At its core, the Goals and Initiatives feature set is a way for your team to set targets for your fundraising and monitor your progress towards achieving them. There are two goals you can keep track of: Internal and External.
The Internal goal is only visible to your team, and should be used to keep track of your fundraising goals across various pages.
External goals allow you to display a thermometer widget to donors visiting your page, showing in real-time what their support means to the overall organizational goal.
There are two ways to ensure a donor action (donation, petition signup, etc.) counts toward your goal totals: Pages and UTMs.
- Page Goal types count all actions made on designated pages toward the Initiative’s Goals.
- UTM Goals allow you to set UTM parameters that, when included in the URL a donor uses to navigate to a landing page, will group that donor’s donation/petition signing, etc. under the UTM Goal.
Initiatives can track the following things:
- Revenue (charges made across page/upsell types),
- Subscribers (donors who sign up for a recurring donation subscription)
- Petition Leads
- Merchandise Sales (landing page and upsells)
- Event Ticket goals.
Used in conjunction with an effective marketing strategy, an external-facing goal will lend to a developed sense of urgency and donor buy-in by increasing the donor’s feeling of involvement with your organization’s overall fundraising efforts.
To create a new Initiative:
- Navigate to the Initiatives Index view and click on the green plus button.
- From there you’ll choose the Initiative type which will ensure the correct types of available live pages are displayed in the Initiative Builder screen.
- Once you’ve selected the desired Initiative Type, you will be redirected to the Initiative Builder screen.
- Here you can set the following components of your Initiative:
- Name: A way to distinguish and sort through various Initiatives for your organization.
- Query Date: The date you want to begin counting actions (donations, subscriptions created, etc.) toward the Initiative. If left blank, the system will count all historical actions made.
- Internal Goal: The overarching goal for your Initiative, only visible to users with access to your organization’s dashboard.
- Boost Goal: Adds the ability to show a higher initial number to landing page visitors—mostly helpful in the early days of kicking off a campaign/initiative or accounting for offline fundraising.
- External Goals: Goal benchmarks that can be displayed to donors via the landing page thermometer when added within a page’s pagebuilder. You can set multiple goals, so when low-level benchmarks are reached future donors are shown the a higher goal.
When toggled to Page, you can choose the pages you want to associate with the initiative. The available pages will depend on the Initiative Type (donation:donation pages, merchandise sales:merch pages, etc.). When a page has been added, you’ll be able to show the External Goal thermometer for the Initiative by selecting the Initiative from the dropdown in the pagebuilder’s widget section.
When toggled to UTM, you’ll be able to customize the UTM parameters that, when used in a landing page URL, will count that donor’s actions toward the Initiative’s goal totals. You can add parameters for Campaign, Medium, Source, Content and Term. Keep in mind that you can add as few as one and as many as five, but if a value is present for a UTM parameter you must include that parameter in a URL for the action to add to the goal total. (i.e. if you have UTM Campaign, Medium and Content set, all three must be present in the URL).
When toggled to All, an Initiative will track that action (donation, revenue, subscriptions, etc.) across all pages.
Exporting UTM Initiative links
Once you create your UTM Initiative, you’ll want to build the URLs to use in your marketing campaign. You can export a .csv with links to all of your live donation pages that fall within the parameters of your initiative type (donation pages for donations, merchandise pages for merch sales, etc.) with the utm params appended by clicking on the Links option from the actions dropdown in the Initiatives Index view.
The .csv will spit out the following columns: