Why conversion tracking matters and how to start with Raisely.

Raisely is an online fundraising platform for ambitious charities across the world. We empower thousands of charities across the world to take control of their revenue and improve the wellbeing of people and our planet.

To improve things you need to know where you’ve been and where you are heading.
In this short blog, we look at the top 3 things we think you should consider tracking to improve the performance of your fundraising campaigns.

1. What’s your conversion rate by channel

To find out which of your channels are performing and where there might be room for improvement, you need to do three things:

• Track how people come to your Raisely campaign page
• Find out which traffic sources/channels sent the most people to your site
• Discover which sources converted to donate the most successfully

A simple example might be that, although email drives the most traffic to your campaign page, organic Facebook posts have the best conversion rates. Facebook Ads might convert better still with a higher average donation value!

Now you have the data to drive what you need to do strategically.

2. Benchmark your campaigns.

What is your average donation value and what is your overall conversion rate traffic compared to donations?

Across all Raisely campaigns, the average donation is $50. However, Raisely includes very large campaigns with marketing budgets and small campaigns with no marketing budgets. So while it might be useful to benchmark your average donation against the industry average, you’ll probably find it more useful to create your own benchmarks.

“Your conversion rate is one of the most important numbers to know — just don’t compare it to anyone else’s unless you know they really are comparable.”

Read more here.

If you are repeating a campaign this is a great opportunity to analyze your metrics and work out the year on year growth areas. Now that you have a baseline to work from, you can formulate plans for improvement.

3. Know your acquisition costs

If you are spending money on remarketing, AdWords or Facebook ads then you’ll need to know what your donor acquisition costs are.

For example, let’s say you are doing some paid marketing for an appeal. First, you’ll need to know what your total spend is then you’ll need to divide that by the number of donors you get. This will tell you how much it is costing you to acquire new donors.

Once you compare the overall spend against the overall amount raised you will be able to see if this is an acceptable ROI for your organisation.

At Raisely we’ve made the first step to tracking your campaigns really easy.

Raisely has seamless integration with Google Analytics and is set up to send donations as “transactions” using Google’s e-commerce reporting features. Here is the guide.

If you need a hand with the set-up for tracking just get in touch, we are here to help.

Get an overview of what Raisely can do for you and your organise with a 30-minute video-call presentation or just go ahead and sign up for free.