The NSPCC’s attempt to grow its online fundraising capability could raise thousands of pounds itself as Microsoft has agreed to donate £1 for every e-mail address received, up to £20,000.
Children’s charity the NSPCC has begun encouraging its donors to register their e-mail address with the charity so that it can save money and time by communicating with them via e-mail.
As an incentive to donors the charity has persuaded Microsoft to donate £1 for every e-mail address that is received, up to a maximum donation of £20,000.
Letters have today been sent to 100,000 registered supporters requesting their email address. The Society believes that with these details it will be able to cut its mailing costs and improve its communications as it makes it easier for it to gather feedback from donors on its work.
Microsoft has helped the NSPCC raise £15 million over the past 10 years through a combination of direct donations and the sponsorship of fundraising materials.
While it is a shame that in mid-2004 even one of the largest UK charities has not secured sufficient numbers of e-mail addresses from its supporters, this is a very good attempt to kick-start the process. It is also eminently replicable by other charities if they can find relevant corporate supporters willing to match Microsoft’s approach.