A new web site launched by premature baby charity Bliss is bucking the trend of online giving by generating five times as much income as the average voluntary sector site.
Research conducted by Henley Management College last June found that most charity web sites only bring in £104 a month.
However, the Bliss site, which was launched this month, has already generated five times that amount and has also recruited committed givers.
Its success is attributed to the site's design and the publicity it receives at baby units across the country. "Every day more than 200 parents are made aware of Bliss and our web site in their baby unit," said Ruth Powys, a spokeswoman for Bliss. "Given that 40 per cent will have access to the web, we are confident of a continuing rise in users. In our experience, many grateful parents go on to support us through donations."
The site contains a fundraising section with information on postal donations, payroll giving, Gift Aid and how to organise events, as well as sections for trusts and foundations and companies.
The charity attributes the success of the site to its clear simple layout, comprehensive content and promotion of the web address on all of its communications.