# https://kmacdigital.co.uk ## Posts - [In the Feed | What UK Charity Advertisers Need to Know Right Now | 11.09.26](https://kmacdigital.co.uk/in-the-feed-what-uk-charity-advertisers-need-to-know-right-now-11-09-26/): In the Feed is kmac digital’s roundup of digital advertising news for UK charity advertisers, now landing every two weeks. Estimated read time: 11 minutes. A quick note before we start: from this edition, In the Feed is moving from weekly-ish to fortnightly. Q4 is the busiest stretch of the year for most of us in the sector, Christmas appeals, year-end asks, and the campaigns that go with them, and I’d rather send a tighter, more useful edition every fortnight than a rushed one every week. Same format, same sources, just landing in your inbox a little less often through the […] - [Google Ad Grants for Charities: The Complete Guide](https://kmacdigital.co.uk/google-ad-grants-for-charities-the-complete-guide/): I audit and manage Google Ad Grant accounts for charities across the charity sector and this guide covers common questions I get asked when talking about search marketing and the role of the Google Ads Grant in the conversion funnel and your broader digital marketing and fundraising startegy. Expect a read time of about 20 minutes cover to cover. Here’s what’s in it, so you can jump to a specific part: $10,000/month In-kind Google Ads advertising credit, capped at about $329 a day 5%+ Minimum click-through rate to stay in good standing 20+ years How long Google Ad Grants has been […] - [In the Feed | What UK Charity Advertisers Need to Know This Week | 31.07.26](https://kmacdigital.co.uk/in-the-feed-what-uk-charity-advertisers-need-to-know-this-week-31-07-26/): Charity digital funding is falling as AI demand rises, Meta's AI now rewrites ad headlines, and a Google Shopping feed deadline lands on 18 August. - [In the Feed | What UK Charity Advertisers Need to Know This Week | 17.07.26](https://kmacdigital.co.uk/in-the-feed-what-uk-charity-advertisers-need-to-know-this-week-17-07-26/): A weekly-ish roundup of what’s changing in digital advertising, curated for UK charities. Estimated read time: 6 minutes. In this week’s feed YouTube is being swept into the UK’s under-16 social media ban, and it changes how you should plan youth and family campaigns On 15 June, the UK government confirmed it will ban under-16s from accessing social media platforms, coming into force spring 2027. Unlike Australia, where YouTube was initially exempted from an equivalent ban, the UK version includes YouTube alongside Snapchat, TikTok, Instagram, Facebook and X. For charities that rely on YouTube to reach families, parents, or younger supporters […] - [In the Feed | What UK Charity Advertisers Need to Know This Week | 10.07.26](https://kmacdigital.co.uk/in-the-feed-what-uk-charity-advertisers-need-to-know-this-week-10-07-26/): The Charity Digital Skills Report 2026: AI adoption nearly doubled, but digital strategy is going backwards. Plus an Ad Grants landing page rule, why Meta's data change matters for your donation tracking, and the behavioural science case for honest ad creative. - [WhatsApp for Charities: Ads, Channels and What's Worth Your Time](https://kmacdigital.co.uk/whatsapp-for-charities-ads-channels/): A handful of charities have already been quietly testing WhatsApp as more than a one-to-one messaging tool, click-to-WhatsApp ads, Status ads, the odd broadcast Channel. Not mainstream yet, but the potential is growing fast, mostly because Meta has spent the past year turning WhatsApp into a proper advertising platform. It also sits in the same Meta Ads Manager account most charities already use for Facebook and Instagram. So this isn’t a new skill set. It’s an extension of what’s already running. What’s actually changed Ads now live inside WhatsApp itself. Click-to-WhatsApp ads, the ones that open a chat instead of a […] - [In the Feed | What UK Charity Advertisers Need to Know This Week | 03.07.26](https://kmacdigital.co.uk/in-the-feed-what-uk-charity-advertisers-need-to-know-this-week-03-07-26/): A weekly-ish roundup of what’s changing in digital advertising, curated for UK charity advertisers. Estimated read time: 5 minutes. In this week’s feed ⚠️ A new Google tool helps you get ahead of the August bidding change Meta wants AI to build your entire ad, from creative to targeting