Four 60-minute live cohort sessions over four weeks, plus weekly live Q&A. You also get lifetime access to all recordings and course content as it's updated.

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. 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 6-week live cohort and an online 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. Plus lifetime course access.

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

Your charity’s 90-Day Digital Plan — a one-page roadmap 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 core 25 questions every IG and brand manager should be asking

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 needs to see.

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

Karolina McIlroy kmac digital Digital fundraising and marketing strategy for UK charities, grounded in data + behavioural science. 20+ years' experience, no agency rates.

Only

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Days

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to go +

….charity professionals already on the waitlist.

Register your interest

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.
Where it all comes together: your charity’s 90-Day Digital Plan.

Why take the Good Pixels course?

Strategy first, tactics second. Paid social training usually stops at teaching you the platform. Good Pixels starts with strategy — paid social is the worked example, not the whole subject. 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 Monday 9 November.

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

Founding Members + Teams

Single seat

~~£527~~

£369
(save £158)

Team of 3

~~£1,284~~

£899
(save £385)

Team of 5

~~£1,986~~

£1,390
(save £596)

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.

FAQs | Frequently Asked Questions

Who is Good Pixels for?

Good Pixels is for Heads of Fundraising, Heads of Brand and Marketing, and the teams doing the digital work inside charities. It’s built for people who need a roadmap they can defend to trustees and the practical skills to execute it.

What does the course cover?

Good Pixels covers the full digital fundraising system — not just one channel. You’ll work through audience research, channel strategy across Meta, Google, email, organic and TikTok, creative frameworks, conversion page optimisation, donor retention, and a reporting template for leadership.

How long is it?

Six 60-minute live cohort sessions over six weeks, plus weekly live Q&A session on video call. You also get lifetime access to all recordings and course content as it’s updated.

Do I need an active charity Meta account?

Yes. Good Pixels is hands-on – you’ll be working directly in your charity’s Meta Business Manager during the course, not on dummy data.

What will I have at the end?

Your charity’s 90-Day Digital Plan, a full funnel map, an audience pen portrait, a live campaign running in your accounts, a 1-page reporting template, and the confidence to defend every decision to a CEO, trustee or your line manager.

Is there a money-back 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.

When does the founding cohort start and how much does it cost?

The founding cohort starts in November 2026. It’s limited to 12 seats at founding pricing: single seat £369, team of 3 £899, team of 5 £1,390. When seats are gone or the cohort starts, founding pricing closes.

Hi, I am Karolina McIlroy – a digital fundraising and marketing strategist

What I love about my work: helping charities use the same data-driven strategies, behavioural science and channel craft that are bread and butter for consumer brands – 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.

Charities I have worked with

In over 17 years in the charity sector (of which over 7 as a freelance specialist) I’ve worked on Meta and Google ads and digital fundraising and marketing strateges with these charities – running conversion, enagagement and brand awareness campaigns, training in-house teams, or both.