Marketing & Fundraising Campaign Audits for Charities

An independent health check on your campaigns | Find where the budget leaks, and get a clear plan to fix it.

If you are wondering whether your digital fundraising or marketing budget is actually driving donations, or quietly panicking about a cost per acquisition that keeps climbing, you are not alone. Most charities are running campaigns on platforms that change under their feet, with tracking they are not sure they can trust.
I pull back the curtain on your marketing and fundraising campaigns with a comprehensive, jargon-free review of where your money is going and what it is bringing back. I look at the whole picture: how your campaigns, channels, tracking and donor journey work together to support your fundraising goals. Then I hand you a prioritised plan to plug the leaks.
I am Karolina McIlroy, a digital fundraising and awareness architect with 20+ years across fundraising and marketing, and an accredited Meta and Google Business Partner. Every audit is carried out by me personally, without agency rates.

  • An honest, unbiased read on which campaigns work and which waste budget.
  • Across paid media, channel mix, tracking and the conversion journey.
  • A prioritised roadmap scoped to your team’s size, budget and capacity.
  • Quick-win technical fixes that plug leaks and lower your cost per donor fast.

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.

  • Google Ads and Microsoft Ads. Making the most of your Google Ad Grant, scaling paid search, and building awareness across search and display.
  • Paid social. Meta Ads (Facebook and Instagram) and emerging channels like TikTok, targeting the right donors without bleeding budget.
  • Organic social. Your presence on LinkedIn, TikTok and Instagram, and whether it turns engagement into fundraising action.
  • Email marketing. Nurture sequences, automated workflows and donor segmentation, to lift lifetime value and retention.
  • Tracking and data. Pixels, GA4 and Conversions API, so you can actually trust the numbers your campaign decisions rest on.

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 overhaul but suspect one platform is underperforming, this is a tactical health check on a single account, such as Meta Ads or Google Ads. I go deep into the backend to assess campaign structure, technical setup and tracking, creative and messaging, and targeting and audiences. You get immediate, quick-win fixes that plug budget leaks, lower your CPA and boost your return.

How I work: the Active Audit Framework

1. Discovery and goals

I start by understanding what your campaigns are meant to achieve and pulling the data behind them, so the audit is measured against your real objectives, not a generic checklist.

2. Campaign and tracking diagnosis

I dig into the backend of your campaigns: structure, targeting, creative and spend, alongside your tracking architecture (Pixel, GA4, Conversions API). This is where I find the broken measurement and wasted budget most charities cannot see from the dashboard.

3. Root-cause analysis

I look beyond the numbers to the barriers actually holding your campaigns back, which usually fall into three areas:

  • Skills. Does your team have the technical training to keep up with changing ad algorithms and tracking?
  • Structure. Are your comms and fundraising teams working in silos instead of one connected funnel?
  • Resources. Are you trying to do too much with too little? I help you cut the noise and focus only on what yields results.

4. Prioritised roadmap

You receive a strictly prioritised roadmap tailored to your charity’s size, headcount and budget: quick wins first, bigger moves sequenced after, and the step-by-step guidance your team needs to act with confidence.

The deliverable: an expert, completely unbiased health check of what is working and what is hurting your bottom line, plus a clear path to a higher return.

Why charities choose to work with me

Deep Non-Profit DNA: I do not apply corporate, high-budget templates to lean charity operations. I have worked inside organisations of all sizes, so I know what is achievable for your team and what is just wishful thinking.

A safe space for digital honesty: Clients often tell me the audit process feels more like a therapy session than an interrogation. I listen to your digital challenges without judgement, because I know you are doing a lot with limited resources.

Straight answers, practical fixes: I will give you the tough answers about where budget is being wasted, but I will always back them up with the exact, step-by-step guidance your team needs to fix it.

Collaborative and Adaptive: Your audit is not set in stone the moment I present it. If a recommendation feels too heavy for your current team, I will reshape the plan with you until it fits.

Let’s Plug Your Budget Leaks

Ready to see if we are the right fit for your charity? Let’s talk about your goals without any pressure.

Book a no-obligation discovery call

…or get a free audit of your campaigns

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