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Web and paper in harmony

Web and paper in harmony

Oxfam GB’s press fundraising adverts now include the option of giving via their Web site. Their Kosovo Crisis Appeal advertisements, such as that in today’s Guardian newspaper (on page 23 of G2), include the line “you can also donate via our website: www.oxfam.org.uk”. The Christian Aid Week press adverts also include the phrase “for more information, or to make a donation, visit our website”.

Oxfam GB’s press fundraising adverts now include the option of giving via their Web site. Their Kosovo Crisis Appeal advertisements, such as that in today’s Guardian newspaper (on page 23 of G2), include the line “you can also donate via our website: www.oxfam.org.uk”. The Christian Aid Week press adverts also include the phrase “for more information, or to make a donation, visit our website”.

The inclusion of Web site addresses on press appeals has taken a surprisingly long time to appear in the UK. In the last 12 months some charities have included their URL on a press advertisement, but very few have included a specific suggestion to donate on the Web site. “Lack of space” is the fair but unimaginative response received by UK Fundraising from some charity direct marketers – although not Oxfam or Christian Aid, in this case.

Unfortunately, neither charity will be able to track the direct online response generated by these particular newspaper ads. However, a small HTML addition to the Web site address listed on the advert could help solve this. The HTML would feature the advert’s response code so the fundraisers could gauge the rate of response of individual newspaper adverts.

To benefit from this kind of practical Internet fundraising advice, sign up for a Site Review from Howard Lake of Fundraising UK Ltd.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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