# British Red Cross ends online affiliate campaign with UKaffiliates

- Link: https://fundraising.co.uk/2004/03/10/british-red-cross-ends-online-affiliate-campaign-ukaffiliates/
- Published: 2004-03-10T00:00:00+00:00
- Author: Howard Lake

The British Red Cross has suspended its online affiliate fundraising activity in
partnership with UKaffiliates.
The suspension of the scheme precedes the charity’s
withdrawal from UKaffiliates on 9 April 2004.

In May 2003 the British Red Cross joined a small number of other charities including
Save the Children Fund and the Institute for Cancer Research in trialling affiliate
marketing. Working with UKaffiliates, the British Red Cross had promoted online 
donations. It offered banner adverts to participating partner Web sites who were
rewarded with commission for generating donations as a result of displaying these
banner ads. The charity offered 5% of one year’s donations generated by participating
Web sites.

Online affiliate marketing offers considerable attractions to charities because 
the model involves payment only on success. Sites earn commission for actually generating
a donation, so it should prove a successful model for the conservative charity not
wishing to invest too much money up front on online advertising.

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The Red Cross joins Save the Children Fund in closing their online affiliate fundraising
with UKaffiliates. World Vision remains the only charity still participating with
the model, promoting child sponsorship using the system. However, even they closed
their affiliate programme for their Great Gifts catalogue.

UK Fundraising tested the British Red Cross’ affiliate programme and we can report
fairly successful clickthrough rates of 3.27%, 4.15% and 5.25% for the three different
adverts that we carried.

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