Nonprofit Facebook Ads

Ads about social issues, elections, or politics fall under a Meta special ad category. If your ads take a stance on legislation or a public policy issue, your organization must complete Meta's authorization process. Those ads carry a "Paid for by" disclaimer and stay in the public Ad Library. Pure fundraising and service ads often do not need this, but advocacy groups usually do. Churches face the same rule, as our church social media ads page notes.

Most states also require charities to register before soliciting donations from their residents. Online ads can reach many states, so check your registrations with your counsel before you target widely.

Meta also offers fundraising tools, such as donate buttons on Facebook. Our focus is on driving gifts through your own donation page, where you keep the donor's details and can thank them directly. Our nonprofit website design page covers building that page.

We connect the Meta Pixel and, where possible, the Conversions API to your donation platform. Many giving platforms support this. When yours does not, we use UTM links and match gifts in your donor database.

We report on cost per donor, average gift, and recurring donors gained. A first gift is often small. The real value comes from donors who give again, so we look past the first transaction. We also share which stories and asks worked, so your email and direct mail teams can use them.