By Ishbel Macleod

The American Red Cross has teamed up with URL link shortener Bit.ly for the creation of a fundraising campaign that benefits from the success of other people’s content.

Instead of condensing links to bit.ly, the new tool will see links shortened to become a Hope.ly link.

When a Hope.ly link is clicked on, a banner-type ad will appear, reading “Someone wonderful shared this page — to help people in need through the American Red Cross,” and encouraging donating online.

Laura Maiurano, senior director for digital marketing at Bit.ly, said the new project was unlike anything the service had done before: “When Read full story ›

Source: The Drum