Online charity Everyclick promotes itself as alternative to Christmas cards

by Fiona Ramsay, Marketing 07-Nov-08, 17:10

LONDON - Everyclick, an online charitable donation portal, has launched a new 'Considerate Christmas' campaign to encourage businesses to donate money to charity this festive season rather than spend it on cards and corporate gifts.

Everyclick offers businesses the choice of more than 200,000 worthy charities to donate money to, and provides an online Christmas greeting that can be sent to contacts, clients, staff or customers.

Two billion Christmas cards are sent in the UK each year, an average of 42 cards for every adult in the country.

With the Everyclick Christmas greeting, companies can communicate a good message about their company or organisation to the recipient and the company's logo is displayed on the Everyclick website. Businesses also receive a variety of ways to communicate their donation including a website 'badge', an email signature sign-off, and a press release for their website 'news' section.

Comments

Alex Steer - 08/11/2008

Campaign time is 48 days \(7 Nov - 25 Dec), total money raised in the first two days is £60k \(source: Everyclick.com). Suppose the daily rate raised doubles in December \(to allow for growing campaign popularity, people leaving it till late, etc.), total money raised would be around £2.19m \(£30k x 23 for November; £60k x 25 for December). This looks okay, but Everyclick allows donors the choice of over 200,000 charities to choose from. Suppose my speculative maths is true, and suppose distribution were even across charities \(unlikely, admittedly), that would give each charity less than £11. Might it have been better for Everyclick to nudge potential donors in the direction of five or ten effective charities? Suppose this restriction led to a 10% cut in donations \(which is probably too much - donors with very fixed ideas tend to give direct). The campaign would still generate £2m. Distributed between ten charities this would be £200k each, which is a more serious Christmas present.

Sue Fidler - 09/11/2008

Everyclick allows donors to support the charity of their choice from the 180,000 registered charities in the UK. Having said that there are probably less than 20,000 who actively encourage donors to support them through everyclick, and it is these who will be the most likely to benefit from this scheme.