America's Second Harvest gets 42% response for click-to-give campaign
America’s Second Harvest expects to generate $20,000 from food manufacturer Quaker in its click-to-give campaign, according to Donordigital.
The latest newsletter of US online fundraising and marketing agency Donordigital reports that Quaker will donate $1 every time the lunch bag graphic is clicked on in an HTML e-mail sent by food bank non-profit America’s Second Harvest.
The e-mail read: “No such thing as a free lunch? There is now…for KIDS! Click the lunch bag below, and Quaker will donate $1.00 to help provide a lunch to hungry children and their families.” It was sent to 18,000 online donors and activists on 22 May 2003, and more than 7,500 clicked on the lunch bag.
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Second Harvest hopes to secure 20,000 clicks by 5 June, which is National Hunger Awareness Day in the USA. Quaker has promised to give up to $20,000.
Donordigital describes it as “one of the coolest cause-related marketing pieces we’ve seen in awhile”, crediting Second Harvest Online Project Manager Gabriela Fitz.