# Cancer charity uses online affiliate programme to promote legacies

- Link: https://fundraising.co.uk/2002/09/02/cancer-charity-uses-online-affiliate-programme-promote-legacies/
- Published: 2002-09-02T23:00:00+01:00
- Author: Howard Lake

The Institute for Cancer Research has set up an online affiliate programme to promote
its need for legacies.
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The charity will pay 65p to Web site owners for every lead from their Web site. 
A promotion running for the month of September is increasing that to £1 per lead.
A lead is defined in this case as a visitor who fills in the charity’s online legacy
form. Affiliates can earn income from any visitor from their site who fills in the
form in the next 30 days.

Focusing on a legacy campaign makes sense for the Institute: in 2001 almost 75% 
of its voluntary income came directly from gifts people had left gifts in their 
Wills.

The Institute is using the services of affiliate programme management company Tradedoubler.
The Institute is looking for affiliates with sites visited by people who share a
profile with its supporters i.e. aged 45+, interested in children, travel, gardening,
fine wines, gourmet foods and charitable causes.

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