Oct 16, 2025

How Paid Ads Boost Donor Engagement

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Paid ads can help nonprofits engage more donors, especially as organic reach declines on platforms like Facebook and Instagram. Here's why they work:

59% of Gen Z donors are inspired to give through social media messages.
Campaigns like Doctors Without Borders' Giving Tuesday saw a 2.8x return on ad spend and 60% new donors.
Paid ads cost less to reactivate past donors than to acquire new ones.

Key steps to succeed:

Choose platforms wisely: Facebook, Instagram, and Google Ads are great starting points.
Set up tracking tools: Use Facebook Pixel and Google Analytics to monitor performance.
Craft tailored content: Use emotional visuals, donor-specific messaging, and clear calls-to-action.
Target the right audience: Leverage custom and lookalike audiences for precise outreach.
Optimize campaigns: Track metrics like cost per acquisition (CPA) and test ad variations for better results.

Paid ads amplify your mission, turning casual supporters into loyal donors while working alongside organic efforts. Even small budgets, when used strategically, can drive meaningful impact.

How Digital Ads Can Fuel Your Next Fundraiser

Getting Ready: Setting Up Your Paid Advertising Foundation

Before diving into your first campaign, it's crucial to set up the right infrastructure. A solid foundation ensures your efforts are focused and effective.

Start by clearly defining what makes your organization stand out. When it comes to engaging donors, clear and targeted messaging is essential. As Share Services wisely notes:

"Every marketing dollar you spend should bring your mission to more people who care. Without the right approach, those precious resources might not create the impact they could."

Taking the time to clarify your mission, pinpoint challenges, and highlight what sets your work apart will guide decisions about platforms, budgets, and messaging.

Once your mission is clear, focus on selecting the most effective advertising platforms and setting up essential tracking tools to measure success.

Choosing the Right Advertising Platforms

Facebook and Instagram are excellent starting points for faith-based nonprofits. These platforms offer powerful targeting tools, including donation buttons, fundraising features, and integration with free ad credits for eligible organizations. Their visual formats and demographic targeting make them ideal for campaigns that connect emotionally with donors.

Google Ads is another strong option, especially for reaching people actively searching for causes like yours. If your nonprofit qualifies for Google Ad Grants, you could receive up to $10,000 per month in free advertising. Even without grants, Google's search-based targeting can help you connect with donors who are ready to act.

If your strategy includes video content, YouTube is worth considering. Video consistently outperforms static posts in engagement, making it a powerful tool for storytelling and creating deeper donor connections.

For nonprofits looking to engage younger audiences, TikTok and X (formerly Twitter) can be effective options. However, these platforms often require a different tone and content style, so they may not suit every organization.

The best approach is to start with one or two platforms where your target audience already spends time. It's better to excel on a few platforms, like Facebook and Instagram, than to spread yourself too thin across multiple channels.

Once you've chosen your platforms, it's time to set up tracking tools to monitor and optimize your campaigns.

Setting Up Tracking and Conversion Tools

To track visitor actions and measure success, install essential tools like the Facebook Pixel and Google Analytics.

Google Analytics is a must-have for understanding how ad traffic behaves on your website. Set up conversion goals for key actions like donations, newsletter signups, volunteer applications, and more. This data helps you identify which ads are driving the most valuable interactions.

Using Google Tag Manager can simplify managing all your tracking codes. Instead of hardcoding pixels and tags directly into your website, you can manage them through a single, user-friendly interface.

Be sure to track more than just donations. By monitoring other meaningful actions - such as email signups, event registrations, and resource downloads - you’ll gain a more comprehensive view of the donor journey. This broader perspective allows you to optimize campaigns for actions that eventually lead to donations.

Planning Your Paid Advertising Budget

A well-thought-out budget balances ambition with practicality. For nonprofits with annual revenue between $1 million and $20 million, a structured approach works best.

Start with a minimum of $1,500 per month for paid media spend. This amount covers ad placements on platforms like Facebook, Instagram, and Google Ads. Smaller budgets often get consumed by testing, leaving little room to scale successful campaigns.

Beyond ad placements, allocate funds for strategic oversight and project support. Here's a sample breakdown:

Budget Component	Monthly Investment	What It Covers
Paid Media Spend	$1,500+	Ad placements on Facebook, Instagram, and Google
Strategic Oversight	$3,500+	Strategy planning, performance reporting, and more
Project Support	$3,000+	Landing pages, email integration, and content

A good rule of thumb is to allocate 60–70% of your ad budget to acquiring new donors, as reaching new audiences often requires more investment. The remaining 30–40% can focus on retaining and engaging existing donors.

Also, consider seasonal trends. Many faith-based nonprofits see an uptick in donations during November and December, making it a smart move to increase ad spend during these months and scale back during slower periods.

Working with specialists can also help you stretch your budget further. By outsourcing to experts, you gain access to proven strategies and diverse skills without the cost of maintaining a full in-house team.

A well-planned budget doesn’t just expand your reach - it strengthens your connection with donors and helps advance your mission. Strategic investment in your advertising infrastructure sets the stage for long-term success.

Creating Ad Content That Connects with Donors

Once your foundation is in place, the next step is crafting ad content that truly connects with donors. With your campaign infrastructure ready to go, your content becomes the bridge that turns interest into engagement. But effective ad content isn’t just about asking for donations - it’s about telling your story in a way that inspires action.

The secret to success lies in understanding that different donors respond to different messages. Building on your strategy, it’s crucial to tailor your messaging to fit the unique needs and motivations of each donor group.

Writing Ad Copy for Different Donor Groups

First-time donors need a warm and compelling introduction to your mission. For example:
"Join our community of faith in action - your first gift changes lives today."

Recurring donors already believe in your cause. Focus on gratitude and show them how their continued support makes an ongoing difference. Highlight how their generosity sustains your mission and strengthens the community.

Lapsed supporters require a thoughtful approach. Acknowledge their past contributions, share recent successes, and invite them to reconnect. For instance:
"We miss you! See how your past support is still making a difference - renew your commitment today."

As the saying goes:

"When your story is told clearly and reaches the right hearts, amazing things happen."

One example comes from Share Services’ collaboration with a client who tested streamlined messaging. Jasmine Morse from the Advancement Department shared:

"Share helped us test simplified + focused messaging that improved our conversion rates. Additionally, paid display ad retargeting was successful, and the recurring giving pop-up brought us almost 100 new monthly gifts. We've continued to see success with both of these strategies in other campaign efforts."

Using Images and Videos to Inspire Action

Visuals are powerful tools for creating emotional connections. Did you know that video content generates up to 1,200% more shares than text and images combined? That makes it a must-have for boosting engagement and expanding your reach.

Instead of relying on generic stock images, use real photos of your volunteers and beneficiaries. Show your mission in action - whether it’s volunteers serving meals, a community coming together in prayer, or moments that reflect the heart of your work.

Short videos (20–30 seconds) work especially well. Think testimonials, behind-the-scenes glimpses, or quick stories. Adding text overlays and light branding ensures your message still comes through, even when the sound is off.

For faith-based audiences, visuals that reflect spiritual values - like diverse congregations or prayer gatherings - can deepen the connection. Always aim for inclusivity, ensuring your visuals represent the community you serve.

Storytelling and testimonials are also incredibly effective for building trust and urgency. Nonprofits using storytelling in their campaigns see up to a 23% increase in donor engagement compared to those sharing only factual updates. A video testimonial from someone who has directly benefited from your work - paired with a clear call-to-action - can inspire viewers to take the next step.

For example, create a short video featuring a volunteer sharing how their faith drives their service, ending with an invitation for viewers to join the mission. This kind of content connects emotionally and spiritually, making it especially impactful for faith-based organizations.

Writing Clear Calls-to-Action That Motivate Donors

Even the most inspiring content needs a strong call-to-action (CTA) to turn interest into action. Your CTA is where the magic happens.

Use direct, action-oriented verbs like "Give today", "Join us", or "Pray with us" to clearly guide donors on what to do next. Adding urgency with phrases like "Act now to double your impact" or "Help us reach our goal by Friday" can encourage immediate responses.

For faith-based nonprofits, weaving in spiritual language can make your CTAs even more meaningful. Phrases like "Be a light in your community", "Partner in God’s work", or "Answer the call to serve" not only inspire action but also reinforce shared values and purpose.

Specificity is key. Instead of saying "Donate now", try something like, "Help feed 100 families this week - donate now." This approach clearly shows the impact of their gift and motivates donors by making the results tangible.

Placement is just as important. Your CTA should stand out in both your ad copy and visuals. Make sure the next step - whether it’s a donation page, volunteer signup, or newsletter subscription - is easy to access and mobile-friendly. Aligning your CTA with each donor’s journey ensures they’re guided toward the right action based on their relationship with your organization.

Targeting the Right People for Better Results

Once you've created compelling ad content, the next step is ensuring those ads reach the right people - donors who align with your mission. Using data-driven targeting helps transform broad outreach into meaningful connections.

Not every potential donor is the same. By leveraging targeting tools, you can focus on individuals who share your values, have shown interest in similar causes, or have already interacted with your organization.

Using Custom and Lookalike Audiences

For faith-based nonprofits, custom audiences are a game-changer. These are built by uploading your existing donor or supporter data - like email addresses or phone numbers - into platforms such as Facebook or Instagram. This ensures your ads reach people who already recognize and trust your organization.

Start by uploading your email list to Facebook Ads Manager to create custom audiences. Then, take it further with lookalike audiences to find new prospects who share traits with your existing supporters. For example, you can upload your donor database, and the platform will match your contacts with their social media profiles.

Lookalike audiences go a step beyond by analyzing your custom audience's traits to identify similar users. To make the most of this, begin with high-quality data. Use your most engaged supporters - regular donors, active volunteers, or frequent event attendees - as the foundation. A strong source audience leads to better results.

You can also segment your custom audiences for more precise targeting. For instance, create separate groups for major donors, monthly contributors, and event participants. Then, generate a lookalike audience for each group and test their performance across different campaigns.

Once you've built these audiences, refine them further by targeting shared interests and geographic locations.

Targeting by Interests and Location for Faith-Based Campaigns

Interest and location targeting are powerful tools for connecting with people who share your values and live in areas relevant to your mission. For faith-based campaigns, this means reaching individuals who follow similar organizations, engage with faith-related content, or reside in your service area.

Interest targeting allows you to focus on individuals who care about specific causes or values, such as community service, charitable giving, or religious organizations. Platforms like Facebook offer detailed interest categories, making it easier to narrow your audience.

Location targeting is equally important, especially for organizations tied to specific communities. You can target by city, state, or zip code - or even set a custom radius around your facilities. This ensures that your ads reach people who can attend local events or directly benefit from your services.

"We help you connect with supporters online who already align with your values and mission."

Combining interest and location targeting creates highly focused campaigns. For example, a faith-based food pantry could target individuals interested in "hunger relief" and "community service" within a 25-mile radius. This tailored approach ensures your message resonates with the audience, driving engagement.

Once you've reached your ideal audience, retargeting can help re-engage those who have already expressed interest.

Retargeting Methods to Re-Engage Donors

Retargeting is a smart way to remind past supporters of your mission and encourage them to reconnect. By focusing on people who’ve already shown interest - whether they visited your website, subscribed to your emails, or donated in the past - you can boost engagement cost-effectively.

Website retargeting targets visitors who left your site without completing a donation or signing up for your newsletter. By adding tracking pixels from platforms like Facebook or Google Ads, you can show tailored ads to these individuals as they navigate other websites or social media.

Email subscriber retargeting focuses on people who are already on your email list but may have missed or overlooked your campaigns. Upload your subscriber list to create a custom audience, and serve ads that complement your email outreach.

Lapsed donor retargeting is particularly impactful for reconnecting with past supporters. These individuals have already shown they care about your cause, and a nudge might bring them back. For example, Share Services successfully used paid display ad retargeting to engage donors. Jasmine Morse from their Advancement Department shared:

"Additionally, paid display ad retargeting was successful, and the recurring giving pop-up brought us almost 100 new monthly gifts. We've continued to see success with both of these strategies in other campaign efforts."

To maximize retargeting, segment your campaigns based on recent interactions. For instance, recent website visitors could see ads about your current initiatives, while donors who’ve been inactive for six months might receive updates on your latest achievements, inviting them to reconnect.

For organizations with annual revenue between $1–20 million, services like Share Services offer tailored digital marketing and donor retention strategies. Their data-driven methods, including advanced retargeting, help nonprofits grow their support base and expand their reach.

The key to effective retargeting is personalization. Reference past engagement, share updates on your impact, and use clear calls-to-action to encourage donations or renewed involvement.

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Tracking Results and Improving Your Campaigns

Keeping a close eye on your campaign's performance and making thoughtful adjustments is the key to boosting donor engagement over time. Without proper tracking, it’s easy to lose sight of what’s working and where improvements are needed.

Use tools like Facebook Pixel and Google Analytics to track donor actions and conversions. These tools provide valuable insights into which ads are driving the most engagement, how donors are interacting with your content, and where you can make changes for better results. This data is essential for making informed decisions and serves as the bridge between building your campaign and continuously optimizing it. The insights you gather here will guide the adjustments we’ll explore in the next sections.

Important Metrics for Donor Engagement

Once you’ve gathered your data, focus on the metrics that matter most to your mission:

Click-through rate (CTR): For faith-based nonprofits, a solid CTR generally falls between 1–3%.
Cost per acquisition (CPA): This measures how much you spend to acquire each new donor. A good CPA typically ranges from $20 to $50. Compare this with your donor lifetime value (LTV) to ensure your spending is sustainable.
Return on ad spend (ROAS): This metric shows how much revenue you generate for every dollar spent on advertising. Ideally, your ROAS should exceed 2:1.
Donor lifetime value (LTV): Understanding the long-term value of your donors helps you decide how much you can afford to invest in acquiring them.

Regularly review these metrics and compare your results to past campaigns and industry benchmarks. Keep in mind that these figures can vary depending on your audience, mission, and even the time of year.

Using A/B Testing to Improve Campaigns

With your key metrics in hand, A/B testing becomes a powerful tool for refining your campaigns. By testing different elements, you can discover what resonates most with your donors. Create two or more ad variations that differ in just one aspect - whether it’s imagery, tone, or a call-to-action (CTA) - and see which performs better. For example:

Test community-focused photos against inspirational quotes.
Compare emotional appeals with fact-based messaging in your ad copy.
Experiment with CTAs like “Donate Now” versus “Join Our Mission.”

Even small tweaks can lead to big improvements in conversion rates.

One success story comes from Share Services, where Jasmine Morse from a client’s Advancement Department shared:

"Share helped us test simplified + focused messaging that improved our conversion rates. Additionally, paid display ad retargeting was successful, and the recurring giving pop-up brought us almost 100 new monthly gifts. We've continued to see success with both of these strategies in other campaign efforts."

Run each test long enough to gather meaningful data. Use analytics tools to identify which version delivers higher CTRs, better conversions, or lower CPAs, and then apply those lessons to future campaigns.

Adjusting Budgets Based on Performance

Once your campaigns are live, use performance data to fine-tune your budget allocations. Effective budget management can significantly enhance your results by channeling more resources into strategies that are working and pulling back from those that aren’t.

For example, campaigns with a low CPA relative to donor LTV and a strong ROAS deserve more funding. On the other hand, if a campaign’s CPA is consistently higher than the donor LTV - even after optimizations - it might be time to shift those funds elsewhere.

A flexible, multi-channel budgeting approach often delivers the best results. Stay adaptable, as factors like market trends, seasonal shifts, and platform updates can impact your campaigns. Adjust your strategy based on real-time data to keep things on track.

