iProviProv
01 / 11
PATHFINDER DONOR INTELLIGENCE

Where Your Donors Come From

Easterseals Arkansas — Real donor journeys tracked by Pathfinder first-party cookies

Source: Pathfinder · March–June 2026
iProviProv
02 / 11
DONATION SUMMARY · MARCH–JUNE 2026

27 donations. $30,185 raised.

27Total Donations
$30,185Total Value
$250Median Gift
26Unique Donors
(1 repeat)

Every donation below was tracked from the donor's first website visit through to GiveSmart completion — no platform reporting, no assumptions.

iProviProv
03 / 11
FIRST TOUCH ATTRIBUTION

Most donors arrive directly to /donate/

Direct to /donate/17 donors$21,633
Google Organic8 donors$8,302
Google Ads (Brand)1 donor$250
But "Direct" doesn't mean unknown. Several donors carry Mailchimp email tracking codes — your email campaigns are driving donations that look like direct traffic.
Events page = donor signal. The /get-involved/events/ page appeared in journeys totaling $5,554+ in donations. Visitors who check events are your highest-value prospects.
iProviProv
04 / 11
Real Donor Journey · Easterseals AR

Journey 560cde57: Google search to $5,254 donation.

Google Organic. 6 sessions over 51 days. 13 events. Checked Board of Directors page 3 times. Visited Events page 6 times across 4 dates. Donated $5,254 on May 31.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

First visit via Google OrganicLands on /about-us/board-of-directors/GOOGLE ORGANIC · FIRST TOUCH
Board of Directors → EventsViews Board page again, then navigates to /get-involved/events/RESEARCH
Returns same day, 7 hours laterGoes directly to /get-involved/events/SAME-DAY RETURN
16 days later
Returns via Google Organic/about-us/board-of-directors/ again → then /get-involved/events/GOOGLE ORGANIC · RETURN
Returns at 3:44 AM/get-involved/events/ — checking events in the middle of the nightLATE-NIGHT VISIT
11 days later
Homepage → Events → Events againReturns to homepage, navigates to /get-involved/events/, views events page twiceEVENT INTEREST
23 days later
Returns → navigates to /donate/Views donation page, scrolls through itINTENT
Donates $5,254Completes donation via GiveSmart. 51 days from first visit.DONATION · $5,254
iProviProv
05 / 11
Real Donor Journey · Easterseals AR

Journey 52a5796a: Email campaign to $5,000 donation.

Email (Mailchimp). 3 sessions. 7 events. Fashion event article email drove initial visit. $5,000 donation 9 days later at 1:29 AM. Returned a month later to research The Academy program.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

Opens Mailchimp email → clicks throughLands on /lincoln-stagg-2026-fashion-event-feature-article/ (mc_cid=4af752a020)EMAIL CAMPAIGN · FIRST TOUCH
9 days later
Returns at 1:29 AM → Donates $5,000Goes directly to /donate/ and completes GiveSmart donationDONATION · $5,000
29 days later
Returns via Google OrganicVisits /programs/children/the-academy/ — scrolls entire page to bottom (reads everything)PROGRAM RESEARCH · POST-DONATION
iProviProv
06 / 11
Real Donor Journey · Easterseals AR

Journey 04c97baf: Google Ad to $250 donation.

Google Ads (Brand) → Mailchimp. 2 sessions. 7 events. Brand ad drove same-day $250 donation. Returned via employee spotlight email 10 days later — still engaged.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

Clicks Google Ad (Brand campaign)Campaign 23588351161, gclid confirmed. Lands on homepage.GOOGLE ADS · FIRST TOUCH
Homepage → /donate/Immediately navigates to donation pageINTENT
Donates $250Same-day conversion. Ad click to donation in one session.DONATION · $250
10 days later
Returns via Mailchimp emailReads /employee-spotlight-ashlee-dupriest/ (mc_cid=b681626ff2) — scrolls entire article to bottomEMAIL CONTENT · POST-DONATION
iProviProv
07 / 11
Real Donor Journey · Easterseals AR

Journey 5d72efa6: Careers browser to $400 donor.

