Re: Cause-related advertising
SARAH FOWLES <sarahf_at_mindsistrategies.com> WROTE:
> I am wondering if anyone is aware of the rising
> interest in cause-related advertising? Has anyone
> purchased this kind of advertising? Was it successful?
> Does anyone operate a cause where they accept
> advertising on their site?
I have found cause-related online advertising to be
extremely cost-effective. Ads that we recently ran on
TheHungersite.com and TheRainforestsite.com (review
www.quickdonations.com for a list of other similar
sites) were generating visitors to our site for between
$.03 and $.07 apiece. Click through rates on a tiny,
static 120x60 were averaging over 10% and CPMs are
between $2.50 and $5.00. We received hundreds of
responses from visitors originating from these
cause-related sites thanking us for our support of the
sites, indicating a generation of goodwill that's tough
to obtain without cause-related advertising. One of
the best things about these advertising campaigns is
that all of the advertising revenue goes to non-profit
organizations, which is a terrific thing when you're
receiving great results on your campaign and doing some
good at the same time. I think we're going to be
seeing a lot more of this in the future.
We were so thoroughly impressed with this burgeoning
philanthropic model of allowing sponsors to pay for
donations made to a cause by visitors to a site that we
created www.webreleaf.com in conjunction with American
Forests (check out our write-up in the June 26
"Cybercritiques" section of Ad Age). Eddie Bauer
quickly sponsored the site and we've planted over
40,000 trees in just over a month as a result of
visitors coming to the site and taking part by simply
clicking a button to donate 1/10 of a tree. We are
still offering sponsorship of this site to interested
parties and we sell 468x60 banner ads on the WebReleaf
site as well, so contact me if you're interested.
Jeff London
Director of Marketing
Environmental News Network
http://www.enn.com
tel: 208.726.3649 x 25
fax: 208.726.2476
jlondon_at_enn.com
enn.com - the best news on earth!
Received on Wed Jul 12 2000 - 10:35:13 CDT
