Why Fundraising Leadership Should Care About Google Analytics

To navigate a complex media environment, reach younger donors, and stand out in a crowded marketplace, it’s become a fact that today’s fundraisers need to enhance their skill sets.

In our highly interactive webinar, Philip King and I demonstrated the value of Google Analytics to fundraising. You might be surprised to discover how the data from this free tool can help drive your fundraising strategy – and help you raise more money!

Simple changes to the structure of a website homepage, or an online donation form, can dramatically impact fundraising results: particularly for an audience that’s increasingly mobile.

Here’s what you can do immediately to help improve your fundraising:

  1. Ask for a year-over-year report from your Google Analytics account.
  2. Ask for a top 20 search term list (Google Search Console), then host a meeting to talk about content strategy for your 2023 donor journeys. Have fun with it!
  3. Ask if you’ve been upgraded to GA4 yet; if not, what’s the plan?
  4. Ask for a comparison of mobile-to-desktop donation conversion rate. Host a meeting and talk about what experiments the team can do to improve mobile conversion. Get creative!

Best practice examples

I’ve chosen some website and donation form examples from large, successful US fundraisers to inspire you and perhaps motivate meaningful conversation and debate within your own organization. Check them out:

I hope you’re inspired to put this valuable learning to work right away. Take a little time out of your day to re-watch – or watch for the first time – “Why Fundraising Leadership Should Care About Google Analytics”.

Let’s keep the conversation going.

If you’d like to know more about how ST makes good things happen for great causes, contact me, Lisette Gelinas, Advisor, Brand Strategy at LisetteG@stephenthomas.ca, or Donna Richardson, Director, Fundraising Solutions at DonnaR@stephenthomas.ca


Stephen Thomas

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