File Worksheet 1
Donor value calculator
Put in your own numbers to see what search visits to your donation and program pages could add up to over two years, and how many visits a month it takes for first gifts alone to cover a plan.
The model says
- New donors a year from these visits
- 54
- First-year gifts
- $4,050
- Repeat gifts in year two
- $1,215
- Two-year total
- $5,265
- Plan cost for 12 months
- $2,820
- Visits a month to cover the plan in first gifts
- 209
This is arithmetic on your own assumptions, not a forecast. Search traffic builds over months, giving varies by cause and season, and no one can promise rankings. Use it to see what has to be true for a plan to pay for itself.
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01 Inputs
Where to find your numbers
Visits from search: in Google Analytics, filter sessions to organic search and to your donation and program pages. If you don't track that yet, Search Console shows clicks per page.
Gift rate: completed gifts divided by visits to the donation page over the same period. Your donation tool's reports usually show completed gifts.
Average first gift and repeat giving: from your donor database. Use first-time online donors if you can separate them.
02 Limits
What this calculator can't tell you
It doesn't know how many people search for your cause in your area, how fast your pages can rank, or how giving changes with the season. Search results usually take months to build, and nobody can promise a ranking.
It is useful for one thing: checking whether a plan's cost is in a sensible range for your organization before you commit. If the numbers look far off, the free audit gives you a written read of your starting point.
Next step Your move
Find out what searchers see when they look for your cause
The free audit is a short written report, not a sales call: how your site and Google listing look today, who shows up instead of you, and the first three fixes. It comes by email within one business day.
Or ask the assistant in the corner: prices, Ad Grants, chapters, how canceling works.