Project Overview
Inclusive Tomorrow is a charity-focused raffle organization that funds inclusive social projects through monthly and yearly raffle subscriptions. The project focused on improving campaign performance while keeping the brand’s mission and responsible marketing standards at the center.
Objective
Support the North Star Metric of monthly active subscriptions by evaluating campaign performance, identifying the strongest channels and audiences, and recommending a spring strategy built around higher-quality conversions.
My Role
Marketing Analyst. I reviewed multi-channel performance, mapped the customer journey, evaluated attribution, developed audience recommendations, and translated findings into an actionable channel strategy.
Research & Discovery
The analysis compared paid social, organic social, search, email, Pinterest, YouTube and short-form video opportunities. I looked at how channels influenced different stages of awareness, consideration, conversion, and retention.
Strategy
The recommendation was to move away from isolated channel tactics and build a connected customer journey. Pinterest was positioned as a mid-funnel test channel, while search and email supported higher-intent users and retention.
Execution
- Defined monthly active subscriptions as the guiding success metric
- Mapped channels to the customer journey
- Compared charitable and lottery-focused audience motivations
- Created optimization recommendations for channel mix and creative strategy
- Built responsible messaging guardrails for ethical conversion quality
Results / Projected Impact
The project produced a clearer campaign framework, stronger KPI alignment, and practical recommendations for improving channel mix, messaging effectiveness, and conversion quality. Because this was a portfolio/course project, results are presented as analysis and recommendations rather than live client outcomes.
Lessons Learned
The most valuable lesson was that campaign performance should be judged by long-term value, not just short-term conversion volume. For mission-led brands, ethical messaging and sustainable subscriber growth matter as much as channel efficiency.
