Case Study: DonorsChoose.org achieves faster donor conversion insights and improved customer support with Heap

DonorsChoose discovers how to improve their customers' experience from Heap

DonorsChoose, a nonprofit that has raised nearly $300M to support teachers and students, needed better ways to measure and improve its online donation experience. Senior Director of Product Management Charlotte Weiskittel found Google Analytics and SQL queries too limited: GA required forethought to track granular interactions and SQL access was both technically challenging for many teammates and missed client-side events like clicks and errors.

They adopted Heap to define events across the multi-step donation funnel and capture client-side behavior without upfront instrumentation. Heap let the team measure conversion and retention in seconds, opened analytics access to non-SQL users, and gave customer support a session-level view and API-driven context (errors, metadata) that substantially sped troubleshooting and improved the donor experience.

DonorsChoose.org

Charlotte Weiskittel

Senior Director of Product Management