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ITRAFFIC WINS NSPCC INTERACTIVE STRATEGY AND FUNDRAISING ACCOUNT
Added: (Fri Sep 10 2004)
itraffic, the interactive advertising arm of AGENCY.COM, has won the interactive strategy and advertising account for the leading children’s charity, NSPCC.
The initial brief is strategy orientated and explores an untapped area for charities – online donor market segmentation.
Online audiences in the UK have a higher propensity to support charities than the average UK population. itraffic’s Strategic Planning department proposed a comprehensive Donor Segmentation and Strategic Roadmap project in order to help NSPCC gain a thorough understanding of the online giving audience.
The online market is represented by 17.86 million donors with 1.62 million using online to make donations. Although 66% of the online audience are charity supporters, attracting online donations is a challenging task for charities, with online donors currently representing only 6% of the total market.
A campaign based on itraffic’s findings for NSPCC will launch later this year with the aim of driving support for the NSPCC through regular and one-off donations, generate customer leads and drive awareness of the NSPCC’s work, with online creative, media planning and buying by itraffic.
Stephanie Hughes, Online Donor Recruitment and Relationship Marketing Representative for 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.”
Donato Larotonda, Strategic Planner for itraffic, commented: “The potential for charities online is phenomenal. Through improving web site functionality and producing targeted online communication, charities could grow the online donor base to 15% of the market, from the current 6%, by 2008. The first campaign will be the first stepping stone on that pathway.”