MORE Communications Report
Academic Case Study, GA4, SEO, and Communications Strategy
The Medhen Orphan Relief Effort (M.O.R.E.) is a nonprofit dedicated to transforming the lives of orphaned and vulnerable children in Addis Ababa, Ethiopia, founded in 2007 as a grassroots, volunteer-led organization. Rather than housing children in institutional facilities, M.O.R.E. integrates them into stable homes through a four-pillar strategy: holistic care, education and vocational training, economic empowerment for caregivers, and psychosocial support.
This report analyzes M.O.R.E.'s Google Analytics, SEO, and newsletter strategy to make recommendations toward optimizing their communications.
Google Analytics 4 Analysis (Oct 1 – Dec 31, 2025)
| Key Metric | Value |
|---|---|
| Active Users | 703 |
| New Users | 692 |
| Average Engagement Time | 19s |
| Engaged Sessions per Active User | 0.48 |
Traffic held a steady daily median of about 11 users through October and November, then spiked to 39 on December 7, likely tied to giving-season campaigns, before dropping back below average. The near-equal active/new user counts (703 vs. 692) show the site is reaching a genuinely fresh audience.
The 19-second average engagement time and 0.48 engaged sessions per user suggest many visitors scan the landing pages without exploring further. High-engagement pages like contact and board members show that users will stay when the content is direct; applying that same directness to the homepage and campaign pages, through short storytelling paragraphs, clear calls-to-action, and interactive elements, could help close the gap.
User Acquisition
Direct traffic dominated at 77.52% of acquisitions, with organic search a distant second at 11.1%, though organic search users were the most engaged (52s average, over one engaged session per user). The heavy reliance on direct traffic suggests MORE's site mostly serves people who already know the organization; growing organic search through better SEO and more outreach content would bring in and engage new audiences.
Pageview Data
The homepage was the most-viewed page, followed by the “MORE Laughs” and “More Champion” campaign pages, which together accounted for 23% of total site traffic. The contact and board-member pages had the longest engagement times, which tracks with their direct, easy-to-digest content. Linking board members' bios to related campaigns (e.g. a board member's bio to the “Cards for MORE” campaign) could help bridge high-traffic and high-engagement pages.
GA4 Conclusion
The October–December 2025 data shows a website that struggles to maintain long-term engagement despite attracting a healthy baseline of users. With 703 active users, 692 of them new, MORE has clearly proven it can attract visitors, particularly during the holiday-giving peak that culminated in the December 7 spike. The “MORE Laughs” and “More Champion” campaigns alone drawing nearly a quarter of all traffic shows that outside marketing and calls-to-action are resonating with potential donors.
The core challenge is the quality of those interactions: a 19-second average engagement time and a 48% engaged-session rate. Users clearly spend meaningful time on high-intent pages like contact and board members, but the brief visits elsewhere point to a mismatch between what visitors expect and what the page delivers. Building stronger bridges between high-traffic entry points and high-engagement utility pages is the key to turning curiosity-driven visits into the deep, committed engagement needed for long-term growth.
SEO Recommendations
For a nonprofit, the website is often a potential donor's first interaction with the organization. Right now, the storefront's doors are open, but the signs in the windows are small. “MORE” is also a common word, making it hard to rank for. Rather than competing for the org's own name, MORE should build niche authority around more specific terms like “Medhen Orphan Relief,” “home-based care,” and “breaking poverty cycles,” which are easier for organic searchers to find.
Homepage (morechildren.org/)
| Element | As It Is | Alternative Suggestion |
|---|---|---|
| Page Title | Medhen Orphan Relief Effort (M.O.R.E.) | Keep as-is — important for existing donors to find the site |
| Meta Description | Missing | “MORE supports a constantly evolving array of empowering and essential services to orphaned, vulnerable, and underserved youth in Addis Ababa, Ethiopia.” |
| Alt Tags | Missing | e.g. “A child in the MORE program receiving educational support and mentoring.” |
| Keywords | Missing | Orphan relief, child mentoring, poverty relief, poverty cycles, help orphans in Ethiopia, Medhen Orphan Relief |
The “Champion” Campaign, Donation Page (morechildren.org/more-champion)
| Element | As It Is | Alternative Suggestion |
|---|---|---|
| Page Title | MORE Champion Campaign | Support vulnerable and underserved youth in Addis Ababa, Ethiopia |
| Meta Description | Missing | “Empower vulnerable youth through the Medhen Orphan Relief Effort (MORE). Your donation provides essential mentoring, relief, and education. Give today.” |
| Alt Tags | Missing | e.g. “Graphic showing the impact of a MORE Champion's monthly donation on a child's education.” |
| Keywords | Missing | Monthly giving for orphans, recurring donation nonprofit, child advocate, MORE Champion campaign |
Board of Directors (morechildren.org/our-board)
| Element | As It Is | Alternative Suggestion |
|---|---|---|
| Page Title | Our Board | Keep as-is |
| Meta Description | Missing | “Meet the dedicated leaders and experts guiding the Medhen Orphan Relief Effort. Learn about our commitment to empowering underserved youth.” |
| Alt Tags | Missing | e.g. “[Name], Board Member at MORE, overseeing strategic initiatives for orphan relief and education,” customized per member |
| Keywords | Missing | Nonprofit board of directors, MORE leadership, orphan relief experts, charity transparency |
While the site's structure is in place, the “conversation” with search engines hasn't started yet. Leaving descriptions and keywords blank lets Google decide what to show searchers, often picking whatever text happens to be on the page rather than something compelling. Filling in these blanks guarantees MORE is doing everything on its end to make sure it can be found.
Communications Strategy Recommendations
To balance the year-end "holiday spirit" spike with quieter months, MORE should pair niche-keyword content with a consistent, story-driven monthly newsletter (90% storytelling and impact, 10% direct ask), linking those stories to recurring giving programs like MORE Champion. Replacing generic imagery with visual narratives of real impact would help create an immediate emotional hook and shift the user journey from scanning to immersion.
TLDR: Actionable Steps
- Increase content. Consistent social posting, a blog series, or short video content keeps MORE reaching new eyes and builds the link authority that improves search ranking.
- Tie content into monthly newsletters. Repurpose new content into a once-monthly email following the 90/10 rule to combat the post-holiday traffic slump.
- Audit and optimize the full site. Check every page for page titles, meta descriptions, keywords, alt text, and a clear next step (a donate button, sign-up link, or contact form).
- Reach out and get involved. Ask news outlets, blogs, and event partners to link back to the site — a core way small nonprofits build link authority and organic reach.