The website, offers 'gifts' such as cataract operations, mosquito nets and cows, designed to be donated to needy people on behalf of the recipient.
It will be promoted through an online donor acquisition campaign incorporating display ads, affiliate activity and email, all created by direct-to-digital agency TDA. This campaign includes tailored creative executions.
Other agencies working on the brief including Latitude, which is running a pay-per-click campaign, and Kirkwall Media, which has developed a viral campaign.
The campaign aims to generate in excess of 1,400 donations via the gifts. Proceeds will be used to fund projects supporting older people overseas who are living in poverty.
Sam Hemming, donor acquisition manager for Cows 'n' Things, said: "This campaign works hard to achieve cut-through in the competitive charity gift market. Donors can find innovative gifts for their loved ones and help us in our mission to free older people from poverty, isolation and neglect."