132 Community Fundraiser Signups at $6.66 Each for a Non-Profit Organisation
How we recruited 132 community fundraisers for a non-profit's annual campaign in a five-week Facebook lead generation push, at $6.66 per signup.
- Industry
- Non-Profit & Fundraising
- Services
- Facebook Ads, Lead Generation, Non-Profit Marketing
- Client
- Kept confidential
- Published
- September 2025
01
The Challenge
Our non-profit client needed to recruit community fundraisers for their annual fundraising campaign. With an ambitious target and a limited timeline before the campaign launch, traditional volunteer recruitment methods (community noticeboards, word-of-mouth, email newsletters) weren’t generating enough signups fast enough.
They needed a scalable, cost-effective way to reach community-minded individuals who would be willing to commit time and effort to raise funds for their cause.
02
Our Approach
We developed a targeted lead generation campaign designed to identify and recruit passionate community members willing to become active fundraisers.
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Step 1
Campaign Strategy
- Budget Management: a steady daily budget through the critical recruitment period
- Rapid Optimisation: revised the campaign mid-flight based on performance data
- Lead Capture: streamlined signup forms with commitment questions
- Attribution: 7-day click or 1-day view for accurate conversion tracking
- Campaign Duration: a focused recruitment push of about five weeks
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Step 2
Audience Targeting Strategy
Our targeting identified community-minded individuals:
- Local geographic targeting (community-based organisation)
- Previous donors and supporters (warm audiences)
- Interest targeting: volunteering, charity work, community service
- Lookalike audiences based on existing fundraiser profiles
- Parents, community leaders, and socially conscious demographics
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Step 3
Creative Messaging Strategy
Ad creative emphasised:
- Impact storytelling: “What your fundraising can achieve”
- Community belonging and making a difference
- Flexibility of fundraising (various ways to participate)
- Social proof from previous successful fundraisers
- Clear expectations and time commitment transparency
- Recognition and rewards for top fundraisers
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Step 4
Conversion Optimisation
We optimised the signup funnel:
- Simple, mobile-friendly signup forms
- Instant confirmation with “what happens next” information
- Welcome email sequence with fundraiser toolkit
- Facebook Pixel tracking for complete registration events
- Remarketing to engaged users who didn’t complete signup
03
The Results
Across the five-week push, the campaign delivered 132 fundraiser signups at an average of $6.66 per signup (instant-form and website sign-ups combined).
- About 4.3 signups for every 1,000 people reached with recruitment messaging
- Each person reached saw the ads about 2.9 times on average across the campaign period
- The revised campaign brought in about 63% of all signups, at a 16% lower cost per signup than the original
With 132 fundraisers signed up, the organisation had a solid foundation of committed people for its annual campaign.
04
Campaign Optimisation Mid-Flight
Halfway through the campaign, we revised the approach based on data:
- Shifted messaging from general volunteering to specific fundraising actions
- Emphasised peer-to-peer fundraising rather than event-based activities
- Improved creative with testimonials from active fundraisers
- After this revision, the cost per signup was 16% lower than on the original campaign, measured on the same sign-up definition (instant-form and website sign-ups combined)
05
Key Takeaways
-
01
Community targeting precision
Geographic and interest targeting effectively identified mission-aligned individuals.
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02
Impact storytelling converts
Showing concrete outcomes of fundraising efforts increased signup rates.
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03
Transparency builds trust
Clear communication about time commitment reduced dropout rates.
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04
Mid-campaign optimisation pays off
Data-driven creative and messaging revisions brought the cost per signup down by 16%.
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05
Cost per volunteer acquisition matters
At $6.66 per signup, the organisation could afford to recruit at scale.
This campaign demonstrates that non-profits can effectively recruit community fundraisers and volunteers through strategic Facebook advertising, building a scalable foundation for successful fundraising campaigns while maintaining cost-effective acquisition.
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