British Red Cross tests affiliate marketing online
Howard Lake | 18 May 2003 | News
The British Red Cross is offering Web site owners a percentage of direct debit donations that the charity’s banner ads generate on their sites.
The British Red Cross is testing online affiliate marketing with ukaffiliates.com. It is securing extensive distribution of its banner adverts on many Web sites in return for paying for any donations generated. The charity is offering 5% of one year’s donations generated by participating Web sites. A 30-day cookie period ensures that Web sites are credited with generating a donation if the visitor makes the online donation any time in the next month.
The banner ads all link though to the online direct debit donations page of the British Red Cross. Donations should therefore be much higher than one-off credit card donations.
Advertisement
The cost-per-action or cost-per-acquisition model seems to be the preferred affiliate marketing model, and is probably the most appropriate for a charity after the straightforward paid-for (or donated) advertising model.
The British Red Cross joins WorldVision, Save the Children Fund and the Institute for Cancer Research in testing affiliate marketing online.
Related posts
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.