Background and challenge
One-Forty is a non-profit focused on migrant workers from Southeast Asia. Through education for migrant workers and cultural exchange with Taiwan, it breaks down stereotypes on both sides and helps Taiwan’s friendliness become known internationally. As the organisation and its programmes grew, it needed more public support to keep pace.
According to research by the Taiwan NPO Self-Regulation Alliance, nearly 90% of people prefer to donate online. This made One-Forty see the importance of digital channels. It chose GA4 as its analytics tool to bring data into its outreach and encourage people to support it with action.
Four stages of supporter behaviour
Implementing GA4 for a non-profit follows different logic from ecommerce and needs tailoring. Drawing on its data marketing experience, CloudAD mapped four stages of supporter behaviour, discovering the organisation, sharing its values, donating and staying loyal, to drive a data flywheel for fundraising.
1. Discovering the organisation
To help One-Forty find potential supporters, it first had to know where they came from. CloudAD built the data environment and installed media tracking tags so One-Forty could see the traffic sources of potential supporters.
- Data environment: data gives the organisation accurate analysis and insight. We set up the GA4 account and tags to capture visitor behaviour.
- Where visitors come from: GA4 traffic source data shows which channels bring visitors to the site, such as Google search or Facebook.
2. Sharing the organisation’s values
To win potential supporters’ belief in the cause, CloudAD recommended using GA4 behaviour tracking to see which content visitors are interested in and how many subscribe to in-depth content, making the website the starting point for support.
- Content that resonates: scroll depth and time on page show how much visitors connect with existing content and guide the direction of the site and marketing materials.
- In-depth subscriptions: tracking clicks in GA4 shows newsletter sign-ups and white paper requests, revealing how many visitors become committed supporters of the cause.
3. Donating
To help potential supporters get past hesitation, GA4 explorations show donors’ browsing paths and retention, so the site experience can be improved and conversion raised at each step.
- Donor behaviour: GA4 funnel reports show the completion rate of each step in the donation flow and highlight pages with high drop-off to improve.
- A better site experience: One-Forty works on many fronts, and each supporter comes looking for different information. With GA4 labels, the site can show content based on audience segments, improving the experience and encouraging donations.
4. Staying loyal
To help One-Forty build long-term relationships with donors, CloudAD recommended using data to understand donor paths and segments, and using digital advertising to reach people most likely to give, so supporters keep acting.
- Understanding donors: GA4 events summarise donor behaviour. Because donations fund the organisation, the donation steps were broken down and tracked one by one, following the logic of an ecommerce purchase.
- Reaching likely donors: people who have donated once, visited many times or subscribed to the newsletter can be labelled as target audiences for remarketing ads.
GA4 is not only a tool for businesses. If your organisation wants to put its data to work, get in touch.