For nonprofits with annual revenue between $1–20 million, services like Share Services specialize in campaign tracking, optimization, and budget management. They can help you get the most out of your advertising efforts while staying aligned with your broader fundraising goals.

Connecting Paid Ads with Your Overall Donor Strategy

To create stronger connections with donors, align your paid ads with organic and email campaigns. This approach turns separate marketing efforts into a unified strategy that reinforces your message at every touchpoint.

Consistency is key. When donors encounter the same message across a Facebook ad, an email, and an organic social post, it builds trust and deepens their connection to your mission. Let’s look at how you can align paid ads with organic and email efforts to create a seamless donor experience.

Matching Paid Ads with Organic and Email Efforts

Coordinating your paid and unpaid channels is essential for a cohesive donor journey. Multi-channel campaigns have been shown to retain 55% of donors, compared to just 35% for single-channel efforts, proving the value of this approach.

Start by using a shared content calendar to align your paid ads, organic posts, and email campaigns. For instance, if you’re running a year-end giving campaign, ensure your organic social media posts and email appeals share the same stories, visuals, and calls-to-action as your paid ads. This unified strategy keeps your messaging consistent and impactful.

A great example comes from Christian Living Communities during their November 2022 Giving Tuesday campaign. They combined Facebook Ads, segmented email campaigns, and organic social posts, all centered on resident impact stories. This approach resulted in a 38% increase in online donations compared to the previous year, with 62% of donors engaging across multiple channels.

Timing also plays a crucial role. Launch your paid ads slightly ahead of your email campaigns to warm up your audience, then follow up with organic posts to reinforce the message. This multi-touch strategy keeps donors engaged without overwhelming them, boosting both immediate results and long-term loyalty.

Email remains a powerhouse for nonprofits, delivering an average return of $42 for every $1 spent. Use insights from your paid ad performance to inform your email content. For example, if a specific story or image performs well in ads, repurpose it for your email appeals to maximize impact.

Creating Landing Pages That Convert Ad Visitors

Your landing page serves as the bridge between ad engagement and donor action. To keep the momentum going, ensure your landing page delivers exactly what your ad promises.

Keep it simple and focused. Use a clear headline that mirrors your ad’s messaging, concise mission-driven content, and a prominent call-to-action button. For U.S. audiences, display donation amounts in dollars (e.g., $25, $50, $100) and use familiar date formats (MM/DD/YYYY).

A successful landing page does two things well: it communicates your organization’s mission clearly and makes donating easy. Include trust signals like testimonials, impact statistics, and secure payment badges to reassure visitors. Offer recurring giving options to encourage ongoing support.

Streamline the donation process by minimizing form fields, providing multiple payment options, and ensuring your page loads quickly on mobile devices. Adding a recurring giving pop-up can also help convert one-time donors into monthly supporters.

To improve results, track metrics like bounce rates, conversion rates, and time spent on the page. Use this data to refine your landing pages and turn more ad clicks into meaningful donations.

Keeping Mission-Focused Messaging Across All Channels

Your messaging should consistently reflect your core values, mission, and impact across every channel - whether it’s in paid ads, organic posts, or emails. This consistency strengthens your identity and reinforces your mission.

"When your story is told clearly and reaches the right hearts, amazing things happen. More support. More impact. More lives changed." - Share Services

Storytelling is one of the most effective ways to connect with your audience. Share real-life impact stories and testimonials to showcase your work. For example, video content on social media generates up to 1,200% more shares than text and image content combined, making it a powerful tool to amplify your mission.

To maintain consistency, invest in regular training and content reviews. Develop style guides that outline your organization’s voice, tone, and key messages so that every piece of content aligns with your mission.

While tailoring content for different donor segments, ensure your core messaging remains intact. This balance allows you to personalize communications without losing your organization’s authentic voice.

Faith-based nonprofits with annual revenues between $1–$20M often find it challenging to manage this level of coordination. Share Services offers expertise in maintaining consistent, mission-driven messaging across all channels while leveraging data to enhance donor engagement and retention.

