Building Groups in your Community is one of the most powerful tools in Feathr. However, powerful tools can feel complicated. This Group Recipe Book is designed to help. 

Here you'll find a collection of the most common Groups we build in Feathr, each broken down into an easy-to-follow "recipe." Every recipe walks through the purpose of the Group, use cases to help you understand situations for which the group is used, and the exact steps to build that Group.

What is a Group?

A Group in Feathr is a set of saved filters that queries your entire Community database. In other words, every Person record you've imported and any Person created by the Feathr Super Pixel. Groups are dynamic, so they update automatically as new records meet your filter criteria. You won't need to rebuild or refresh them manually.

Groups can be used across the platform, including for ad and email targeting, as Goals for your campaigns, as Exclusions for your campaigns, and other things. Keep in mind that Groups are connected wherever they're used, so if you edit a Group, those changes will apply everywhere that Group appears. You will see warnings in the app if editing your Group affects existing campaigns.

Navigate to the Group Builder

The universal first step for any recipe is to navigate to the Community section on the left side of your page, then Click +Add filter set:

Rather than building groups manually, you can try the Pixl Group Builder to intelligently set filters to automatically build the Groups you have in mind. Use plain language to describe the Group you want, and let Pixl do the rest. As with all AI powered features, be sure that you are reviewing its work.

Table of Contents

• All People Group
• Full Site Audience Group
• Import & Tag Group
• Form Submission Group 
• Conversion Pixel Groups
• CRM Donation Group
• Frequent Visitors Group
• Newsletter Sign-Ups, Form + Import Group
• Did Not Open Previous Email Group
• Campaign Engaged but Not Yet Converted Group
• Unsubscribed Contacts
• Clicked a Specific Link in an Email
• Confirmation Page with a Unique ID in the URL

Don't see a group that you think we should have a recipe for? Use this link to request a new recipe.

Group Recipes

All People Group

Purpose
Everyone in your Feathr Community is proven lead, and maintaining connection with them is always in your interest. Use this Group as a broad inclusion audience for first-party ad targeting, or as a quick way to check your total number of Reachable people. This Group gives you the widest possible audience across your entire account, with no filters or restrictions applied. It captures every person record Feathr has ever collected, whether through the Super Pixel, imports, forms, integrations, or campaign activity. 

Use Case Examples
Use this Group as a target audience in Pixl+ ad campaigns when you're first starting out in Feathr. Your Community will continue to grow as people engage with your content, and more nuanced recipes below will be more useful.

Example Campaigns:
"Annual Conference Early Bird: Full Community"
"Brand Awareness Retargeting: Broadest Audience"

Steps

1. Do not add a filter set

2. Save as group

Group Filters Example:

Full Site Audience Group

Purpose
Your website audience is a warm group of people that you should be engaging with often. This Group lets you retarget anyone who has ever visited your website, regardless of which page brought them there. It captures every visitor tracked since you placed the Super Pixel, giving you your full retargetable web audience in one place. It works well as a broad retargeting foundation, or as a base to build more specific audiences on top of.

Use Case Examples
Use this group as a target audience in Pixl+ ad campaigns. Everyone who visits your website is a warm lead because they've purposely engaged with your organization. Re-engage with them to bring them back.

Example Campaigns:
"Site Visitors Retargeting: General Awareness"
"Fall Conference Retargeting: All Web Traffic"
"New Program Launch: Retarget Site Visitors"
 

Steps

1. + Add Filter Set

2. Activity: URL Visited

3. Filter Operator: Starts with

4. Value: https://www.YOUR_DOMAIN.org (Copy/paste your URL from your browser when viewing your site to avoid typos and formatting issues)

5. Save as Group

Group Filters Example:

Import & Tag Group

Purpose
Your imported audiences are some of your most valuable leads, and this Group lets you target them specifically. Every contact import in Feathr is automatically saved as its own Group, and tagging an import lets you organize and later combine related lists. This makes it easy to build audiences like Board Members, past event registrants, or CRM-sourced donors, even when they come from multiple files.

Use Case Examples
Use this Group for a Single Send email blast to a specific audience. You can choose whether your email targets are your entire broad audience, or groups based on specific data points by importing them separately.

Example Campaigns:
"Board Members: Annual Report Email"
"Past Exhibitors Re-Engagement Campaign"
"Legacy CRM Donors: Mission Progress Update and Needs"
"VIP Sponsors List: Early Access Invitation"
"Chapter Leaders Only: Regional Update Email"

Steps

1. +Add Filter Set

2. Activity: Tags

3. Filter Operator: contains

4. Value: [your tag(s)]

5. Save as group

Group Filters Example:

Form Submission Group

Purpose
When people submit forms on your website, you can be confident that these are valuable audience members that you need to reconnect with. This Group is useful for following up with webinar registrants, nurturing newsletter signups, or isolating leads from a contact us form. It helps you target people based on a specific form they've completed, rather than general site browsing behavior.

Use Case Examples
Use this group as a target audience in a Drip campaign to maintain engagement with these warm leads. The Drip campaign will continue telling the story you want these engaged people to see.

