From Data to Donations: Using Google Analytics to Understand the Donor Journey

How nonprofit teams can connect digital behaviour, campaign data and offline donor signals.

Live WebinarOctober 29, 2026 at 1 p.m. ET / 10 a.m. PT

Many nonprofits are already collecting valuable information about their supporters and donors, but limited time, small teams, fragmented donor journeys, and underused analytics can make it difficult to turn that data into better fundraising decisions.

This webinar will show nonprofit leaders and practitioners how to get more value from Google Analytics using the data and capabilities they already have. Rather than starting with expensive platforms or complex data infrastructure, Colin Temple and Jasmine Libert of Napkyn will explore how organizations can establish a practical analytics foundation with GA, better understand the path from awareness to donation, and progressively strengthen their first-party data strategy.

The Donor Journey Goes Beyond Your Website

Awareness ●────● Engagement ●────● Donations ●────● Retention

Donor journeys rarely happen entirely online. A supporter may first discover your organization through social media, attend an event, subscribe to an email, respond to a campaign and eventually donate online or offline. This session will explore how to connect more of these interactions, what Google Analytics can and cannot tell you, and how better measurement can support more informed fundraising and marketing decisions.
The goal is not to add more technology. During the webinar, we will focus on getting more value from the data and tools you already have, improving your analytics step by step, and recognizing when capabilities such as GA360, BigQuery or additional data infrastructure could provide meaningful value.

What Better Data Could Mean for Your Nonprofit

See the Full Donor Journey

From Awareness to Long-Term Support

See how people discover your organization, engage with your mission, make a donation and continue their support across online and offline touchpoints.

Understand What Drives Donations

Clearer Campaign and Channel Performance

Understand which campaigns, channels and messages lead to meaningful action so you can focus your limited budget where it has the greatest impact.

Strengthen Donor Relationships

Insights for Acquisition, Engagement and Retention

Use donor and supporter data to understand what encourages people to give, stay involved and deepen their relationship with your organization.

Prioritize What to Improve

Practical Measurement Priorities

Identify the gaps in your current measurement, prioritize realistic improvements and decide when additional tools or technology are worth the investment.

Who Should Attend

 

  • Nonprofit marketing and communications professionals
  • Fundraising, development and donor engagement teams
  • Professionals responsible for digital fundraising, donor data or campaign reporting
  • Nonprofit executives and senior leaders
  • Organizations looking to use data more effectively without a large analytics team or technology budget

    Understand your donor journey more clearly

    Join us for a practical discussion about using the data your nonprofit already has.

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    FAQs

    Q: Can I ask questions during the webinar?

    A: Yes. The webinar will include a live Q&A where you can ask the presenters questions.

    Q: Do I need advanced Google Analytics experience?

    A: No. The session is designed for nonprofit leaders and practitioners with different levels of analytics experience. We will explain the concepts in practical, accessible terms.

    Q: Is this relevant for smaller nonprofits with limited resources?

    A: Yes. The webinar will focus on getting more value from the data and tools you already have, with improvements that can be introduced gradually.

    Q: Do we need GA360, BigQuery or additional technology?

    A: No. The session will begin with what nonprofits can do using their existing Google Analytics setup. We will also explain when more advanced capabilities may be helpful and when they may not be necessary.

    Q: Will the session be recorded?

    A: Yes. Register even if you cannot attend live, and we will send you the recording after the webinar.

    About Napkyn

    Napkyn helps organizations turn marketing and customer data into trusted measurement and better business decisions. We work with leaders across marketing, analytics, customer experience, data and technology to connect fragmented information, strengthen measurement foundations and better understand the people they serve.

    As a Google Marketing Platform Sales Partner and Google Cloud Partner, we bring hands-on experience with Google Analytics, BigQuery, DV360, SA360, Google Cloud and the wider marketing technology ecosystem. We help organizations determine which capabilities are valuable, what foundations they require and where investment can produce meaningful business results.