Donations and support
For nonprofits: which campaigns bring donors who keep giving.
A nonprofit raises money online in campaigns, year-end appeals and giving days, and most steadily from monthly donors who keep giving for years. Tally ties each gift in your own Stripe account to the visit behind it, so you can see which campaigns, pages and channels bring donors who stay.
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01How they sell
- DonationsOne-time gifts during campaigns and appeals, with amounts chosen by the donor.
- SubscriptionMonthly giving, the steady base that renews like a membership until the donor stops.
- One-offTickets to fundraising events and charity merchandise sold from the site.
02Payments it reads
- StripeDonations through Stripe Checkout or Payment Links, and donation-form tools that charge through the nonprofit's own Stripe account, read as Stripe payments.
What Tally can't read
- Gifts made on GoFundMe or another fundraising platform that takes the payment aren't read.
- Cheques, bank transfers, grants and gifts from donor-advised funds aren't read.
- Donation forms that charge through a tool's own account rather than yours aren't read.
- Gift Aid or tax receipts aren't handled; Tally counts gifts, it doesn't issue receipts to donors.
03Where buyers come from
- Appeal emailsYear-end and campaign emails bring the biggest waves of gifts; tag each send to see what it raised.
- Social postsStories from the field shared on Facebook and Instagram send supporters through in-app browsers, named in Readable Direct.
- SearchPeople searching for a cause land on program pages; the page breakdown shows which lead to gifts.
- Peer fundraisersSupporters sharing the donate page with friends send people as shared links or with their own tag.
04What Tally answers
When do gifts arrive on a giving day?
Set peak hours to the giving day and switch to revenue; it lays out gifts by hour and names the busiest three when the data supports it, which helps time the next reminder.
Peak hoursWhich campaigns bring donors who give monthly for years?
Lifetime value counts every gift under the donor's first source, with renewals and repeat rate, so campaigns that bring lasting monthly donors stand out.
Lifetime valueWhere do people abandon the donation form?
Mark the start of the form and the amount step as goals and build a funnel to the gift; each step's completions show where supporters stop.
Goals and funnelsWhich story did this donor read before giving?
The gift's receipt shows the visits behind it, the credited one and the method that tied the payment to the browser, with confidence.
ReceiptsDid the email or the social post raise more?
The breakdowns put revenue beside each source and campaign, so an appeal email and a post are compared by gifts rather than clicks.
Sources with revenue
05Numbers worth watching
- Renewals
- Monthly gifts after the first, by first source, the income a program budget relies on.
- Revenue by source
- Gifts by source and campaign, which shows which appeals to repeat.
- Conversion
- Donors over visitors to the donate page, compared between campaigns.
- Repeat rate
- The share of donors who gave more than once, one-time donors who came back included.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- WordPressAdd the tag through the theme's header so program pages, stories and the donate page carry it.
- StripeConnect the Stripe account your gifts land in with a restricted key; Checkout and Payment Links link by the visitor's id, and gifts from a form tool link by email at best.
- Call tally('identify', { email }) when a supporter signs up for updates, so a gift through a form tool weeks later links by email.
08Questions
Our donation form is from a third-party tool. Will gifts be read?
If the tool charges through your own Stripe account, yes, as Stripe payments, linked by email at best. If it collects into its own account and pays you out, no.
Is a monthly gift counted as a renewal?
Yes, when it's a Stripe subscription: each later gift keeps the link of the first one.
Do we need consent for Tally in the EU?
Cookieless mode sets no cookie and counts a visitor once a day; consent-first stays cookieless until your banner calls tally('consent', true). Cookie mode usually needs consent in the EU and UK.