Author: Kara Howard Date: October 15, 2025

Abstract#

This proposal is focused on driving growth within MoonDAO with initiatives that support each stage of the growth marketing funnel - from awareness, adoption, activation, engagement, retention, and revenue.

Problem#

Marketing functions and activities within DAO’s are often fragmented, not tracked, and confusing. This is in part due to the decentralized nature of DAO’s, in part due to small teams wearing many hats, and in part due to limited expertise in marketing. The result is missed growth opportunities at all stages - from new members, to engaging members, to revenue and partnership opportunities.

Solution#

We are proposing a 3-month project which focuses on establishing MoonDAO’s KPI’s, analytics and tracking, developing a growth dashboard, creating member (customer) journey map and funnel and increasing member engagement, hosting a key event activation, and inviting MoonDAO to participate, present and network within our Grow3dge B2B partnerships program for new company and partnership opportunities.

We have successfully executed many campaigns, programs, and events with other partners. Here are several of our testimonials from our organizational partners: "The Granting Access event was well-attended and successfully executed, with clear evidence of deliverables. The focus on onboarding under-represented groups is seen as a positive step that could drive significant impact for Arbitrum." - Arbitrum (see public event link on LinkedIn with 300 attendees).

“Push x SI<3> Ecosystem's partnership has been impressive, driving awareness and hundreds of new adopters to the protocol.” - Push DAO

"I have experienced real value within the Grow3dge program, with significant partnership opportunities that have been made from integrations to event partners. I've also very much enjoyed the educational programming and learning from other industry experts. This is a program rich with value, and I'm excited to continue on the Grow3dge journey." - Rari DAO

"SI<3> did a great job bringing people together in their Grow3dge program. I've been able to make meaningful connections with other Grow3dge members across DAO's, Web3 companies, and local communities. I’ve already started applying some of the frameworks shared in the sessions to refine our existing programs, and I’m excited to keep learning and meeting more amazing people!" - Starknet

"Unlock Protocol DAO and SI<3> have transformed workshops into a joyful celebration of kindness and enthusiasm, fostering a vibrant and dedicated community that embraces blockchain-based events and membership creation. SI<3>'s Grow3ge Program isn't just about advancing technology, it's about fostering real leadership, support, and connections in web3, and we're honored to be a part of this movement." - Unlock Protocol DAO

All of these testimonials can be found on our public site: https://si3.space/.

Here are testimonials on Kara's LinkedIn towards her personally: "It's rare to work alongside someone as genuinely committed to ecosystem-building as Kara Howard. As a Steward at Unlock Protocol DAO I can attest first hand how Kara brings impressive energy and an unwavering spirit to connecting partners across the blockchain landscape. Her proactive outreach and transparent collaboration continue to set an inspiring tone for others in the community. Her ability to keep initiatives moving and encourage new thinking, regardless of outcome, is a testament to her leadership style and resilience.​ Above all, Kara brings authentic enthusiasm and care to every effort. Her passion for advancing the open internet in Web3, with a female-centric focus, makes her an invaluable partner and motivator in any DAO or collaborative environment.​ Anyone seeking a community architect, ecosystem connector, or dedicated ambassador would be lucky to work with Kara Howard." - Stella Achenback, former Lead DAO Steward at Unlock Protocol

"Kara has a keen eye to bring out the best in people, I have seen it first hand through her work in growing SI<3> Ecosystem. Everyone who becomes a member grows personally and professionally. Kara also brings a vast knowledge and network that propels her community forward. By working together with Kara on TreasureCorp and being a member of Si Her DAO myself, I see Kara as a voice of clarity and truth. I could not wish for a better partner in Web3." - Sarah Sawyer, Co-Founder at TreasureCorp & MoonDAO Member

About Kara Howard: Kara is an ecosystem growth builder, community leader and marketer. She has been leading womxn in emerging tech communities for 12 years, and has led growth at large-scale firms to smaller, engaged communities. Previously, she was VP of Growth & Partnerships at CleverTap, a marketing automation and engagement platform: https://clevertap.com/. At CleverTap, she led engagement initiatives for four years with over 30 apps, and supported the company in landing its Series B funding round (now at Series D). She is currently Ecosystem Growth Lead at SI<3>, and has supported multiple partner's projects including Arbitrum, Unlock Protocol DAO, and Push DAO. Personal links: https://kara.siher.eth.link/ https://www.linkedin.com/in/decentralizing/

Benefits#

The benefits of this proposal include supporting MoonDAO in becoming more structured in its member tracking, KPI’s, channels, and attributed revenue tracking per channel. With clear data management and measurement, it is much easier to uncover and execute growth opportunities and close retention gaps. This proposal includes the opportunity to onboard new members (companies, citizens, Discord members) to the DAO and initiate strategies for increasing member engagement and retention.

