{"id":27800,"date":"2023-11-03T00:00:51","date_gmt":"2023-11-03T07:00:51","guid":{"rendered":"https:\/\/pro-migration.local\/?p=27800"},"modified":"2025-06-10T11:36:24","modified_gmt":"2025-06-10T18:36:24","slug":"decoding-donation-fluctuations","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/","title":{"rendered":"Decoding Donation Fluctuations: Turning Data into Action for Your Nonprofit"},"content":{"rendered":"<p><em>This blog was written by\u00a0<\/em><a href=\"https:\/\/www.linkedin.com\/in\/chandaradaly\/\" target=\"_blank\" rel=\"noopener\" data-airgap-id=\"40\"><em>Dara Daly<\/em><\/a><em>, who brings over a decade of experience in managing paid advertising campaigns for a diverse range of B2B and e-commerce companies. Dara is the Manager of\u00a0<\/em><em>Digital Marketing<\/em><em>\u00a0and\u00a0<\/em><em>SEO<\/em><em>\u00a0at Classy.<\/em><\/p>\n<p>Nonprofit fundraising can be a roller coaster of emotions.<\/p>\n<p>Imagine the excitement of wrapping your latest crowdfunding effort, only to realize your donation volume fell short. On the flip side, the moments of celebration following a successful\u00a0<a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/fundraising-event-ideas-raise-money-cause\/\" target=\"_blank\" rel=\"noopener\">fundraising event<\/a>\u00a0or\u00a0<a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/6-creative-fundraising-ideas-inspire-you-givingtuesday\/\" target=\"_blank\" rel=\"noopener\">Giving Tuesday campaign<\/a> are blissful and fulfilling in such a unique way\u2014they can reaffirm the value and purpose of your work.<\/p>\n<p>Understanding \u201cthe why\u201d behind each outcome will allow you to turn campaign data from mere numbers into valuable insights and action.<\/p>\n<p>In this blog, we explore how to pinpoint the underlying reasons behind challenges when your figures take a dip and distinguish the sources of success during upswings. These valuable insights pave the way for enhancements to your current donation experience, offering a chance to adapt, grow, and scale in direct response to donors\u2019 engagement.<\/p>\n<h2>Identifying the Right Performance Indicators<\/h2>\n<p>When analyzing online donations, there are a few numbers to focus on:<\/p>\n<ul>\n<li><strong>Page and sitewide traffic<\/strong><\/li>\n<li><strong>Conversion rate<\/strong><\/li>\n<li><strong>Average donation amount\u00a0<\/strong><\/li>\n<li><strong>Difference in recurring donations versus one-time donations<\/strong><\/li>\n<\/ul>\n<p>Together, these metrics influence donation volume and help tell a story.<\/p>\n<p>For example, you might observe a 25% increase in traffic to your<span style=\"color: #2d2e31;\">\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/nonprofit-websites\/\" target=\"_blank\" rel=\"noopener\">nonprofit website<\/a>\u00a0but notice a 30% decrease in the conversion rate while everything else remains unchanged. This scenario results in no additional donations despite increased website traffic.<\/p>\n<p>But you now know which two metrics to analyze to get to \u201cthe why.\u201d Why is traffic up but converting at a lower rate?<\/p>\n<h2>Indicator #1: Traffic Changes<\/h2>\n<p>Observing shifts in traffic to your nonprofit&#8217;s website or individual\u00a0<a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/donation-websites\/\" target=\"_blank\" rel=\"noopener\">donation websites<\/a> is crucial for gauging engagement and interest. Understanding the nuances of these fluctuations equips you to make informed decisions and strategic adjustments, ensuring your efforts align with audience interests and maximize impact.<\/p>\n<h3>Source Accurate Traffic Metrics<\/h3>\n<p>For advanced ways to analyze your website visitors\u2019 actions and behavior, start with Google Analytics 4 (GA4), Google\u2019s next-generation website analytics tool.<\/p>\n<p>To utilize\u00a0<a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/ga4-reports-nonprofits\/\" target=\"_blank\" rel=\"noopener\">GA4 reports<\/a>\u00a0effectively, navigate through the following steps to generate a period-over-period report:<\/p>\n<ol>\n<li>Access the GA4 platform<\/li>\n<li>Proceed to the\u00a0<strong>Reports<\/strong>\u00a0section<\/li>\n<li>Select\u00a0<strong>Acquisition<\/strong><\/li>\n<li>Select\u00a0<strong>Traffic Acquisition<\/strong><\/li>\n<\/ol>\n<p>This gives you the necessary data to compare different periods, enabling a comprehensive analysis of your website&#8217;s traffic sources and fluctuations over time.