Insights

The filter bar at the top of the page lets you narrow the data shown across all graphs.

• Date — sets the time period for all data. 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.
• Aggregation — sets how data is grouped in graphs: daily, weekly, or monthly.
• Compare — shows a comparison line from the previous period alongside your current data. The previous period is the same number of days you selected, ending the day before your start date. For example, if you select May 2–16 (14 days), the comparison covers April 17–May 1.
• Account — filters data by a specific subaccount. Appears only if your organization uses subaccounts.
• Campaign — filters data by a specific campaign.
• Designation — filters data by the designation supporters selected when donating.
• Source — filters by how the donation was initiated, through:
  • Checkout Modal
  • Campaign Page
  • Virtual Terminal
  • Recurring migration
  • API
• Frequency — filters by donation type:
  • One-time
  • Recurring
  • Recurring (first installments)
  • Recurring (next installments)

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

The Overview section contains three graphs:

• Total raised. The main graph, showing the total number and value of all donations (one-time and recurring combined) in the account currency.
• First installments. The total number and value of the first installments of recurring plans for the selected period.
• One-time donations. 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.

You can view the number of new supporters acquired in a selected period. Select the One time and Recurring (first installments) checkboxes in the Frequency filter at the top of the page. This excludes repeat installments from existing plans, so only new activity is shown.

The Performance section helps you understand whether you are getting the most out of Fundraise Up tools. Check it regularly to monitor your progress.

Performance section in Insights

Upsell is the strategy that the checkout form automatically applies to encourage supporters to upgrade from a one-time donation to a recurring 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.

Click the corresponding row to see how many one-time donations were converted into recurring plans and how many recurring donations were started in addition. You'll also see whether upsell is fully enabled, partially enabled, or disabled across all campaigns.

If any campaigns don't have automatic upsells enabled, you'll see an option to enable them for all campaigns with one click. Enable 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, they donate an additional amount that approximately covers the Fundraise Up platform fees and payment processing fees.

Depending on how this is configured across your campaigns, this section appears under one of two names:

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

Click the corresponding row to see 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.

No data appears here if Recurring migration is selected as the only Source filter. Recurring migration transactions are processed outside the standard checkout flow, so transaction cost coverage does not apply to them.

When supporters start the donation process but don't complete it, Fundraise Up tracks those attempts and sends supporters a reminder email to return and finish donating. The Abandoned donation recovery section shows how much revenue has been recovered through this process.

Click this section to see detailed statistics: total revenue recovered, number of completed donations, and the percentage of supporters who returned to donate after receiving a reminder.

If abandoned donation recovery isn't enabled across all campaigns, you'll see an option to enable it with one click. Enable it across all campaigns to recover donations that would otherwise be lost.

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.

If you don’t see any saved recurring plans, go to the Settings > 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 how many fraudulent payment attempts Fundraise Up has blocked, using a combination of machine learning and manual review. Learn more →

To minimize the risk of fraudulent activity, set a minimum donation amount. Go to Campaigns > [Your campaign] > Settings > Minimum amounts. You can choose any amount, but $5 — or the equivalent in your campaign's currency — is recommended. Learn more →

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

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.
• Canceled 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 a supporter did not select a reason, or when the plan was canceled automatically due to payment failure, with no option 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. A plan counts as ended when a supporter or the organization cancels it, when it fails permanently due to payment issues, or when it reaches a defined end date (if one was set). A lower percentage means you're keeping more supporters.

  For example, if 50 plans ended in March and you had 500 total active plans during March, your churn rate is 10%.

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 their first recurring plan in a specific month. The Count column shows how many plans are in that cohort. The remaining columns show what percentage of those supporters were still giving in each following month:

• Mth. 0 is the starting month itself. It's usually 100%, but can be lower if some supporters canceled within the same month they started — they still count toward Count but are no longer active by the end of that month.
• Mth. 1 shows the percentage still giving one month later.
• Mth. 2 shows the percentage still giving two months later.
• The table tracks each cohort for up to 12 months.

Use the date filter to select which cohort months to display.

