# Legacy marketing online "unproven"?

- Link: https://fundraising.co.uk/2001/06/07/legacy-marketing-online-quotunprovenquot/
- Published: 2001-06-07T23:00:00+01:00
- Author: Howard Lake

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?

## Advertisement

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.

 * **[ICFM publishes Internet fundraising guidelines online](https://fundraising.co.uk/2001/06/07/icfm-publishes-internet-fundraising-guidelines-online/)**(
   7 June 2001)
 * **[Children's Society raises funds with recycled mobiles](https://fundraising.co.uk/2001/06/07/children039s-society-raises-funds-recycled-mobiles/)**(
   7 June 2001)
 * **[NCV promotes diversity in volunteering](https://fundraising.co.uk/2001/06/07/ncv-promotes-diversity-volunteering/)**(
   7 June 2001)