Insights

The Raised graphs help you see your fundraising efforts at a glance.

There are three Raised graphs:

• Total raised. This is the main graph that shows the total number and value of all donations (one-time and recurring combined) in the account currency.
• First installments. This graph shows the total number and value of the first installments of recurring plans for the selected period.
• One-time donations. This graph shows how many one-time donations were made and their total value over the selected period.

You can view these graphs by either revenue or donation count. Use the dropdown in the top right of the Raised section to switch between the two views.

By default, these graphs show your total fundraising efforts. Use the filters at the top of the page to select a specific Campaign, Designation, or Source. These graphs are not affected by the Frequency filter.

To select the specific time period for these graphs, set the date range in the upper left corner below the word “Insights”. By default, the results for this date range (thick blue line on the chart) are compared to the previous period (thin gray line). Use the Compared to drop-down menu to set a different comparison period or no comparison at all.

The dates you select are inclusive and run from midnight on the start date to 11:59 PM on the end date, according to your organization's time zone.

You can view the number of new supporters that you've acquired in a selected period. To do this, select the One time and Recurring (first installments) checkboxes in the Frequency filter at the top of the page. The data will appear in the main graph.

The Performance section is designed to help you understand if you are getting the most out of the Fundraise Up tools. We recommend that you revisit it regularly to monitor your progress.

Upsell is the strategy that our checkout form automatically applies to encourage supporters to upgrade from a one-time donation to a recurring donation plan. Upsells are designed to have no negative impact on conversion rates. The exact upsell scenario depends on the supporter’s actions and is determined by AI.

• Pre-donation upsell happens during the checkout process, after a supporter has selected a one-time donation amount, but before they select a payment method. It prompts them to convert their one-time donation into a recurring plan.
• Post-donation upsell is offered after a supporter completes a one-time transaction on the Checkout form. It encourages them to start a recurring donation in addition to their completed one-time donation.

The higher the numbers in these sections, the more money your organization received from the upsell tool. You’ll also see whether upsell is fully enabled, partially enabled, or disabled across all campaigns.

You can see how many one-time donations were converted into recurring plans and how many recurring donations were started in addition by clicking the corresponding row. If any campaigns don’t have automatic upsells enabled, you’ll see an option to enable them for all campaigns with one click. We recommend enabling automatic upsells for every campaign to maximize their impact.

The data shown here is not affected by the Source or Frequency filters.

You can offer your supporters the option to cover the transaction costs associated with their donation. When supporters agree to cover the transaction costs, they donate an additional amount that approximately covers the Fundraise Up platform fees and payment processing fees.

Under Performance, you can track covered costs in a section labeled either Adaptive cost coverage or Covered costs, depending on how the feature is enabled across your campaigns:

• Adaptive cost coverage appears if the feature is fully enabled in all campaigns and shows the total additional revenue generated from covered fees.
• Covered Costs appears if the feature is not enabled in all campaigns and displays the percentage of donations with covered fees.

Clicking the corresponding row reveals more statistics. If any campaigns don’t have adaptive cost coverage enabled, you’ll see an option to enable it for all campaigns with one click. We recommend enabling it.

No data will be displayed if Recurring migration is selected as the only Source filter.

When supporters start the donation process but don't complete it, you can recover those potential donations with gentle reminder emails. We track supporters who abandon their donations and send them personalized reminders to return and finish donating.

The Abandoned donation recovery section shows how much revenue you've recovered through this process. The higher the numbers here, the more additional revenue your organization has recovered from supporters who would have otherwise left without donating.

Clicking this section reveals detailed statistics including the total revenue recovered, the number of completed donations, and the percentage of supporters who returned to donate after receiving reminders.

If abandoned donation recovery isn't enabled across all campaigns, you'll see an option to enable it with one click. We recommend enabling this feature.

Here, “saved” means that the supporter started the cancellation process, but then decided to either change the amount or skip the installment, rather than cancel the donation entirely.

The higher the number in this section, the better it is for your organization. If you don’t have any saved recurring plans, we recommend that you go to the Settings section of your organization’s Donor Portal and enable these options:

• Supporter can reduce amount in Donor Portal.
• Supporter can pause recurring gifts (skip installments).

The data shown here is not affected by the Frequency filter.

