Good Pixels Course + Community launching 3rd September 2026

Build the digital fundraising and brand strategy you can defend in a board meeting. Then run the campaigns that prove it.

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. You don’t need more tactics. You need a strategy you can talk through with your trustees, and the practical skills to make it happen.

Good Pixels is a 4-week live cohort, plus lifetime course access, plus a community of charity professionals doing the same work. Funnel-led. Strategy-first. Hands-on with your charity’s accounts. Built from what I do every week with my clients.

What you’ll walk away with by the end of the cohort:

Your charity’s 90-Day Digital Plan — a one-page strategic document covering acquisition, retention, brand and channel mix, ready to take into your next leadership meeting

A funnel map showing where Meta, Google, email and organic each sit, with the strategic logic for your spend

An audience pen portrait built on the 25 questions most charities never ask

A live Meta campaign running with the tracking, audiences, creative and conversion-page logic behind it

A 1-page reporting template that answers the three numbers leadership actually asks

The confidence to defend every decision to a CEO, a trustee, or a sceptical line manager

Video here

Register your interest

….charity professionals already on the waitlist.

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Days

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Course contents

Strategy + Funnel Foundations

The charity digital funnel. Audience research (the 25-question deep-dive). Channel mix for charities in 2026 — where Meta, Google, email, organic, TikTok, Microsoft each fit. The 1-page Digital Fundraising Diagnostic for your charity.

Top of Funnel — Awareness + Brand

Reaching new audiences who don’t know your charity. Brand expression on paid social (without breaking the brand book). Creative for awareness vs. creative for conversion. Measuring brand. Reaching younger donors where they actually are.

Middle of Funnel — Engagement + Lead

The middle bit most charities skip. Lead generation campaigns. Retargeting strategy post-Andromeda. Email nurture as the warm-up. Building Custom Audiences from engagement signals.

Bottom of Funnel: Conversion

Active donation campaigns. Tracking + Pixel + Conversions API done right for iOS17/18. Campaign structures. Testing and scaling at the right pace. Budget management across the campaign lifecycle.

Creative + Conversion Journey

The WHAT/WHO/WOW/WHY NOT creative framework. The Anatomy of a Good Conversion Page (the 9 elements, using Guide Dogs sponsor-a-puppy — a page I worked on during my decade there — as the worked example). Creative continuity from ad to page. Behavioural science applied to charity fundraising. Younger-donor creative specifically.

Retention + Reporting + Your 90-Day Plan

Second gift, regular giving, legacy nurture. The 3 numbers leadership actually asks for. The 1-page reporting template. Operating cadence — daily/weekly/monthly/quarterly/yearly. The capstone: your charity’s 90-Day Digital Plan.

Why take the Good Pixels course?

Strategy first, tactics second. Most paid social training teaches you to understand the platform. Good Pixels teaches you to make it work — with your campaign, your Pixel, your audiences, your conversion page — across four weeks of live work alongside a senior practitioner.

Built for charity reality. Tiny budgets. Ageing donor bases. Boards that ask hard questions. Brand guidelines that fight against conversion. This course is shaped by 17 years of running into all of it.

The full funnel, not just the ad. Most Meta courses teach you to make an ad and stop. Good Pixels teaches you to plan the funnel, build the campaigns, design the conversion journey, and report what’s working — as one connected system.

Live + community + lifetime. Four 60-min live cohort sessions, weekly live Q&A, a community of charity professionals, lifetime access to the recordings as I update them.

Practitioner-led. I run charity Meta and Google campaigns every week. The frameworks in this course are the ones I use in my client work — not theory, not “best practice from elsewhere applied,” not generic platform training.

Pricing

The Founding Cohort starts Thursday 3 September.

Limited to 12 founding seats.
When they’re gone or the cohort starts, founding pricing closes

Founding Members + Teams

Single seat. Founding-member pricing is the launch discount.

Founding Members – £369
Team of 3 – £899,
Team of 5 – £1,39

Guarantee

14-day money-back guarantee.
If you’ve completed Module 1 and it’s not for you, ask for a refund — no questions, no friction.

Hi, I am Karolina McIlroy – a digital fundraising and awareness architect

What I love about my work: helping charities use the same data-driven strategies, behavioural science and channel craft that consumer brands take for granted — but adapted to the realities of charity budgets, governance and brand sensitivity.

What I love most about teaching: taking advanced technical concepts, frameworks and best practices, and breaking them down into ideas that anyone overseeing or running charity digital can understand and use.

Brands helped

I’ve worked on Meta and Google ads and digital fundraising strategy with these charities — running conversion and brand awareness campaigns, training in-house teams, or both. Past and current engagements: