Paid advertising can be a powerful tool for charities to reach new audiences, engage with donors and supporters, and drive donations and support for their nonprofit. Here are some of the most common paid advertising opportunities for charities and fundraising:
Google Search Ads
With Google Search Ads, you can reach users who are actively searching for keywords related to your charity and cause, and target specific locations, demographics, and interests.
You pay only for clicks on your ads, and you can create text ads that appear at the top or bottom of Google search results.
Relevant audiences: Users who are actively searching for keywords related to your charity and cause.
Pros: Highly targeted, cost-effective, and measurable.
Cons: Requires ongoing optimisation and management.
Success story: WaterAid UK increased conversions by 34% and reduced cost-per-conversion by 44% through Google Search Ads.
Learn more: 20 Reasons Why You Should be Using Google Ads
Hire an Agency: Google Ads Agency for Charities | Great Ads, Great Traffic
Google Display Ads
With Google Display Ads, you can reach users who are browsing websites, watching YouTube videos, or using mobile apps that are relevant to your charity and cause. You can choose from a range of ad formats, such as image ads, responsive ads, and video ads, and pay only for clicks or impressions.
Relevant audiences: Users who are interested in your charity and cause.
Pros: Highly targeted, cost-effective, visual and engaging ad formats.
Cons: Requires ongoing optimisation and management.
Success story: Cancer Research UK used Google Display Ads to reach new audiences and promote their fundraising campaigns, resulting in a 40% increase in donations.
Learn more: How to Use Custom Intent Audiences for Google Display Ads
YouTube Ads
With YouTube Ads, you can reach users who are watching videos on YouTube and target specific demographics, interests, and behaviours. You can choose from a range of ad formats, such as skippable in-stream ads, non-skippable in-stream ads, and video discovery ads, and pay only for views or clicks.
Relevant audiences: Users who are interested in your charity and cause.
Pros: Highly engaging ad formats, reach a large audience, targeting options based on interests and behaviours.
Cons: Requires ongoing optimisation and management.
Success story: The Royal British Legion used YouTube Ads to promote their poppy appeal, resulting in over 10 million views and a 33% increase in donations.
Learn more: YouTube Marketing Tips
Facebook Ads
With Facebook Ads, you can reach a highly engaged audience based on interests, demographics, behaviours, and location. Choose from a range of ad formats, such as image ads, video ads, carousel ads, and collection ads, and pay only for clicks or impressions.
Relevant audiences: Users who are interested in your charity and cause.
Pros: Highly targeted, cost-effective, visual and engaging ad formats.
Cons: Requires ongoing optimisation and management.
Success story: St. Jude Children’s Research Hospital increased donations by 26% and decreased cost-per-donation by 14% through Facebook Ads.
Learn more: How to Set up Facebook Lead Generation Ads
Hire an agency: Facebook Ad Management Services
Instagram Ads
With Instagram Ads, you can reach a highly engaged audience based on interests, demographics, behaviours, and location, and showcase your cause through visually stunning and engaging ad formats, such as image ads, video ads, and carousel ads.
Relevant audiences: Users who are interested in your charity and cause.
Pros: Highly targeted, visual and engaging ad formats, seamless integration with Facebook Ads.
Cons: Requires ongoing optimisation and management.
Success story: Crisis UK raised £100,000 in donations through Instagram Ads.
Learn more: Instagram Marketing Strategy for Fundraising
If you’re a charity looking to launch a paid advertising campaign, consider leveraging these platforms to reach new audiences, engage with supporters, and drive donations and support for your cause. Whether you’re looking to raise awareness about a particular issue, promote a fundraising campaign, or drive donations for your nonprofit, there are countless opportunities to use paid advertising to make a difference in the world.
Secure a $10,000 Google Ads Grant for Your Charity!
Your charity could secure a $10,000 Google Ads grant. This is a grant program by Google that offers a great opportunity for charities and non-profit organisations to benefit from $10,000 worth of a month of free advertising to eligible nonprofits. This can give your charity the chance it needs to promote your fundraising campaign to millions of potential supporters around the world. If you’re interested in learning how to apply for the grant, check out our post which provides a comprehensive explanation of the process.
Thank you for taking the time to read our guide on using Facebook Insights for effective charity fundraising. We hope that you found the information and examples provided useful in planning your next fundraising campaign. If you have any questions or comments, please feel free to drop a comment below or contact us directly.
If you’re in need of any charity marketing services, our digital marketing agency for charities can provide a range of services, including charity PPC, Google Ads for Charities and SEO for Charities.
