Jason Salt
AuthorKey takeaways:
Depaul UK is a charity dedicated to ending homelessness, with a particular focus on supporting young people. Their mission is to end homelessness and change the lives of those affected by it.
To fund these vital services, Depaul UK invests significantly in digital advertising to attract donors, increase campaign visibility, and recruit volunteers. The organisation recognised that the quality of data feeding into Google Ads and Meta Ads was crucial for improving campaign efficiency and ensuring that every advertising pound generated the greatest possible social impact. However, they needed specialist support to achieve this. That is why they collaborated with Orla Incremental Media, a Stape partner.
Like many nonprofit organisations, Depaul UK lacked in‑house expertise to set up and maintain a modern, privacy‑compliant tracking infrastructure. Several issues were limiting performance:
These challenges resulted in inefficient appeal campaigns and reduced visibility into the performance of key fundraising activities.
Depaul UK partnered with Orla Incremental Media to rebuild their tracking framework from the ground up.
After auditing the existing setup, all client-side issues were resolved, missing donation tracking was restored, and their preferred cookie management platform was integrated with Google Consent Mode to ensure compliance and supporter trust.
Orla Incremental Media then implemented Stape’s Server-Side Google Tag Manager hosting, choosing Stape for its reliability, nonprofit-friendly features, and ease of deployment.
Key parts of the setup included:
With server-side tracking in place, Depaul UK gained both improved data quality and a fully compliant, future‑proof setup.
The impact of implementing Stape server‑side tracking was immediate and measurable.
These improvements enabled Depaul UK to reach more young people in crisis while maintaining tight control over fundraising costs.
Depaul UK now has a scalable, compliant foundation for all analytics and conversion tracking. Orla Incremental Media will continue expanding its server-side setup, testing new integrations, and refining event data to support long‑term improvements in fundraising efficiency.
Jason Salt, Founder at Orla Incremental Media:
“For agencies working with charities, every optimisation matters because it directly impacts people’s lives. Stape gives us the accurate, consent‑safe data we need to maximise campaign efficiency and deliver better outcomes for organisations like Depaul UK. It’s genuinely transformative.”
Carolyn Hardy, Supporter Experience Manager at Depaul UK:
“Every donation helps us support young people facing homelessness, so ensuring our digital campaigns are as efficient and transparent as possible is vital. Partnering with Orla Incremental Media and implementing Stape’s server‑side tracking has given us clearer insight into our fundraising performance and improved the efficiency of our campaigns. It’s strengthened both our data and our confidence.”
Depaul UK and its sister organisations worldwide support people facing homelessness every day. If this case study has inspired you, you can help them continue this vital work: www.depaul.org.uk, and internationally at int.depaulcharity.org.
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