This Homeless Donation Site Targets Consumers By Living On Other Websites

This Homeless Donation Site Targets Consumers By Living On Other Websites
Advertising

The Homeless Webshop is an initiative by a Belgian charity to reach a wide audience of potential benefactors and facilitate donations by easily inserting into the code of established brands' websites, itself having no official home domain

Jiwon Kim
  • 6 june 2018

TBWA Belgium has set up a simple but innovative fundraising campaign for Solidarité Grands Froids, a local nonprofit that supports the homeless in Brussels. Instead of having an e-commerce website that can be accessed through a simple click or typing in a url, this campaign can actually be housed on any website. Labeled the Homeless Webshop, this e-commerce platform is sheltered on other websites and is always open to looking for a home online.

All an organization has to do is insert a line of code and the Homeless Workshop comes alive on the site. Whenever a visitor accesses the site, they have the option of purchasing things like toothbrushes, soap, coffee and any other item that a homeless person may need.

So far, a number of websites have housed the Homeless Webshop, including some of Belgium’s biggest new sites and popular magazines. This participation has led to over 1 million visitors on the webshop so far.

Instead of adhering to more traditional methods of fundraising, this tactic of campaigning allows for greater accessibility and online targeting, capturing the attention of a wide array of potential donors by advertising on sites consumers already visit.

Solidarité Grands Froids

TBWA Belgium has set up a simple but innovative fundraising campaign for Solidarité Grands Froids, a local nonprofit that supports the homeless in Brussels. Instead of having an e-commerce website that can be accessed through a simple click or typing in a url, this campaign can actually be housed on any website. Labeled the Homeless Webshop, this e-commerce platform is sheltered on other websites and is always open to looking for a home online.

+advertising
+Belgium
+Brand Introduction
+charity
+consumer goods
+Europe
+Homeless
+Media & Publishing
+retail
+Virtual Commerce

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