Donatekart

Donatekart is India's first product-based crowdfunding platform — a hybrid of crowdfunding and e-commerce that lets donors contribute tangible products (groceries, clothing, books, medical supplies) directly to NGOs rather than giving money. Since 2016 it has partnered with thousands of NGOs across India, mobilised over a million unique donors, and built one of the country's largest disaster-relief programmes, all anchored in radical transparency about where each donation goes.

Because donors choose specific products, add them to a cart, and complete a payment — then often claim an 80G tax exemption — Donatekart's user journey behaves much like a structured e-commerce funnel. The client engaged us to implement Google Tag Manager (GTM) and Google Analytics to properly measure that journey through event tracking, conversion tracking, and related instrumentation.

The result is a robust, centrally managed analytics foundation that gives Donatekart clear visibility into its donor funnel — from campaign and product engagement through to completed donations — replacing fragmented data with consistent, trustworthy measurement. With GTM governing all tracking and Google Analytics capturing well-defined events and conversions, the team can now see exactly where donors engage and drop off, and attribute outcomes accurately.

This measurement layer equips Donatekart to optimise campaigns, improve the donation journey, and make confident, data-driven decisions, while remaining easy to extend as the platform grows. It establishes the analytics backbone a transparency-led, e-commerce-style giving platform needs to scale its impact and steward donor intent effectively.