Oxfam GB integrating paper and Web
Howard Lake | 13 August 2000 | News
Oxfam GB is attempting to integrate its newspaper advertising with its Web site. Until now, like most charities, Oxfam GB has on occasion published its home page URL. Now, as part of its African drought campaign, its newspaper ads feature the URL www.oxfam.org.uk/africadrought. Such a link can help readers find more relevant information and it can help Oxfam track the number of responses.
It looks an obvious test, but next time you see a charity newspaper ad, look to see if it includes a URL, and if it does, is it just the standard home page?
Other charities have spotted the possible synergy of Web and paper.
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Read UK Fundraising’s report of September 1999 on SightSavers’ Mount Kilimanjaro Challenge.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.