Would an AI-generated appeal image cost you donations? The Fundraising Regulator published its soft opt-in guide Sky, ITV and Channel 4 just opened premium TV ads to small charities This week’s tip + Quick notes ⚠️ A new Google tool helps you get ahead of the August bidding change Google confirmed last […] - [In the Feed | What UK Charity Advertisers Need to Know This Week | 26.06.26](https://kmacdigital.co.uk/in-the-feed-19-25-june-2026/): A weekly-ish roundup of what’s changing in digital advertising — curated for UK charity advertisers. | Estimated read time: 5 minutes. In this week’s feed Reminder: Meta’s 2% UK location fee takes effect Tuesday 1 July Covered last week — flagging again because the deadline is now days away. From 1 July, Meta adds a 2% fee on top of spend for impressions delivered to UK audiences, itemised on your invoice (not taken from budget). Make sure clients’ finance teams and reporting dashboards are ready before it hits. (Source: TDMP) Meta will start using the data you already share to shape […] - [Charity Facebook Ads | The Swipe File | June 2026](https://kmacdigital.co.uk/charity-facebook-ads-the-swipe-file-june-2026-2/): In short: a monthly-ish pick of UK charity Facebook ads (Meta to be precise) that caught my attention in the feed. This edition covers five – Centrepoint, Go Beyond, Médecins Sans Frontières, Mind and Humane World for Animals – with what each does well and what you could test. The common thread here: the strongest ads make a tangible / specific ask (a room, a £4 ice cream, £5 a month, a matched donation), and run time may be the clue to performance, not quite proof. Each month I pull a handful of charity ads out of my feed and the […] - [Inside ChatGPT's Ads Manager: A First Look Now the UK Rollout Has Landed](https://kmacdigital.co.uk/inside-chatgpts-ads-manager-a-first-look-now-the-uk-rollout-has-landed/): In July I wrote Beyond the Search Bar, on what OpenAI’s self‐serve ChatGPT Ads Manager could mean for charities once it reached the UK. At that point it was a “watch this space” piece, written ahead of a rollout that was “expected before long.” Well, before long has arrived. My access has come through, so I’ve been clicking around the dashboard and I thought I’d show you what it actually looks like in practice. Update, 17 July 2026: custom audience targeting has arrived, and the real minimum is lower than first reported OpenAI has added custom audience targeting to ChatGPT Ads, […] - [In the Feed | What UK Charity Advertisers Need to Know This Week](https://kmacdigital.co.uk/in-the-feed-19-june-2026/): A weekly-ish roundup of what’s changing in digital advertising — curated for UK charity advertisers. | Estimated read time: 5 minutes. In this week’s feed ⚠️ Meta’s 2% UK location fee starts 1 July — 12 days to go From 1 July, every ad you run that reaches a UK audience on Facebook or Instagram will carry a 2% surcharge on top of your spend. This is Meta passing on the UK’s Digital Services Tax — Google has been doing this since 2020; Meta has been absorbing the cost until now. In practice: a £1,000 campaign becomes a £1,020 invoice. The […] - [Beyond the Search Bar: What the Rollout of ChatGPT Ads Means for Charities](https://kmacdigital.co.uk/beyond-the-search-bar-what-the-rollout-of-chatgpt-ads-means-for-charities/): For years, search engine marketing has been a cornerstone of digital fundraising and brand building. We know how to bid on keywords, we understand user intent, and we’re comfortable optimising landing pages. But the way people discover information is changing. With OpenAI opening up its self‑serve ChatGPT Ads Manager, conversational AI is shifting from a research tool into a direct performance marketing channel. OpenAI has been widening its self‑serve ads pilot across the US, Canada, Australia and New Zealand, with a UK rollout expected before long. For charities, where every pound of media spend has to work hard, this could quietly […] - [Why Smart Charities Continue Investing in Meta Ads (Even When the Numbers Look Patchy)](https://kmacdigital.co.uk/why-smart-charities-continue-investing-in-meta-ads-even-when-the-numbers-look-patchy/): If you’re running Meta ads for your charity and the results feel underwhelming, you aren’t alone. Costs are rising, tracking is increasingly complex, and boards are asking why budget is