# Advert clickthrough rates on UK Fundraising

- Link: https://fundraising.co.uk/2003/09/03/advert-clickthrough-rates-uk-fundraising/
- Published: 2003-09-03T23:00:00+01:00
- Author: Howard Lake

UK Fundraising has some more stats to share on clickthrough rates for adverts on
its site. If your charity has not thought of earning income from Web adverts, you
might think again.
UK Fundraising has published information online at no charge 
for nearly nine years by carrying paid-for advertising. In the spirit of sharing
our expertise, here are the latest stats on a set of adverts we’ve been carrying
on our site.

Since 7 August 2003 UK Fundraising has been testing carrying a new range of text
adverts from various fundraising suppliers. (To protect their confidentiality we
can’t tell you who they are, but hunt around the site and you’ll find their adverts).
These adverts have, over the past 29 days generated the following results:

total impressions: 14,516

## Advertisement

total clickthroughs: 839

total clickthrough rate: 5.8%

The average over each day was 500 impressions, and 28.9 clickthroughs.

Daily clickthrough rates have ranged from 11.5% (on a Sunday, please note) to 1.7%(
on a Saturday).

All these figures covered August, which is of course a holiday month for many people,
so we expect these figures to improve this month.

We think these are impressive results, not least because we also have an idea of
who uses UK Fundraising. A clickthough ratio of 5.8% should represent some very 
useful leads for these advertisers.

If you can demonstrate this level of clickthrough and you have a good idea of who
uses your site, then you can of course try to persuade advertisers to pay to reach
your audience. If you have a niche audience and a good track record of online publishing,
as is the case with UK Fundraising, then you should be able to charge good rates.

Today’s clickthrough rate incidentally is currently 7.2%.

So do consider testing charging for advertising space on your charity’s Web site.
There are almost certainly advertisers who will be keen to reach your audience of
supporters and users.

 * **[Stained glass messages of hope raise funds for cancer charity](https://fundraising.co.uk/2003/09/03/stained-glass-messages-hope-raise-funds-cancer-charity/)**(
   3 September 2003)
 * **[In Kind Direct reports 26% increase in value of goods distributed](https://fundraising.co.uk/2003/09/29/kind-direct-reports-26-increase-value-goods-distributed/)**(
   29 September 2003)
 * **[In-kind donation report from McKinsey Quarterly](https://fundraising.co.uk/2003/10/08/inkind-donation-report-mckinsey-quarterly/)**(
   8 October 2003)