February 2023 Overview
Social Media (Meta)
Facebook & Instagram followers were up for the conference promotion and have since plateaued.
We have 1,207 followers on Twitter and have not been posting much since the conference. We will be posting more as the year comes to a close.
Our email audience is 4,624 subscribers. I have gone and deleted any cleaned and unsubscribed addresses.
Visitors are mobile
22% of our website visitors are on mobile devices, with our top referrers being social media platforms after search engines.
Our end-of-year fundraising campaign raised $1,803 by December 31st. We are turning it into an ongoing peer-to-peer fundraising campaign.
CAUFC Communications Channels
Facebook & Instagram
Meta (Facebook) has changed how they report analytics for both Facebook and Instagram. Measures like ‘reach’ (how many people are seeing your posts or page) from traditional advertising are more important than follower numbers. Also important to know is the audience interacting with our content. It is important to note that ‘reach’ is an estimated metric.
The percentage up or down measure is this period in relation to the previous period, which is the last month (January 2023) compared to the previous month (December 2022). Facebook is shown on the left, Instagram is on the right, and the previous period is the gray line.
Our page and profile visits, along with new likes and follows, and reach have increased. See how the blue line is up over the gray line.
Facebook & Instagram Audience
Meta (Facebook) has changed how they report analytics for both Facebook and Instagram. Statistics on our audience reveal the age and gender, the top cities for our followers, and the top countries. The audience statistics are from January 2020 to the present.
Our audience has grown since last month. We are getting closer to 1,700 on Facebook and have well over 900 on Instagram.
Facebook & Instagram Content Performance
Statistics reveal how our posts have performed over the past month. It is essential to have our audience interact with our posts. More interaction with a post will then improve its reach of a post.
Our content on social media has been performing well with featuring all the entries to our haiku promotion. We are featuring one entry per day on our social media channels.
On Twitter, our followers have increased to over 1,20o followers. Our Tweet impressions are also up.
I have updated our LinkedIn page and believe there are many opportunities to post more regularly on this site and grow our audience. I will be posting our newsletters and more on LinkedIn this year. Our page has grown to 201 followers.
Email Audience & Newsletter Performance
CaUFC Master List: 4,624
We have 4,516 subscribers to our email list. There are also 108 non-subscribers for the annex project in Sacramento.
Our latest email achieved an above-average open rate, above our usual email performance. The click rate was lower than average as this newsletter focused on a round-up of events coming up this year. Unsubscribes were also up more than average, which often happens at the beginning of the year.
Engagement figures show those who rarely engage with our emails at 59%. We are aiming to decrease that metric this year.
CAUFC Website Performance
February 1, 2022 – January 31, 2023
The chart on the right tracks the page views and visitors to the site each month and other vital measurements for the website for the past year. The ‘Missing’ page coming in at #3 suggests there is a bad link to our website from an external site that we do not manage. I have redirects set up so it is not an issue with having http or https, or www in the URL.
Top pages visited in the past month:
- CaUFC homepage
- About Us
- Why Urban Forests?
- Contact Us
This year we have raised $242 so far. Big shout out to Isby, who donated 5% of the sale of her calendars, $200.
We launched our store for swag, starting out with Lead with Trees and We Need Trees t-shirt designs. Our store generated $76.26 in profits last year.
New Communications Channel — Talking Trees Podcast
I am working on “Talking Trees,” a podcast for education & outreach, and will be putting together some test episodes this year. I’m hoping to start these in March/April. I plan on interviewing our board members too.
A short video (or audio) podcast on urban forestry topics based on the theme of ‘Growing Trees Creates Great Communities.’ The podcasts would be between 15 to 30 mins and would introduce the audience to the wide range of benefits provided by urban trees. Video versions could be edited down for sharing on social media.
Using podcasts like ‘stuff you missed in history class‘ and the Frick Museum’s series ‘cocktails with a curator‘ as inspiration to create a podcast to reach a new audience with our urban forestry messaging.
The ‘Cocktails with a Curator’ series was great in that it focused on one work of art in the museum’s collection and gave the history of the work and artist. This style of episode would be great for introducing a new audience to the different types of trees in their immediate environment. As people learn the names of things, like plants and animals, it helps to increase their appreciation of the environment.
‘Stuff You Missed in History Class’ is a purely audio-based podcast. Here the inspiration is about things around you and in your environment you may have missed. We can introduce the audience to the various benefits provided by trees; energy saving, test results, health, healing, etc. These topics would also be great for guest interviews.
Perhaps we could get some sponsors for the podcast in the future.
Another possibility is to reintroduce a membership where for just a few dollars a month, the paying audience could have earlier access to episodes, special Live Q&A with certain guests, etc.
A couple of sample episodes will be produced once the fundraising season is behind us using existing video content from past interviews.
Stuff You Missed in History Class