When browsing social media, it's common to see shortened links, so the Red Cross and Bitly teamed up to create an inventive way to encourage charitable donations to be made with 'Hope.ly.'
Hope.ly allows users to share the same way as on Bitly, but with more of an emphasis on social good. Once a URL has been shortened, a banner appears with shared links to announce: "Someone wonderful shared this page—to help people in need through the American Red Cross." With such a simple and concise message, the intended call to action is extremely clear, making it easy for people to execute just a few extra clicks in order to support the organization.
Beyond being useful just for the Red Cross, it's easy to imagine that this could be adopted to suit a number of campaigns and causes.