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Software as a service

For software sold to nonprofits: which sector pages and peers bring organisations that renew.

Software for nonprofits is bought by small teams on tight budgets, often after a board or a grant approves it, and renewed if it saves staff time. Tally links each subscription to the visits that led to it, showing what a development director read on the way and how long approval took.

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01How they sell

  • SubscriptionAnnual plans priced by contacts, donors or users, frequently with a nonprofit discount; monthly options for the smallest organisations.
  • One-offData migration from spreadsheets or an old database, and training sessions, sold once.

02Payments it reads

  • StripePlans through Checkout or annual Stripe invoices; renewals and refunds are read.

What Tally can't read

  • Donations your customers collect through your forms go to their accounts, so they aren't read as your revenue.
  • Licences sold through a nonprofit technology discount programme, which bills the charity itself, aren't read.
  • Grant-funded purchases paid by bank transfer or cheque outside Stripe aren't counted.

03Where buyers come from

  • Sector-specific searchesSearches for donor software for a food bank, a church or a school foundation land on pages written for that sector.
  • Nonprofit webinarsSessions on fundraising or volunteer management bring staff who register with their work email.
  • Peer recommendationsDevelopment directors ask peers at other organisations what they use, and those links arrive with no referrer.
  • Fundraising consultantsConsultants recommend systems to the charities they advise, each through a link of their own.
  • Year-end appeal guidesGuides to the end-of-year appeal bring organisations preparing for their busiest fundraising weeks.

04What Tally answers

  1. How long does approval take, from first visit to payment?

    Path to purchase gives the median time and visits from first visit to first payment, with the pages buyers saw; a gap of weeks with a return to pricing near the end can mark a board decision.

    Path to purchase

  2. When do nonprofit staff look at software?

    Peak hours lays out visits and sales by weekday and hour, naming the busiest three only when the data supports it; for small teams that run events and appeals, quiet hours may be the only time to research.

    Peak hours

  3. Did the fundraising webinar bring the foundations that signed up?

    Each sale's receipt shows its visits and the linking method; a registrant identified at sign-up who pays with the same email shows an email match with medium confidence.

    Receipts

  4. Which sector pages bring organisations that pay?

    The page breakdown ranks landing pages by the revenue of the visitors they brought, so the food bank and school foundation pages are compared on subscriptions.

    Sources with revenue

  5. Does the nonprofit discount page lead to demos?

    Mark the demo button with data-fast-goal; the goals view shows how many visitors reached it, their conversion and their revenue, and a funnel starting on the discount page shows the drop-off on the way.

    Goals and funnels

05Numbers worth watching

Median time to buy
The median time from first visit to payment, which for an organisation that needs approval includes the wait for it.
Renewals
Renewals by first source; a charity that renews after its first year has made the software part of how it runs.
Revenue by source
Revenue behind each sector page, consultant and webinar, after discounts, as actually paid.
Goal conversion
The share of visitors who book a demo, by sector page.

06An example

Example

Path to purchase

Last 30 days · 105 of 124 new sales, the ones linked to a visitor

Median time to buy

3days

from their first visit

Median visits

3visits

the one they paid in included

Bought on the first visit

12%

13 of 105

Pages before buying

11

median pages viewed

Where buyers came from, and who closed the sale

105 new sales: where each buyer first came from, and the source credited with the sale.

50% of new sales were credited to the source that first brought the buyer in. Hover or focus a flow for its numbers.

  1. Googlecredited toGoogle26
  2. x.comcredited tox.com10
  3. Other (3 sources)credited toOther (3 sources)10
  4. Directcredited toOther (3 sources)9
  5. ChatGPTcredited toChatGPT9
  6. Other (3 sources)credited toNewsletter9
  7. Redditcredited toReddit8
  8. Googlecredited toNewsletter6

6 smaller flows in the table below.

Show the flows as a table
105 new sales: where each buyer first came from, and the source credited with the sale.
Brought them inCredited with the saleNew salesShare
GoogleGoogle2625%
x.comx.com1010%
Other (3 sources)Other (3 sources)1010%
DirectOther (3 sources)99%
ChatGPTChatGPT99%
Other (3 sources)Newsletter99%
RedditReddit88%
GoogleNewsletter66%
DirectGoogle55%
x.comGoogle55%
RedditGoogle33%
DirectReddit22%
ChatGPTGoogle22%
Other (3 sources)ChatGPT1<1%

Time from first visit to purchase

  1. 13Same visit: 13 sales (12%), bought in their first visit
  2. 13Same day: 13 sales (12%), a later visit, under 24 hours after the first
  3. 301–3 days: 30 sales (29%), 1 to 3 days after the first visit
  4. 194–7 days: 19 sales (18%), 4 to 7 days after the first visit
  5. 151–2 weeks: 15 sales (14%), 8 to 14 days after the first visit
  6. 102–4 weeks: 10 sales (10%), 15 to 28 days after the first visit
  7. 51–3 months: 5 sales (5%), 29 to 90 days after the first visit
  8. 03+ months: 0 sales (0%), 91 days or more after the first visit

Pages buyers saw before paying

Share of the 105 buyers who viewed each page before paying

  1. /pricing96%, 101 of 105 buyers
  2. /71%, 75 of 105 buyers
  3. /signup63%, 67 of 105 buyers
  4. /docs38%, 40 of 105 buyers
  5. /blog/stripe-fees26%, 28 of 105 buyers
  6. /compare21%, 23 of 105 buyers
  7. /changelog8%, 9 of 105 buyers
  8. /blog/launch-week5%, 6 of 105 buyers

Only new sales count here. Renewals and upgrades belong to the visit that won the subscription, so counting them would count that journey again.

Fig. 1Path to purchase on the example site. For nonprofit software, read the median time to purchase as the length of an approval: a board meeting or a grant can sit between first visit and payment.

07Setting up

  1. WordPressIf your site runs on WordPress, add the tag in the theme head so sector pages and pricing carry it.
  2. StripeWhen an organisation pays online, include tally_visitor_id in the Checkout Session's metadata and in subscription_data.
  3. Call tally('identify', { email }) on webinar and demo forms, so an annual invoice sent weeks later links by email.

08Questions

  • Donations run through our forms. Do they count as our revenue?

    No. Donations go to the charity's own account. Only the payments organisations make to you for the software are read.

  • Our nonprofit discount is large. Is revenue counted at list price?

    No: at what was paid, without tax, in US dollars at the day's ECB rate.

  • Can we watch a sector conference's audience arrive on the site?

    The live view shows who is on the site now, with where they are and where they came from, so a talk's audience can be seen arriving as it happens.

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