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You are: Home / Third Sector News / Fundraising / NSPCC uses Facebook to improve online not-for-profit fundraising / NSPCC uses Facebook to improve online not-for-profit fundraising

NSPCC uses Facebook to improve online not-for-profit fundraising

10/02/10

Written by Isabel Griffith.

A major UK non-profit has recorded an increase in giving after it signed up to paid links on a social networking website.

The National Society for the Prevention of Cruelty to Children (NSPCC) smashed its charity fundraising target by 300 per cent after turning to pay-per-click advertising on Facebook.

According to the charity, the initiative has improved funding for its legacy programme through working with marketing agency Whitewater and could encourage more organisations to follow its lead.

NSPCC development director Stephen George told Civil Society that the organisation is 'in new territory and it has really paid off'.

Richard Patterson, head of digital at Whitewater, added: 'We are committed to proving that the intelligent use of this and other digital environments can generate a very positive return on investment across all areas of charity fundraising.'

The charity used Google Analytics to track how many users visited its legacy landing page after clicking on its Facebook advertisement.

The NSPCC was founded in 1884 as the London Society for the Prevention of Cruelty to Children.

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