Made on
Tilda
A 92-day review of Midwest Food Bank Arizona's Facebook performance since partnering with Melissa Brown. The audience is growing, engagement is compounding, and the numbers tell a clear story.
In 92 days, MFB Arizona's Facebook audience more than quadrupled, engagement grew 2.4×, and the content is now reaching more non-followers than followers — the strongest signal of audience expansion possible.
Unique Viewers grew 313.2% in 92 days. That's not the same audience seeing more content — that's an entirely new audience meeting MFB Arizona for the first time. With 61.6% of all views now coming from non-followers, the content is consistently breaking past the existing follower base and reaching new potential donors, volunteers, and advocates across the state.
When reach expands rapidly, engagement rates typically drop — new, colder audiences interact less than warm ones. Here, both moved up in lockstep. Views grew 179%, Interactions grew 161%, and Total Engagement grew 136%. That means the content isn't just being pushed to more people — it's genuinely resonating with the new audiences seeing it.
Follower demographics tell a clear story: 73% of MFB's audience is concentrated in Gilbert, Mesa, and Phoenix — exactly where MFB's warehouse, agency partners, and donor base live. The age skew toward 45–65+ aligns with the demographics most likely to give, volunteer regularly, and become long-term supporters. This is a high-value audience being built in the right places.
Every number on this report represents real, measurable growth from zero on a brand-new business Page. 256 total followers, 63 net follows since launch, and a steady upward trend in the follower curve. Combined with the audience expansion above, this isn't just a page being launched — it's a community being built. The foundation for sustained, year-over-year growth is now in place.
Audience growth only matters if it's the right audience. For MFB Arizona, every demographic and geographic signal points in the same direction: this is a high-value, hyper-local community of supporters.
73% of MFB's followers live in Gilbert, Mesa, and Phoenix — directly in the warehouse's service area. 99.6% are US-based. And the age skew toward 45–65+ matches the demographics most likely to donate, volunteer regularly, and stay engaged year over year.
As the audience continues to grow, this same demographic lock-in means each new follower has a meaningfully higher chance of becoming a donor, volunteer, or partner.
61.6% of all views came from people who don't yet follow the Page — meaning the content is consistently breaking out to new audiences. Combined with MFB's 99.5% program efficiency and $1 = $30 multiplier, that's a pipeline of future donors and volunteers being built one post at a time.
Based on current trajectory and the content strategy in place, these are realistic projections for the next 90 days — June through August 2026.
"In 92 days, we quadrupled the unique audience, nearly tripled views, and grew engagement by 136% — all while building a brand-new follower base from zero in the exact Arizona communities MFB serves. Months 4–9 are when this foundation turns into compounding mission impact."
Social media impact doesn't peak in the first 60 days — it builds. The work done so far has expanded MFB Arizona's audience, proven the content strategy converts, and established the rhythm. The next phase is where that investment pays back.