Shalom Orlando · Marketing Dashboard

⛺ Camp J — Summer Camp

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🏫 ECLC — Preschool Enrolment

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📊 Total Enquiries This Week

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Across JotForms, tours, and event walk-ins. The leading indicator of registration volume four to six weeks out.

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THIS WEEK'S STRATEGIC OVERVIEW — WEEK OF 11 MAY 2026

Strategic Question

Can Camp J find an extra 15 registrations a week for the next 4 weeks?

ECLC is the good news this week. Confirmed at 192 by Daxco — up 9 in a week and only 18 families from the 210 target. At current pace they'll clear 210 before season end. The challenge shifts to Camp J. At 133 with 32 days to camp start, the current pace of 7 registrations a week projects to around 165 — 35 short of target. Reaching 200 requires 15 a week. That's double the current pace. The ask for the team this week is what would it take to double down: more content, direct outreach to interested families, or a short-window incentive for remaining spots.

Numbers To Know This Week

ECLC enrolments gained this week — confirmed by Daxco. ECLC is now just 18 families short of the 210 recovery target.

Camp J spots remaining before target of 200. With 32 days to go, pace needs to nearly double from 7 to 15 a week.

+10

New Instagram followers on Shalom Orlando this week — the best follower gain across the entire network for the period.

Worth Watching This Week

Two things stand out. First, RAISE had a dramatic collapse — Facebook reach fell from 828 to 87 and Instagram from 139 to just 5. That's a 90-percent drop on both platforms in one week. Worth checking whether content output dropped or something changed in the account. Second, Roth Family JCC Facebook had an unusually strong week — reach up 43 percent to 3,154 and engagement rate jumping to 12.1 percent (up from 7.5 percent last week). Understanding what content drove that could inform what we put behind Camp J and ECLC specifically. Website sessions more than doubled week-on-week (592 to 1,500) — the strongest weekly traffic gain so far.

Revenue Intelligence

Revenue Lens

How marketing performance translates to dollars.

ECLC Family Lifetime Value

$—

Activates once average ECLC tuition and typical enrollment duration are confirmed.

Input needed: annual tuition rate

YoY Revenue Impact

$—

Annual revenue impact of the 36-enrollment year-over-year decline from March 2025. Calculated as 36 x annual tuition.

Activates once average ECLC tuition is confirmed.

Recovery Upside (192 to 210)

$—

Revenue value of enrolling 18 additional families to reach the 210 recovery target. Calculated as 18 x annual tuition.

Activates once average ECLC tuition is confirmed.

This panel converts enrolment numbers into dollars once tuition and fee figures are confirmed. Three things activate: lifetime value of one ECLC family, dollar cost of the historical drop, dollar value of closing to 210. Numbers will be added once the data is confirmed.

Camp J — Registration Tracker

Working camp start: 12 June 2026

⛺ Summer Camp Priority

Camp J — Registration Tracker

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registrations · target: —

0—to goal

Week-on-Week

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% to Goal

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Spots Remaining

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Days to Start

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Pace Forecast — at 7 registrations/week

Projected by camp start —

Required velocity for 200 —

Required velocity for 220 (stretch) —

⭐ Top Posts This Week

Camp J — Best Performing Content

Post 1 — Facebook

Content Summer is closer than you think. Early registration is open now.

Likes / Comments 43 / 1

Post 2

Populates as additional post data is provided weekly.

Post 3

Populates as additional post data is provided weekly.

Tour Activity

CampMinder data —

ECLC — Enrolment Tracker & Recovery Analysis

Recovery target: 210 by season end · Stretch: 230 (full restoration)

🏫 Preschool Priority

ECLC — Enrolment Tracker

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enrolments · target: —

0—to goal

Week-on-Week

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% to Goal

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Enquiries in Pipeline

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Pace Forecast — at 4 enrolments/week

Projected by 31 August —

Required velocity for 210 —

Required velocity for 230 (full restoration) —

🚶 Tour Activity

ECLC — Tours and Conversion

— Q1 Tours

— April Tours

— Tour Conversion ↑ Above ECE sector avg 40–55%

New Enrolments from Tours

Confirmed from April tours —

Tour conversion rate —

Tour conversion is healthy at 63 percent. The bottleneck is volume. More tours per week is the key lever for closing the enrolment gap.

