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Legacy marketing online "unproven"?

Legacy marketing online "unproven"?

Richard Radcliffe of Smee and Ford looks at legacy marketing in an article in the June issue of Professional Fundraising magazine. Listing the advantages and disadvantages of the different legacy promotion media, he notes that the Internet remains “unproven” as a vehicle, the only one of 15 channels listed with that status.

Richard Radcliffe of Smee and Ford looks at legacy marketing in an article in the June issue of Professional Fundraising magazine. Listing the advantages and disadvantages of the different legacy promotion media, he notes that the Internet remains “unproven” as a vehicle, the only one of 15 channels listed with that status.

This is a poor comment on charities’ use of the Internet as a legacy fundraising medium to date. Legacy campaigns, we are told, often tend to start producing a return within four years. The first UK charity Web sites appeared in 1994. Did UK charities studiously avoid including legacy appeals on their Web sites until 1998, so that we can’t yet tell if the appeals have succeeded?

That is certainly not the case. The first UK charities to include legacy content online did so in 1995. UK Fundraising would be happy to feature any examples of successful online legacy campaigns. Contact Howard Lake.

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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