Cutting Through the Noise: Co-Targeting Strategies to Boost Donor Response
With donor attention spread thin and distractions everywhere, nonprofits must do more than just broadcast a message—connecting with a specific audience where they care and with a genuine message that inspires action is the name of the game. This is where co-targeting comes into play. By using supporting channels to lift up a primary channel, like direct mail, co-targeting ensures your message reaches donors across the channels they engage with most. It’s not just about visibility; it’s about creating meaningful, lasting connections that drive real impact.
What Is Co-Targeting?
Co-targeting is a strategic approach that simultaneously targets a specific audience with programmatic media touches to lift the performance of a direct mail, email, or telemarketing donor campaign. It functions best as a part of a broader media strategy. Imagine this: you select Rosa as a donor within a potential sustainer campaign. She sees an ad for your organization while watching her favorite TV show. Within two weeks, she also sees online ads from your organization while browsing for recipes and receives a direct mail piece, which she responds to, feeling motivated and like her donation will power a worthy cause.
This synchronized strategy doesn’t just catch their attention—it keeps it.
Why Co-Targeting Matters
- Amplified Engagement
Breaking through the noise is challenging, but co-targeting turns up the volume on your message. By delivering consistent messaging across multiple touchpoints, you’re increasing visibility and ensuring your message sticks. Organizations that invest in messaging donors across channels can garner 5%+ annual growth in revenue and number of gifts, as observed for one children’s health charity—even in a down year for the overall giving sector.
- Meet Donors Where They Are
Your audience is likely split between screens and mailboxes. Co-targeting ensures you’re connecting with them on their terms. By engaging donors across their preferred platforms, you’re not just showing up—you’re meeting them where they’re most receptive.
In fact, an organization in the youth services sector saw a 93% lift in response rate – and 38% increase in average gift amount – when co-targeting potential new donors with display ads alongside a direct mail campaign.
- Maximized Donor Value
In 2023, the average multichannel donor was worth 73% more than the average single channel donor. Co-targeting doesn’t just reach these high-value donors; it cultivates them, turning first-time givers into lifelong supporters.
- Data-Driven Precision
Co-targeting isn’t just about broad strokes; it’s about precision. With identity resolution technology, you can connect the dots across various data points, creating a unified, real-time view of each donor. This allows for highly personalized campaigns that resonate on a deeper level, making your outreach feel more like a meaningful conversation than a marketing pitch.
- Consistent, Coherent Messaging
Consistency is key to building trust with your audience. Co-targeting ensures that every piece of communication, whether a direct mail letter or a digital ad, aligns with your core campaign message. This consistency reinforces your brand and deepens donor trust and engagement.
- Optimized ROI
Every fundraising dollar needs to work harder, and co-targeting offers a smart solution. By strategically placing your message across the most impactful channels, you reduce waste and boost your return on investment. It’s about making every dollar count—and making it count where it matters most.
The Big Takeaway
To truly connect with your donors, meeting them where they are isn’t just an option—it’s a necessity. Co-targeting empowers nonprofit marketers and fundraisers to do just that, ensuring their message resonates across the channels that matter most to their chosen audience. The result? Stronger relationships, higher engagement, and a more sustainable impact.
We understand the power of truly connecting with your supporters and prospects. With Co-Targeting with SimioCloud’s capabilities, we provide the data-driven precision and expertise needed to amplify your nonprofit’s reach and effectiveness. Ready to elevate your fundraising strategy? Let’s meet your audience where they are and inspire impact.
