Charity digital lives and dies in concentrated windows, Ramadan, Qurbani, winter appeals, and the emergencies nobody schedules. In those weeks, CPMs spike, every charity in the category is in the same auction, and a tracking fault costs real donations by the hour. We've run those weeks for years, across Meta, TikTok, Google and Snapchat, at peak intensity.
Our charity contracts include emergency campaign activation measured in hours, because when a crisis breaks, the organisations that respond first raise the most for the people who need it. That SLA isn't marketing copy; it's in the agreement.