Stealing Smart: For-Profit Best Practices for Nonprofits

"Companies like Target and Walmart do this on a regular basis — taking what you've done and retargeting that experience to the customer," Sareen says. "… Targeting and retargeting helps customize the message in a way that doesn't feel impersonal.

"It's changing the face of how businesses interact with consumers, and it's changing the face of how nonprofits interact with constituents," he adds.