Meta vs LinkedIn Ads: Which Platform is Best for Effective Altruism Outreach?

Easy steps to create a color palette

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What is a color palette?

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Don’t overspend on growth marketing without good retention rates

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What’s the ideal customer retention rate?

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Next steps to increase your customer retention

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If you work in effective altruism, you already know that choosing the right tool for the job is half the battle. Whether it’s selecting the most cost-effective charity or optimising for impact, evidence drives decision-making. Yet when it comes to paid advertising, many EA organisations make the mistake of picking a platform based on gut feeling rather than data.

The two dominant players for reaching EA-aligned audiences—Meta and LinkedIn—both offer strong targeting capabilities. But they serve different functions, and using the wrong one can mean wasted budget and missed opportunities. So, which one should you use? Let’s break it down.

Meta Ads: The King of Reach and Engagement

If you want to reach as many people as possible for the lowest cost, Meta (Facebook and Instagram) wins. It has nearly 3 billion monthly active users, unparalleled targeting capabilities, and the lowest cost-per-thousand-impressions (CPM) among major ad platforms.

Why Meta Works for EA Organisations

Broad Reach at Low Cost
Meta allows you to get in front of large audiences cheaply. The average CPM on Facebook is around £5-10, while LinkedIn’s can be £20-40 or more. If you’re running awareness campaigns or trying to build a supporter base, this cost efficiency makes a big difference.
Strong Retargeting and Lookalike Audiences
Meta’s algorithm is exceptional at finding users who are similar to your existing supporters. By leveraging lookalike audiences, EA organisations can scale their impact beyond the usual suspects.
Engagement-Driven Behaviour
Meta’s platforms are designed for scrolling, sharing, and commenting. This makes them particularly useful for campaigns that rely on discussion, community building, or petitions—perfect for EA organisations looking to mobilise supporters.

Limitations of Meta for EA Outreach

Professional Targeting is Weaker: Meta allows you to target by interests and demographics, but professional and job title targeting is limited compared to LinkedIn.
Lower Intent for High-Stakes Actions: People browsing Facebook aren’t necessarily in the mindset to sign up for a high-commitment action, like funding a new EA project or attending a policy event.

LinkedIn Ads: The Powerhouse for Professional and Policy Influence

LinkedIn has over 900 million professionals, and while its ad costs are higher, its targeting is unmatched for professional, academic, and policy-driven audiences.

Why LinkedIn Works for EA Organisations

Unmatched B2B and Policy Targeting
If your goal is to reach academics, policymakers, funders, or professionals in EA-adjacent fields (e.g., AI safety, global health, philanthropy), LinkedIn is your best bet. You can target by job title, company, industry, skills, or even specific organisations.
Higher Intent for Thought Leadership and High-Stakes Actions
Users on LinkedIn are in a professional mindset, making them more receptive to long-form content, webinars, and research reports—ideal for EA organisations looking to influence decision-makers.
Stronger Lead Generation for High-Value Audiences
If you’re running a fellowship, grant programme, or high-level event, LinkedIn’s lead forms are extremely effective at capturing sign-ups from relevant professionals.

Limitations of LinkedIn for EA Outreach

Expensive CPMs: LinkedIn ads are costly, making it inefficient for broad public awareness campaigns.
Weaker Engagement for Community-Based Actions: LinkedIn users engage differently than on Meta. You’ll see fewer shares, comments, and organic discussions.

The Best Approach? Use Both Strategically

‍The most effective EA organisations don’t choose between Meta and LinkedIn—they use them together.

Use Meta for mass awareness and initial engagement
→ Running a campaign to introduce new audiences to longtermism? Meta ads will give you reach and cost-effective impressions.
Use LinkedIn to convert high-value leads
→ Promoting a research fellowship or policy event? LinkedIn ads will ensure they land in front of the right decision-makers.

By integrating both platforms into your digital strategy, EA organisations can reach the widest possible audience while optimising for impact at each stage of engagement.Conclusion: Smart Advertising for Smart CausesEffective altruism is about maximising impact, and that logic should apply to marketing just as much as philanthropy. Meta ads excel at reach and engagement; LinkedIn ads excel at high-value targeting and conversions. Use them strategically, and you’ll ensure your message gets in front of the right people—at the right time, for the right price.In EA, the best causes deserve the best marketing. The evidence is clear: a smart combination of Meta and LinkedIn ads is the most effective way to scale your organisation’s impact.