How to Use UTMs to Leverage Donor Acquisition for Your Nonprofit
Nonprofit Tech for Good
MAY 13, 2022
They simply refer to tags that can be added to any URL. The breakdown of campaign/source/term/medium used as UTM parameters is a tried and tested structure for understanding acquisition. Medium usually refers to how your donor found you, or more specifically, how they found the link to find you (whew, what a mouthful).
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