Supercharge Your Nonprofit: A Casual Guide to Rocking Retargeting Ads


Hey there, nonprofit superheroes! If you're on a mission to change the world, we've got a game-changing tool to add to your arsenal: retargeting advertising. It might sound a bit techy, but don't worry, we're here to break it down in plain English. In this guide, we'll explore what retargeting is, why it's a powerful tool for nonprofits, and how to use it like a pro.

What's the Deal with Retargeting?

Let's start with the basics. What exactly is this retargeting thing, and how does it work in our everyday language?

The Scoop on Retargeting: Retargeting is like the boomerang of online ads. When someone visits your website or engages with your stuff, it's like you toss them a digital boomerang. Then, as they bounce around the internet, your ads keep popping up to remind them you're awesome.

How the Magic Happens: It's all about cookies, but not the chocolate chip kind. When visitors land on your site, a little tracking cookie gets dropped in their browser. This cookie helps you follow them around the web and serve up ads that'll make them say, "Oh yeah, I remember you guys!"

Flavors of Retargeting: There are different ways to do this, like site retargeting (for website visitors), search retargeting (for folks who search for stuff related to you), and social media retargeting (for the Facebook and Instagram crowd).

Why Nonprofits Need Retargeting Mojo

Now, let's get to the good stuff: why retargeting matters for nonprofits.

Be Seen and Heard: In the world of do-gooders, staying top-of-mind is vital. Retargeting ensures your mission isn't forgotten.

Donations on Repeat: Your supporters need a nudge sometimes, and retargeting gives them that gentle push to keep those donations flowing.

Rekindling Old Flames: For those who've supported you in the past, retargeting brings them back into your loving arms.

Getting Stuff Done: If your mission involves people taking action (signing petitions, attending events, etc.), retargeting can be your motivator.

Cook Up Your Retargeting Recipe

Let's cook up a retargeting strategy that's finger-lickin' good!

Goal Setting: What do you want to achieve with your retargeting? More donations? More event attendees? Start with a clear goal.

Slice and Dice Your Audience: Think of your audience like a delicious pie. Slice it into pieces, each piece representing different types of supporters. Maybe you've got the website visitors slice, the email subscribers slice, and the social media engagers slice.

Craft Ads That Sizzle: Your ad creatives and messages should be like sizzling bacon - irresistible. Tailor them to each audience slice, so it's like speaking their language.

Money Matters: No need to break the bank. Set a budget that makes sense for your nonprofit.

Pick Your Platforms: Choose where you want your ads to show up. Is it on Facebook, Google, or those websites where your supporters hang out?

The Menu of Ad Types

Ads come in all shapes and sizes. Here's a taste of what's on the menu:

Picture-Perfect Display Ads: These are like posters in the digital world, showing up on websites and apps.

Social Media Sizzle: Think of these as ads that pop up while your supporters are scrolling through their favorite social hangouts.

Search Ads for the Go-Getters: When someone searches for topics related to your mission, these ads pop up on Google, like a digital billboard.

Video Ads That Make Waves: Engage supporters with video stories about your mission. It's like a mini-documentary.

Email, the Old Faithful: Sometimes, a well-crafted email is all it takes to rekindle that supporter's love.

Serving Up Your Campaign

It’s time to roll up your sleeves and get cookin'. Here's a step-by-step guide to serve up your retargeting campaign:

Tag, You're It: You'll need to add tracking pixels (the secret sauce) to your website to collect data on your visitors.

Slice and Dice (Again): Remember those audience slices? Time to use them for precise targeting.

Cook Up Some Ad Creatives: Whip up eye-catching visuals and messages that'll make supporters say, "Yes, please!"

Money Matters (Again): Budget wisely, my friend. Don't go overboard.

Serving Platforms: Pick where you want your ads to appear, depending on where your supporters hang out.

Launch and Watch the Oven: Turn on your campaign and keep an eye on it. It's like baking a cake; you don't want to burn it.

Taste-Testing and Measurement

The cool thing about digital ads is you can measure results. Here's how to know if your dish is a hit:

Key Metrics: Keep an eye on metrics like clicks, conversions, and return-on-ad-spend stuff (ROAS).

A/B Testing: Experiment with different ad creatives to see what flavors your audience loves most.

Stir the Pot (Optimize): Based on what you see in your data, tweak your campaign for better results.

Serving It Ethically

Nonprofits play fair. Here's how to keep your retargeting above board:

Privacy First: Respect user data and privacy like it's your grandma's secret cookie recipe.

Full Disclosure: Be transparent about your retargeting in your privacy policy. It's like saying, "Hey, we're using cookies, not the delicious kind."

No Ad Overload: Don't bombard users with ads. Nobody likes a pest. Set limits on how often they see your stuff.

Conquering Hiccups

There are a few hiccups that can come with retargeting. We've got the remedies:

Ad Fatigue: Don't wear out your welcome. Keep your ads fresh to avoid supporter boredom.

Budget Blues: Make your budget your BFF, not your enemy. Be mindful of your spending.

Tracking Woes: Accurate tracking can be a challenge. Find the right tools to make it easier.

The Road Ahead

Like your grandma's recipe, retargeting is ever-evolving. Stay in the loop:

Keep Learning: Stay updated on retargeting trends to stay ahead of the game.

Get Creative: Don't be afraid to experiment with new retargeting strategies.

Privacy Patrol: As privacy laws change, be ready to adapt your retargeting game.


Retargeting isn't just for big corporations; it's a game-changer for nonprofits. With the power to re-engage supporters, boost donations, and encourage action, it's a tool you can't afford to ignore. Remember, stay ethical, keep an eye on the data, and cook up campaigns that resonate with your supporters.

It's a dynamic field, but with dedication, experimentation, and a dash of ethical consciousness, you can use retargeting to make a big impact on the world. So, gear up and make retargeting an essential part of your nonprofit's digital strategy, and get ready to change the world, one ad at a time! 

And when you're ready to kick your retargeting efforts up a notch, remember that uluad Marketing is here to be your partner in this delicious journey. We've got the expertise to make your retargeting campaigns sizzle, helping you achieve your mission and create positive change in the world. So, let's serve up success together!