Lookalike Audience

A Lookalike Audience is a group of users who share similar characteristics or behaviors with an existing audience. Platforms like Facebook Ads or Google Ads use data from existing audiences (e.g., website visitors, donors, or email subscribers) to identify and target (see: targeting) new potential users who are likely to have similar interests or behaviors.

In digital fundraising, nonprofits use lookalike audiences to reach potential donors who resemble their current supporters. This targeting strategy helps organizations expand their reach by identifying users who are more likely to engage, donate, or participate in campaigns, based on shared traits with existing donors.