Join a community of charities benefiting from shared data.

Identify trends, set realistic targets, and learn from other charities.

The Benchmark allows you to compare your digital performance against the sector average, and to charities of the same size or cause area. It’s a tool tailor-built for charities to ensure you’re investing your digital spend in the places that’ll actually maximise impact.

Through an intuitive dashboard, you can access a comprehensive overview of your site’s performance and the relevant sector performance, covering a wide range of metrics, including traffic patterns, device usage, and channel effectiveness.

What’s more, all members receive a full data audit, so you can be sure every insight is grounded and accurate.

But the Benchmark is also a community – we bring together minds from across the charity world through online events, to share solutions and experiences.

The concept is simple, but the benefits are enormous.

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Got time for a 2-minute tour?

How does it work?

Overview

Select your charity from the list of members, and then filter the data by cause category, income bracket and number of employees, to ensure the comparison is apt.

On the left, you’ll see your core analytics stats, including sessions, page views and bounce rate. On the right, you’ll see the corresponding averages for all charities in your chosen segment.

Devices

On this page, you’ll discover how your users’ behaviour varies across different devices (desktop, mobile, tablet) and what device-based trends similar charities are seeing.

This includes how core stats like pages per session vary by device. If, for example, most of your users are coming through mobile, you can confidently justify a strategy that emphasises mobile optimisation.

Further down the page, time-series graphs depict how these trends have changed over time, allowing you to identify seasonal patterns and the impact of recent events and updates.

Traffic Channels

This page breaks down your traffic and similar charities’ traffic by channel. Are more users finding you through paid search or social media? How have recent Google updates affected organic search trends for charities of your size and sector?

You can see exactly how each channel has fluctuated in traffic over time, which can be invaluable in informing your quarterly strategies. This data could help you pinpoint when to start rolling out your Christmas campaign, or what kinds of traffic levels are healthy for the summer holidays.

Social Media

On this page you’ll see breakdowns of social media traffic by platform. The trends graphs show patterns over time; these are key to understanding whether the surges or dips you’re seeing in your traffic are specific to your site, or caused by factors outside your control.

Members have found this data especially useful for justifying whether to continue or abandon certain social platforms. Is X still worth your investment given its decline in users? How does TikTok user behaviour change post-school holidays?

Filters and data points are being added all the time, so the use cases will only grow.

Gen AI Traffic

Our latest addition to the dashboard breaks down how many sessions you’re receiving from each major generative AI search engine, along with the averages for similar charities. But also how these trends are changing over time.

With more and more users adopting LLMs like ChatGPT as search engines it’s becoming ever more valuable for charities to strategise with these tools in mind.

Geolocation

Here you can view a heatmap of your UK sessions vs. the average for your cause area, and breakdowns of your most popular cities and countries.

Understanding where the people seeing and accessing your content are based can help you optimise your campaigns towards those areas or shift your strategy to target areas where you want more visibility. 46% of all Google searches have local intent, so geographic targeting is hugely important for fundraising and campaigning.

Join the 40+ charities using the tool.

We make sure your data is gold standard.

As part of your onboarding, we provide a comprehensive data audit that ensures your data setup is best practice and error-free, at a cost of £512. It’s the only part of the Benchmark service you’ll initially have to pay for, because you can enjoy a 3-month free trial without any further commitment.

It ensures the data you are reporting on is as accurate as possible. It also ensures that all of the data in the Benchmark dashboard is completely accurate, so you can trust the information.

Our audit is comprehensive and we’ve kept the cost well below the rates charged by specialist data agencies to make becoming part of the Benchmark as accessible as possible.

Data audits are a great opportunity to ensure your data implementation and tracking are accurate, reliable, and as efficient as possible. We closely inspect and test your GA4, Tag Manager and cookie consent setup, and then report our findings back to you in a clear, streamlined presentation that outlines exactly what needs to be changed, how to implement those changes, and in what priority order.

Every data audit we’ve undertaken so far has identified opportunities for improvement, so we’re confident you’ll find it exceptional value. However, if you feel it hasn’t benefited your organisation, we’ll provide a full refund.

Interested? Get in Touch

Benefits of joining.

Join now and enjoy a 3-month free trial. Benefits include:

Access to the shared data dashboard.
Exclusive events – including training webinars, roundtables, and industry meetups.
Regular newsletters updating you on digital media trends and events.
An active online forum, designed purely for digital charity marketers.

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