Brand Hijacking

Brand Hijacking refers to the practice of advertisers bidding on the names or keywords of third-party brands in paid search ads (e.g., Google Ads). This tactic is often used to divert traffic away from the original brand and attract potential donors who intended to visit and potentially donate on another charity’s website. In digital fundraising, brand-hijacking typically results in increased competition for ad placements, driving up the cost per click (CPC) for the hijacked brand. It also confuses donors and negatively impacts both brands' reputations, which is why we strongly advise against using this tactic. To counter it, charity brands can implement keyword monitoring, file complaints with advertising platforms, and use trademark protections.