Always-On Ad Audiences

5 steps · Meta, Google, LinkedIn

Google, Meta and LinkedIn always hold the right people: the ones you want to reach, and the ones you should stop paying for.

See it with your own data See every step

Watch the pathwayabout a minute In OrbitAs built in Orbit

Watch the pathway · about a minute

Lapse Prevention · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse. — **Lapse Prevention · Why they're here** The Why they're here tab: a donut of Cliff Edge Band, mostly Urgent with a small Critical slice, and a table of each person's Predicted Days to Lapse. A fundraiser calls the Critical group first.

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result.

The problem it solves

Ad spend aimed at the right people.

Why your CRM misses this. Ad audiences need giving and event history in one place to know who to show and who to leave out. When that history is split across systems, the upload only reflects what one system can see.

Data

2 of its 3 sources usually sit outside the CRM

Signals

it reads 5 of them

Reach

3 channels: meta, google, linkedin

Journey

5 steps, start to finish

Connect: the data it draws on

Mission joins these into one record per person, beside your CRM.

Sources

Analyze: who it finds

Cliff Edge Band How close is this supporter to lapsing? Give Critical donors immediate personal contact and Urgent donors a priority email sequence.
Gave Last Year But Not This Year (LYBUNT) Did this supporter give last year but not yet this year? Pull these supporters into your fall and year-end appeals before the year closes.
Sleeping Giant Flag How likely is this supporter to be a Sleeping Giant with untapped capacity? Pull the High and Very High potential Sleeping Giants for your major gift officer or stewardship team.
Contact Window Status Is right now a good time to reach out to this supporter? Check it before you reach out, since it reads each donor's own giving season.
Days Since Last Donation How long has it been since this supporter's last gift? Use it to start re-engagement messages as days pass, or to pick recent lapsers for phone calls first.

Activate: the journey

Each step names when it happens and the channel it uses. Under the steps is the campaign as it is built in Orbit. Then how the schedule is set up.

Every week
Journey logic
Audiences re-sync on a repeating schedule. Nothing to upload by hand.
Every week
Meta Ads
Supporters close to lapsing see impact stories in their feeds before they slip.
Every week
Google Ads
LYBUNT supporters see your appeal on Google.
Every week
LinkedIn Ads
Sleeping Giants see leadership and impact content on LinkedIn.
Every week
Google + Meta Ads
Recent givers and Cold Month supporters are excluded everywhere.

Ad audiences can follow the same consent rules you set for every other channel.

The campaign in Orbit

Always-On Ad Audiences · the whole journey, in Apteco Orbit: The whole journey: one split sends Cold Month to ad exclusion lists, Lapse Prevention to a Meta ad, LYBNT to a Google ad, and Sleeping Giants to a LinkedIn ad. — **Always-On Ad Audiences · the whole journey** The whole journey: one split sends Cold Month to ad exclusion lists, Lapse Prevention to a Meta ad, LYBNT to a Google ad, and Sleeping Giants to a LinkedIn ad. Each group sees only the ads meant for it.

Always-On Ad Audiences · Schedule, in Apteco Orbit: The schedule for the journey: it repeats every Monday morning and never ends. — **Always-On Ad Audiences · Schedule** The schedule for the journey: it repeats every Monday morning and never ends. The ad lists stay fresh each week without anyone pressing a button.

Learn: what flows back

When someone gives, they drop out of the retargeting audiences and into the exclusions at the next sync, so spend follows behaviour automatically.

Results land on the same supporter record, so the next run starts from what just happened.

Where you see it in Orbit

Peak Month Outreach · Why they're here, in Apteco Orbit: The Why they're here tab: donuts of Contact Window Status and peak giving month, with a table of each person's month. — **Peak Month Outreach · Why they're here** The Why they're here tab: donuts of Contact Window Status and peak giving month, with a table of each person's month. Everyone is In Season, so a fundraiser can time each ask to land in that person's usual month.

This Week's Actions · Main, in Apteco Orbit: The Main tab, with tiles for supporters to call, donors about to lapse and people to rest from appeals, plus a Top of the call list table. — **This Week's Actions · Main** The Main tab, with tiles for supporters to call, donors about to lapse and people to rest from appeals, plus a Top of the call list table. A fundraiser opens it each Monday to plan who to call or thank.

Sleeping Giants · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score. — **Sleeping Giants · Why they're here** The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score. A major-gift officer can use the score to decide who to call first.

Questions people ask

What problem does Always-On Ad Audiences solve?

Ad spend aimed at the right people. Google, Meta and LinkedIn always hold the right people: the ones you want to reach, and the ones you should stop paying for.

Which data does it need?

Donations: supporter ID, gift amount, gift date; Participants: events attended; Supporters: contact details and preferences

Why can't my CRM do this on its own?

Ad audiences need giving and event history in one place to know who to show and who to leave out. When that history is split across systems, the upload only reflects what one system can see.

Which channels does it use?

Meta, Google, LinkedIn. Every week: Journey logic Then Every week: Meta Ads Then Every week: Google Ads Then Every week: LinkedIn Ads.

Who runs it?

Digital.

Every pathway in the Field Guide runs on Apteco Mission, beside your CRM.

See it with your own data

An Apteco Architect walks you through this pathway on your own data.

Schedule Time with an Apteco Architect

Acquisition, ads and channels

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