Here you can see the number of fraudulent payment attempts that were prevented by our system. We use a mix of machine learning and manual review to effectively prevent card and bank fraud. Learn more →

You can minimize the risk of fraudulent activities by establishing a minimum donation amount. To do this, go to Dashboard > Campaigns > [Campaign name] > Settings > Minimum amounts. You can choose any amount, but we recommend $5 or equivalent. Learn more about minimum donation amounts →

The data shown in this section is not affected by the Source, Frequency, or Designation filters.

It is important to monitor the number of donations made on mobile devices. This will help you better understand the behavior of your supporters and change your fundraising strategy if necessary.

In this section you can see the percentage of donations that were made from a phone or tablet, including donations from recurring plans that were first created on a mobile device. If you find that this number is increasing over time, it is a good practice to review the usability of your site for mobile users and the way you communicate with them.

This data will not be displayed if only Virtual Terminal and/or Recurring migration are selected in the Source filter. Also, no data will be displayed if only Recurring (next installments) is selected in the Frequency filter.

This section includes two sets of graphs that help you monitor recurring donations: one focused on recurring plans, the other on recurring revenue. Use them to track supporter retention, identify churn, and evaluate the financial impact of long-term giving.

Use these graphs to understand the current state and trends of your recurring donation plans.

• Active plans. Number of recurring plans that were active at the end of the selected period. Includes retrying plans.
• New plans. Number of recurring plans that were started during the selected period.
• Reactivated plans. Canceled plans that were restarted. You’ll see where the reactivation happened — in the Dashboard or the Donor Portal.
• Cancelled plans. Number of recurring plans canceled during the selected period. The graph includes a breakdown by cancellation reason, based on what supporters select when they cancel:
  • Financial difficulty.
  • Life changes.
  • Switched donation method.
  • Change in giving preferences.
  • Subscription consolidation.
  • Loss of confidence in organization.
  • Technical error.
  • Created by mistake.
  • Unclear reason.
  • Other.
  • No reason given (used when no cancellation reason was selected or when it wasn’t possible to provide one).

These graphs show how much of your fundraising income comes from recurring donations.

• MRR (Monthly Recurring Revenue). Total monthly income from all active recurring plans at the end of the selected period. For plans that are not billed monthly, the revenue is adjusted to represent a monthly amount. Includes retrying plans.
• MRR growth rate. Percentage change in MRR from the beginning to the end of the selected period.
• Share of recurring revenue. Portion of your total revenue that came from recurring donations.
• Recurring donation amounts. Breakdown of active recurring plans by donation size. Helps you understand typical giving levels.
• Average revenue per plan. How much money each recurring plan brings in on average over its lifetime. This includes plans that are still active and plans that have already ended.

  For example, if you've had 100 recurring plans total and they've generated $20,000 combined, your average revenue per plan is $200.

• Churn rate. The percentage of recurring plans that ended during your selected time period (canceled, completed, or failed).

  For example, if 50 plans ended in March and you had 500 total active plans during March, your churn rate is 10%. A lower percentage means you're keeping more supporters.

Use the filters at the top of the page to adjust by Campaign, Designation, Source, or Frequency. To compare against a previous period, use the Compared to menu in the date picker.

The Retention section helps you understand how long recurring plans remain active by tracking cohorts — groups of supporters who started their recurring plans in the same month.

This table focuses specifically on plan status changes rather than revenue amounts. It shows the percentage of recurring plans from each cohort that remain active over time.

Each row represents supporters who started recurring donations in a specific month. The columns show how many of those supporters were still giving in each following month:

• Month 0 is when supporters first donated (always 100%).
• Month 1 shows how many were still giving one month later.
• Month 2 shows how many were still giving two months later.
• And so on.

Use the date filter to select which cohort months to display. The table shows retention data for up to 12 months from your selected period. This analysis works across all recurring plan frequencies.

In the screenshot above, look at the June 2024 row. Out of 50,500 supporters who started recurring donations that month:

• 90% were still giving in Month 1 (July 2024).
• 80% were still giving in Month 2 (August 2024).
• 70% were still giving in Month 3 (September 2024).

You may also see retention values increase after dropping to zero. For example, if a single recurring plan was paused or canceled and then reactivated, the row could look like this:

• Month 0: 100%.
• Month 1: 100%.
• Month 2: 0%.
• Month 3: 100%.

