To reduce child mortality, Unicef now offers a live chat service as an added contact channel. People who want to help the organisation can chat directly with staff of the United Nations Children's Fund. This makes the Fund more accessible to potential donors. The chat service is part of the campaign 'To save one life, we need 5 seconds'. With only one click, donors can now support the campaign.

The chat component of the campaign was devised and implemented by Leenart & Heemskerk, the company that has been canvassing new Unicef donors by phone for over a decade. 'People often want interaction and additional information before making a donation', commercial manager Michel Scheidt explains. 'The chat service is a great addition to the current mix of communication channels, like telephone, SMS, face-to-face and e-mail.'

LiveCom facilitates the Unicef chat. 'We notice that more and more non-profit organisations discover the advantages of the live web chat', LiveCom CEO Floris van der Veen explains. 'A chat service breaks down barriers and increases the transparency.' During the campaign, website visitors can click on the chat button themselves, or be invited for a chat.