<\/p>\n<h3>Evaluate Your Findings<\/h3>\n<p>Now that you have the raw numbers you need, look at your acquisition channels to identify which one has caused the changes.<\/p>\n<h4>Organic Traffic<\/h4>\n<p>While GA4 is a helpful tool for identifying overall website performance, we recommend using Google Search Console to dive deeper into your organic metrics specifically. This will allow you to look at traffic, impressions, click-through rate (CTR), and average ranking position.<\/p>\n<p>But keep in mind that Google is consistently evolving how the search engine results page (SERP) looks and operates.\u00a0<a href=\"https:\/\/status.search.google.com\/products\/rGHU1u87FJnkP6W2GwMi\/history\" target=\"_blank\" rel=\"noopener\">Google\u2019s Search Status Dashboard<\/a><span style=\"color: #2d2e31;\">\u00a0<\/span>is a great tool to stay up to date on the latest algorithm updates and determine the best path forward based on shifts in ranking.<\/p>\n<p><strong>Are you affected by algorithm updates or looking for ways to grow your organic traffic?\u00a0<\/strong>Check out <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/eeat-guidelines\/\" target=\"_blank\" rel=\"noopener\">ways to implement Google\u2019s EEAT guidelines<\/a>\u2014short for experience, expertise, authoritativeness, and trustworthiness\u2014into your nonprofit\u2019s SEO strategy.<\/p>\n<a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/eeat-guidelines\/\" target=\"_blank\">Mastering Google&#8217;s EEAT Guidelines<\/a>\n<h4>Paid Traffic<\/h4>\n<p>If you observe that your Google Ads traffic has shifted, it\u2019s critical to find the outlier. Start at the campaign level to determine which campaign has changed, whether positive or negative, then dive in at the ad group and keyword level.<\/p>\n<h5>Pull a Search Term Report<\/h5>\n<p><span style=\"color: #2d2e31;\">A<\/span>nalyzing a search term report can provide insights into whether a new keyword is gaining traction or whether incorporating negative keywords is necessary to refine traffic toward your intended audience.<\/p>\n<p>Negative keywords are specific terms or phrases deliberately excluded from a campaign to prevent ads from showing to users searching for those terms.<\/p>\n<h5>Check Auction Insights<\/h5>\n<p>If everything looks good there, check auction insights. New competitors coming and going in the space can cause fluctuations in your ad performance.<\/p>\n<p>When a competitor gains a larger impression share than before, which negatively affects your performance, you\u2019ll want to consider raising your budget to increase your share.<\/p>\n<p>To fund this, pull a 60 or 90-day report to identify which ad groups and keywords are your lowest converters or have a low\u00a0<a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/google-ads-for-nonprofits\/\" target=\"_blank\" rel=\"noopener\">return on ad spend<\/a>. Be sure to max out your budget on your top-performing campaigns.<\/p>\n<a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/google-ads-for-nonprofits\/\" target=\"_self\">Read Next: Calculate, Analyze, and Amplify Your Nonprofit\u2019s Return on Ad Spend<\/a>\n<h5>Segment to Remove Spam<\/h5>\n<p>Are you seeing a large uptick in traffic, but it seems like spam?<\/p>\n<p>Segment your report and see if there\u2019s an uptick in search partner&#8217;s traffic. Search partners\u2014websites affiliated or partnered with Google\u2014can cause large traffic and performance fluctuations.<\/p>\n<h4>Social<\/h4>\n<p>Social traffic is most susceptible to having tracking parameters stripped, especially from mobile devices. To avert this, pull your direct traffic and compare any changes in sessions to the shifts observed in social media data.<\/p>\n<p>This analysis can help determine whether there is a correlation between the changes in direct sessions and the shifts in social media traffic.<\/p>\n<p>If everything looks good from a tracking perspective, review your social plan. How often did you post during that time? What was the copy? How did you link to your calls to action?<\/p>\n<p>Finally, analyze your individual posts and determine how to replicate or elevate your content in the future.