The banner campaign has been created by digital marketing agency and will run on sites such as and .
The banners ask users to input their annual salary, which is then calculated to show their hourly salary. The ads link through to a where users are invited to donate an hour of their salary on a monthly basis by direct debit.
Sarah Williams, campaigns manager for the British Red Cross, said: "Our experience is that web-based regular givers offer a higher average donation than traditional paper-based regular donors and it is far more cost-effective to maintain a relationship with them."
The microsite has also been created by Panlogic, which works for clients including Lastminute.com and the BBC.
William Makower, chief executive of the agency, said: "The online channel is an increasingly important channel for charities, allowing them to receive one-off and regular donations more cost effectively."
The British Red Cross is running the campaign for two months and hopes for 500 new regular donors to be recruited. The campaign is to be monitored by Red Eye International to analyse responsiveness and behaviour.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .