Charities and other organisations should be aware of the benefits of online marketing, according to a communications agency.

Henry Palmer, director of Society Media, said that the internet is important in terms of achieving immediate low-cost results.

"There are examples across all sectors, where really successful profile-raising campaigns have been launched, that have had a huge impact," he added.

"People often talk about the viral stuff; it often appears accidental, that's the beauty of them, they appear to be accidental successes."

Mr Palmer went on to say that the internet is a hugely important platform for all organisations trying to raise awareness and raise their profile on a low budget.

According to the Charities Aid Foundation (CAF), online donations almost doubled from £3.6 million to £6.8 million between 2003 and 2004.

CAF saw giving on its regular donations website increase by 62 per cent and donations on its credit and debit card giving website grow by 109 per cent during the same period.


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