going towards Facebook when the Return on Ad Spend (ROAS) looks inconsistent- that is, if you’re even tracking and optimising against ROAS at all. However, cutting your paid social spend right now might be a costly mistake for your charity this year. Here is why the dashboard isn’t telling you the whole story. The 2026 UK Giving Landscape: A Changing Reality To understand why paid social for charities is still vital, […] - [Meta will no longer allow any political, electoral, or social issue advertising in the EU](https://kmacdigital.co.uk/meta-will-no-longer-allow-any-political-electoral-or-social-issue-advertising-in-the-eu/): Meta Policy | EU Ad Ban: A Guide for UK Charities on What’s Changing and How to Adapt On 25 July 2025, Meta made an important announcement: from early October 2025, it will no longer allow any political, electoral, or social issue advertising across its platforms in the European Union. For charities that rely on Facebook and Instagram to drive donations and raise awareness, this news may be concerning.   The first and most important thing for UK-based charities to know is that this ban does not currently apply to campaigns targeting only the United Kingdom. Because the UK is no […] - [Meta Policy Update: What Charities Need to Know About Sensitive Data Restrictions](https://kmacdigital.co.uk/meta-policy-update-what-charities-need-to-know-about-sensitive-data-restrictions/) - [8 Reasons Why Your Customers Abandon Their Baskets](https://kmacdigital.co.uk/8-reasons-why-your-customers-abandon-their-baskets/): UK’s Top Reasons for Checkout Abandonment Understanding checkout abandonment is key for your eCom business as it can significantly impact revenue. For those unfamiliar with the term, it refers to potential customers who fill their online shopping baskets but abandon their purchase at the last minute. Some businesses experience as much as a 99% abandonment rate. Stick with me and I will talk you through the main reasons shoppers in the UK fail to complete their purchases and I will also share tips on how to tackle them (reasons, not customers…). Top 3 Reasons for Checkout Abandonment in the UK Ready? […] - [The Impact of Search Generative Experience (SGE) on SEM Strategies](https://kmacdigital.co.uk/impact-of-search-generative-experience-sge-on-sem-paid-search-google-ads/): In the constantly changing digital marketing landscape, businesses, brands and charities must remain vigilant and reactive. Google’s Search Generative Experience (SGE) is making it crucial for brands to bid on their brand keywords in Google Ads. This post delves into the significance of this tactic, particularly considering recent research showing a 94% disparity between Google SGE links and organic search results. Shifting the Goalpost for Organic – the Impact of SGE on Organic Rankings The arrival of SGE has disrupted the previously unchallenged reign of organic rankings. Recent findings from Authorits reveal that a whopping 94% of Google SGE links do […] - [Upgrade your eCommerce game: why these 3 books should be on your reading list](https://kmacdigital.co.uk/upgrade-your-ecommerce-game-why-ogilvy-on-advertising-the-choice-factory-and-hooked-should-be-on-your-reading-list/): My top 3 books on consumer psychology for 2024 If in 2024 you’re looking to take your selling game to the next e-commerce level I’ve got three book suggestions to help you understand your customers. As the world of online retail continues to expand and evolve, business owners and entrepreneurs must stay ahead of the curve and constantly improve their strategies. That’s where these three must-read books come in: Ogilvy on Advertising, The Choice Factory, and Hooked. Whether you’re just starting or looking to enhance your current tactics, these books will provide invaluable insights and tips on how to effectively market […] - [Planning to grow in 2024?](https://kmacdigital.co.uk/planning-to-grow-in-2024/): As an e-commerce business owner, it’s common to feel exhausted and ready to wind down for the festive season come mid-December. However, I’m not sure this is good for business, especially for an e-commerce business looking to grow next year. How are your growth plans shaping up for next year? Have you got any in place? What does growth mean for your business? For most entrepreneurs, the answer is simple: “I need to increase sales (or gain more customers)”. And yes, scaling indeed comes from acquiring more customers. Four fundamental tactics will help you achieve growth quicker and more efficiently in […] - [Why asking random people to follow your page can harm your social media strategy](https://kmacdigital.co.uk/why-asking-random-people-to-follow-your-page-can-harm-your-social-media-strategy/): I often see small businesses and creators asking random people on Facebook to follow their social profiles to boost follower numbers. This makes me want to shout “Noooooooooooo!” 