Freedom from Torture has become the first charity to use Sky’s AdSmart Technology, which harnesses data from Sky+ set top boxes to look at the household’s details and targets the advertising at those most likely to donate.
The system has been tested since August, and looks at a household’s estimated income, age, class and location. Freedom from Torture has developed a short film, I am Marie; which is targeted at pensioners.
Keith Best, chief executive at Freedom from Torture, said: “We rely heavily on the generosity of individual donors and this new AdSmart technology will allow us to reach out directly to people in their own living rooms for the first time and ask them for help.
“Being able to target our appeal specifically to the people who are most likely to donate means that TV advertising is now affordable and available to us for the first time – it presents a golden opportunity to increase donations to fund the important work we do.”
eBay has proved to be one of the more effective ways to engage donors online and raise funds. While a lot of the money raised comes from the sale of goods, successful charities have also managed to establish a donor base that allows them to raise ongoing funds.
For charities that operate widely, one of the biggest challenges is maintaining a consistent brand identity and producing marketing material quickly, all without breaking the bank
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