Advert clickthrough rates on UK Fundraising
Howard Lake | 3 September 2003 | News
UK Fundraising has some more stats to share on clickthrough rates for adverts on its site. If your charity has not thought of earning income from Web adverts, you might think again.
UK Fundraising has published information online at no charge for nearly nine years by carrying paid-for advertising. In the spirit of sharing our expertise, here are the latest stats on a set of adverts we’ve been carrying on our site.
Since 7 August 2003 UK Fundraising has been testing carrying a new range of text adverts from various fundraising suppliers. (To protect their confidentiality we can’t tell you who they are, but hunt around the site and you’ll find their adverts). These adverts have, over the past 29 days generated the following results:
Advertisement
total impressions: 14,516
total clickthroughs: 839
total clickthrough rate: 5.8%
The average over each day was 500 impressions, and 28.9 clickthroughs.
Daily clickthrough rates have ranged from 11.5% (on a Sunday, please note) to 1.7% (on a Saturday).
All these figures covered August, which is of course a holiday month for many people, so we expect these figures to improve this month.
We think these are impressive results, not least because we also have an idea of who uses UK Fundraising. A clickthough ratio of 5.8% should represent some very useful leads for these advertisers.
If you can demonstrate this level of clickthrough and you have a good idea of who uses your site, then you can of course try to persuade advertisers to pay to reach your audience. If you have a niche audience and a good track record of online publishing, as is the case with UK Fundraising, then you should be able to charge good rates.
Today’s clickthrough rate incidentally is currently 7.2%.
So do consider testing charging for advertising space on your charity’s Web site. There are almost certainly advertisers who will be keen to reach your audience of supporters and users.
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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.