In the screenshot above, look at the Jun 2024 row. Out of 1,500 supporters who started recurring plans that month:

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

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

• Mth. 0: 100%.
• Mth. 1: 100%.
• Mth. 2: 0%.
• Mth. 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, review your supporter communications and consider adding more self-service options to the Donor Portal.

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 show 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, based on the average data for each day and time over your selected period.

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 and 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.

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

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

The Device section shows donation data by device type: Desktop and others, Mobile, and Tablet. Use this data to understand how supporters access your donation forms.

Desktop and others includes all traffic that is not identified as mobile or tablet. This can include desktop browsers, as well as devices or browsers that are identified as desktop (for example, tablets or phones in desktop mode), or cases where the device type cannot be determined.

The chart offers two views:

• Line chart tracks device trends over time. You can adjust the aggregation (daily, weekly, or monthly) to spot patterns.
• Bar chart shows the percentage breakdown by device for your selected period.

This chart will not display data if only Virtual Terminal or Recurring migration are selected in the Source filter, or if only Recurring (next installments) is selected in the Frequency filter.

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 (Campaigns > [Your campaign] > 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 available to your organization, including those that have not yet been enabled.

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

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

You will see only those designations that existed at some point during the time period that you selected.

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 tribute type for your organization.

If you have enabled supporter-driven fundraising, this graph shows the Fundraisers associated with your account.

Only Fundraisers that existed during your selected time period are shown.

The Elements graph shows performance data for the Fundraise Up Elements you've added to your website. Track which Elements generate the most donations and where supporters engage most.

Use the dropdown menus at the top of the graph to switch between different metrics and filter by Element type.

Revenue

See how much each Element raises:

• Donations – Number of donations made through each Element, including all recurring plan installments.
• Total raised – Total revenue from each Element, including all recurring plan installments.

Checkout conversion

Track how visitors interact with each Element:

• Visitors – Unique visitors who saw the Element.
• Checkout opened – Unique visitors who opened the checkout.
• Supporters – Unique visitors who completed a donation.
• Conversion – Percentage calculated as Supporters ÷ Checkout opened.

Fundraisers conversion

See how effectively Elements drive peer-to-peer fundraising:

• Visitors – Unique visitors who saw the Element.
• Form opened – Unique visitors who opened the Fundraiser creation form.
• Fundraisers – Unique visitors who created a Fundraiser.
• Conversion – Percentage calculated as Fundraisers ÷ Form opened.

The All types dropdown lets you filter by specific Element types. You can select one type or multiple types at once.

Only Elements that were viewed at least once during your selected period appear in this graph.

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 Elements and content.

Use the Revenue / Conversion selector at the top of the graph to switch between two views.

• Revenue shows total donations and total raised for each page — all successful payments attributed to that URL, including recurring installments. The table sorts by Total raised by default.
• Conversion shows the full funnel: Visitors, Checkout opened, Supporters, and Conversion rate. Each value is based on tracking data, where each supporter is counted once regardless of how many times they interact with the checkout. The table sorts by Visitors by default.

Here's how each metric in the Conversion view is tracked:

• Visitors — unique visitors who were tracked on a page where a Fundraise Up Element was present.
• Checkout opened — for Campaign pages, recorded on page load. For the Checkout Modal, recorded after the supporter opens it and the animation completes.
• Supporters — unique visitors who completed at least one donation. Each person is counted once.
• Conversion — Calculated as Supporters ÷ Checkout opened.

Use the All pages dropdown to filter the graph by one or more specific pages.

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 initiatives 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 accordingly.

Use the Revenue / Conversion selector at the top of the graph to switch between two views.

• Revenue shows total donations and total raised for each UTM parameter value — all successful payments attributed to that source, including recurring installments. The table sorts by Total raised by default.
• Conversion shows the full funnel: Visitors, Checkout opened, Supporters, and Conversion rate. Each value is based on tracking data, where each supporter is counted once regardless of how many times they interact with the checkout. The table sorts by Visitors by default.

The definitions for Visitors, Checkout opened, Supporters, and Conversion are the same as in the URL graph above.

Use the UTM source selector to switch between source, medium, campaign, content, and term. The All parameters dropdown filters the chart to specific values within the selected type.

Only UTM tags that have recorded at least one view are displayed. This graph is not affected by the Source filter.