Donation tracking
Donations followed from the source to the donation platform.
/INDUSTRIES / NGO / INSIGHTS
Nonprofit Marketing Insights
Practical notes on measuring nonprofit marketing: donations, recurring donors, volunteers and Ad Grants results, reported in a way boards and donors understand.
Non-profits compete for attention and trust. Clear storytelling, organic visibility, and frictionless donation paths multiply impact.
/01
THE SITUATION
Nonprofits measure several goals at once: one-off and recurring donations, volunteer sign-ups, event participation and people reached with services. Donations often go through a separate platform, and Ad Grants accounts require conversion tracking that many organizations never set up correctly.
/02
WHY IT MATTERS
Without clear measurement, organizations cannot show donors and boards what campaigns achieved, and Ad Grants accounts risk suspension. Recurring donors, the most valuable supporters, are often counted the same as one-off gifts.
/03
HOW WE APPROACH IT
We track donations and sign-ups from the donation platform with their source, separate recurring from one-off giving, and set up conversion tracking that meets Ad Grants requirements. Reports are written for non-specialists, with a few numbers that matter.
/NOTES FROM THE WORK
What nonprofit data often lacks.
- Donations on a third-party platform with no source attached
- Recurring donors counted like one-off gifts
- Ad Grants conversions missing or set up incorrectly
- Volunteer and event sign-ups left out of reports
/WHAT THE WORK COVERS
Recurring donor reporting
Monthly donors and their retention reported separately.
Ad Grants conversions
Conversion tracking set up to meet program requirements.
Tracking setup
GA4, Google Tag Manager, consent mode, and server-side tagging where the ad spend justifies it.
Dashboards
Looker Studio reports built around the decisions you make each month, not around every available metric.
/WHAT WE MEASURE
- /01
Donations by source
Which channels bring donors.
- /02
Recurring donors
New monthly donors and how long they stay.
- /03
Volunteer sign-ups
By campaign and by program.
- /04
Cost per donor
For paid campaigns, next to the value of the grant.
/HOW LONG IT TAKES
/01
Tracking audit
We list every tag, event and conversion, and check each one against what really happened on the site.
/02
Rebuild and validate
Broken or missing tracking is rebuilt and tested against orders, calls or CRM records.
/03
Reporting and review
A monthly review of the numbers that matter, with the decisions they support written down.
/FAQ
Often, if the platform supports analytics or passes data back. Otherwise, tracked links and periodic exports give a good picture.
The program requires valid conversion tracking in the account. We set up meaningful conversions, such as donations and sign-ups, not page views.
Yes. We keep it short, in plain language, with a few numbers and what changed since the last report.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
Not always. It pays off when ad spend is significant or when browser tracking loses a large share of conversions. The tracking audit tells you which case you are in.
FIND OUT WHAT YOUR NONPROFIT DATA IS MISSING
We start by checking whether your donations and sign-ups from last month appear in your reports with their source.
REQUEST A TRACKING AUDIT
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