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DISASTERS like the Indian Ocean tsunami of two years ago inspire a global outpouring of giving but sometimes would-be donors have trouble finding a way to give money to a local cause. ? While many wish they could donate directly to charities nearest to victims, the best-known charities are largely fundraising and brand-management organisations trying to funnel money through a long supply chain to reach those in need. In order to gain financial support, non-governmental organisations are increasingly turning to highimpact TV advertising to get their message across.
Now the internet giant Google may be offering something as disruptive to the charity business as it has been to other industries. Google Grants (www. google. ie /grants) offers qualified charities the donated use of the company's AdWords search marketing tool, attracting potential donors already interested in their specific cause.
"Instead of looking for an audience, you've got an audience looking for you, " explained Limerick-born John Herlihy, Google's European director of online sales and operations. "Benefiting charities receive at least three months donated advertising and the results are already starting to show. Shop Unicef, its e-commerce site, has already increased its sales by over 40%."
"We have just recently established the programme for charities in Ireland that have tax-exempt status from the Revenue Commissioners, and they can apply online for consideration in the programme, " he added.
The programme is separate from the firm's charitable foundation, Google. org.
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YOU ARE HERE: 19 March 2007 / tribune.ie / 2006 / 12 / 17
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