🙅🏼‍♀️🛑 Why? Because it is bad for both organic and paid social strategies. As a budding business or creator, it can be tempting to ask anyone and everyone to follow your social media pages to increase your follower count. However, this seemingly harmless tactic could have detrimental effects on both your organic and paid social strategies. Read on to understand why asking random people to follow your page is a bad idea and […] - [Instagram Reminder Ads | How to use them for a donation campaign](https://kmacdigital.co.uk/instagram-reminder-ads/): …and how to boost donations with Instagram reminder ads during the Big Give Christmas Challenge What are Instagram reminder ads Active Instagram users, particularly those with professional accounts, will likely be familiar with the platform’s unique Reminder posts, which are designed to remind followers of an upcoming event. An exclusive feature of Meta’s Instagram, these posts have now expanded their use and can also be incorporated in Meta adverts. The primary power of these adverts lies in their basic yet effective purpose – to remind people about an event, such as the Big Give Christmas Challenge. Charities with a strong Instagram […] - [Attributing your Direct sales in Shopify: data-driven Insights](https://kmacdigital.co.uk/attributing-your-direct-sales-in-shopify-data-driven-insights/): How do you view direct sales and acquiring new customers in Shopify? The only form of marketing is Facebook ads and the occasional email (new customers are obtained through opt-in ads). Can we attribute anything to direct sales from Facebook ads? …a client asked. The answer lies in data, particularly in Google Analytics. In Universal Analytics, there used to be a report called “Touchpoints to Conversion” which displayed all the various sources that led to conversions. While most conversions occurred with one to three touchpoints, some had as many as 20, with customers switching between organic search, paid search, direct, email, […] - [Meta (formerly Facebook): Significant changes to Fundraising Tools](https://kmacdigital.co.uk/meta-formerly-facebook-significant-changes-to-fundraising-tools/): Meta (formerly Facebook) has recently outlined significant changes to their fundraising tools and processes for charities in the UK. Here are the key highlights: In summary, Meta is making significant changes to its fundraising tools and partnerships in the UK, requiring charities to take action to adapt to these changes and continue their fundraising efforts. Actions your charity might have to take as outlined by Meta: What actions do I need to take? Review Meta’s updated Terms and switch to PPGF. You must review and accept our updated Terms and confirm PPGF as the entity that will receive and grant donations benefiting […] - [6 Key Impacts of the New EU Digital Services Act (DSA) Legislation You Need to Know About](https://kmacdigital.co.uk/6-key-impacts-of-the-new-eu-digital-services-act-dsa-legislation-you-need-to-know-about/): Discover the significant impacts of the Digital Services Act (DSA) legislation on digital advertising and marketing, and how it affects businesses and charities/non-profits, as highlighted by the following headlines: Transparency and Targeting: Enhancing Advertising Transparency for Business Growth The DSA introduces transparency requirements for online platforms, enabling businesses and charities/non-profits to better understand how their digital ads are displayed and distributed. Clear terms and conditions for digital advertising services, including pricing and targeting criteria, empower organisations to effectively target desired demographics and drive growth. Platforms Held Accountable: Combating Illegal Content for Brand Trust and Impact Under the DSA, platforms are held […] - [Psychology