UTM Tracking for Fundraisers: See What Drives Donations

You post the link everywhere: email, social, your blog, a partner's newsletter. But when the donations come in, do you actually know which one drove them?

With UTM tracking on Pledge, now you do. Add UTM parameters to any fundraiser or donation link and see exactly which channel, campaign, or post is bringing in support — no guesswork required.

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Fig. 1 · Before / After

Untagged links collapse into one row → tagged links reveal every source

Same traffic, two views. Without UTM tags, 80% of visits land in an indistinguishable "Direct / None" bucket. Tag the links, and that same traffic splits into newsletter, sms, qr_insert, and more.

How It Works

UTM parameters are small tags you add to the end of a link. When a donor clicks through and gives, that tag travels with them, so the donation gets credited to the exact source it came from.

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Fig. 2 · Anatomy of a link

A real tagged fundraiser link, broken down

Three parameters, three jobs: utm_source is where the click came from, utm_medium is the channel type, and utm_campaign is the push it belongs to.

• 💜 Tag any link. Add UTM parameters to fundraiser pages, donation forms, embedded Fundraiser Trackers, or any Pledge link you're sharing.
• 📊 See it by channel. Break down donations by source — email, Instagram, a specific blog post — right in your dashboard.

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Fig. 3 · By channel

Traffic sources broken out by UTM, with donations and gross raised

Newsletter and qr_insert convert 2–4× better than social — a difference that's invisible until the traffic is tagged.

• ✨ Compare campaigns. Know which push — your newsletter, a social post, or a partner mention — actually converted.

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Fig. 4 · Campaign view

Campaign-level rollup: what to repeat next time

Every channel pushing the same campaign rolls up into one view, so you can see which appeal actually raised the most before you plan the next one.

• 🎯 Spend smarter. Put more effort behind what's working and less behind what isn't.

Why It Matters

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Fig. 5 · Data to empower you

The impact, in three numbers

From one anonymized campaign, tagged from day one.