Event-to-Enrolment Conversion Funnel

Q1 + April 2026 cumulative · ECLC focus

🎪

Stage 1 — Event Attendance

920

Q1 2026 cumulative
4 documented events

13.7%

📋

Stage 2 — JotForm Submissions

126

Total enquiries
Mar–Apr 2026

pending

📅

Stage 3 — Tours Scheduled

Pending

Scheduling pipeline
matures Q2 2026

100%

🚶

Stage 4 — Tours Conducted

Q1: 27 · April: 8

63%

✅

Stage 5 — Confirmed Enrolments

From April tours

63% tour conversion

Five stages from event attendance to enrolment. 13.7% of event attendees fill in a JotForm. JotForm to tour conversion is still being tracked. 63% of tours conducted have converted to enrolment — a strong rate. Zero tours were conducted in the week of 4 May; rebuilding tour volume is the highest-priority action for May.

Email Marketing Performance

Nonprofit benchmark: 35–40% open rate

List Size

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Total subscribers

Open Rate

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↑ Above sector avg 25–28% (Mailchimp 2024)

0%← benchmark 35%50%

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Click Rate

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Avg. all campaigns

↑ Above sector avg 2.7% (Mailchimp 2024)

✓ Healthy

Unsubscribe Rate

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Target: <0.5%

✓ Sector avg <0.5% — within range

✓ Within target

Last Campaign

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Sent

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Open Rate

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Clicks

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Unsub

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Best and Worst Campaign — Last 8 Weeks

Best Performing This Period

Weekly Newsletter

4 May 2026

13.6%

Open Rate

2.8%

Click Rate

0.2%

Unsub Rate

Lowest Performing This Period

JBall Auction

May 2026 · Subject line and timing review recommended

7.1%

Open Rate

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Click Rate

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Unsub Rate

Comparing top and bottom performers helps identify subject line and send time patterns. Pattern analysis activates as more campaigns accumulate.

Website Performance — shalomorlando.org

Total Sessions

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This week

shalomorlando.org

Bounce Rate

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Target: <50%

Nonprofit sector avg 55–65% — better than average

↗ Needs attention

Top 5 Pages

Traffic Sources

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Social Media Performance

📘

Facebook Performance

All Shalom Orlando-affiliated Facebook pages.

📘

Facebook

Shalom Orlando — main page

Reach this week

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▼ vs 371 last week

Engagements this week

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first weekly snapshot

Engagement rate

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first weekly snapshot

Link clicks this week

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first weekly snapshot

Followers Gained This Week

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⭐ Top Facebook Post This Week

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—Reach

—Engagements

Other Facebook Pages

Page	Reach This Week	Reach Change	Followers Gained
Roth Family JCC	—	▲ vs 2,201	—
ECLC	—	▲ vs 22	—
Camp J	—	▼ vs 21	—
Raise	—	▼ vs 828	—
PJ Library	—	▲ vs 30	—

📷

Instagram Performance

All Shalom Orlando-affiliated Instagram pages.

📷

Instagram

Shalom Orlando — main page

Reach this week

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▼ vs 206 last week

Engagements this week

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first weekly snapshot

Engagement rate

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first weekly snapshot

Top format

Reels

based on format mix

Followers Gained This Week

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⭐ Top Instagram Post This Week

Roth Family JCC Instagram

Top-performing ECLC and community content. Program and event posts driving highest engagement.

—Reach

50Engagements

Other Instagram Pages

Page	Reach This Week	Reach Change	Followers Gained
Roth Family JCC	1,396	▼ vs 3,350	—
Camp J	—	▲ vs 1	—
Raise	—	▼ vs 139	—
PJ Library	—	▲ vs 17	—
Shayna's Village	16	— vs 16	—

ECLC Tour Referral Sources — Q1 2026 (n=27 tours)

46 percent of ECLC tour interest comes from friend and family referrals. Word of mouth is by far the strongest acquisition channel. There is currently no formal program around this. Building one is what I recommend for May.

Lead Sources — Where Enquiries Are Coming From

Total this period: —

Enquiry Source Breakdown

What These Numbers Mean

Where enquiries come from across the whole funnel. 47 percent come from events and walk-ins. 20 percent come through the website. 17 percent are word-of-mouth referrals. Social and email together account for 17 percent. These figures are estimated based on Q1 2026 patterns. Comprehensive source tracking activates once a standardised "how did you hear about us" field is added to all intake forms.