in fundraising](https://kmacdigital.co.uk/psychology-in-fundraising/): Over the weekend I have been indulging in reading on my favourite subject – psychology and more specifically – consumer behaviour biases. Amongst others, it has given me an idea for the next #cro (conversion rate optimsation test). The particular cognitive bias I have in mind is based on the term illusory superiority first coined by researchers Van Yperen and Buunk, in 1991. The bias stipulates that a person overestimates their own qualities and abilities, in relation to the same qualities and abilities of other people. This nugget of knowledge can be applied to a #cro test aimed at increasing average […] - [Facebook Ads for Charities | Where to start](https://kmacdigital.co.uk/facebook-ads-fundraising-a-guide-for-charities/): A while back I asked on Fundraising Chat on Facebook if anyone would be interested in a guide for charities to running Facebook Ads campaigns focusing on fundraising. The response was overwhelming and I promised to send the guide, once ready, to those who drop me a line. I collated all the questions and issues fundraisers raised in relation to fundraising on Facebook and set out to write the guide. Several slides into planning I realised that to write it all in one go was never going to happen and decided to chunk it up and write it in parts. Once […] - [Facebook Charity Ads Roundup at Christmas](https://kmacdigital.co.uk/facebook-charity-ads-roundup-at-christmas/): Hello lovely readers. Having spent the last few weeks preparing a number of charity Facebook Christmas campaigns I have been researching and benchmarking. As a result, on this frosty, but sunny December afternoon I have for you a selection of charity ads currently live on Facebook, promoting the work of a selection of top UK charities by income as listed on the Charity Commission website. If you are interested in this kind of digest there will be monthly editions going forward. Please drop me a line if you wish to be added to the mailing list for this*. This post covers […] ## Pages - [Marketing & Fundraising Campaign Audits for Charities](https://kmacdigital.co.uk/what-we-do/fundraising-marketing-camaigns-audits/): Book a free, no-obligation discovery call → What I audit I focus on your marketing and fundraising campaigns first: how they are built, targeted, tracked and converting, and how they fit together across your channels. Two ways to work with me Full campaign and channel review A top-to-bottom review that looks at the big picture. I ground my findings in your charity’s wider vision and examine how your campaigns, website, channels and media mix perform within the current sector landscape, then give you a prioritised roadmap for the whole mix. Focused paid media audit If you do not need a full […] - [Conversion Rate Optimisation (CRO)](https://kmacdigital.co.uk/what-we-do/conversion-rate-optimisation-cro/): Book a free, no-obligation discovery call → What CRO can do for your charity Conversion optimisation works across the whole journey, not just the donate button: The Anatomy of a Good Conversion Page Over years of building and optimising charity donation pages, I’ve distilled what high-converting pages have in common into a framework I use on every project. It comes down to emotional appeal, social proof, clarity, and a strong visual hierarchy with multiple opportunities to give. The nine elements: A worked example I often point to- and a page I contributed to during my decade at Guide Dogs- is the […] - [TikTok + Snapchat Ads for Charities](https://kmacdigital.co.uk/what-we-do/tiktok-snapchat-ads-for-charities/): Book a free, no-obligation discovery call → What TikTok + Snapchat Ads can do for your charity These platforms are built for attention and reach, not just direct response- so they earn their place at the top and middle of your funnel: These platforms are built for attention and reach, not just direct response- so they earn their place at the top and middle of your funnel: TikTok offers in-feed video, branded effects and hashtag formats; Snapchat adds Stories, Spotlight and AR lenses and skews to a slightly different, highly engaged younger demographic. I’ll tell you which platform- or both- fits […] - [Google Ads + Microsoft Ads for Charities](https://kmacdigital.co.uk/what-we-do/google-ads-microsoft-ads-management/): Book