Finding Your Direct-Mail Donors — Online

But most of the donors in our databases were acquired offline — through direct mail, events or other means. How do we target them with relevant online display ads to encourage them to take action online? Or donate online or offline? Magic? No … through direct-response, cookie-based targeting.

But what is it? And how does it work?
Cookie-based targeting enables marketers to target people in their offline databases (e.g., current and lapsed donors) with online display ads across relevant sites. Companies that offer this service match the physical addresses of your donors and prospects to cookies, using personally identifiable information data, following regulations set forth by the online advertising industry.