iDonate was launched in August 2006 to fill a gap in the permission marketing category, and to benefit a number of worthwhile charities in the process.
Catering for people who would not ordinarily need or want to participate in a permission marketing programme for self benefit, members of the iDonate loyalty program opt-in to collect "iDonate credits" for participating in online research, surveys, competitions and email promotions. Each response a subscriber generates from a campaign is converted into cash donations and forwarded towards that subscribers preferred iDonate charity partners.
Beneficiaries of the iDonate programme include the Australian Red Cross, Guide Dogs Australia, Heart Foundation, Lifeline, Save the Children and the World Society for the Protection of Animals.
The database growth is stimulated by strong 'word-of-mouth' communications making it the ideal media channel for viral marketing campaigns and products and services that resonant strongly with socially and morally-conscience consumers.