a free, no-obligation discovery call → What Google + Microsoft Ads can do for your charity Search advertising captures demand that already exists- and, done well, it does more than chase donations: Microsoft/Bing is often overlooked, but it reaches an older, higher-net-worth audience at lower competition- frequently a strong fit for charity donors and legacy prospects. Making the most of your Google Ad Grant If you’re a registered charity, you may be eligible for up to $10,000 a month in free Google search advertising through the Google Ad Grant. It’s valuable, but it comes with strict rules and real limitations- […] - [Case Study: Maximising Google Ad Grants & Paid Search](https://kmacdigital.co.uk/success-stories/case-study-maximising-google-ad-grants-paid-search/): Client: National Healthcare & Health-Research Charities The Challenge: Navigate highly complex Google Ad Grant policies regarding sensitive health-related content, while seamlessly integrating paid search and cross-platform architecture to drive high-volume festive donations. 1. Active Google Ad Grant Management & Compliance The Scenario: Health and medical research charities face incredibly strict policy barriers regarding how health content is presented on search platforms. Managing these accounts requires a fine balance between maximising search visibility and ensuring absolute regulatory compliance. 2. Cross-Platform Integration & Performance Max Scale The Scenario: An international children’s charity required a unified cross-platform strategy combining the high intent of Google […] - [Case Study: Maximising Awareness & Registrations via TikTok](https://kmacdigital.co.uk/success-stories/case-study-maximising-awareness-registrations-via-tiktok/): Client: Cyber Safe Kids Ireland The Challenge: Drive widespread brand awareness and secure high-volume webinar registrations for a series of flagship annual campaigns, while systematically reducing acquisition costs on emerging social platforms. 1. Flagship Annual Campaign Delivery The Scenario: The client needed to generate massive visibility and active participation for their key annual campaigns, requiring a strategic approach to paid media that could be scaled and improved year-on-year. 2. Creative Conversion & Overlay Testing The Scenario: High impressions and video views are excellent for top-of-funnel reach, but the charity also required these active viewers to take specific actions, namely registering for […] - [Case Study: Rapid-Scale Acquisition & Always-On Fundraising](https://kmacdigital.co.uk/success-stories/case-study-rapid-scale-acquisition-always-on-fundraising/): Client: Depaul UK & National UK Charities The Challenge: Build and execute high-volume donor acquisition and lead generation campaigns at scale, reversing stagnant giving trends while maintaining a ruthless focus on Return on Ad Spend (ROAS). 1. Depaul UK: Rapid-Scale Acquisition Push The Scenario: Depaul UK required an immediate, high-impact digital intervention to rapidly scale acquisition channels and secure a sudden influx of new donor conversions. 2. 12-Month Always-On Fundraising Programme The Scenario: A prominent national UK charity needed to move away from erratic, campaign-to-campaign spikes and establish a reliable, year-round pipeline for both regular leads and immediate financial donations. 3. […] - [Case Study: Optimising Donor Acquisition & Tracking](https://kmacdigital.co.uk/success-stories/case-study-optimising-donor-acquisition-tracking/): Client: SOS Children’s Villages UK The Challenge: Drive high-quality donor leads and establish a clear, data-driven strategy for long-term fundraising growth within a competitive digital landscape. 1. Two-Stage Lead Generation & Partner Integration The Scenario: To grow a sustainable regular giving programme, the charity required high-intent, fully opted-in leads that could be efficiently actioned by their external telefundraising team. 2. End-to-End Source Attribution The Scenario: Without granular tracking data, it is impossible to know which digital creative variations or audience segments are actually translating into long-term, converted regular donors. 