Playbook

e_g Playbook For Donations And Nonprofits

A canonical event model for donation pages, recurring giving, volunteer lead forms, and campaign attribution.

Strategy

How this playbook should be modeled.

Donation funnels should keep donation intent and donation completion distinct. Send clean financial fields so attribution and campaign optimization stay trustworthy.

Core Events

Recommended canonical events.

These are the main e_g events this funnel should emit consistently.

PageViewViewContentLeadDonateSubscribeCompleteRegistration

Implementation

Example e_g calls.

Use this as a starting point, then enrich payloads with your own business identifiers.

window.e_g("ViewContent", {
  properties: {
    content_type: "campaign",
    campaign_id: "winter-relief"
  }
});

window.e_g("Donate", {
  ecommerce: {
    value: 100,
    currency: "USD",
    order_id: "DON-1001"
  },
  properties: {
    campaign_id: "winter-relief"
  }
});

window.e_g("Subscribe", {
  ecommerce: {
    value: 25,
    currency: "USD",
    order_id: "DON-MONTHLY-1"
  },
  properties: {
    billing_period: "monthly",
    campaign_id: "monthly-giving"
  }
});

Recommendations

What to keep consistent.

These habits reduce platform mismatch and make downstream routing simpler.

Recommendation

Use Donate for one-time giving and Subscribe for recurring giving.

Recommendation

Keep campaign_id consistent across landing page, form, and donation confirmation.

Recommendation

Always send value and currency for donation completion.