CAMPAIGNS: INTERNET LAUNCH - Wright spins charity cash for Free2give

Client: Free2give

PR Team: The Wright Partnership

Campaign: Launch site as alternative way to give to charity

Timescale: June - December 2000

Budget: Undisclosed is web-based shopping portal allowing users to donate to

charities without parting with any cash.

For example, if a user wants to buy the latest Harry Potter book online,

he/she can go to, click on their favourite charity and

then connect to the appropriate retailer. A percentage of the purchase

is donated to the charity.


To build media awareness of Free2give and generate traffic to the


Strategy and Plan

Because of growing media apathy towards dot.coms, it was crucial that

The Wright Partnership (TWP) applied a creative spin. Distribution lists

were tightly focused and key journalists were sounded out before stories

were pitched, to gauge interest. launched on 28 September 2000 to the tune of 'Give

Nothing To Charity Day', an event TWP conceived to encourage people to

think about alternative ways of giving to charity.

Quirky stories, such as 'Singles Shopping Night Online', went down well

with journalists, as did the final Christmas push, 'Celebrity Pat on the

Back', where celebrity sound-a-likes called users who had donated to say

thank you.

Measurement and Evaluation

There was a clear correlation between media coverage and the rise in

visitors to the site. Broadsheets such as The Daily Telegraph and The

Independent and its Sunday sister title covered the story, as did

Channel 5. Free2give featured on radio shows, including Radio 1


A three-minute item on the Radio 2 Steve Wright Show saw the number of

website hits double during the seven days that followed.


Media coverage, particularly radio, helped to build awareness and

understanding of the concept.

At the end of January, the number of users visiting the site was five

times greater than at the time of the launch.

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