3. Strategic Programme Optimisation The Scenario: Short-term campaign success needs to be […] - [Case Study: Award-Winning Multi-Channel Fundraising](https://kmacdigital.co.uk/success-stories/case-study-award-winning-multi-channel-fundraising/): Client: Christian Aid The Challenge: Restructure and manage a comprehensive digital performance suite- spanning Paid Search, Paid Social, and Performance Max- to deliver massive efficiency gains for urgent winter appeals while scaling long-horizon legacy giving. 1. Digital Christmas Appeal: “No Crib for a Bed” The Scenario: We managed the high-stakes 2025 Christmas Appeal on an initial paid Google media spend of just over £20,000, requiring a sophisticated account restructuring to maximise seasonal donations. 2. Legacy Giving: “Faith Will” Campaign The Scenario: Legacy giving involves long-horizon decision-making, making it notoriously difficult to attribute and bridge the gap between initial digital awareness and […] - [Case Study: Scaling Lead Generation & Digital Advocacy](https://kmacdigital.co.uk/success-stories/case-study-scaling-lead-generation-digital-advocacy/): Client: Education Support The Challenge: Restructure a stagnant paid social programme to drastically lower lead costs, build brand awareness from the ground up, and drive high-intent advocacy actions for the UK’s educator wellbeing charity. 1. Lead Generation: Structural Transformation The Scenario: We inherited the charity’s “Love Teaching” acquisition campaign, which was underperforming with an average £4.20 cost-per-lead (CPL) and a cap of roughly 240 sign-ups per month. 2. Brand Awareness: Building the Top-of-Funnel The Scenario: The account lacked an active awareness layer, risking future audience fatigue and increasing bottom-of-funnel costs. 3. Advocacy Campaign Optimisation The Scenario: The charity’s critical “Write to […] - [Digital Fundraising + Marketing Strategy for Charities](https://kmacdigital.co.uk/what-we-do/digital-fundraising-strategy-for-charities/): Digital Fundraising + Marketing Strategy for Charities Book a free, no-obligation discovery call → What a digital fundraising strategy does for your charity A strategy isn’t an extra layer on top of your campaigns — it’s the thing that makes them work together. Done well, it: Strategy work I’ve delivered for charities How I work: the Blueprint Every strategy engagement runs from diagnosis through to roadmap — and, if you want it, into delivery — grounded in your data and continuous testing. 1. Discovery & diagnosis I start with research and benchmarking — your data, your supporters, your current performance and […] - [Meta Ads Strategy + Management for Charities](https://kmacdigital.co.uk/what-we-do/meta-facebook-ads-for-charities/): Book a free, no-obligation discovery call → What Meta Ads can do for your charity Most charities treat Meta Ads as a fundraising tool. It’s that — but a well-structured programme does far more, with different campaigns serving different stages of the supporter journey. Most effective programmes combine several of these, mapped to your fundraising calendar. Results I’ve delivered for charities How I work: the Active Campaign Framework Every engagement runs strategy through to delivery, optimisation and growth — grounded in data and continuous testing. 1. Behavioural & strategic audit I start by auditing your entire donor journey — from the […] - [Meta Ads for Charities](https://kmacdigital.co.uk/what-we-do/for-charities/): What Meta Ads Can Do for Your Charity By leveraging consumer behaviour science and data, I can help you transform Meta from a simple advertising platform into a sophisticated engine for growth: My Approach: Where Data Meets Donor Psychology 1. Strategy and Behavioural Audits I don’t just launch ads; I audit the entire experience. We look at Decision Fatigue on your donation pages and use data and consumer behaviour analysis to ensure your creative acts as a Pattern Interrupt. 