Focused Year-End Appeal Delivers 4x ROAS on a Smaller Audience
A smaller nonprofit ran a disciplined seasonal appeal across Meta and Google Ads with clean tracking.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
A smaller organisation wanted a measurable year-end campaign across Christmas, Giving Tuesday, and Year End without overspending.
Their challenges included:
- Small addressable audience
- Needed a repeatable playbook, not a one-off
- Had to keep ROAS positive at every stage
The plan had to punch above its weight.
What changed
Select a column to focus on it
- Small addressable audience
- Needed a repeatable playbook, not a one-off
- Had to keep ROAS positive at every stage
- $28K Total Revenue
- 4x ROAS
- 133 Total Gifts
- $53.04 Cost Per Gift
What we did
We based the strategy on the organisation’s needs, capacity and fundraising goals.
Cross-Platform Baseline
Ran both Google Ads and Meta with targeted messaging against year-end key dates.
Positive-ROAS Discipline
Paced spend against measured performance so every phase stayed above 1x.
Read across
What this means for a charity like yours
Community organisations with a list too small for the volume tactics larger charities rely on.
Small audiences can return 4x when the ask is specific and the segmentation is honest.
List size sets the ceiling on revenue, not on return.
A tight audience makes creative testing cheap, so test before you scale.
Start with a practical guide
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Find your next fundraising priority
Start with the diagnosis to identify where your charity needs support.