<\/p>\n<a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/social-media-post-examples-drive-engagement\/\" target=\"_self\">Fundraising Social Media Posts to Inspire Your Strategy<\/a>\n<h4>Email<\/h4>\n<p><span style=\"color: #2d2e31;\">When evaluating email metrics, the first step is to identify and isolate the emails that most likely contributed to your spike or dip in traffic. You can do this by pulling a report on all emails sent during the impacted period.<\/span><\/p>\n<p><span style=\"color: #2d2e31;\">From there, find any emails with CTRs significantly higher or lower than your standardized benchmark for that metric.<\/span><\/p>\n<p><span style=\"color: #2d2e31;\">If you discover emails with abnormal CTRs, evaluate them to determine what could have caused the change in traffic. Things to consider would be:<\/span><\/p>\n<ul>\n<li><span style=\"color: #2d2e31;\"><strong>Format:<\/strong><\/span><span style=\"color: #2d2e31;\">\u00a0Is the email using a new template? Or is the format shorter or longer than usual?<\/span><\/li>\n<li><span style=\"color: #2d2e31;\"><strong>Audience:<\/strong><\/span><span style=\"color: #2d2e31;\">\u00a0Did you target a different cohort?<\/span><\/li>\n<li><span style=\"color: #2d2e31;\"><strong>Email content:\u00a0<\/strong><\/span><span style=\"color: #2d2e31;\">What tone and voice did you use in the email copy? Is the content shorter or longer than usual? Is your CTA presented differently? For example, did you use a button instead of a hyperlink?<\/span><\/li>\n<li><span style=\"color: #2d2e31;\"><strong>Send day and time:\u00a0<\/strong><\/span><span style=\"color: #2d2e31;\">When did you send the email?<\/span><\/li>\n<\/ul>\n<p>If you don\u2019t find any outliers, that may indicate a technical issue. Two key technical elements to evaluate include:<\/p>\n<ul>\n<li><strong>Tracking links:<\/strong>\u00a0Check that your tracking links work and record engagement in Google Analytics accurately. Then, ensure proper formatting and redirecting of the links in your emails.<\/li>\n<li><strong>Bounce rate:<\/strong>\u00a0Check that your bounce rates hover around or below your standardized benchmark for that metric. If higher than normal, there may be something interfering with your email deliverability, which could cause a decrease in traffic.<\/li>\n<\/ul>\n<h2>Indicator #2: Conversion Rate<\/h2>\n<p>It\u2019s critical to have your team perform a thorough audit of your site\u2019s traffic levels, as these relate to your conversion rates.<\/p>\n<p>If conversion rates are declining but traffic is surging, this may indicate you\u2019re driving the wrong type of traffic to your site. Or a lack of priming traffic for conversion. Dig into the nuances of your traffic shifts to identify which one it is.<\/p>\n<p>But if traffic is steady and conversion rates are still declining, evaluate your landing pages\u2019 user experience and test your donation checkout flow to ensure a streamlined, simple, and secure process.<\/p>\n<p>Double-check that everything works on desktop and mobile devices during the purchase process. Then, look at any tweaks or changes made to the page. You&#8217;d be surprised how even small things, like switching up headlines or playing with colors, can make a big difference in your conversion rates.<\/p>\n<a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/donation-checklist\/\" target=\"_self\">Your Nonprofit&#8217;s Donation Page Checklist<\/a>\n<h2>Indicator #3: Average Donation Amount<\/h2>\n<p>Whether fluctuating up or down, your nonprofit\u2019s average donation amount can have a large impact on total donation volume.<\/p>\n<p>If you\u2019re starting to see a shift toward more microtransactions, don\u2019t panic. Think about how you can scale the number of people you drive to your site to secure more small and midsize gifts.<\/p>\n<p>Or perhaps one major gift came in, skewing your overall donation volume.<\/p>\n<p>Segmenting by donation amounts and pulling reports identifying how many donations come in at each gift level will allow you to analyze these shifts and plan to market to different cohorts in the future.<\/p>\n<h2>Indicator #4: Difference in Recurring Donations versus One-Time Donations<\/h2>\n<p>Similar to average donation amounts, the number of recurring versus one-time donations you receive can also affect your numbers. If you see that most of the micro-transactions you\u2019re processing are <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/recurring-giving-campaigns\/\" target=\"_blank\" rel=\"noopener\">recurring donations<\/a>, calculate the lifetime value of those users to understand the real impact.