# Aid agencies buy online keywords to promote Asian floods appeals

- Link: https://fundraising.co.uk/2004/12/29/aid-agencies-buy-online-keywords-promote-asian-floods-appeals/
- Published: 2004-12-29T00:00:00+00:00
- Author: Howard Lake

Aid agencies are promoting their online appeals for the Asian floods emergency by
buying related keywords to target their text adverts to relevant news pages.
Some
aid agencies have moved quickly to promote their online fundraising appeals following
the devastating tsunamis of 26 December that have killed tens of thousands of people
around the Bay of Bengal.

 

 

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

They have bid on disaster-related keywords on text advertising networks such as 
Overture and Google AdWords. As a result, their text advert appeals for donations
are appearing on news pages that cover this major story. Potential donors are therefore
just one click away from offering practical support.

 

 

Rick Christ, president of NP Advisors, recommended this approach to those non-profits
involved in the relief effort. Writing in a special edition of his e-fund news yesterday,
he said: “keyword buys are vital to disaster relief charities because the ads get
picked up in many online news articles, providing a link directly from those news
articles on the disaster to the donation pages of the charities.”

 

 

His agency was quick to buy related key words for clients, and has also written 
copy for clients’ emergency e-mail appeals.

 

 

UK Fundraising has spotted that organisations that have secured their adverts to
appear on Google’s text advert network include the British Red Cross, Save the Children,
World Vision, Methodist Relief, and The Jewish Community in Thaliand [sic]. The 
latter typo demonstrates that haste is not always conducive to accuracy.

 

 * **[WDM launch press fundraising appeal over freezing debt repayments](https://fundraising.co.uk/2005/01/05/wdm-launch-press-fundraising-appeal-over-freezing-debt-repayments/)**(
   5 January 2005)
 * **[Project Oscar extends monthly donation service to schools](https://fundraising.co.uk/2005/01/07/project-oscar-extends-monthly-donation-service-schools/)**(
   7 January 2005)
 * **[Oxfam reaffirms its affiliate marketing terms in relation to tsunami keywords](https://fundraising.co.uk/2005/01/11/oxfam-reaffirms-its-affiliate-marketing-terms-relation-tsunami-keywords/)**(
   11 January 2005)