Retargeting offers nonprofit organizations a unique opportunity to reconnect with potential supporters who have already interacted with your website or social media channels but haven’t yet taken action—such as making a donation or signing up for a newsletter.
Just like window shopping in a physical store, many potential donors may visit your site, browse your campaigns, and learn more about your mission, but they may not immediately donate or engage further. Retargeting helps remind these individuals about your cause and encourages them to take that next step toward supporting your organization.
What is Retargeting for Nonprofits?
Retargeting is a strategy that allows nonprofits to show online ads to people who have previously visited their website or interacted with their social media pages. This tactic uses tracking pixels—small pieces of code placed on your website or social channels—to collect data on user interactions, such as which pages were visited or which campaigns were clicked on.
Once users leave your site, these pixels allow you to serve them relevant ads on other websites or social media platforms, keeping your nonprofit’s mission and calls to action top of mind.
A recent study found that 88% of Canadians reported weekly social media usage, making retargeting on platforms like Facebook, Instagram, and LinkedIn a powerful tool for nonprofits seeking to re-engage potential donors.
How Does Retargeting Work?
Here’s how retargeting works for nonprofits:
- Tracking Pixels: A small piece of code from platforms like Google Ads or Meta’s Ads Manager is placed on your website or social media channels. This pixel collects data on visitors’ actions, such as pages viewed, clicks, or donations started but not completed.
- Tailored Ads: Once visitors leave your site, the data collected from their interaction allows you to show personalized ads that appeal directly to their interests. For example, if someone viewed a specific fundraising campaign, you can retarget them with an ad reminding them of that campaign and encouraging them to complete their donation.
- Multiple Touchpoints: These ads follow potential supporters around the internet and on social media, keeping your nonprofit’s message fresh and increasing the likelihood they’ll return to your site and take action.
Benefits of Retargeting for Nonprofits
- Increase Conversion Rates: Retargeting brings potential supporters back to your site, increasing the chances they will complete the action you want, such as donating, volunteering, or signing up for updates.
- Personalized Engagement: By tracking user behavior, retargeting allows you to tailor messages based on specific interactions. For example, if a user visited your donation page but didn’t contribute, you can serve them a customized ad with a reminder to donate or offer information about how their contribution can make a difference.
- Better ROI: Retargeting ads tend to have a higher conversion rate than general display ads because they focus on people who have already shown interest in your cause. They are already familiar with your nonprofit and are more likely to take action, leading to a higher return on your advertising investment.
- Extend Your Reach: By showing ads to individuals who have interacted with your organization, you’re reminding them of your mission and encouraging them to share your cause with others, extending your reach within their networks.
- Cost-Effective: Retargeting is a cost-effective way to engage with people who are already familiar with your nonprofit, meaning you’re targeting a more qualified audience. This makes your advertising budget go further, as you’re not wasting resources on reaching people who are unlikely to take action.
Retargeting vs. Remarketing: What's the Difference?
While the terms retargeting and remarketing are often used interchangeably, there’s a slight difference. Retargeting focuses on serving online ads to potential supporters who have interacted with your nonprofit’s website but haven’t yet taken action. Remarketing, on the other hand, usually involves email campaigns targeted at people who have already donated or interacted with your cause, encouraging them to engage again, whether it’s through additional donations or other actions.
How to Maximize Your Retargeting Campaign for Nonprofits
Understand Your Supporters: Analyze your website’s traffic to see which pages your potential donors are visiting and what actions they’re taking. Use this data to build more specific campaigns targeting high-interest visitors, such as those who started a donation but didn’t finish.
- Create Relevant Ads: Use the insights you’ve gathered about user behavior to craft compelling ads that appeal to what visitors care about. If someone showed interest in your environmental conservation project, for example, serve them an ad highlighting the impact of their potential donation to that cause.
- Set Clear Goals: Know what you want your retargeting campaign to achieve. Whether it’s donations, event sign-ups, or awareness, make sure your ads have a clear call to action that aligns with your goals.
- Use Fresh Content: Keep your ads engaging by regularly updating them with new messaging, images, or videos that reinforce your nonprofit’s message. This prevents ad fatigue and keeps your supporters interested.
- Optimize Landing Pages: When retargeted visitors click your ads, ensure they land on a page that’s directly related to what they clicked on, with a clear call to action. This makes it easier for them to take the next step, whether it’s donating or signing up.
- Track and Adjust: Use data and analytics to track the effectiveness of your retargeting campaign. Monitor metrics like click-through rates, conversions, and donations to determine what’s working and refine your strategy.
Leveraging Publisher Partnerships for Successful Nonprofit Retargeting
Collaborating with a publisher boosts retargeting campaigns by providing access to targeted audiences, expert ad placement, and real-time analytics. Publishers enhance your message’s reach and visibility across platforms, increasing engagement. Retargeting re-engages potential supporters, encouraging actions like donations or volunteering. This strategy helps build stronger relationships and drive conversions, advancing your nonprofit’s mission.
