About the organization Context — theirs, not mine
Founded 1997; a public nonprofit since 2014. Today the Foundation reports operating in 8 Indian states across 4,000+ rural communities with 30+ programs, and 13 million+ lives impacted (thedesaifoundation.org, 2026). Those are the organization's numbers across its whole history — not my results. They're here so you know the scale of the machine I was measuring inside. My numbers are the flagged ones above.
The pandemic pivot
The Foundation's model was physical: health camps, vocational training, community programs. COVID suspended all of it — and during my window the organization stood up Heroes for Humanity (2021), its community-facilitator COVID response, while fundraising moved almost entirely digital. Marketing analytics stopped being reporting and became navigation.
Dates verified against the Foundation's published timeline. Heroes for Humanity launched during my tenure — the organization's initiative, named here as context for the conditions, not claimed as mine.
What I did
- A/B testing discipline — creative and landing-page tests on acquisition campaigns; −22% CPC. A donor audience and a beneficiary audience are completely different people; segmenting them properly did most of the work.
- Dashboarding — Google Analytics + Excel dashboards that turned weekly guesswork into a repeatable review; +18% CTR followed the decisions they drove.
- Reporting automation — replaced manual data pulls with automated tracking, cutting reporting effort ~30% and removing transcription errors.
- Segmentation research — audience analysis to find growth pockets for health and livelihood programs.
Why this one matters
Nonprofit marketing is marketing with the constraints turned all the way up: small budgets, volunteer contributors, two continents, and a "conversion" that funds a health camp. It's where I learned that the analytics have to be honest enough to steer by — the habit this entire site is built on. It's also the origin of the reporting instinct I now use to build ROI dashboards for business owners.
VerifiedOrganization scale, program timeline — thedesaifoundation.org, checked August 2026, cited as context only.
Attested+18% CTR · −22% CPC · ~30% reporting efficiency — my measurements from campaign tools and internal reporting, 2020–22. Artifacts stayed with the organization; the flags tell you which numbers rest on my word, and I'll gladly walk through method, window and baseline for any of them.