Leveraging Facebook Conversion API for Charities and Nonprofits
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Leveraging Facebook Conversion API for Charities and Nonprofits

Charities and nonprofits are continuously looking at ways to optimise their online presence and digital fundraising efforts. One powerful tool that can help is the Facebook Conversion API (CAPI).

Charities can use the Facebook Conversion API to send important data from their website straight to Facebook.

Client-side tracking:

Client-side tracking refers to the method of collecting and processing data on the client side, which means within the user’s browser or device.

When it comes to Facebook, client-side tracking is associated with the Facebook Pixel. The Facebook Pixel is a snippet of code provided by Facebook that advertisers embed on their websites. It allows Facebook to track users’ actions on the site after they click on a Facebook ad. When a user visits a website with the Facebook Pixel installed, the pixel code executes in the user’s browser.

The data collected by the Facebook Pixel is then sent back to Facebook’s servers, providing valuable insights for advertisers to measure.

However, In the last few years, the strength of the Facebook pixel has declined. Mainly due to iOS 14 privacy features, ad blockers and lots more, eventually most browsers will fully block third-party cookies making the Facebook pixel useless.

Server-side tracking:

Server-side tracking refers to a method of collecting and processing data on the server side rather than on the client side (user’s browser). Server-side tracking with the Facebook pixel, involves sending the data directly to Facebook servers from the web server hosting the website.

The Facebook CAPI will track conversions, optimize campaigns, and create custom audiences instead of relying solely on the Facebook Pixel within the user’s browser.

How to implement the Facebook Conversion API

Firstly, there are various ways to implement the CAPI, both free and paid. The key is to understand the method that best suits your needs.

While there is a WordPress CAPI plugin solution available, it’s worth noting that based on reviews, it has only received a 1-star rating. If you have used it, we would love to hear your feedback.

Our first recommendation is setting up Facebook CAPI via Google Tag Manager, which is certainly worth investigating and allows any kind of customisation. However, it does require a strong technical knowledge of Google Tag Manager.

Facebook, along with many experts, recommends configuring Facebook CAPI using Amazon web servers, but this option comes with an approximate cost of €100 per month.

Our top recommendation however is Stape. They offer two subscription plans, both of which come with a 7-day free trial for the Facebook CAPI.

  • Pay as You Go: $10/month or $100 annually for each Pixel.
  • Unlimited: $100/month or $1000 annually for an unlimited number of Pixels.


Keep in mind that Facebook’s platform is continuously evolving.

For the moment you do not need to set up the Facebook CAPI in order to advertise on Facebook. In fact, Facebook recommend that if you are spending more than €3000 per month, then the Facebook CAPI is the ideal solution for your charity.

How charities create impact on social media in 2024
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How charities create impact on social media in 2024

As Facebook and Instagram increasingly integrate AI tools and AI recommendations, the importance of authenticity grows. Charities need to start thinking more like creators to stay relevant.

While collaborating with creators or influencers is appealing, some charities may not pursue this avenue. In such cases, it is advisable to designate someone from the existing team to take on the responsibility of creating digital content. Alternatively, if planning to hire a digital executive in 2024, prioritise individuals with a primary skill set in digital content creation.

Staying ahead of the curve is crucial, as platforms like Instagram emphasise features like reels, stories, short-form videos, and lots more.

It is noteworthy that the organic reach of link posts has been diminishing, with Meta shifting away from news content toward entertainment. Crafting content that is both educational and humorous, as well as inspirational, hopeful, and impactful, is recommended.

User-generated content (UGC) remains integral for fostering authenticity and expanding a charity’s influence and trustworthiness. Simply writing a blog post is insufficient; charities must master the art of storytelling.

Ignoring social media comments is no longer an option, and promptly responding to donors’ messages on messaging tools is essential.

In 2024, the strategy should not be to reach everyone. Instead, identify your charity’s supporters and actively engage with them. Embrace authenticity, innovation, and connect with your audience online.

Paid advertising continues to be crucial for charities. Since most online interactions begin with a search engine or on social media, it is important to have a plan in place to enhance the charity’s discoverability through Search Engine Marketing (SEM) or Search Engine Optimization (SEO).

Whether potential supporters are looking to donate, volunteer, or seek support, running paid ads is vital to capturing their attention.

Let me know your thoughts?

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How to create a Facebook Business Manager

As the name suggests, the Facebook Business Manager is a tool that allows you to manage multiple Facebook Pages, business assets and ad accounts, as well as Instagram accounts and product catalogs, in one place.

Visit: https://business.facebook.com/ to get started!

Here are my top 7 recommendations.

  1. Add your business information. This is to show Facebook your a legit business or charity.

2. Next, turn on two factor authentication and control how your sent your login code. My preference is BY text message.

3. View the security centre in the left column of the Business Settings page and add another admin.

4. Add your Facebook page to your Business Manager.

5. Add more people to your Business Manager. Ask people to join your business manager by entering their email address. Then assign their access and which accounts or tools they can use.

6. Add your Instagram account.

7. Don’t forget to add your ad account and payment information. Remember to add a second payment method incase something goes wrong with your first payment option.

Well, that’s it. Would else would you add?

Thanks, Andrew

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Why should a charity advertise online?

Wouldn’t we all love to have a huge advertising budget, endless amounts of time and an amazing team that are strategically planning fundraising campaigns.

Unfortunately, some charities I work with don’t have these resources. Instead they advertise in an ad hoc fashion – you do what you can, and really, something is better than nothing, right?

So often, this will lead to inconsistent messaging and branding. No longer top of mind when a certain problem is being discussed on the TV or an international incident arises around the world.

No cohesive advertising strategy can take away from the charity’s brand and dilute their message. People can become less interested or attentive, which will affect a charities online reputation and make it difficult to build relationships with the wider community or their target audience.

Remember, regular engagement with this audience can help manage and respond to any negative feedback or misconceptions.

Running ads this way will also lead to charities spending more money and fail to generate real results. In particular, tracking the return on investment (ROI) of ad hoc online advertising campaigns can be challenging, making it difficult to determine which campaigns or ads were successful and why.

Ultimately, charities that advertise in an ad hoc manner may find it difficult to compete with organisations that have a well planned and an ongoing advertising strategy. Building brand awareness and engagement often requires a sustained effort over time, and sporadic advertising may not be enough to accomplish this.

Consistency will help charities stay competitive.  

How often does your charity advertise online?