Interesting Cash for Charity Clicks Deal by MSN in UK

Call it a bribe, call it advertising, call it clever, but MSN has tied up a deal with a major UK charity, the NSPCC (National Society for the Prevention of Cruelty to Children). BBC Report that punters accessing MSN via www.clickscount.co.uk will generate a charity payment by MSN to NSPCC every time a MSN search is made. Apparently MSN "hope to add other charities later this year".

If this works in any way, we could see a flood of such deals to attack Google's dominance. It obviously rests on whether enough people remember to use the clickscount site to access their searches, but has the potential to be successful in getting users to switch to MSN.