Brewer Direct

“I had no idea… how geofencing works!”

This tip utilizes big events to introduce new people to your cause.

“I had no idea… how geofencing works!”

This month: GEOFENCING

Experts predict that geofencing will be creating $1.8 billion in revenue by 2022.


Sure, you’ve heard about Geofencing. But if you don’t quite understand it, you’re not alone. (So don’t worry!)

The name offers a pretty good hint – a fence around geographic location. What’s inside the fence? Potential new donors!

Tip of the month: Use geofencing for proximity marketing at events and other large community gatherings.

Proximity marketing is location-based, and sends personalized content to users within the fence of that location. That’s why events where lots of people congregate in one place like a race or golf outing, an annual banquet or gala, or a community gathering are so perfect for geofencing.

Here’s a great example from Starbucks on how they used geofencing:

Image from the article, “Swrve Go Geo” on


The user got the message because they entered Starbucks’ geofence around their physical store location. They were prompted to action by a personalized text message. But geofencing isn’t limited to text messages. It can also serve up digital media like display, social media and search engines ads. It just depends on how you set-up your parameters.

We won’t go into details about the rules of geofencing – there are plenty – but you should know that a geofence is only allowed to serve up ads to any IP captured for 30 days. So if they click on your ad and end up donating, or subscribing to your mailing list, you’ve just acquired a new email address that you can add to your file.

If not… well, better luck with your next geofence!

Want more? For this month’s “Need to Read” on how Brewer Direct’s citywide, multi-media blitz for Wheeler Mission transformed their city, click here.

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