Google Adwords is an important tool in any fundraiser's kit. An enhanced part of that tool is currently available in the United States where you can target you ads to high-nett worth individuals.

OK so you are not actually targeting individuals, but Google selects locations where the average household income is in certain brackets. So you can target people in areas that have incomes in the top 10 percent of the country or other brackets.

This is not currently available in the UK, at least not done by Google. You can, of course, if you have the time, do this manually.

There are lots of stats which shows income breakdown in the UK by the wider postcode area and certainly a great deal of income data available at the political ward level from local council reseach for development plans etc. By doing your desk research and then manually setting up your target locations you can accomplish very much the same thing. This makes Adwords a great tool to target high-nett worth individuals with a better ROI and especially effective for legacy campaign advertising.

However many smaller charities don't have the man power to do this level of manual adjustments to the Adwords campaigns and research.

The question is; will the simplicity and ease of income targeting that you can do in the United States - effectively just click a check box - come to the UK in the near future. Or is it back to the stats and census data to find the best locations for your Adwords advertising.