Re: Cause-related advertising

From: Celeste Bailey <cbailey_at_ongiving.com>
Date: Thu 13 Jul 2000 14:40:30 -0400

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 work for a site called onGiving.com
(www.ongiving.com) that has been having a lot of
success with cause-related marketing. onGiving.com
raises money for nonprofit organizations through the
GiveBar, a desktop toolbar application that is about an
inch high and sits across the bottom of the computer
screen. Users who download the GiveBar can designate
one of 600,000 different causes to receive 85% of the
advertising revenue. The company has been up since the
beginning of the year, signed up over 800 different
causes, and been featured by the news outlets such as
the Associated Press, Bloomberg, and Yahoo! Internet
Life.

Advertisers have liked the fact that the audience is an
older, well-educated group that is charitably-inclined
and highly-motivated to support the advertisers who
participate. We have seen above average click-thru
rates and have received positive feedback from users
who thank us for the selection of advertisers. This is
in addition to other benefits such as a 'sticky' ad
that lasts 20 seconds on the screen and appears whether
the user is using a browser, reading email, or typing
in a word document. onGiving.com and other sites such
as the Hunger Site are showing that for companies
looking for other ways to associate good feelings with
their brand, cause-related marketing can be a great
option.

If you have heard about the benefits of cause-related
marketing and want to give it a try, contact me or one
of onGiving.com's ad reps. Take a second to visit the
site and give the GiveBar a test drive. I think you'll
be pleasantly surprised.

Celeste Bailey
Advertising Sales
onGiving.com
cbailey_at_ongiving.com
614-847-4227 ext 102




Received on Thu Jul 13 2000 - 13:40:30 CDT