The American Cancer Society launched a search engine called Search To Fight that enables users of the search engine to help the fight against cancer. While the site is new, the technology and setup are something search marketers have seen before. The site's search engine results are powered by Yahoo!.
So what's so different? Well, one thing is that this is a major non-profit organization realizing the power of search can help fund research and awareness campaigns. The other thing, is that a significant portion of the profits from those clicks on the paid ads are going right back to the American Cancer Society.
“Using SearchToFight.org is a new, easy way for anyone to fight cancer doing what they already do every day: search the Internet,” said Corey Shelton, the Society’s lead manager for e-Revenue interactive commerce and innovation. “Now, anyone who searches the Web also can raise money to help people in their communities who have been affected by cancer. Searching the Internet is something most of us do everyday. Why not do some good while doing it?”
When I first looked at the site, I knew immediately the "technology" behind it, I guess being a search marketer does have its advantages. However, I realized, the "normal" internet user likely doesn't have any idea about these type of "search engine sites." For people wanting to help out the ACS, I really don't think that it matters, what is more important is that it helps out this great organization. However, I did find myself curious at to Yahoo!'s involvement with the Cancer Society in developing the site.
Corey Shelton was kind enough to answer my questions when I asked how involved Yahoo! was with this project, he replied, "we worked with Yahoo! to put the deal together
and launch the relationship. Yahoo! gave
us access to their system in order to build SearchToFight internally."
Mr. Shelton also added that "Yahoo! [is] currently not actively promoting SearchToFight. However, ACS and Yahoo! have collaborated for many years to provide health content to consumers. For instance, the section ACS News Today is featured on Yahoo! Health," when I asked him about Yahoo!'s involvement to promote the relationship.
That news about Yahoo!'s very limited involvement disappointed me a little. This could be a great "win/win" for both parties if Yahoo! would only put a little more behind promoting its relationship with the ACS - it is a worthy cause!
Regardless of that here's a challenge for the SMG audience, why not for once a week till the end of 2007 use SearchToFight.org? Using it benefits a great cause and we as a Search Community can contribute in our daily day to day activities!