How to Multiply Your Audience in 2025: Strategies for Growth and Reconnection

With nearly two million nonprofits in the U.S., organizations must treat marketing as a mission-critical function rather than an afterthought. Competition for donor attention is fierce, and only using traditional methods like direct mail and word-of-mouth is no longer enough.

Digital marketing allows nonprofits to reach audiences where they spend their time, such as social media, mobile apps, and browsing the web. It also enables organizations to track campaign effectiveness with greater accuracy and build deeper relationships with supporters over time.

Plus donor demographics are shifting. Millennials and Gen Z are now becoming the dominant donor base, which means nonprofits need to develop new outreach approaches that align with their online behaviors and values. Without a strong digital presence, nonprofits risk missing out on these engaged, tech-savvy generations.

Challenges nonprofits face in expanding their audiences

One of the biggest challenges nonprofits face is the saturation of digital spaces. Social media and email inboxes are crowded, and paid content is often prioritized over organic reach. This makes it more difficult for organizations to gain visibility and stand out from the noise.

Data limitations also pose a major challenge. Many nonprofits struggle with incomplete or outdated donor information, making it difficult to personalize communication and segmentation efforts.

Declining donor engagement is also a concern, as supporters may disengage due to unclear messaging or a lack of follow-up. Economic pressures have also made it harder for donors—especially younger ones—to give as generously as in the past.

And finally, resource limitations are another common obstacle. Small teams are often stretched thin, juggling multiple responsibilities while trying to execute strategic campaigns. 

Strategies for audience expansion

One powerful strategy for reaching new audiences is geofencing campaigns. These campaigns allow nonprofits to target individuals based on their current or past locations. For example, high-income neighborhoods can be targeted to attract major donors, while industry events and universities can be geofenced to recruit new members. Even venues such as restaurants, hotels, and conference centers can be targeted to reach people who are likely to engage with a nonprofit’s cause.

Keyword search campaigns are another effective tactic. These campaigns allow nonprofits to serve display ads to people who have searched for relevant terms online. Unlike Google Ads, which appear at the top of search results, keyword search campaigns ensure ads are displayed to users as they browse different sites across the web.

Affinity targeting is another approach that enables nonprofits to reach audiences based on their interests, behaviors, and demographics. For example, a charity seeking large donations can target individuals who have a history of giving. Associations can use affinity targeting to reach professionals within a specific industry.

Google Ads and Google Ad Grants also provide an opportunity for nonprofits to increase visibility. These ads appear in search results when potential donors or members look for relevant topics. When used in conjunction with keyword search campaigns, Google Ads help you reach your target audience more effectively.

Re-engagement tactics for lapsed donors and members

Re-engaging past donors and members is just as important as finding new ones. Personalized email outreach can be highly effective. Segmenting donors based on giving history allows organizations to tailor their messaging. Using donor data to personalize communication—such as highlighting past donations and the impact they had—can also help strengthen relationships.

Email mapping, also known as CRM retargeting, is another strategy for reconnecting with lapsed supporters. This technique allows nonprofits to serve ads to individuals whose email addresses they have, even if they haven’t visited the website recently. By showing targeted ads to these individuals across different platforms, organizations can increase the chances of re-engagement.

Automated engagement campaigns also play a crucial role in donor retention. Retargeting ads and automated email follow-ups can help recapture the interest of individuals who visited a nonprofit’s site but didn’t complete a donation. Implementing cart abandonment reminders and retargeting ads ensures that nonprofits remain visible to potential donors and members.

Measuring the success of audience expansion efforts

Success in audience expansion campaigns looks different from direct fundraising efforts. Unlike donor retention campaigns, which focus on immediate conversions, awareness campaigns prioritize reach and engagement.

Key metrics to track include impressions, click-through rates, website visits, and new audience growth. Monitoring spend performance is also critical to ensure that budgets are being optimized effectively.

For example, Feathr’s platform provides dashboards that allow you to track these metrics in real-time. Nonprofits can see how many people are viewing their ads, how many are clicking through to their website, and whether their audience is growing. This data helps nonprofits refine their strategies and allocate resources more efficiently.

Final thoughts: The power of strategic digital marketing

By leveraging audience expansion and re-engagement campaigns, nonprofits can increase their reach, re-engage past supporters, and improve their marketing ROI.

As donor behaviors continue to evolve, adopting a robust digital marketing strategy is no longer optional—it’s essential. Whether seeking new donors, reactivating past supporters, or growing event attendance, these tactics can help nonprofits maximize their impact in 2025 and beyond.

If you're interested in a more personalized conversation about how these strategies could fit into your current outreach efforts, book a demo with Feathr!