HCFM Advancement Weekly

HCFM Advancement WeeklyFor the Advancement office, Cindy

Reporting week July 20 to 26, 2026 · data complete through July 26, 2026

Family Rosary · on trackCatholicMom · on trackHCFM · on trackFather Peyton · watch

New supporters

132

people who gave us their name this week, about 18.9 a day

Actions they took

194

-17 vs last week

sign-ups, downloads, registrations, prayers, 1.47 each

Prayer and giving signals

prayer requests and giving pledges, 1% of all actions

Newsletter sign-ups

people who want to keep hearing from us, 49% of actions

Your week in 90 seconds

Who arrived. 132 new people gave us their name this week, most through organic search (92). Social first-touched 3, the rest came through search, direct, and referral.

What they did. They took 194 actions, mostly newsletter sign-ups (96). 1 was a prayer request or giving pledge, the closest thing to a gift signal.

What to lead with. The Family Rosary post on Facebook (481 engagements).

What format is working. Facebook: a typical post earned 5 engagements. These are medians, what a normal post does, not averages inflated by one viral post.

Legacy watch. 24 people have reached the planned-giving contact page on hcfm.org (a lifetime total, not this week). That list is your warmest legacy-prospect pool.

We have no access to the donation database, so this report never shows money. What it does show is everything else: who is coming to us, what they care about enough to act on, and how close that gets to a gift. The one completion signal we do own is the Continued Legacy thank-you page, further down.

Section 1 · Who came to us, and who became a supporterThe whole path this week, then the doors they came through.

Visited

35,028

visits to our websites

→

Read on

14,100

40% stayed to read

→

Gave us their name

132

0.9% of readers

Organic search and direct brought 89% of them. Social brought 3. Source is the door someone first came through, even if that first visit was months ago.

Section 2 · What they did, and who to thank firstThe exact lists to pull in HubSpot. A fresh sign-up is live interest and it cools within days.

Action	This week	Last week	Change
Newsletter sign-ups	96	114	-16%
Resource downloads	88	93	-5%
Event registrations	9	3	+200%
Prayer intentions	1	1	+0%

Newsletter sign-ups led with 96, 49% of everything people did.

List to pull in HubSpot	Brand	People
Sunday Mass Activities Resources Resource download	CatholicMom	88
Daily Gospel Subscription Newsletter sign-up	CatholicMom	51
Interactive Prayer Form - Send me news and updates Newsletter sign-up	Family Rosary	21
Daily Digest (Articles Email Subscription) Newsletter sign-up	CatholicMom	9
Summer Catholic Festival (Event) Event registration	Museum of Family Prayer	8
FRBlog Subscribe Newsletter sign-up	Family Rosary	2
5 smaller lists	mixed	8
Family Theater, Catholic Central, Chime Travelers	not advancement	7
Total		194

Names sit in HubSpot under each list; nothing personal is in this report. Prayer requests deserve a personal word, not a receipt.

CatholicMom is your biggest recurring opportunity. Its lists drew 149 of this week's 194 actions (77%): parents downloading Sunday Mass activities and reading the daily Gospel, week after week. That habit makes them the natural audience to ask, and the ask lands best when it funds more of what they already come for.

Section 3 · What content is winning, and in what formatWhat worked this week across every ministry, and which formats actually perform.

#	What the post said
1	We come together during this hour of adoration to pray for all families across the world. Please joi	open →
2	Continuing the work of Venerable Patrick Peyton, please join us in praying the Luminous Mysteries of	open →
3	Please join us as we come together for a Eucharistic celebration at noon.	open →
4	Congratulations to longtime Catholic Mom writer Catherine Baugh on the publication of her novel, "Fo	open →
5	To the Mom Sending Her First Child to College	open →
6	Helping a Child with Autism Grow in Devotion	open →

Platform	Format	Posts	Typical post (median)	Average	Read
Facebook	Post	51	5	52	consistent

Read it: on Facebook, a typical post earned 5 engagements. Short vertical video is also what the platforms themselves currently favor for reach beyond our own followers, which is why format matters for reaching new supporters, not just engaging current ones.

Section 4 · Your own channels: HCFM Facebook and InstagramAdvancement owns these two; Victoria helps run them. Health, growth, and when the audience is actually awake.

Account	Followers	Net new	Posts	Engagement	Eng rate	Status
HCFM Facebook	28,422	-4	0	0	0.0%	dark
HCFM Instagram	446	+4	0	0	0.0%	dark

Instagram is small (446 followers) but intense: 0.0% of its audience engaged this week, number 7 of 8 accounts by engagement rate; Facebook holds the audience (28,422 followers) at a 0.0% rate number 4 of 8 by rate, so reach there depends on stories people share, not on follower count. Engagement rate is engagements divided by followers, so a small devoted audience can beat a large quiet one.

Why the post count looks low. HCFM authored 0 posts this week against 51 across all ministry accounts. Meta credits a collaboration only to the account that published it, so a post carrying the HCFM name to a much larger audience still reads as zero here. This table is what HCFM published itself, not everywhere the HCFM name appeared.

