What do you measure after Giving Tuesday? Numbers that count
Which numbers do you measure after Giving Tuesday? Revenue, number of donors, average gift, new and returning donors, channels via UTM and monthly donors.
TL;DR After Giving Tuesday, measure seven things: total revenue, number of donors, average gift, new versus returning donors, the channels donors came from, the number of monthly donors and the source of each gift. Use UTM links per channel. With WeGlow.world you find the social planner with UTM and the goal calculator in the free planner guide.
An amount says little if you do not know where it came from. Anyone who only names the total after 1 December learns nothing for next year. Anyone who notes seven numbers knows what worked and what did not.
This article shows which numbers say the most, how to calculate them and how to read them honestly. The worked examples are hypothetical.
Why do you measure the results of Giving Tuesday?
You measure to learn, not to score. With a few simple numbers you see which channel brought donors, which amount worked best and how many new people you reached. That lets you plan smarter next year and explain to your board and donors what the day brought in.
Write the numbers down within one week after 1 December, while you still remember what you did. A spreadsheet from the free downloads is enough.
Which numbers do you collect?
Collect seven numbers: total revenue, number of donors, average gift, the share of new and returning donors, revenue per channel, the number of monthly donors and the source of each gift. Together they tell your story better than a single total.
- Total revenue, expressed in euros
- Number of donors, so you count people rather than gifts
- Average gift: revenue divided by number of donors
- New donors versus returning donors
- Channels: email, social media, partners, own website
- Monthly donors, because they give all year
- Source of the gift, such as a link or a supporter's action
What does a worked example look like?
Suppose an organisation raises 4,200 euros from 120 donors on Giving Tuesday. The average gift is then 35 euros. If 80 donors were new and 40 returning, two thirds of your donors were new. This is a hypothetical scenario, not a figure from a real organisation.
| Number | Hypothetical example | Calculation |
|---|---|---|
| Goal | €5,000 | Set in advance |
| Revenue | €4,200 | 84 percent of the goal |
| Number of donors | 120 | Unique people |
| Average gift | €35 | 4,200 divided by 120 |
| New donors | 80 | Gave for the first time |
| Returning donors | 40 | Had given before |
How do you measure which channel worked?
Give each channel its own link with UTM parameters, so you see who came via email, Instagram or LinkedIn. A UTM link is simply your normal link with a tail, such as utm_source=instagram and utm_campaign=giving-tuesday. Google explains the structure on its page about campaign links.
Use the same spelling everywhere. If you write Instagram once and instagram another time, your overview counts two channels.
| Channel | UTM source | Donors (hypothetical) |
|---|---|---|
| Mailing | 52 | |
| 31 | ||
| 14 | ||
| Direct and other | no UTM | 23 |
In this example the mailing brought the most donors. That tells you to put more time into emails next year.
What do source and monthly donors tell you?
Monthly donors count for more than their first gift shows, because they give all year. Suppose 15 of your donors choose 10 euros a month: that is 150 euros a month and 1,800 euros a year. This is a hypothetical worked example. Also note the source of each gift, such as a supporter's action page.
Read more about these donors in our article on monthly donors. Supporters who start an action themselves are covered in the article on ambassadors.
How do you read the numbers honestly?
Compare your result with your own goal and with last year, not with other organisations. Every organisation has a different audience, a different story and a different budget. One day also does not say everything: some donors only give in the days after, following a reminder or an update.
- Put your goal next to your revenue.
- Look at the share of new donors, because it shows how far your reach went.
- See which channel brought the most donors.
- Compare the average gift with your amounts and labels.
- Write down three things you will do differently next year.
A fixed look back helps your team learn. See how to do that in the article on evaluating.
Which tools does WeGlow.world offer for this?
With WeGlow.world you can follow your Giving Tuesday with a donation page, a progress bar and a share button. In the free planner guide you find the social planner with UTM and the goal calculator. The planner gives each channel its own link, and the calculator helps you pick a goal that fits your audience.
You find the guide on the planner and tools page. Choose your goal in advance with our article on setting a goal, and on 2 December you know straight away whether you made it.
The most common mistakes
Most measuring mistakes are avoidable: not using UTM, naming only the total, mixing up new and returning donors or waiting too long to note things down. A short list in advance solves that.
- Sharing all channels with the same link
- Naming the total without the number of donors
- Not setting a goal before the day itself
- Waiting two weeks before writing things down
- Using other organisations' numbers as a yardstick
Frequently asked questions
What is the most important number after Giving Tuesday?
That depends on your goal, but the number of donors and the share of new donors often say more than the total amount. With WeGlow.world you set a goal amount in advance and see the progress on your donation page.
What is a UTM link?
A normal link with an extra tail that says where the visit came from, such as email or Instagram. The social planner in the WeGlow.world guide makes those links for you.
How many new donors is good?
You can only say that relative to your own last year. Note the share and you have a comparison next year. With WeGlow.world you put a goal amount next to it on your donation page.
When do I measure: on the day itself or afterwards?
Do both. Look at the progress on 1 December and make a final overview within 1 week. Gifts sometimes still come in the days after, also through your donation page on WeGlow.world.
Does a monthly gift count in the total?
Count the first payment in the revenue of the day and note the number of monthly donors separately. That shows how much recurring income Giving Tuesday brought, also when you use WeGlow.world for your donation page.
Prepare your measuring plan
Create a free account on WeGlow.world and set up your donation page with a goal amount. No setup fees and no contract. Start via the sign-up page or request a demo.
Sources and check: Google Analytics Help on campaign links, checked on 7 October 2026. All amounts and numbers in the examples are hypothetical.