The State of Meta Ads for Charity Fundraising in 2025 [Webinar Recap]
Key insights from last week's expert panel with 100+ attendees, featuring top digital acquisition specialists from my consultancy, Nick Burne Digital.
Last week, I hosted a webinar with Jacob, Danni, and Chris—my team at Nick Burne Digital who live and breathe Meta Ads for nonprofits. Thought you’d be interested in some of the key takeaways. (Replay link at the end if you want the full thing.)
p.s. we’ll be publishing the webinar into an e-book that we will be sending out on Nick Burne Digital email list - if you want that join here.
Success with Meta Ads Is All About Approach
Meta Ads still work — but only if you adapt. The strategies that crushed it a few years ago won’t cut it now. Get your setup or creative wrong, and performance will tank.
CPMs Are Down (Surprisingly)
Jacob ran the numbers — CPMs have actually dropped compared to previous years. Yes, they still fluctuate month to month, but the long-term trend is positive.
Pixel Panic? Don’t.
Pixel changes are annoying, not catastrophic. There are workarounds. Often, constraints lead to better strategy anyway.
Creative Is Targeting Now
With Meta’s AI doing the heavy lifting on audience targeting, your creative is the real differentiator. It’s how you speak to the right people — and get them to act.
Direct to Donate Is Winning
Lead gen still has its place, but for most nonprofits, converting leads to donors is a struggle. That’s why we’re leaning into direct-to-donate campaigns. Better ad optimization and tools like FundraiseUp are making it work.
Lead Gen Must Pull Its Weight
If you do run lead gen, it needs to hit a 1:1 ROAS. That means thinking end-to-end — creative, funnel, thank-you page — all of it needs to convert.
These are just a few takeaways—the full webinar has even more gold. Watch it below.
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