Retargeting Revealed

So, you may ask, where is all this retargeting stuff headed — and what will the next phase look like? As we alluded, the possibilities of refined retargeting are nearly endless — from retargeting one-time donors with sustainer invites to major-donor prospects with special cultivation ads around their areas of interest or planned-giving prospects with information about the impact your organization is making. And now, retargeting can be conducted on Facebook with “sponsored post” ads that appear in news feeds. And some groups are using direct-response retargeting to target online ads to donors, lapsed donors and prospects on their offline or e-mail files regardless of whether they have ever visited their sites — but that may be a topic for a future column.