Good Pixels – the Meta Ads for Charities Course + Community launching in April

For digital fundraisers and marketers who want to cut through the tricky tech and create converting Meta ads

Right now, charities face a perfect storm: rising fundraising costs and a cost-of-living crisis affecting traditional donation channels performance. But this challenge is also your opportunity.

Join the Good Pixels | Meta Ads for Charities course and understand what drives campaign success.

You’ll learn to make data-driven decisions about your digital fundraising, and stop losing potential donations to poorly optimised campaigns.
You’ll gain the tools and knowledge to transform Meta Ads into a reliable fundraising channel – whether you’re managing campaigns in-house or overseeing agency work.
Get your questions answered in weekly live Q&A sessions and connect with like-minded professionals in the dedicated online course community.
You’ll be tapping into more than 20 years of digital marketing experience and over 5 years focused Meta ads experience from a Meta Business Partner (and a Google Ads Business Partner).

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Become an expert in paid social advertising for sustainable growth

Register your interest

….charity professionals already on the waitlist.
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Course contents

Introduction to Meta Ads

Understanding Advertising on Meta: Fundamentals

  • Why Meta ads matter for charities
  • Understanding Meta as a platform that lets you target people across the entire marketing funnel (awareness, engagement, conversion)
  • The importance of data-driven decision making and tracking the right metrics for campaign optimisation
  • How to create content that aligns with Meta’s goal of positive user experiences and engagement

Tracking + Setup Essentials

From Pixel to Performance: Getting Meta Tracking Right

  • Tracking: Measuring campaign success, optimising spend and proving ROI
  • Understanding how to spot and fix tracking errors that hide your best-performing audiences and ads
  • Learn how to structure conversion events to gain actionable insights for campaign optimisation
  • Plus – accounts and systems setup for joined up data approach

Audiences + Targeting

Audience and Data for Powerful Targeting Strategies

  • Structuring your audiences strategically for building foundations with custom audiences from existing data, creating lookalikes for scaling, and using exclusions to reach new prospects effectively
  • Beyond basic targeting – audiences layering and expansion
  • Leveraging external data sources for building better data pools (GA4, GTM, your website, etc.)

Campaign Strategy

Design Data-driven Campaigns: Testing, Scaling and Growing

  • Learn to structure effective testing campaigns
  • Understand how to successfully scale campaigns at the right pace
  • Master budget management across campaign lifecycles
  • Understand what KPIs to track at each stage to inform decisions

Ad Creative and Design

Where Data, Donor + Supporter Insights + Psychology Meet

  • Understand how to craft ad messaging using behavioural psychology
  • Nail your messaging, choose the best visual design and craft an overall ad experience that captures and converts on repeat
  • Learn to leverage insights and analysis – the foundations to creative performance

Beyond Meta Ads

Understanding the Wider Digital Marketing Ecosystem

  • Meta in Your Broader Digital Fundraising and Marketing Strategy
  • Key Elements outside Meta affecting campaign performance
  • Considerations for best digital channels mix depending on your objectives
  • Other channels and when to use them


Why take the Good Pixels | Meta Ads for charities course?

Data-driven Meta Ads. Take control and optimise for meaningful KPIs like ROAS.
Build brand awareness and recognition: elevate your charity with Meta ads
Grow your donor and prospect list like never before: unlock Meta ads
Unlock growth potential: learn innovative Meta as strategies. Steal my hacks and blueprints.
Learn disruptive Meta ads tactics to reach unique audiences and make a difference for your cause
Invest in lasting change! Learn to find new donors and prospects through targeted Facebook & Instagram Ads
Get lifetime access to the course with regular updates and weekly calls library with transcripts.
Ten weeks’ Access to Weekly live Q&A sessions and like-minded professionals in a dedicated online course community
Understand what makes a good creative and learn to create converting ads on repeat

Brands helped

I have worked with these charities on their Meta and Google ads, either running conversion and brand awareness campaigns or training in-house teams (sometimes both) and leveraging growth with all things digital fundraising and marketing.


Hi, I am Karolina McIlroy

I’m a Meta Ads specialist and I have a love/hate relationship with Meta Ads

I love that Meta Ads gives charities a way to get in front of donors and supporters who are actively looking to engage with and support good causes.
I love that I’ve been able to successfully use Meta Ads to help charities find new donors and supporters at scale and with positive ROI as well as grow my own business.
List itemI love reading the numbers, tapping into the tech and consumer psychology and watching the donations consistently roll in.
I love reading the numbers, tapping into the tech and consumer psychology and watching the donations consistently roll in.

And most of all, I love teaching others. Taking advanced technical concepts, best practices and innovative techniques — and breaking them down into simple ideas and practical applications that almost anyone can understand and use.

Be the first in line for the exclusive pre-launch prices – up to 30% off £527

….charity professionals already on the waitlist.