America's Second Harvest gets 42% response for click-to-give campaign

Howard Lake | 30 May 2003 | News

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America’s Second Harvest expects to generate $20,000 from food manufacturer Quaker in its click-to-give campaign, according to Donordigital.

The latest newsletter of US online fundraising and marketing agency Donordigital reports that Quaker will donate $1 every time the lunch bag graphic is clicked on in an HTML e-mail sent by food bank non-profit America’s Second Harvest.

The e-mail read: “No such thing as a free lunch? There is now…for KIDS! Click the lunch bag below, and Quaker will donate $1.00 to help provide a lunch to hungry children and their families.” It was sent to 18,000 online donors and activists on 22 May 2003, and more than 7,500 clicked on the lunch bag.

Second Harvest hopes to secure 20,000 clicks by 5 June, which is National Hunger Awareness Day in the USA. Quaker has promised to give up to $20,000.

Donordigital describes it as “one of the coolest cause-related marketing pieces we’ve seen in awhile”, crediting Second Harvest Online Project Manager Gabriela Fitz.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.