We aim to open and share this process and learnings with MoonDAO so that this data is accessible to all members in an open and shared learning format that other members can build upon it for future projects and continued growth.

Risks#

There are generally low risks in the initial phases of planning, tracking, measurement, and mapping. This is a data collection and research phase. Activities become more uncertain when they GTM (go-to-market), such as in event activations. It can be difficult to predict exact metrics and conversions, but estimates can be made. It is also helpful to test growth experiments and channels, and iterate from each learning. Member engagement results are also not 100% predictable without testing, (also at this time I don't have your current member engagement metrics), but with dedicated strategies and execution and a product or service that is beneficial to members, member engagement can be increased over the next 3-12 months significantly.

Objectives#

Objective: The core objective of this project is to have granular clarity on the full member journey and increase member engagement, retention and adoption. When one starts to improve a marketing funnel and the engagement and retention stages are a challenge, it is important to first start there to improve the 'leaky funnel', and then begin 'top-of-funnel' marketing strategies after the leaky funnel has been improved. This 3-month proposal follows these 3 core stages:

MONTH 1: Collect, organize, and track all DAO metrics available, initiate member engagement strategies, and initiate partnership development.

Week 1 (Nov 3rd): Collect and organize all DAO metrics available into a shareable growth marketing dashboard and begin weekly metrics tracking. Onboard MoonDAO into our Grow3dge B2B Partnerships and Growth program (runs through August 2026): bit.ly/grow3dge

Week 2 (Nov 17th): Initiate member engagement strategies - explore member directory improvements including member messaging. Review email sequences and look for improvements with design, UX and platform to improve engagement. Review and suggest Discord engagement improvements, including an intros matching tool and an ambassador program.

Week 3 (Nov 24th): MoonDAO presents to our Grow3dge members. Explore and hone member engagement quests and rewards, including improving referral program with clear rewards and potential for a leaderboard.

Week 4 (Dec 1st): Explore B2B partnership opportunities with Grow3dge members and SI<3>'s network. Begin to outline the MoonDAO event activation in late January including speakers (recommend Ryan, Kara, women in space).

Week 1 (Dec 8th): Begin implementation and execution of prioritized engagement strategies

Week 2 (Dec 15th): Execution of member engagement strategies. Begin preparation of 'Bringing Web3 to Space' with MoonDAO virtual event assets.

Week 3 (Dec 22nd): Testing and execution of member engagement strategies (ongoing).

Week 4 (Dec 29th): Testing and execution of member engagement strategies (ongoing). Prepare Si Her DAO creators to engage in upcoming event activation and market to their networks.

Week 1 (Jan 5th): Begin invitations for virtual event on LinkedIn Live event with registration form and on-chain event with Unlock Protocol (assuming this to be on-chain with Arbitrum). 20 Si Her creators invite 1k relevant LinkedIn contacts and share the Unlock protocol link to their networks. Email sequence begins for initial signups.

Week 2 (Jan 12th): Event marketing continues and email marketing sequences continue with highlight reel. Engagement and partnership development continues.

Week 3 (Jan 19th): Tuesday January 20th MoonDAO event activation is held. Post-even highlight reel shared and an estimated 20k invites with 2k registrants. These 2k emails (MQL's - marketing qualified leads) will be onboarded into a post-event email sequence to join MoonDAO and upcoming activities to participate in.

Week 4 (Jan 26th): Project wrap up with report and metrics summary and recommendations for sustaining growth activities and next steps.

Success metrics:

• New growth analytics dashboard complete and weekly analytics reported
• New member engagement strategies executed and tested
• Member engagement and retention rates increase
• New company partnership(s) initiated
• 1000 MQL's (marketing qualified leads) generated from MoonDAO activation event
• Conversions started for new member growth based on event activation, with goal of 1-200 new members coming from this event (may take 3 months to convert).

Team (Table A)#

Timeline (Table B)#

Deadline for the project: End of January 2026.

Transactions (Table C)#

--- nance-actions
- type: Request Budget
  payload:
    budget:
      - token: ETH
        amount: "0.5326"
        justification: "This is the price point for our Grow3dge training and
          partnerships program with significant partnership and education value
          running through August 26th (see testimonials and deck with currently
          30 organizations participating. "
      - token: ETH
        amount: "0.799"
        justification: "This is the cost  for 6 weeks of execution of strategies
          outlined plus costs of initial event setup. "
      - token: ETH
        amount: "0.5326"
        justification: This is the cost for execution of mentioned strategies and event
          activation.
      - token: "0x20d4DB1946859E2Adb0e5ACC2eac58047aD41395"
        amount: "6411407"
        justification: "This is the amount that will be paid to the influencers within
          our DAO who will be inviting their networks to attend the event. "
  uuid: 887318dfcfe14fe38c5683fd343b6aed
  chainId: 1