Meta’s new ad restrictions: What charities need to knowBy Emma

So, What’s Going On?

Meta’s new rules mean that if your website falls into a “restricted” category then certain website actions are now off-limits for ad optimisation. Some actions which have been effected include: donations, lead generation, or purchases. A lot of charities fall under the “health and wellness” category, so they’ve been hit hard by this change.

Meta says it’s all about protecting user privacy but the lack of transparency around how sites are classified makes this extra tricky.

How this affects charities

• Harder to find the right donors: Without conversion tracking, Meta’s algorithms can’t target your ideal supporters as accurately.
• Retargeting? Nope. Say goodbye to custom audiences based on website actions.
• Upper-funnel ads still work: Awareness campaigns are still fair game, as are any campaigns with conversion goals which take place on Metabut direct-response fundraising is taking the biggest hit.

There are a few things you can try to overcome these changes…

Your game plan: How to stay ahead

1. Appeal your website’s category

Think Meta made a mistake? Hit that appeal button and see if you can get your website reclassified. This does mean going around the houses with Meta Support, which we wouldn’t wish on our worst enemy but you might get somewhere!

2. Get creative with Meta ads

• Go big on brand awareness: Focus on campaigns that don’t rely on website conversions. Utilise Meta for prospecting and awareness and convert that interest elsewhere.
• Keep all your conversion goals within Meta: Eg. run a Meta Lead Gen form synced to your CRM, rather than directing people to the forms on your website.
• Track clicks through Meta, not conversions: Use Google Analytics to measure ad performance.

3. Consider alternative domains

Some charities are launching separate domains for fundraising campaigns to sidestep restrictions. By directing your ad traffic to a domain which isn’t flagged as “health and wellness” you can sidestep the restrictions.

4. Explore other digital channels

Meta isn’t the only channel in town! Check out:

• YouTube & Performance Max – Great for awareness and video focused campaigns.
• TikTok, LinkedIn, Pinterest – Alternative platforms with unique targeting options.

5. Diversify your fundraising approach

• TV, direct mail, and print ads still pull in donors.
• Face-to-face fundraising + digital follow-ups = a winning combo.
• Leverage gratitude-driven engagement (like My Thank You) to turn appreciation into action.

Final thoughts

Yes, these changes are a curveball but you’ve got this! Adapt, experiment, and stay ahead of the game. Meta isn’t the only player in town and with the right strategy, your charity can keep making an impact.

Need a hand? Swwim is here to help!