Aquaplastics runs click-to-give site for WaterAid again
Howard Lake | 8 April 2004 | News
The European plastics industry is trying to repeat its successful online fundraising for WaterAid last year by relaunching its click-to-give Aquaplastics Web site.
In 2003 the European plastics industry’s Aquaplastics.org Web site raised ‚€150,000 (around £103,700) for WaterAid’s water projects in Africa. The site used the click-to-give-for-free model whereby visitors can click once per day on a button, releasing 10c each click from the corporate sponsor.
Flushed with their success (pun intended), the site has been relaunched this year with the same target of generating 1.5 million clicks to raise ‚€150,000, again for WaterAid. It was launched on World Water Day, 22 March 2004, and will run to 22 June 2004. The site is already over one third of the way to its target, having raised ‚€54,807.70 to date, represented effectively by a childlike animated drawing of a water jug with totaliser on its side, being filled drip by drip. Indeed, the site might well have raised more money because it offers several suggestions to donate or otherwise support WaterAid.
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By naming the site ‘Aquaplastics 2004’ there is a hint that this might become an annual campaign. Aquaplastics is WaterAid’s second corporate sponsor to use this click-to-give model, following on from the rapid success in 2001 of the Thames Water-supported Givewater.org, which raised £100,000 in two weeks. So, given this year’s success, there is clearly room for further iterations of the campaign.
Indeed, this year’s Aquaplastics site has been redesigned. Facilities include a daily e-mail reminder, and a daily quiz that gives visitors the chance to earn a bonus click. The site also suggests ways that other companies can support the campaign through promoting it to their staff or by matching the money raised through clicks with its own donation. It has been published in six languages and the site automatically attempts to supply the site in a language relevant to the visitor’s location.
Another new development was improved measures to prevent fraudulent or automated clicking systems.
The site has once again been built by Ellipsis Media using their content management system dotEditor. It was launched with a viral e-mail campaign sent to all supporters who had registered to use the site last year.
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.