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SCF in top 60 UK 'superbrand' Web sites

SCF in top 60 UK 'superbrand' Web sites

Save the Children Fund is ranked number 17 in the top 60 UK ‘superbrand’ Web sites, according to Marketing Week and BrandNet. This places them above Coca-Cola (19th), Heinz (29th), British Telecom (33rd), and McDonald’s (54th).

Save the Children Fund is ranked number 17 in the top 60 UK ‘superbrand’ Web sites, according to Marketing Week and BrandNet. This places them above Coca-Cola (19th), Heinz (29th), British Telecom (33rd), and McDonald’s (54th).

A ‘superbrand’ is one which “offers consumers significant emotional and /or physical advantages over its competitors; advantages which (consciously or unconsciously) consumers want, recognise, and are willing to pay a premium for.”

The SCF Web site, the only charity Web site to appear in the top 60 listing, was described as “easy to navigate, but slow to download. Informative, with online subscriptions.” Sites were ranked according to ease of finding the site, navigation, content, delivery of proposition, and memorability. The Sun newspaper topped the list.

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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