UTM Implementation Guide

Last updated: September 9, 2026

How do I tracking UTM codes in my communications?

UTM codes can either be tracked through your marketing team or the agency you work with, depending on who actually appends the codes typically to track metrics such as opens and clicks on emails. 

Text for tracking UTM codes is in comms resources, refer to the sample code in the attached document below. 

Additionally, if you’d like a short walkthrough, then you can watch this instructional video:

What happens once a gift has been left to my charity?

Once a gift has been left to your charity, it’s always best to start by updating your records to track future income. Additionally, if the donor has opted in to share their contact information with you, there are a few other considerations:

  1. Cross-reference the donor’s email address with your CRM to determine how they’ve given to your charity in the past or if they’re on a particular list of donors who you’ve been focusing on for legacy gifts. 
  2. Contact the donor to thank them for their gift! When you do this, make sure to ask if they've have their Will witnessed or if they're still waiting on witnesses.
  3. If there was a message associated with the gift, that can be your starting point for the conversation with the donor as well.
  4. If you had UTM codes appended to recent campaigns, click on their contact card when viewing all legacy gifts to see the UTM parameters they’re tagged on and whether they started their Will from your Charity Page.
  5. If you also want to export the donor data to your CRM, you can do so by viewing “List All” under the legacy gifts tab and selecting one of the blue buttons to either Print, Copy, or export as an Excel file (CSV).

Can I export my gift data into a CRM?

Yes! By going to the “Legacy Gifts” tab on the sidebar menu and clicking on “List All”, you’ll be redirected to see all of your current gifts in a tabular format . Here, if you’re also tracking UTM codes, you can also click on the contact cards to see where the donor originated from. 


Attachments:
Print_To_Digital_Guide.pdf