The American Red Cross is introducing an online tool that aims to leverage popular Web content to spur donations to the charity, writes The New York Times. Developed with Bit.ly, the URL-shortening service, Hope.ly also condenses long Web site addresses, but when a user clicks on a Hope.ly link, the target site includes a banner-style ad reading, "Someone wonderful shared this page—to help people in need through the American Red Cross."
The aid organization will launch Hope.ly on Giving Tuesday and plans to run the promotion through December. The effort was conceived by BBDO New York, the Red Cross' advertising agency of record. Tom Markham, the firm's executive creative director, likened it to the wildly successful "ice bucket challenge" in its focus on social-media reach. "This idea is kind of in that space, but it’s tied into the act of sharing, as opposed to us trying to come up with the content that is super shareable," he said.
Read a Chronicle of Philanthropy article on the fundraising prospects for Giving Tuesday 2014.