# Itraffic wins NSPCC's interactive advertising account

- Link: https://fundraising.co.uk/2004/09/12/itraffic-wins-nspcc039s-interactive-advertising-account/
- Published: 2004-09-12T23:00:00+01:00
- Author: Howard Lake

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.

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.”

## Advertisement

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.”

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