Solved: Meta Ads Not Generating Leads in Non-Profit Sector

Hi there,

Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your Meta ads campaign targeting the non-profit sector. It sounds like you're in a bit of a tricky spot, but it's definitely something we can help you get on track. From what I can see, there are a few things to consider before you start seeing qualified leads.

We'll need to look at your targeting...

Firstly, are you sure you're actually reaching the right people with your ads? "Non-profit administrator" can mean different things to different organisations, so your targeting options might be too broad. It's worth experimenting with different interests or even uploading a customer list (if you have one) as a lookalike audience to see if that improves things. We often find with our B2B clients that nailing the targeting is the hardest part. Think about the specific job titles and responsibilities of the people you want to reach. Are they in fundraising, program management, or finance? Tailoring your targeting to these specific roles could make a big difference.

Also, you need to really narrow down your audience to get any traction.

Another thing to consider is where you're placing your ads. Are you running them on Facebook, Instagram, or both? Each platform has its own audience and ad formats, so it's worth testing different placements to see what works best for your target market. You can also try different ad formats, such as image ads, video ads, and carousel ads, to see which ones generate the most engagement and leads. It's also a good idea to test different ad copy and headlines to see which ones resonate most with your audience.

I'd say you should focus on your landing page...

Perhaps the biggest area for improvement is your landing page. What happens *after* someone clicks on your ad? Is the landing page specifically tailored to non-profits and their unique challenges and goals? If it's still geared towards government compliance, that'll put them off straight away. Government and non-profit sectors are very different, so you need to make sure your messaging reflects that.

Your landing page should clearly communicate the benefits of your software for non-profit organisations. What problems does it solve for them? How can it help them achieve their mission? Use strong visuals and persuasive copy to capture their attention and encourage them to request a demo or download your free guide. Make sure the landing page is easy to navigate and mobile-friendly, as many people will be accessing it on their smartphones or tablets.

I've run quite a few campaigns for B2B SaaS. Some see ROI within a few days. But many take longer to optimise. A lot will depend on your offer, a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later. To get people interested, you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS.

You probably should try retargeting...

Another thing you can try is retargeting. Retargeting allows you to show ads to people who have already visited your website or interacted with your ads. This can be a great way to re-engage potential customers who didn't convert the first time around. For example, you could show ads to people who visited your landing page but didn't request a demo. Or you could show ads to people who downloaded your free guide but didn't sign up for a trial.

To set up retargeting, you'll need to install a pixel on your website. A pixel is a small piece of code that tracks website visitors and their actions. Once you have the pixel installed, you can create retargeting audiences based on the actions people take on your website. For example, you could create an audience of people who visited your landing page, or an audience of people who downloaded your free guide.

You can then show ads to these audiences on Meta. Your ads should be tailored to their specific interests and needs. For example, you could show ads that highlight the benefits of your software for non-profit organisations. Or you could show ads that offer a special discount or promotion.

You'll need to think about offer and budget...

Finally, think about your budget and offer. Are you spending enough to get the results you want? Are you offering something that's valuable and compelling to non-profits? Consider offering a free trial or a discounted rate to encourage them to give your software a try. It might be that the product isn't suited for the non-profit market, or just that they are'nt valuing the free guide.

Just did some research. You're probably looking at about $10-$50 per lead but it can be more expensive if you are in a competitive market or cheaper if you’re lucky and your services are in high demand.

I've detailed my main recommendations for you below:

I hope these initial thoughts are helpful. These are just some suggestions based on the information you've provided. It's hard to give more specific advice without knowing more about your business and your target audience.

Of course, scaling campaigns like this can be really tricky, and it sounds like you might benefit from working with someone with expertise in scaling software campaigns.

I remember one case where we reduced a £100 CPA (Cost Per User Acquisition) to £7 CPA (Cost Per User Acquisition) for a Medical Job Matching SaaS using Meta Ads and Google Ads.

If you'd like to discuss your campaign in more detail, I'd be happy to book you in for a free consultation. We can review your strategy and account together and see if we can identify any other areas for improvement. Let me know if you're interested!

Regards, Team @ Lukas Holschuh