NSPCC picks itraffic for long-term digital donor strategy

LONDON - The NSPCC is overhauling its fundraising strategy to increase its focus on the internet and has appointed itraffic as its first external digital agency.

Itraffic has been tasked with establishing a long-term online strategy to help the children's charity compete with the advertising muscle of bodies such as Cancer Research, which spends more than £8.3m a year, according to Nielsen Media Research -- more than double the NSPCC's £3.6m budget.

The strategy rethink is also a response to a wider shift in the charity sector towards digital media. In April, Barnado's revealed it was turning to the internet to target a younger donor audience and reduce its dependence on the highly criticised fundraising method of "chugging" or face-to-face recruitment.

Itraffic's research department has established that online audiences in the UK have a higher-than-average propensity to support charities.

While 17.86m donors have an internet connection, only 1.62m make donations online -- just 6% of the total donor market. By 2008, it is predicted that 15% of all charitable donations will be made online. A digital campaign to drive regular donations and raise awareness of the NSPCC's work is planned for later this year.

Itraffic will handle all creative and media for the charity. The NSPCC's main advertising account is handled by Saatchi & Saatchi.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message