Events and word-of-mouth do most of the heavy lifting. Digital channels (website, social, email) underperform relative to audience size. The fix is both better calls to action and bigger audiences on the priority program pages.

Lead Generation & Tour Activity — April 2026

Source: JotForm submissions · ECLC operational data

JotForms represent information requests from interested individuals, not confirmed enrolments.

April Tour Activity

ECLC — Tour Activity

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Tours conducted

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Confirmed sign-ups

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Camp J — Tour Activity

TBC

CampMinder figures pending

⏳ Awaiting CampMinder access

→

Where We Land at Current Pace

Forward-looking projection at current trajectory

At current pace, ECLC ends the season around 197 enrollments and Camp J reaches 195 registrations by camp start. Both are close to target but neither hits it without a velocity lift. Camp J needs an extra registration a week to reach 200. ECLC needs an extra 1 to 2 enrollments a week to reach 210. The biggest opportunity to lift ECLC volume is the friend and family referral channel, which is the strongest source today and has no formal program around it.

∞

Cross-Program Lifecycle Intelligence

Why families who do more than one program matter most

ECLC to Camp J Attach Rate

—%

Percentage of ECLC families who also enroll in Camp J in the same program year.

Activates once ECLC and Camp J data are linked.

Camp J to Membership Attach Rate

—%

Percentage of Camp J families who become Shalom Orlando members within 12 months.

Activates once Camp J and membership data are linked.

Multi-Year Retention

—%

Percentage of families retained across two or more programs over a three-year window.

Activates once cross-program retention data is consolidated.

Families that engage with multiple programs over multiple years are far more valuable than families that do one program for one year. A family that enrolls a child in ECLC at age three, then sends them to Camp J every summer, then becomes a Shalom Orlando member, then puts another child through the same path, can be worth tens of thousands of dollars over fifteen to twenty years. A family that does one year of ECLC and leaves is worth one year of tuition. This panel tracks how many ECLC families become Camp J families, how many Camp J families become members, and how long families stay across all programs. Activates once data from each program system is consolidated into one view.

◈

Things Worth Noticing — Week of 4 May 2026

Patterns in this week's data worth paying attention to

Our strongest channel has no marketing behind it

46 percent of Q1 ECLC tours came from friend and family referrals.
This is by far the highest-performing acquisition channel. Google Search produced one tour. Social media produced zero attributed tours.
There is no formal referral program. Building one is the May priority.

Spring events revealed a clear pattern: smaller beats bigger for lead quality

The April 18 community event drew 42 enquiries with mixed program interest.
The April 26 event was smaller but generated 17 enquiries with stronger program-specific intent (5 ECLC, 6 Camp J).
Smaller, program-targeted events may be a better format than broad community events for converting interest into enrolment.

Our digital channels aren't converting

Email open rate is below the nonprofit benchmark of 35 to 40 percent. List size is healthy at 11,013 but reach into priority programs is limited.
The ECLC and Camp J Facebook and Instagram pages have very small audiences. Even when content reaches someone, there is no strong call to action or dedicated landing page.
Instagram engagement on the main page is below typical community nonprofit performance.
This is a distribution problem (audiences too small) and a conversion problem (weak calls to action). Both need addressing before any paid promotion makes sense.

★

Recommendations

Strategic actions to close the enrolment gap and lift digital performance

Build a structured family referral program for ECLC

The strongest acquisition channel (46 percent of tour interest) has no formal program around it. A defined incentive and clear thank-you mechanism would amplify what is already working.

Grow the audience on the priority program social pages

The ECLC and Camp J Facebook and Instagram pages reach under 100 people a week. Audience growth on these pages is the foundation for any direct program marketing to work.

Tighten conversion paths from social and email into enquiry

Posts and emails currently lack strong calls to action and dedicated landing pages. Fixing this lifts the conversion of existing audiences before investing in growth.

Standardize "how did you hear about us" tracking across all intake forms

Comprehensive enquiry source data activates better attribution and clearer channel investment decisions.

Test smaller, program-targeted events as a format for ECLC and Camp J

Spring event data shows smaller events with focused programme content generate higher-intent enquiries. This format should be built into the May and June calendar.

Email subject line testing program

Open rate is 3 points below benchmark. A structured testing program can lift this without changing list size or content investment.

Risk Register

Updated weekly · Owner accountable for next action

Risk	Likelihood	Impact	Status	Next Action