In the realm of digital marketing on Meta, an increasing number of NGO practitioners have been using the "Boost Post" feature effectively. This workshop takes you a step further by exploring the powerful algorithmic logic and data potential of the backend Meta platforms. To transform every advertising dollar into actual donations, volunteer sign-ups, or advocacy awareness, a strategic foundation is essential.

Designed for NGO frontline staff, this workshop moves from zero-basis operation to advanced optimisation, offering an in-depth analysis of the key factors that determine the success or failure of Meta advertising campaigns.. It goes beyond operational skills to explain the underlying logic of algorithms of Meta platforms. Through the "Ad Clinic" session, the trainer will demonstrate live setup and data diagnosis, analyse real-world case studies, and guide participants in mastering high-conversion creatives and precise audience targeting to enhance their organisation's digital promotion impact.

• Strategic Mindset: Distinguish between Ads Manager and Boost Post; understand the three-layer structure of Meta ads (Campaign, Ad Set, Ad)
• Creative Optimisation: Learn to write "eye-catching" copy and design high-conversion visuals, enhancing the effectiveness of 3 major areas, namely “fundraising”, “event registration”, and “level of engagement”
• Practical Application: Acquire the skills to independently execute a complete ad campaign, from budget setting and audience targeting to placement selection
• Data Diagnosis: Master the interpretation of key metrics (CPM, CTR, CPA) to identify ad fatigue and implement optimisation strategies

0. Pre-course Preparation

• Infrastructure Setup: Verifying Ads Manager access, binding organisation credit cards, and receipt settings (Pre-course video tutorial will be provided)

1. NGO Ads Strategy: Dos & Don'ts

• Rejecting "Boost Post": Avoiding waste of money and understanding the power of Ads Manager
• Case Studies (The Good, The Bad, and The Ugly): Deep dive into 10 real NGO cases to analyse what drives donations versus what gets scrolled past
• The Onion Structure: Understanding the interplay between Campaign (Objective), Ad Set (Audience), and Ad (Creative)
   

2. The Science of High-Conversion Creatives

• The 3-Second Rule: How to write copywriting that hooks (replacing "lengthy text" with concise, high-impact copy)
• Visual Psychology: What kind of images work best on mobile interfaces
• Three Key Scenarios: Deconstructing strategies for Followers, Sign-ups, and Donations & Awareness
   

3. Live Demo & Hands-on Practice

• From Zero to One: Instructor-led live projection of a complete campaign setup\
• The Devil in the Details: Strategic considerations behind budget optimisation, placement selection, and audience exclusion
• Group Simulation: Planning audience and budget for a hypothetical task (e.g. recruiting 50 flag-selling volunteers)
   

4. Ad Clinic & Data Optimisation

• Data Doesn't Lie: Interpreting CPM, CTR, CPA to judge ad health
• Ad Fatigue: How to spot when audiences are bored and when to refresh creatives
• Live Diagnosis (Audit & Fix): Real-time review of participants' backend data (subject to permission) with immediate improvement plans

**Please bring your own laptop in advance to maximise the application of course skills during the session.

The course does not operate on a first-come, first-served basis. 
To be considered fully enrolled, applicants must complete the following procedures:
1. Register via this webpage;
2. Submit the course fee; 
3. Complete the 【Pre-course Questionnaire】by clicking here.
(Only chinese questionnaire available)
(The information collected through the questionnaire will be used by HKCSS Institute
 and the course instructors for selection purposes.)

Please note that failure to complete the questionnaire will result in your registration being deemed incomplete, 
and your application will not be considered.

Remarks: 

• Applicants have to use the online membership system of the HKCSS Institute for enrollment. The membership is on an individual basis, for the application of the courses and activities of the HKCSS Institute only.
• Staff from HKCSS Agency Members will not automatically become members of the HKCSS Institute. The membership is not equivalent to the membership status of HKCSS Agency Member.