Understand how messages relate to recorded gifts

Campaign attribution connects messaging activity with donation records under a defined rule. It can help compare appeals, but a matched gift is not proof that a text alone caused the donation. Supporters may have seen email, social posts, or an event as well.

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What to review before you start

Agree on the matching method and time window before comparing results. Keep unmatched gifts visible and mark ambiguous matches. Your board should be able to distinguish total giving from the portion associated with a campaign.

Define the campaign, matching identifiers, and reporting window.
Separate matched, unmatched, and ambiguous donation records.
Explain the attribution rule alongside campaign totals.

Common questions

Is attributed revenue the same as incremental revenue?

No. Attribution describes a match under a rule. Incremental impact asks what would have happened without the campaign and requires a different evaluation.

Why might a gift remain unattributed?

The gift may lack a usable identifier, fall outside the selected window, or relate to more than one campaign. Keep it in total giving even when no campaign match is available.

See how this fits your nonprofit.

Bring your campaign goals, source platforms, and workflow questions. We will review the options available for your organization.

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