Account	Best posting windows	Based on
HCFM Facebook	Mon 4pm, Fri 5pm, Tue 12pm	last 2 years
HCFM Instagram	Mon 1pm, Tue 11am, Mon 4pm	last 2 years

Windows are computed from when each account's own audience engaged, over the shortest history that gives a reliable read. Both HCFM accounts needed two years of history to reach that threshold, because they post about once a week, so treat these as a starting point to test rather than a settled answer. Full method and every account's map live in Victoria's report.

Section 5 · The pages that matter most to AdvancementWeekly numbers where the pull reaches them, marked clearly where it does not.

Page	Views	Engaged visits	Engaged	Avg time
Planned giving section /planned-giving/	345	125	36%	40s
Continued Legacy giving page donate.hcfm.org/campaign/630267	59	33	56%	46s
Homepage /	459	249	54%	41s
Support the cause /support_the_cause	2	3	150%	47s
Mass intentions /mass-intention/	10	8	80%	151s

Week of July 20 to 26, 2026. The homepage drew 459 views and the donate page 67, so about 7 people reach the front door for every one who reaches donate. The traffic exists; it is not being pointed at giving.

What people did on the site	Times	People
page_view	3,629	818
user_engagement	3,238	282
session_start	1,114	837
first_visit	768	766
scroll	688	296
form_start	300	36
form_submit	236	26
click	155	88
custom_page_view	82	37
grand_reopening_pageview	8	7
begin_checkout	6	3
purchase	2	2

Actions recorded on hcfm.org, including clicks, downloads and form submissions. This is what answers "did anyone press the donate button" rather than only "did anyone see it."

Section 6 · Gift-intent watchWhere a gift announces itself before it is a gift. Leading indicators, never dollars.

Interest by page, not a funnel: people arrive on any of these straight from Google, so the smaller numbers are not a drop-off rate. What matters is 24 visits to the contact page, people looking for someone to talk to about leaving a gift. Lifetime totals, not this week.

Nobody is searching Google to give to us by name. After excluding food-drive and third-party searches our pages happen to rank for, nothing reached a level worth acting on. That is the finding: gift intent has to be created by outreach, not captured from existing demand. The exception is rosary requests, below.

In-kind requests (not fundraising)	Impressions	Position
rosary donations	93	12
where to donate rosaries	51	38

People looking to send or receive physical rosaries. Real demand and a genuine ministry touchpoint, but not a gift, so it is never added to the giving numbers above.

Donate pages and Family Link. The donate and give pages have 2,861 lifetime views combined; the Family Link page has 3,252. Standing GA4 totals, not weekly, because the current GA4 pull stores top pages without dates or time-on-page.

Donate funnel page	Lifetime views
/donate	2,363
/campaign/742247/donate	358
/donate-cm	97
/donate-canada	13
/campaign/809702/donate	13

Section 7 · What I'd recommend

1Ask for the planned-giving contact list first.

24 people reached that page and asked to talk to someone. They are self-identified legacy prospects, the closest thing to a gift signal we have. A standing list to work once, not a weekly number.

2Lead this week's outreach with the Family Rosary post on Facebook.

It earned 481 engagements, the most of any post this week. Put a story that is already holding attention in front of supporters while it is fresh.

3Pull the 'CM | Sunday Mass Activities Resources' list in HubSpot and thank them this week.

It brought in 88 people in the last 7 days, the warmest names we have. Gratitude within days, not weeks, is what turns a download into a relationship.

4Put a giving path on the homepage before spending anything on ads.

About 7 people reach the homepage for every one who reaches donate. Traffic you already own is the cheapest audience you will ever have, so fixing the path first makes every ad dollar work harder.

Continued Legacy is already measurable, and it is converting. 1 people have reached the Continued Legacy giving page and 2 reached the thank-you page afterwards, a completion rate of 200.0%. The thank-you page can only be reached by finishing a gift, so unlike every other number in this report that one represents completed giving rather than interest. It is not the dollar amount, which we cannot see, but it is a real conversion rate you can move. These are lifetime totals; weekly movement starts with the next pull.

Google Ads is running but we cannot see inside it. GA4 shows paid search sending real traffic, so an account is active, most likely the Google Ad Grant. What we do not have is the account itself: no spend, no keywords, no cost per click, no conversion cost. Planned-giving ads cannot be judged working or wasteful without those. To connect it we need the Google Ads customer ID, a developer token, and read access for our service account. Meta has the same gap on the paid side.

Standing gaps. Gift amounts are out of reach. We have no access to the donation database, so this report measures everything except money. The Continued Legacy thank-you page is the closest completion signal we own. GA4 event tracking on the donate and support buttons makes clicks measurable; our pull now asks for it, the website has to send it. Issuu statistics are the only true source of Family Link magazine reads. And for any paid campaign: tag every link with UTM parameters from day one, because untagged traffic cannot be credited to the campaign that paid for it.

Sources: Meta Business Suite, YouTube Analytics, Google Analytics, and Google Search Console. Website figures are engaged sessions with bots filtered out; YouTube figures are organic engaged views. Post engagement is reactions, comments, and shares on Facebook, and likes and comments on Instagram; followers and reach come from Meta. The charts are interactive in a browser, and the numbers stand on their own without them.