Sadaqa Welfare Fund is a not-for-profit organisation operating in a highly competitive digital fundraising environment, where donor trust, timing, campaign structure, and performance discipline directly affect campaign outcomes.
Before working with TABA Digital, Sadaqa Welfare Fund was already investing heavily into paid advertising. However, the digital marketing ecosystem required stronger control, clearer structure, and improved efficiency across the full acquisition journey.
The challenge was not simply to generate more traffic or increase spend. The real objective was to improve donation performance while reducing unnecessary budget pressure.
The Challenge
Sadaqa Welfare Fund was operating at significant advertising scale, particularly during peak donation periods. However, the existing digital advertising setup lacked the level of performance discipline required to maximise return from such a large media investment.
The organisation needed a more efficient paid media system that could support high-volume fundraising activity while improving accountability across Google Ads and Meta Ads.
The priority was clear:
Improve ROAS, reduce inefficient spend, and continue reaching new donors without relying on higher budget allocation.
The Strategic Shift
TABA Digital approached the account as a connected performance ecosystem, not a group of isolated campaigns.
The focus was on improving how the full paid media system worked together across Google Ads and Meta Ads. This included managing Search campaigns, Performance Max campaigns, and Meta sales campaigns with a stronger focus on budget control, campaign accountability, and donation outcomes.
Rather than increasing spend to chase volume, the strategy focused on making the existing acquisition engine more efficient.
What TABA Digital Changed
TABA Digital managed the full digital advertising system across key acquisition channels, including Google Ads and Meta Ads.
The work focused on:
- Improving campaign structure and channel prioritisation
- Strengthening budget control across peak-season activity
- Aligning spend allocation with donation performance
- Improving performance monitoring and campaign accountability
- Managing Google Search, Performance Max, and Meta sales campaigns as part of one connected acquisition system
- Reducing unnecessary spend pressure while maintaining fundraising momentum
The objective was simple: make every advertising dollar work harder.
The Results
During peak-season activity, TABA Digital reduced monthly ad spend from more than $1.1M to approximately $700K, while improving ROAS from 5x to 12x.
The campaigns also reached more than 3,000 additional new donors, while the average donation value remained stable.
This means the improvement was not driven by higher donation values or inflated spend. It came from stronger acquisition efficiency, better campaign control, and a more disciplined performance structure.
Result Snapshot
| Metric | Before | After |
|---|---|---|
| Peak-season monthly ad spend | $1.1M+ | Approx. $700K |
| ROAS | 5x | 12x |
| Additional new donors reached | Existing donor base focus | 3,000+ |
| Average donation value | Stable | Stable |
| Channels managed | Existing paid media activity | Google Ads and Meta Ads |
| Campaign types | Existing structure | Search, Performance Max, and Meta sales campaigns |
Why It Worked
The performance improvement came from treating the account as a full acquisition system rather than a media buying exercise.
For a not-for-profit organisation, digital advertising is not just about clicks or impressions. It is about reaching the right people, maintaining trust, reducing waste, and converting donor intent into measurable fundraising outcomes.
TABA Digital focused on commercial discipline, campaign clarity, and media efficiency. This allowed Sadaqa Welfare Fund to reduce peak-season spend while significantly improving return on ad spend.
Ongoing Innovation
As part of ongoing campaign development, TABA Digital has also started testing ChatGPT Ads as an emerging acquisition channel. This is currently in early-stage testing and is not included in the performance results reported in this case study.
Final Outcome
TABA Digital helped Sadaqa Welfare Fund move from a high-spend advertising model to a more efficient, controlled, and performance-led digital fundraising system.
The result was a significant improvement in ROAS, reduced peak-season advertising costs, and more than 3,000 additional new donors reached.
For organisations investing heavily in digital campaigns, this case study shows the value of strategic media management, not just media spend.
Need A More Efficient Paid Media System?
If your organisation is spending on Google Ads, Meta Ads, or emerging digital channels but does not have clear performance visibility, TABA Digital can help identify where budget is being wasted and where stronger returns can be created.
Book a strategy call with TABA Digital and get a clearer view of how your digital advertising system is really performing.