2. Data-Led Campaign Management As a Meta Business Partner, I manage the technical complexities so you don’t have to: Why Partner with […] - [Donor Conversion Blueprint Download](https://kmacdigital.co.uk/donor-conversion-blueprint-download/): Download the Donor Conversion Blueprint - [Donor Conversion Blueprint (free)](https://kmacdigital.co.uk/donor-conversion-blueprint/): Downloadable resource: Donor Conversion Blueprint (download your complimentary copy) * indicates required Email Address * First Name * /* real people should not fill this in and expect good things – do not remove this or risk form bot signups */ - [Thank you | Meta Policy About Sensitive Data Restrictions Download](https://kmacdigital.co.uk/brief-meta-policy-about-sensitive-data-restrictions-what-charities-need-to-know/): Thank you Please download the briefing. - [Privacy Policy](https://kmacdigital.co.uk/privacy-policy/): PRIVACY POLICY INTRODUCTION This privacy notice provides you with details of how we collect and process your personal data through your use of our sites: kmacdigital.co.uk and any associated subdomains By providing us with your data, you warrant to us that you are over 13 years of age. kmac digital ltd is the data controller and we are responsible for your personal data (referred to as “we”, “us” or “our” in this privacy notice). Contact Details Our full details are: Full name of legal entity: kmac digital ltdEmail address: privacy@kmacdigital.co.uk It is very important that the information we hold about you […] - [Thank you](https://kmacdigital.co.uk/good-pixels-email-signup-thank-you-page/): Your name has been added to the Good Pixels course email list. Thank you for registering. - [Good Pixels Course + Community](https://kmacdigital.co.uk/what-we-do/meta-ads-for-charities-course-good-pixels/): Good Pixels Course + Community launching November 2026 Get the tools to plan your digital fundraising and marketing roadmap that drives sustainable results across the whole funnel. For Heads of Fundraising, Heads of Brand and Marketing, and the teams doing the work. You know the picture. Acquisition costs are up, donor files are ageing, and your CEO wants to know why the spend isn’t delivering what it used to. The cost-of-living crisis is hitting traditional channels, and the platforms keep changing under your feet. 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Grab your download now! - [Account structure (free)](https://kmacdigital.co.uk/account-structure-free/): Downloadable resource: Meta Ads Account Structure (download your complimentary copy) * indicates required Email Address * First Name * /* real people should not fill this in and expect good things – do not remove this or risk form bot signups */ - [Cookie Policy (UK)](https://kmacdigital.co.uk/cookie-policy-uk/) - [what we do](https://kmacdigital.co.uk/what-we-do/): Digital Fundraising + Marketing Strategy for Charities Digital fundraising and awareness architect — strategic support without agency rates. I design the whole structure, not just the ads. 20+ years of digital fundraising and paid social, data-driven strategy and behavioural science — brought together to work out what your charity should do, why, and in what order, then to build it or train your team to. Most charities don’t have a tactics problem. They have a strategy problem dressed up as one: spend that isn’t tied to a funnel, channels chosen by habit, reporting that can’t answer the three questions your CEO […] - [blog](https://kmacdigital.co.uk/blog/): Blog - [Success Stories](https://kmacdigital.co.uk/success-stories/): From 0 to 899 Donations in 12 weeks for a Homelessness Charity Complete test, learn and scale campaign (with training for the internal teams) that delivered in lowest ever CPAs (under £35), positive ROAS segueing into an ongoing relationship for all Meta projects. 83% YOY Growth in Donations for a National Charity Transformed campaign performance through strategic optimisation, delivering an 83% increase in donation volume while reducing cost per donation by 43%. Improved return on ad spend from 0.57 to 1.2 (110% increase in ROAS). Demonstrated consistent improvement through data-driven decision making and audience refinement, establishing a new benchmark for future […] - [home](https://kmacdigital.co.uk/): Digital fundraising and awareness architect. 20+ years of digital fundraising and paid social expertise, data-driven strategies and behavioural science. I help charities deliver digital fundraising and marketing strategies aimed at growing your donations, awareness and in-house teams’ confidence. You get a strategic level support throughout without agency rates. I have the expertise to craft high-impact digital marketing and fundraising campaigns that resonate with your target audiences and grow your charity’s brand awareness, digital fundraising income and donor pool. 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