# Web and paper in harmony

- Link: https://fundraising.co.uk/1999/04/28/web-and-paper-harmony/
- Published: 1999-04-28T23:00:00+01:00
- Author: Howard Lake

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.

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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.

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