Robust reporting and analytics tools are critical requirements for tracking fundraising performance, understanding constituent behavior, and making data-driven decisions. The digital giving platform must deliver clear, customizable insights into donor activity, campaign effectiveness, and financial performance. This section outlines the expectations for built-in reporting features, integration with analytics tools, and support for reconciliation workflows.
📄 Comprehensive Built-in Reports
The platform must offer comprehensive, built-in reports with customizable filters to track performance metrics across key areas such as giving activity, donor behavior, and campaign results. Reports should allow organizations to:
- Monitor leads, actions, donations, and constituent behavior
- Evaluate campaign performance and ROI
- Analyze donation patterns and demographics
- Surface specific data like premium donations
“We want to regularly view donation trends segmented by campaign, channel, and constituent type—without relying on manual exports or IT help.”
💰 Critical Financial Reconciliation Capabilities
A core requirement is the ability to trace bank deposits back to individual gifts, supporting accurate financial reconciliation. The platform should provide:
- Gift-level payout reporting, grouped by designation
- Clear visibility into fees, refunds, and net deposits
- Tracking and configuration of GL/accounting codes per designation or gift type
- Support for multiple payout destinations or account structures if needed
“Our finance team must be able to match each deposit to the originating transactions and report revenue accurately by fund and designation.”
⏱️ Real-time Data & Dashboards
Real-time insights should be available through admin dashboards that display:
- Key performance indicators (KPIs) and progress thermometers
- Real-time metrics on donors, gifts, and campaign activity
- Basic donor-facing dashboards within the donor portal
- Ability to extend dashboards via CRM integration or embedded BI tools
“During peak campaigns, we need to know gift volume and page conversion rates hour by hour.”
📤 Raw Data Export & API Access
To support advanced analysis and integrations, the platform must enable:
- Exporting raw data to CSV, Excel, or compatible formats
- API access for data syncing and ETL workflows
- Simple options for automated or scheduled exports
- Documentation describing how data is structured and transferred
“We need nightly donor and gift data syncs to our data warehouse without engineering bottlenecks.”
🌐 Integration with Web Analytics (GA4/GTM) & BI Tools
Support for advanced tracking and attribution is essential. The platform must:
- Fully integrate with Google Analytics 4 (GA4) and Google Tag Manager (GTM)
- Pass UTM parameters and source codes throughout the donation flow
- Enable tracking of pre-gift behaviors and post-gift conversions
- Be compatible with BI tools for aggregated campaign or cohort reporting
“We want to see how our Google Ads traffic is converting into monthly donors and tie that directly into our CRM records.”
| Requirement Area |
Description |
| Comprehensive Built-in Reports |
Must offer customizable, built-in reports on leads, donations, campaign ROI, and donor behavior. Should support filters and segmentation (e.g., donor type, campaign, premium gifts). |
| Financial Reconciliation Capabilities |
Must support tracing deposits back to individual gifts, allocation by designation, and mapping of GL codes. Should include detailed payout reporting and support for multiple payout structures. |
| Real-time Data + Dashboards |
Admin dashboards should display KPIs, giving metrics, and campaign progress in real time. Donor-facing dashboards and integration with CRM dashboards or embedded BI tools are preferred. |
| Raw Data Export + API Access |
Must support export of raw data (CSV, Excel) and offer robust API access. Should include documentation, support for scheduled exports, and compatibility with ETL/data warehouse workflows. |
| Web Analytics + BI Integration |
Full GA4 and GTM integration is required. Must support UTM tracking, pre- and post-gift analytics, and attribution. Should be compatible with external BI tools or allow embedded reporting extensions. |
