Microsoft Matching Gift Figures

Tracking Usage: Determine How Many of Your Donors are Searching for their Employer

One of  question we receive semi-regularly is how a nonprofit can track the number of people who are using our matching gift tool. Specifically nonprofits often ask if there is a way for the organization to see how many people visit their matching gift page.

While Double the Donation hasn’t built fully automated in-house analytics (it’s on our to-do list) nearly every organization already has the tools in place to measure visitors to their matching gift page.

If you’re already familiar with the different integration options then continue reading this article but if you’re unsure of the difference between embedding our widget and hosting match pages on our servers then we recommend reading this article first.

Tracking Visitors for Organizations Embedding Our Widget:

Did you know that almost all websites already include analytics software? The most common analytics software is Google Analytics and there’s a very high probability that your organization is using it. In fact that’s the same analytics software that Double the Donation uses.

If your organization embeds our matching gift widget on your own site then your own analytics should automatically measure the number of people visiting each page.

For instance if you build a matching gift page and embed our matching gift widget at https://yourwebsite.org/match then through Google Analytics (or other tools) you can see the number of people who go to that page.

Search for Your Organization’s Match Page on Google Analytics

Google Analytics Tracking Matching Gift Hits

In addition to tracking the number of people who arrive at your match page you can see where they’re coming from. Let’s say you added a link to your match page on your ways-to-give page, donation page, and confirmation screen then you can see where your visitors are arriving from.

One thing worth noting is that each time someone searches for a company it does not reload the page. We designed our tool to be as streamlined as possible and thus search results load dynamically without refreshing the entire page.

Tracking Visitors for Organizations Hosting Their Match Pages on our Servers:

If your organization has chosen to host a match page on our servers then you can employ many of the same tracking strategies as those organizations that embedded our widget on their own sites. The difference is that you need to direct people to a page on your own site then automatically redirect visitors to the match page on our site.

For instance if you direct your organization’s donors to a URL on our servers such as https://doublethedonation.com/your-org then the best option is to set up a 301 redirect from a page on your site to the page on our site.

Here’s the standard process:

  1. Create an account on Double the Donation’s website.
  2. Choose your URL on Double the Donation’s site (ex. https://doublethedonation.com/your-org).
  3. Create a page on your website (ex. https://yourwebsite.org/matching).
  4. Set up a 301 redirect (a permanent redirect) from https://yourwebsite.org/matching to https://doublethedonation.com/your-org.
  5. Direct your donors and volunteers to https://yourwebsite.org/matching which will instantly redirect to https://doublethedonation.com/your-org.

By directing your donors to a page on your site most of the visitors will appear within your own analytics. The only time your analytics won’t pick up visitors will be if individuals who arrive at https://doublethedonation.com/your-org then share that URL with their peers or across social media.

What Information Does Double the Donation Collect / Have Available?

Double the Donation’s service is set up to only collect certain pieces of information.

We designed the service to intentionally only require a user to type in a company name to access company specific matching gift and volunteer grant information. At one point we tested our matching gift plugin with the following three different designs:

  1. One plugin with just a company search field
  2. One plugin with a company search field as well as an email address field
  3. One plugin with a company search field as well as a field for an individual’s name

When testing the second and third designs we noticed a drop in the percentage of people that arrived on the matching gift page and then ultimately used the plugin to search for their employer. Given that the matching gift process must be initiated by donors we felt it was important to maximize the number of individuals who are able to access their employers’ matching gift forms, guidelines, and instructions. We also heard a few privacy concerns from nonprofits who wondered how Double the Donation’s team would use the information.

For these reasons our plugin doesn’t have a field for an individual’s name or email address so there is no way to tie usage back to an individual.

One question we occasionally receive is whether Double the Donation’s team can pull specific data on the companies which an organization’s donors are searching for. While Double the Donation’s team is able to see usage and the number of queries for different employers across all of our customers’ accounts, unfortunately at the present moment we aren’t able to break that out by individual organization.

We hope the above tracking suggestions help and let us know if you have any additional questions.

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