Direct. 20 sessions over 99 days. 24 events. Started as career seeker (4 visits). Shifted to events (3 visits). Donated $400 on Apr 28. Kept coming back — events, donate page, then back to careers weekly. Employee or deeply connected community member.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

First visit → /careers/Starts as a job seekerDIRECT · FIRST TOUCH
Returns → /careers/Second career page visitCAREER INTEREST
12 days later
Returns → /careers/Third career page visitCAREER INTEREST
/careers/ → /get-involved/events/First time visiting events page — interest shiftingPIVOT TO EVENTS
Returns → /get-involved/events/Goes directly to events (no longer starting at careers)EVENT INTEREST
Returns → /get-involved/events/Third events visit in 17 daysEVENT INTEREST
Returns → /donate/ → Donates $40041 days from first visit. Career seeker became donor.DONATION · $400
Keeps coming back after donating
/get-involved/events/ → /donate/Returns to events, then visits donate page againPOST-DONATION
/donate/ then returns at 6:27 PM → /events/Two visits in one day — donate page and eventsPOST-DONATION
Returns to /careers/ weekly (8 more visits)Back to career browsing through Jun 25. Still engaged 99 days later.ONGOING ENGAGEMENT
iProviProv
08 / 11
Real Donor Journey · Easterseals AR

Journey a27285c7: 50 days from Google search to $300 gift.

Google Organic. 7 sessions over 50 days. 18 events. Visited Events page 11 times total. On donation day (May 7), visited 4 separate times in 18 minutes before donating. Checked Events obsessively before giving.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

First visit via Google OrganicHomepage → /get-involved/events/GOOGLE ORGANIC · FIRST TOUCH
34 days later
Returns via Google → events twiceHomepage → /get-involved/events/ → events againGOOGLE ORGANIC · RETURN
Returns same evening, 4 hours laterHomepage → events → homepage → events → homepage → events (3 cycles in one session)OBSESSIVE CHECKING
16 days later — donation day
Visit 1: Returns to events directly/get-involved/events/RETURN VISIT
Visit 2: Returns 7 minutes laterHomepage → events → homepage7 MINUTES LATER
Visit 3: Returns again, 1 minute laterHomepage → events1 MINUTE LATER
Visit 4: Returns one more time → /donate/Finally navigates to donation pageINTENT
Donates $3004 visits in 18 minutes, then donated. 50 days from first touch.DONATION · $300
iProviProv
09 / 11
Real Donor Journey · Easterseals AR

Journey 6e33777f: The recurring micro-donor who became a job seeker.

Direct. 9 sessions over 57 days. 16 events. Two donations ($30 + $10). First donation took 3 visits in 15 minutes. Second took 5 visits over 3 hours. Then pivoted to career browsing — micro-donor became a job seeker.

Source: Pathfinder first-party cookie events. Visitor ID truncated/anonymized.

First visit → /donate/Arrives directly at donation pageDIRECT · FIRST TOUCH
Returns 7 minutes later → /donate/Second attempt at donation page7 MINUTES LATER
Returns 8 minutes later → Donates $30Third visit in 15 minutes. First gift via GiveSmart.FIRST DONATION · $30
31 days later
Returns at midnight → /donate/First visit of second donation attemptMIDNIGHT RETURN
Returns same day → /donate/Second visitRETURN VISIT
Returns 3 minutes later → /donate/Third visit3 MINUTES LATER
Returns again → /donate/Fourth visitRETURN VISIT
Returns one more time → Donates $105 visits to /donate/ today. Second gift via GiveSmart.SECOND DONATION · $10
26 days later
Returns → /careers/ → views Job #3477526Pivots to career browsing. Scrolls entire job listing. Micro-donor is now a job seeker.CAREER PIVOT
iProviProv
10 / 11
WHAT THE DATA SAYS

Three things we now know.

Email drives major gifts

Mailchimp campaigns generated at least $5,000+ in attributed donations. "Direct" traffic to /donate/ often carries mc_cid parameters — email deserves credit it isn't getting.

Events page predicts large donors

The /get-involved/events/ page appeared in journeys totaling $5,554+ in donations. Visitors who check events repeatedly are your highest-value prospects.

The Ad Grant works for donations

One confirmed Google Ads donation ($250) in the first attribution window. With UTMs now set, we'll capture more going forward.

iProviProv
11 / 11
PATHFINDER BY iPROV

Every donor has a story. Now we can read it.

These aren't estimates or platform projections. These are real journeys from real donors, tracked by first-party cookies on your own website.