<\/p>\n<p>If you see recurring donations on a downward trend while one-time donations are up, consider your <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/donor-stewardship-how-to-stop-losing-your-donors\/\" target=\"_blank\" rel=\"noopener\">donor stewardship<\/a><span style=\"color: #2d2e31;\">\u00a0<\/span>process and how you help recurring donors feel the impact of their donation over time.<\/p>\n<p>The time to start re-engaging a recurring donor isn\u2019t when their involvement lapses. Make sure to acknowledge their contribution each time it comes in and tie it back to impact for a constant reminder of the difference they make.<\/p>\n<a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/recurring-donation-appeal-email-templates\/\" target=\"_self\">5 Email Templates for Stronger Recurring Donation Appeals<\/a>\n<h2>Inform Your Decision-Making with Timely Data<\/h2>\n<p>Understanding and acting on donation fluctuations is pivotal for any nonprofit\u2019s long-term health and sustainability.<\/p>\n<p>By leveraging data insights, nonprofit organizations can adapt strategies to navigate these fluctuations effectively. Embracing a data-driven approach empowers nonprofits to make informed decisions, optimize outreach, and enhance their impact within their communities.<\/p>\n<p>Copy Editor:\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/ayannajulien\/\" target=\"_blank\" rel=\"noopener\" data-airgap-id=\"52\"><em>Ayanna Julien<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This blog was written by\u00a0Dara Daly, who brings over a decade of experience in managing paid advertising campaigns for a diverse range of B2B and e-commerce companies. Dara is the Manager of\u00a0Digital Marketing\u00a0and\u00a0SEO\u00a0at Classy. Nonprofit fundraising can be a roller coaster of emotions. Imagine the excitement of wrapping your latest crowdfunding effort, only to realize [&hellip;]<\/p>\n","protected":false},"author":118,"featured_media":27803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11,12],"tags":[],"class_list":["post-27800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Decoding Donation Fluctuations: Turning Data into Action for Your Nonprofit - GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Understanding \u201cthe why\u201d behind each outcome will allow you to turn nonprofit campaign data into valuable insights and action.\u00a0Explore how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Decoding Donation Fluctuations: Turning Data into Action for Your Nonprofit\" \/>\n<meta property=\"og:description\" content=\"Understanding \u201cthe why\u201d behind each outcome will allow you to turn nonprofit campaign data into valuable insights and action.\u00a0Explore how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\" \/>\n<meta property=\"og:site_name\" content=\"GoFundMe Pro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/classy.org\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-03T07:00:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-10T18:36:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2023\/11\/blog_how-to-diagnose-shifts-in-donation-volume.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1224\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dara Daly\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@classy\" \/>\n<meta name=\"twitter:site\" content=\"@classy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dara Daly\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\"},\"author\":{\"name\":\"Dara Daly\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#\/schema\/person\/0a1cc60a2797e4cb2b220905ab647c77\"},\"headline\":\"Decoding Donation Fluctuations: Turning Data into Action for Your Nonprofit\",\"datePublished\":\"2023-11-03T07:00:51+00:00\",\"dateModified\":\"2025-06-10T18:36:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\"},\"wordCount\":1690,\"publisher\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2023\/11\/blog_how-to-diagnose-shifts-in-donation-volume.jpg\",\"articleSection\":[\"Fundraising\",\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\",\"url\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/decoding-donation-fluctuations\/\",\"name\":\"Decoding Donation Fluctuations: Turning Data into Action for Your Nonprofit - 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