Example Campaigns:
"Webinar Registrants: Follow-Up Resource Email"
"Contact Us Leads: Personalized Outreach Retargeting"
"Newsletter Signups: Welcome Series Email"
"Event Interest Form: Early Bird Reminder Campaign"

Steps:

1. +Add Filter Set

2. Activity: Form

3. Filter Operator: is

4. Value: [Your Form Name]

5. + "add rule to this filter"

6. Activity: Activity Type

7. Filter Operator: is

8. Value: Submitted Form

9. Save as group

Group Filters Example:

Conversion Pixel Groups

Purpose
A Group of people that have converted is a valuable selection of your most engaged audience members. Keep in touch with them using this Group. This Group isolates the people who've completed a high-value, dollar-attached action, like a ticket purchase, donation, or checkout. Conversion Pixels report that transaction's value directly, so you're not left guessing at value from a URL alone. 


Use Case Examples
Use this group as a target audience Pixl+ ad campaigns with curated messaging specific to converted people. You can also target them using Single Send emails, or even employ Auto Send emails triggered by the conversion.

Example Campaigns:
"Past Ticket Buyers: VIP Upgrade Offer"
"2025 Donors: Thank You and Impact Report"
"Completed Checkout: Post-Purchase Messaging"
"Converted Members: Renewal Reminder Campaign"
"High-Value Donors: Exclusive Recognition Email"
 

Steps

The steps below outline building a group around a single conversion pixel. However, adding additional filters, using OR logic, and selecting additional conversion pixels can compile a robust group or converted people.

1. +Add Filter set

2. Activity: Conversion Pixel

3. Filter Operator: is

4. Value: [Your Conversion Pixel]

5. Save as group

Group Filters Example:

CRM Donation Group

Purpose
People who have previously given to your organization are people you need to cultivate a relationship with. This Group is especially useful for recurring gift cultivation, donor recognition campaigns, or excluding high-value donors from a broad appeal so you can message them separately. It lets you build an audience around real giving history rather than on-site behavior.

This Group requires providing Feathr with information from your CRM. This can be either through regularly importing custom data manually or through a direct integration, such as with Raiser's Edge NXT.

Use Case Examples
Use this group as a target audience Pixl+ ad campaigns reminding them of the continuing needs of your organization. You can also target them using Single Send emails.

Example Campaigns:
"Major Gift Prospects: Personalized Cultivation Email"
"Mid-Level Donors: Giving Tier Upgrade Ask"
"High-Value Donors: Come Back Campaign"
"Top Donors Exclusion: General Appeal"

Steps

Note: The steps and example below use a custom number field called Total Donation that is mapped to an external CRM.

1. +Add Filter Set

2. Person Attribute: Total Donation (custom field)

3. Filter Operator: is greater than

4. Value: [dollar value]

5. Save as group

Group Filters Example:

Frequent Visitors Group

Purpose
Your website's Super Users are going to be the target of your most value oriented campaigns, because their sustained engagement with your content proves their potential to convert. This Group will identify your most engaged website visitors for a warm retargeting campaign, prioritizing outreach to people showing strong interest before an event or campaign deadline, or as a comparison audience to see how your most engaged visitors behave differently from your broader site traffic. It identifies your most engaged "Super Users," the people showing up on your site again and again. It's built on Times Seen, which tracks how many visits the Super Pixel has recorded for each person. 

Use Case Examples
Use this group as a target audience Pixl+ ad campaigns with ads that continue to expand on your story with them. This audience is already aware of your organization and mission, so your ad copy can skip the introductions.

Example Campaigns:
"Super Users Retargeting: Exclusive Early Access"
"High-Intent Visitors: Event Deadline Reminder"
"Repeat Browsers: Personalized Follow-Up Ads"
"Engaged Prospects: Fast-Track Registration Offer"

Steps

1. +Add Filter Set

2. Activity: Times Seen

3. Filter Operator: is greater than

4. Value: 100 [adjust based on your relative website traffic]

5. Save as group

Group Filters Example:

Newsletter Sign-Ups, Form + Import Group

Purpose
Your email audience is often the most engaged and valuable. This Group is a strong foundation for newsletter-specific email campaigns, as well as for excluding existing subscribers from acquisition campaigns aimed at new sign ups. It contains newsletter subscribers that come from one or more sources, and you want a single, unified audience to target or report on. Rather than managing separate Groups for on-site signups and imported contacts, you can target them all with this recipe.

Use Case Examples
Use this group as a target audience for Single Send email blasts.

Example Campaigns:
"All Newsletter Subscribers: Monthly Digest"
"Combined Subscriber List: New Content Announcement"

Steps

1. +Add Filter Set

2. Activity: Activity Type

3. Filter Operator: is

4. Value: Submitted form

5. + "add rule to this filter"

6. Activity: Form

7. Filter Operator: is

8. Value: [your form name]

9. +Add filter set

10. Person Attribute: Tags

11. Filter Operator: contains

12. Value: [Your Import Tag]

13. Save as group

Group Filters Example:

Did Not Open Previous Email Group

Purpose
This Group is great for re-engagement campaigns targeting people who missed a previous send, or for testing a new subject line or send time with an audience that didn't open the original email. It's also helpful for cleaning up your active email list by identifying consistently unengaged recipients. This recipe isolates people who received an email but never opened it.

