WWF had been using traditional D.R. media for new donor acquisition. Proximity London proposed a new approach – advertising online.WWF’s activity relies fundamentally on ROI. Accordingly, it was key that any online test activity was conducted on an extremely low-risk basis. The media was therefore focussed on a ‘cost per acquisition’ basis, ensuring that it met the required ROI. The remainder of the campaign was bought on a cost per click basis.Because the ‘quality of click’ was much more important than initial response rates, basic creatives were used (rather than ‘gimmicky’ solutions). It was vital that only interested parties responded to the ads, so standard ‘gif’ banners and pop-ups were used. This worked in synergy with the latest offline executions in terms of both branding and messages.Online media has since become an integral part of WWF’s acquisition strategy, having driven 1,400 new acquisitions at almost double the target ROI. Furthermore, we have established that online recruits give significantly more than their offline counterparts. In fact, the number of monthly Direct Debit supporters acquired online (ensuring longer lifetime value) is significantly higher (97% compared to 74% through DM). We continue to test to improve this programme.