These are websites for Education, NonProfit, Summer Camps, Festivals, etc. Good examples are Community Colleges, Independent Schools, Performing Arts venues, or summer programs like Jacob’s Pillow, an annual summertime dance school and performance festival.

Goals for organizations will be different than for other businesses:

• NonProfits might focus on pages regarding donor programs, promoting events and galas, etc.
• Education sites often focus on Admissions, Course Information, or Alumni event pages
• Trade Groups might retarget from informational or membership form pages

For these sites, selecting the pages that focus on these actionable goals helps you target the right visitors. 

Note: if a third party application or site manages donation, application, or membership sign-ups, you will need to run a Matchback to measure performance.