Use Case Examples
Use this group as a target audience for Single Send email blasts. Using messaging curated for disengaged users can capture their attention and bring them back.

Example Campaigns:
"Missed Gala Invite: Resend with New Subject Line"
"Re-Engagement Campaign: Didn't Open Last Newsletter"
"Second Attempt: Event Registration Reminder"
"Win-Back Series: Inactive Email Subscribers"

Steps

1. People Matching All of the following filters

2. +Add Filter Step

3. Activity: Campaign

4. Filter Operator: is

5. Value: [Email Campaign Name]

6. + "add rule to this filter"

7. Activity: Activity Type

8. Filter Operator: is

9. Value: Was sent email

10. +Add Filter Set

11. Excludes

12. Activity: Campaign

13. Filter Operator: is

14. Value: [Same Email Campaign Name as above]

15. + "add rule to this filter"

16. Activity: Activity Type

17. Filter Operator: is

18. Value: Opened Email

19. Save as group

Group Filters Example:

Campaign Engaged but Not Yet Converted Group

Purpose
This Group is a valuable audience for follow-up campaigns aimed at nudging engaged but unconverted prospects toward a registration or purchase. It's also a strong way to avoid wasting ad spend or email sends on people who have already completed the desired action. It captures campaign engagement, like an ad view or email touch, while excluding anyone who's already converted. This Group can be one of your most value oriented campaigns, having a good chance to produce conversions for minimal ad spend. 

Use Case Examples
Use this group as a target audience for a Pixl+ Ad Campaign without adding 3rd party audiences. This audience is perfect for "last chance" style messaging.

Example Campaigns:
"Ad Viewers Not Yet Registered: Final Reminder Campaign"
"Engaged Non-Donors: Follow-Up Donation Ask"
"Warm Leads Not Converted: Limited-Time Offer Email"
"Almost There: Complete Your Registration Retargeting"

Steps

1. People Matching All of the following filters

2. +Add Filter Step

3. Activity: Campaign

4. Filter Operator: is

5. Value: [Your Campaign Name]

6. +Add Filter Set

7. Excludes

8. Activity: Conversion Pixel

9. Filter Operator: is

10. Value: [Your Conversion Pixel Name]

11. Save as group

Group Filters Example:

Unsubscribed Contacts

Purpose
This group gives you visibility on total numbers of unsubscribed people in order to gauge whether your email strategy is succeeding. Since Feathr already prevents emails from reaching unsubscribed people, this Group is best used to monitor unsubscribe totals as a health check on your email strategy, and can be narrowed down to a specific Project. Check on number of people in this group before and after your email campaigns run to gauge whether your strategy is turning people away.

Use Case Examples
This group is primarily for internal visibility into the numbers of unsubscribed people. While you are unable to reach out to these people through email, but you can target them in a Pixl+ ad campaign and try to win them back.

Example Campaigns:
"Unsubscribed People: Why You Should Come Back"

Steps

1. +Add Filter Set

2. Activity: Unsubscribed from email

3. Filter Operator: is

4. Value: True

5. Save as group

Group Filters Example:

Alternatively you can narrow down to only people unsubscribed to particular Projects.

Steps

1. +Add Filter Step

2. Activity: Unsubscribed from project

3. Filter Operator: contains

4. Value: [Project Name]

5. Save as group

Example:

Clicked a Specific Link in an Email

Purpose
Use this Group to follow up with people who showed interest in a particular offer, resource, or call to action within an email. Rather than targeting everyone who opened the email broadly, this Group shows you who engaged with one specific link inside an email. It's also helpful for measuring engagement with a specific link when a single email contains multiple calls to action.

Use Case Examples
Target these people with a Pixl+ ad campaign and a Single Send email campaign. People who engage directly with your emails are displaying high intent, and you should invest in your relationship with them.

Example Campaigns:
"Clicked Event Details Link: Registration Follow-Up"
"Resource Download Clickers: Related Content Offer"
"Clicked Donate Button: Complete Your Gift Reminder"
"Sponsorship Info Clickers: Sales Outreach Retargeting"
 

Steps

1. +Add Filter Step

2. Activity: Campaign

3. Filter Operator: is

4. Value: [Email Campaign Name]

5. + "add rule to this filter"

6. Activity: Link Target

7. Filter Operator: is

8. Value: [Link URL]

9. + "add rule to this filter"

10. Activity: Activity Type

11. Filter Operator: is

12. Value: Clicked Email

13. Save as group

Group Filters Example:

Confirmation Page with a Unique ID in the URL

Steps

Note: The wildcard asterisks in the Value step.

1. Activity: URL Visited

2. Filter Operator: matches pattern

3. Value: [https://exampleevent.com/Conference2028/registrant/*/Confirmation/]

4. Save as group

Group Filters Example:

Help

Don't see a group that you think we should have a recipe for? Use this link to request a new recipe.

Need help creating a group that might not be useful as a recipe? Chat with support and we are happy to help you build your group.