Nonprofit Campaign Governance in HubSpot

HubSpot Campaigns are containers that group related marketing assets together. They enable tracking of revenue influenced, new contacts acquired, and engagement across channels — all tied back to a single campaign.

What Can Be Attached to a Campaign

• Emails (marketing and workflow)
• Forms and landing pages
• Marketing events
• Sequences
• Tasks and ad campaigns
• Deals
• Contacts

Governance Recommendation

Avoid creating a campaign for every small appeal, and avoid over-fragmenting your campaign list. A middle-ground approach works best: create campaigns for major initiatives that warrant cross-channel tracking.

Examples of campaign-worthy initiatives:

• Year-End Appeal
• Major donor acquisition push
• Program-specific fundraising drive
• Planned giving webinar series
• Annual gala or signature event

Attribution and Reporting

HubSpot uses multi-touch attribution by default. If a donor engages with multiple assets (emails, forms, landing pages) before making a gift, revenue may be distributed across those touchpoints. After your first major campaign runs through HubSpot, conduct a dedicated reporting session to align on your preferred attribution model and identify where constituents are dropping off in their journey.