Red Cross launches first banner advert campaign
Howard Lake | 18 March 2004 | News
The British Red Cross is launching its first online banner ad campaign to promote direct debits and regular giving.
According to Third Sector magazine, the banner adverts, created by marketing agency Panlogic, will appear on Ebay.co.uk, lastminute.com, Reuters.com and Ample (www.iii.co.uk).
The banners deliver visits to a microsite, justonehour.co.uk, which encourages people to donate an hour’s salary each month by direct debit, although it will also accept one-off credit/debit card donations. The site includes a calculator that will calculate the hourly income of a visitor based on the figure they give for their annual income.
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The British Red Cross’ campaign is therefore an odd mixture of being very behind the times in terms of simply testing the banner ad for the first time, yet being up with the more active online fundraising charities in not only accepting direct debits online but specifically promoting them.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.