Sight Savers International is piloting an online fundraising technique that involves placing adverts on third-party web sites and paying site owners a commission for each visitor who goes on to make a donation.
Host sites will include one of three different banners and advert buttons that link through to Sight Savers' own web site.
When a forwarded visitor makes a donation to Sight Savers within 30 days of clicking on a banner, a commission payment equal to 10 per cent of the donation is made to the owner of the forwarding site.
The scheme is co-ordinated by online affiliate management firm AffiliateWindow.com, which will track donors' movements.
"We're constantly exploring new fundraising and marketing ave-nues to ensure that we are maximising any potential to progress our work," said Matt Blake, web site co-ordinator at Sight Savers. "Paying a fee to web sites only when visitors make a donation seems like a highly cost-effective route to increase both the awareness of our work and the funding to carry it out."
Other charities, including Save the Children and the British Red Cross, already use the technique.