How to personalize without losing authenticity

There's a fine line between helpful targeting and making supporters feel like they're being watched. The best nonprofits have figured out how to use data and technology to reach the right people with the right message while maintaining authentic relationships.

This week, we're exploring how to create targeted campaigns that feel genuine — from geofencing strategies that connect you with interested communities to AI-powered personalization that honors each supporter's unique relationship with your cause.

The take-home template

Building a successful fundraising campaign starts with a clear plan that identifies your audiences, assets, activities, and channels before you launch. This six-step fillable template walks you through the essential planning process, from mapping your target supporters and key messages to setting deadlines and success metrics. Use it to create campaigns that feel intentional and organized from day one.

Snackable snippets

How to use geofencing to expand reach year-round 📖

Geofencing campaigns serve ads to people who have visited specific physical locations, letting you reach potential supporters based on where they've been: competitor events, airports, churches, or specific neighborhoods. This approach is perfect for year-round awareness building because it connects you with people already interested in causes similar to yours.

Unlocking the next frontier of personalized marketing 📖

Seventy-one percent of consumers expect companies to deliver personalized interactions, and 76% get frustrated when it doesn't happen. McKinsey reveals how AI-driven targeted promotions and generative AI are enabling organizations to create highly relevant messages at scale for specific microcommunities.

Why targeted display ads still win in 2025 📖

Display advertising is having a moment as nonprofits look for smarter ways to stretch their marketing budgets. Today's display campaigns use real-time data and geofencing to reach the right people at the right moment, with customers 70% more likely to purchase when retargeted. For nonprofits, this means cost-effective ways to reach supporters across the entire web, not just social platforms.

Google boosts iOS App campaigns with new tools 📖

Google is rolling out major updates to iOS app campaigns, including new ad formats for YouTube Shorts and co-branded creator ads, AI-powered bidding tools, and privacy-centric measurement that tracks conversions without compromising user data. With App Store consumer spending up 24% year-over-year, these tools help marketers reach high-value iOS users more effectively post-IDFA (Apple’s Identifier for Advertisers).

For your inspiration folder

Autism Speaks shows how to make one email feel personal to every reader by acknowledging their unique "why" for supporting the cause. Instead of generic messaging, they invited supporters to think about their specific motivation, whether they're an ally supporting a loved one or someone on the spectrum themselves. This approach made a mass email feel like it was written specifically for each person's situation while maintaining one clear call to action.