How We Systematically Launched Donations for Children with Serious Illnesses Through Meta Ads

Key problems before launch

• there was no website — ads led directly to Monobank, so no pixel could be installed
• there were no analytics — behavior could not be tracked and campaigns could not be optimized
• the fundraising process was chaotic and uncontrolled — it was unclear which advertising produced the result
• accidental clicks lowered traffic quality and wasted budget

Without structure and analytics, the advertising was working “blindly” — the budget was being spent without understanding the result.

Structure instead of a “bare link”

At first, advertising led directly to the donation jar. But that made it impossible to install a pixel, track behavior, or optimize campaigns. So together with the team, we created a simple pre-landing website with a pixel.

User path

We deliberately broke the path to the “Donate” button into several pages:

• a page with the child’s story
• a page with the fundraising details
• a page confirming that the fundraiser is active
• and only then — the button leading to Monobank

This reduced accidental visits, increased donor awareness, and filtered out low-quality traffic.

Pre-landing optimization

With the pixel in place, we could see user behavior and optimize advertising not just for clicks, but for engaged people. We switched off ineffective combinations and scaled what actually drove donations. In practice, we built a system where advertising led not simply to a jar, but to a logical decision-making funnel.

Result

• 533 donations
• $1,006 in ad budget
• average cost per donation ≈ $1.89

Most importantly, the fundraising process became predictable and manageable.