Itraffic wins NSPCC's interactive advertising account
Howard Lake | 12 September 2004 | News
Itraffic, the interactive advertising arm of Agency.com, has won the interactive strategy and advertising account for children’s charity NSPCC, the first time the charity has worked with an external digital agency.
Itraffic will help NSPCC focus more on online fundraising and will develop its strategy on online donor market segmentation.
Itraffic’s Strategic Planning department has researched the online giving market for NSPCC and reports that online audiences in the UK have a higher propensity to support charities than the average UK population.
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It says that there are 17.86 million donors with an Internet connection but only 1.62 million make donations online. This means that, while 66% of the online audience are charity supporters, online donors currently represent only 6% of the total market. However, Donato Larotonda, Strategic Planner at itraffic, believes that “charities could grow the online donor base to 15% of the market… by 2008.”
The NSPCC will launch a campaign based on these findings later this year, to generate one-off and regular donations online. Itraffic will handle all the online creative, media planning and buying.
Stephanie Hughes, Online Donor Recruitment and Relationship Marketing manager at NSPCC, said: “We enjoyed working with itraffic to devise the new campaign and valued the recommendations and creativity. Everybody at NSPCC is really keen to take this forward and increase our online presence as a result.”
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.