✓
✓
✓
✓
Hotjar
✓
✓
⚠
✗
✗
✗
UA (legacy)
✗
✗
✗
✗
✗
✗
✓ Firing⚠ Misconfigured✗ Not present (kill or add)
Data source freshness
9 connected systems · last sync
Salesforce12m agoHealthy
Classy2m agoHealthy
Mailchimp8m agoHealthy
GA418m agoHealthy
Meta Ads42m agoLagging
LinkedIn Ads14m agoHealthy
Pinterest1h agoLagging
Hotjar22m agoHealthy
Stripe4m agoHealthy
Quick-win tickets from the diagnostic
01
Set DMARC to Quarantine
Ship: 1 day · Impact: deliverability lift, free
NOT STARTED
02
Retire Universal Analytics
Ship: 1 day · Impact: ~30kb page weight reduction
IN PROGRESS
03
Consolidate to one CAPTCHA
Ship: 0.5 day · Impact: ~50kb weight, cleaner consent
NOT STARTED
04
Install PostHog on donation flow
Ship: 2 days · Impact: behavioral cohorts visible
SHIPPED
05
Stand up A/B test framework
Ship: 3 days · Impact: tests become learning, not guessing
IN PROGRESS
06
CDN audit + consolidation
Ship: 1 week · Impact: 3 CDNs → 1
NOT STARTED
View 08 · Experimentation
The growth marketer's lab notebook.
Active tests, won tests, the backlog. Every page change becomes learning.
Tests live
7
3 reading by Friday
Shipped this quarter
14
▲ 6 vs. last quarter
Measured lift (annualized)
$148k
from 9 winning tests
Active tests
| Test | Hypothesis | Channel | Days running | Confidence | Decide by |
|---|---|---|---|---|---|
| Milestone-named donation pages | Honoree dedication 2× conv | Webflow / Classy | 9 of 14 | 76% | Fri |
| "Her name" subject lines | Specificity beats urgency | Mailchimp | 11 of 14 | 92% | Tue |
| Mom-creator CPM vs. Meta | Creator cost-per-donor < $30 | IG / TikTok | 14 of 21 | 88% | Mon |
| $25 vs $50 default first gift | Lower default raises conv. w/o losing LTV | Classy | 6 of 14 | 54% | Wed |
| Story vs. statistic ad opener | Story format +30% CTR | Paid social | 8 of 14 | 71% | Thu |
| Honoree named vs. anonymous | Named honoree raises AOV $15–25 | Donation page | 4 of 14 | — | Next Fri |
| Sun 7pm vs. Tue 10am email | Sunday wins for mom audience | Mailchimp | 2 of 14 | — | Next Tue |
Won tests this quarter
| Test | Verdict | Measured lift | Status |
|---|---|---|---|
| Modal segmentation (Couple / Pro / Stay Updated / Partner) | WIN | +24.8% modal completes | ROLLED OUT |
| VOW Pro+ benefits page redesign | WIN | +18.4% sign-up rate | ROLLED OUT |
| Country selector default to US | WIN | +12.2% form completion | ROLLED OUT |
| Hero "Every Girl" copy variant | WIN | +8.4% scroll depth | ROLLED OUT |
| Sweepstakes prize position | WIN | +11.8% entries | PARTIAL |
| Donate CTA color (rose vs. plum) | NULL | ±2% (not sig.) | NOT IMPLEMENTED |
Backlog
Queued 5
Long-form blog vs. interactive milestone page
Quarterly impact: email vs. postcard
Birthday-trigger email: -3 days vs. day-of
"Share with a mom" share-back
VOW Pro+ pricing test
Designing 3
Sweepstakes second-prize variant
Brand partner co-branded landing page
Take-a-Vow modal microcopy
Ready to launch 2
Milestone page · quinceañera
Honoree dedication on Classy