Charity fundraisers are running out of media channels that give a reasonable return on their fundraising efforts - direct mail and TV results are going through the floor, that's one reason why you can't walk down your local high street without being accosted by someone you don't know with a 'hello mate.'
So, it's no surprise that the Red Cross is testing out the role of search. Good for them, maybe, but surely this is the potential downside of search activated marketing. If I type in the right terms around Red Cross will I in time be faced with the online equivalent of 'hello mate'?
