How to Use Retargeting Ads

How to Use Retargeting Ads to Re-Engage Donors Without Being Intrusive

Retargeting ads are a powerful tool in any nonprofit’s digital marketing strategy, especially when trying to reconnect with potential donors who have visited your site but have not yet taken action. For nonprofits focused on sensitive causes such as supporting survivors of domestic violence, using retargeting must be handled with care. The goal is to re-engage past visitors and donors without violating their trust, safety, or emotional boundaries. In this post, we will walk through how to use retargeting ads in an ethical, effective way that respects your audience and strengthens your mission.

1. What Are Retargeting Ads?
2. Why Retargeting Works for Nonprofits
3. Ethical Considerations for Sensitive Causes
4. How to Build Privacy-Conscious Retargeting Campaigns
5. Crafting Gentle and Empowering Ad Copy
6. Testing and Frequency: Avoiding Ad Fatigue
7. Moving Donors Down the Funnel Thoughtfully
8. Get Help from RJ’s Digital Solutions

What Are Retargeting Ads?

Retargeting ads are digital advertisements that are shown to users who have previously interacted with your website or social media profiles. These ads help bring people back to your site to complete a donation, sign up for a newsletter, or attend an event. Retargeting works by using tracking pixels or cookies to follow users after they leave your site and serve them relevant content on platforms like Google, Facebook, and Instagram. You can learn more about how retargeting works from Google’s remarketing overview.

Why Retargeting Works for Nonprofits

Most visitors to your site will not convert on their first visit. This is especially true for donation pages or advocacy campaigns related to emotionally heavy topics. Retargeting reminds supporters about your mission after they have had time to reflect. Studies show that conversion rates for retargeted users can be up to 70 percent higher than for non-retargeted ones. For nonprofits, this means more donations and deeper engagement without needing to increase ad spend drastically.

Ethical Considerations for Sensitive Causes

When your nonprofit deals with subjects like domestic violence, homelessness, or mental health, the risks of unintentionally triggering or upsetting a user are higher. It is critical to avoid messaging that assumes a user’s personal experience or labels them directly. Never use ad copy like “Still need help?” or “We know you are struggling.” Instead, focus on general empowerment and impact-focused messaging. Respect anonymity and avoid using retargeting pixels on pages that are intended to be private or resource-based.

How to Build Privacy-Conscious Retargeting Campaigns

To protect your audience’s privacy and dignity, use retargeting only on specific pages like donation forms, blog articles, or events pages. Avoid placing tracking pixels on resource pages, survivor stories, or confidential service pages. Set shorter cookie durations and exclude sensitive site behavior from your targeting list. Platforms like Meta for Nonprofits and Google for Nonprofits allow you to create custom audiences based on safe, specific user actions.

Crafting Gentle and Empowering Ad Copy

Your ad copy should re-invite, not pressure. Use language like “Join us in making a difference,” or “Your support helps survivors rebuild.” Avoid aggressive calls to action or emotionally manipulative language. Highlight the positive impact the donor’s support has, and use inclusive visuals and messaging. Consider rotating your ad creative regularly to keep it fresh and engaging.

Testing and Frequency: Avoiding Ad Fatigue

Too many retargeting ads can overwhelm or annoy your audience. Use frequency caps to limit how often a single user sees your ad in a day or week. A good rule of thumb is to cap at three impressions per user per week. A/B test your messaging, visuals, and calls to action to see what resonates without crossing the line into insensitivity. Always monitor comments and feedback for signs that your ad is being misinterpreted or causing discomfort.

Moving Donors Down the Funnel Thoughtfully

The goal of retargeting should not be to chase a donation at any cost. Instead, think about your donor journey. For example, first retarget with a blog post about your impact, then a week later promote your monthly giving program. This approach builds trust and educates users gradually. Offering value through free resources, downloadable reports, or success stories can help keep users engaged while respecting their pace and boundaries.

Get Help from RJ’s Digital Solutions

Ethical retargeting for nonprofits is both an art and a science. At RJ’s Digital Solutions, we understand the sensitivities that come with promoting causes related to domestic violence and trauma recovery. We help organizations craft respectful, impactful advertising strategies that reach the right people without compromising integrity. Contact us today to learn how we can help you build retargeting campaigns that inspire action and uphold your values.