October 1999 sees a significant development in Internet fundraising in the UK. For the first time UK charities are competing with each other to acquire market share for an Internet fundraising activity. Until now their online fundraising activities were still discrete, focusing on engaging people once they had reached their Web sites.
That has now changed. The full-page newspaper adverts for free charity ISPs Care4free and Oxfam’s service with Yahoo! reveal a clear competition for ‘eyeballs’, or individuals’ online attention and loyalty.