Dragons and Fire represent a unique audience of approximately 300 active players and their families, as well as 200 or so former players and their families that are still in touch with, and follow the organization. Our families are unusually diverse for a lacrosse program and include all ethnic and socioeconomic backgrounds. Our families are loyal and rally behind causes.
By The Numbers
Newsletter: Since 2016 we have published over 150 newsletters. Each newsletter is sent to an active list of over 950 e-mails and is opened by an average of 37.5% of the recipients, with some newsletter getting opened by close to 50%. The industry average for non-profits is 20.7%, which means we have a sought after newsletter.
Website: Our website attracts an average of 350 to 450 unique visitors daily, with peaks as high as 1,500. Total unique visits to the site since it was launched in 2013 is almost 950,000.
Social Media: We operate 3 Instagram accounts (Dragons Boys, Dragons Girls & Fire) with a cumulative audience of almost 3,500. Specific breakdown is as follows:
Santa Monica Dragons:
- Audience size - 2,619
- Frequency of posts - once every 2 days on average
- Men - 71%
- Women - 29%
- Age - 56% 18-34
- Audience size - 506
- Frequency of posts - once every 3 days on average
- Men - 41%
- Women - 59%
- Age - 60% 18-34
- Audience size - 314
- Frequency of posts - once per week on average
- Men - 36%
- Women - 64%
- Age - 27% 25-34; 23% 45-54