Conclusion: Growing Donor Engagement Through Paid Advertising

Paid advertising is a powerful tool for faith-based nonprofits aiming to expand their reach and connect with new supporters. With organic social media posts reaching only 6% of followers and engagement rates as low as 0.066%, relying solely on organic efforts simply isn’t enough for meaningful visibility and engagement.

By following the strategies outlined earlier, nonprofits can create a solid foundation for sustained donor engagement. From setting up campaigns to integrating them with existing outreach channels, this guide provides a roadmap for success. When organizations focus on targeting the right audiences, crafting impactful content that inspires action, and maintaining a clear, mission-driven message, they can achieve measurable growth in both donor acquisition and retention.

An integrated, multi-channel approach takes these efforts even further. Combining paid advertising with organic social media, email marketing, and optimized landing pages creates multiple touchpoints that guide supporters through a seamless donor journey. This strategy turns one-time interactions into lasting relationships, fueling long-term mission growth - even with limited budgets.

Of course, running effective paid campaigns requires more than just good intentions. Navigating the complexities of platform selection, audience targeting, conversion tracking, and ongoing optimization can be daunting, particularly for smaller nonprofits. Balancing authentic messaging with the demands of advertising algorithms adds another layer of challenge. These factors highlight the importance of strategic planning and expertise, as discussed in earlier sections.

That’s where Share Services steps in. Specializing in marketing and fundraising for faith-based organizations with revenues between $1–$20M, they offer tailored solutions to help nonprofits implement digital strategies. From paid media campaigns to donor acquisition programs and multi-channel reactivation efforts, their expertise ensures nonprofits can maximize their impact.

Whether you’re just starting with paid advertising or refining your current efforts, a combination of thoughtful planning, consistent execution, and professional guidance can make all the difference. This integrated approach not only strengthens donor engagement but also supports the broader mission of your organization.

Your next supporters are out there, ready to connect. Paid advertising can help them find their way to your mission.

FAQs

How can nonprofits allocate their advertising budget to effectively attract new donors while keeping current ones engaged?

Nonprofits can create a well-balanced advertising budget by focusing on two key areas: bringing in new donors and keeping current ones engaged. Interestingly, holding onto existing donors - or even reactivating those who’ve drifted away - often costs less than finding brand-new supporters. By using targeted approaches like personalized email campaigns or tailored display ads, organizations can reconnect with past donors while strengthening ties with their current supporters.

When it comes to attracting new donors, investing in platforms that offer precise audience targeting is a smart move. Pair that with engaging content and clear calls to action, and you’ve got a recipe for turning potential supporters into loyal contributors. Balancing these efforts not only supports steady growth but also ensures lasting relationships with the donor community.

How can storytelling and testimonials make paid ad campaigns more effective for nonprofits?

Storytelling and testimonials can be game-changers for nonprofit paid ad campaigns. Why? Because they tap into emotions, building a connection that goes beyond facts and figures. Sharing real-life stories about how your mission is making a difference or highlighting donor experiences can inspire trust and drive action.

Take, for instance, a heartfelt testimonial from someone whose life has been transformed by your organization. It shows the real-world impact of donations in a way numbers simply can’t. Similarly, a story about a donor’s personal journey can resonate with others, encouraging them to step up and contribute. These authentic, relatable elements can make your ads stand out, engaging both new supporters and loyal advocates alike.

How can nonprofits use custom and lookalike audiences on Facebook and Instagram to improve ad campaign effectiveness?

Platforms like Facebook and Instagram offer nonprofits powerful tools like custom and lookalike audiences to fine-tune their ad targeting. Custom audiences let you connect directly with people who already know your organization - think past donors, event attendees, or even website visitors. This ensures your ads are seen by those who are already familiar with your mission, making your message more impactful.

On the flip side, lookalike audiences help you reach brand-new potential supporters. These audiences are built by identifying users who share characteristics or behaviors with your current supporters. By leveraging both custom and lookalike audiences, nonprofits can not only strengthen relationships with existing donors but also expand their outreach to find new ones, making every ad dollar work harder.