Three campaigns in the past that failed and I was still willing to try one more; $50 gone with only one hit to our web-site's volunteer and donation page. The FB reports seem to suggest thousands of our ad "views" but a "like" means nothing if they don't click into our website. I don't think Americans have forgotten our troops, wounded warriors or military families in crisis. Am I expecting too much from Facebook ads?
I've used facebook ads twice now and they have produced nothing, I think they may work well if you are targeting teenagers (mobile phone apps, burgers etc) but for a small business with fairly specific niche I just can't see it being worth the money.
Non profits really aren't the way to go with Facebook ads. Take a look at the Adword's non profit grant program, if your grant is accepted the traffic is free so you really can't go wrong with that.