Have you ever visited a company website in the morning and started seeing ads for that business on other websites in the afternoon? That’s retargeting. If you run a nonprofit and are looking for new ways to acquire donors, retargeting is the online marketing tool you need to stand out.
Stay Top of Mind
Whether they weren’t inspired by the content on your website or they simply got caught up with another task, you didn’t convert the visitor (i.e., they didn’t make a donation). What could you have done differently? Aside from spicing up your site or improving your online checkout process, what if you could pop up again later while that person is viewing some other website? With retargeting, you can.
How Retargeting Works
First things first. Before you can successfully retarget, you need to design a compelling digital ad. Why? This cookie-based technology places a simple, unnoticeable piece of JavaScript code on your website. When someone visits your site, that code releases a cookie in their browser that essentially follows them around as they surf the Web. This means that great ad you designed will be displayed on other websites that person visits. Remember, these people have already demonstrated interest in your company by visiting your site—all you’re doing is reminding them that you’re still there.
Why It’s Great for Nonprofits
According to the most recent Blackbaud Charitable Giving Report, online giving grew a remarkable 9.2 percent in 2015 compared to 2014—a good indication that more people are willing to donate online than ever. Nonprofit organizations can use retargeting ads to increase the likelihood of converting visitors that either abandoned their shopping cart or didn’t make it to the donation page. As your company’s messaging follows that prospective donor across the Web, you’ll stay in their mind, boosting the chances that they’ll return to your site and give a gift.
What’s more, it’s a great way to get volunteers. So many nonprofits rely on the hard work and dedication of a volunteer staff. Your retargeted ad can remind potential volunteers of the work you do and the difference they can make by joining your efforts.
Every organization needs to make the most of their online marketing, but as a nonprofit, you’ve got to make your efforts work smarter and harder. With retargeting, you have a second chance to make a first impression. If you want to extend your reach and elevate your marketing strategy, find a retargeting partner today.
