NSPCC picks itraffic for digital campaign

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 £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 toward digital media. In April, Barnardo'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 (Marketing, 1 April).

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.

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