How to effectively measure your comms and campaigns
Against a backdrop of squeezed budgets, a shifting digital landscape and changes in user behaviours, measurement has never been more crucial to enable organisations to make investment decisions based on results.
This jam-packed guide for beginners will help you know when to use UTMs, short links or QR codes to measure the effectiveness of your comms and marketing campaigns.
With so many options available for tracking, it’s easy to get confused about setting up the right tracking for the right purpose. This is where our guide can help – by clarifying the what, when and how for tracking links. It’s an interactive guide, so please feel free to make notes and add information relevant to your charity.
Credits
This guide was created by Sophie Farthing and the CharityComms team in 2025 to reflect current best practices in digital marketing. Sophie is a freelance digital marketing and fundraising expert, with over a decade of experience in charity marketing.
Thanks to all our members for making this resource possible. We’re only able to offer this template for free because of the support of our members. If you’d like to access more content and membership benefits, get in touch with the CharityComms’ membership team on admin@charitycomms.org.uk to find out more about becoming a CharityComms member.
Contact us
If you have any questions about this guide, please contact the comms team on comms@charitycomms.org.uk.