This shows a pause followed by reactivation.

Good retention means supporters trust your organization and want to keep giving. If you see retention dropping quickly, you might want to improve your supporter communications or give people options to manage their donations.

You can compare different months to see if certain campaigns or time periods brought in more committed supporters. For example, supporters who joined during a major campaign might have different retention patterns than those who joined during regular fundraising.

This heatmap visualizes all your donations by day and time, according to your organization's chosen time zone. Data is aggregated by hour.

Darker shades of blue indicate more donation-dense time periods. This heatmap uses the average data for each day and time over the entire time period that you have selected.

To see exact statistics from the past week, select Last 7 days in the date picker at the top of the page. Hover your mouse over a cell to see exact figures for how much was raised and from how many donations.

The default view excludes donations from the Recurring migration source. By default, it displays data for One-time donations and Recurring (first installment) donations. You can adjust the Source filter to customize the view.

Use these graphs to identify your most loyal supporters, see how they give, and find new ways to connect with them.

Here you can see the most popular donation frequency for your organization. Based on this data, you can experiment with different strategies to find the optimal frequency for your supporters.

Frequencies are set at the campaign level (Dashboard > Campaigns > [Campaign name] > Settings > Frequencies). If you don’t see all the options there, go to your organization’s Recurring plans settings and select additional frequencies.

This graph is not affected by the Frequency filter.

This graph helps you understand how your supporters prefer to pay. It shows information on all payment methods that are available to your organization, including those that have not yet been enabled.

To check which payment methods are enabled for your organization, go to Dashboard > Settings > Payment methods.

If your campaigns use selectable designations, this graph shows which ones supporters choose most often.

Letting supporters select a designation helps them feel more connected to your cause — and often leads to higher donation amounts. Learn more about designations →

The Countries graph shows your organization's reach across countries. It can help you identify potential growth areas and expand your donor base.

If you see activity from your foreign supporters, consider translating your campaigns to make them easier to use.

Tribute giving allows supporters to honor or memorialize loved ones with their donations. This graph shows the total amount of tribute donations and the most common type of tribute within your organization. This is a valuable opportunity to connect with your supporters through personalized outreach. Learn how to engage supporters with tribute giving →

If you have enabled supporter-driven fundraising, this graph will show the Fundraisers that are associated with your account.

Only Fundraisers that existed during your selected time period will be shown.

Supporter-initiated fundraising is a powerful way to raise money. By turning your supporters into fundraisers, you can engage their networks and build a stronger community around your campaign. Learn how to create a supporter-driven Fundraiser →

The URL graph helps you identify which pages successfully convert visitors into supporters. When a page receives many visits but generates few donations, you may want to review its donation elements and content. Learn more about the Fundraise Up elements that you can use →

The Visitors, Checkout opened, and Conversion columns are based on tracking data, where each supporter is counted once, regardless of how many times they interact with the checkout. The Donations and Total raised columns display actual donation records filtered by current status and any applied filters.

The conversion percentage reflects unique supporter conversions, not individual donation counts. This means:

• If a supporter makes multiple donations in one session, it counts as one conversion.
• The conversion rate is calculated as unique conversions divided by unique checkout opens.
• Donation counts may differ from conversion tracking because they include all donation attempts, including recurring installments.

Only URLs that have recorded at least one view are displayed.

This graph is not affected by the Source filter.

The UTM graph shows which marketing channels and campaigns drive donations most effectively. It helps you understand which traffic sources are most likely to lead to donations and allows you to reallocate your marketing budget to the most effective channels.

The Visitors, Checkout opened, and Conversion columns are based on tracking data, where each supporter is counted once, regardless of how many times they interact with the checkout. The Donations and Total raised columns display actual donation records filtered by current status and any applied filters.

The conversion percentage reflects unique supporter conversions, not individual donation counts. This means:

• If a supporter makes multiple donations in one session, it counts as one conversion.
• The conversion rate is calculated as unique conversions divided by unique checkout opens.
• Donation counts may differ from conversion tracking because they include all donation attempts, including recurring installments.

Only UTM tags that have recorded at least one view are displayed.

This graph is not affected by the Source filter.