Cats Protection launches Christmas appeal with Advent calendar
Howard Lake | 30 November 2004 | News
Cats Protection is distributing an Advent calendar to a warm audience of 110,000 people to raise funds in the run-up to Christmas.
The feline welfare charity believes that cats should not be given as Christmas presents and as a result fewer cats are re-homed during the festive period. The campaign, devised by TDA, uses an interactive approach to encourage recipients to support the charity at a time when it has high numbers of animals waiting for homes.
“The calendar is a great way of thanking our donors and recognising their support,” said Paul Alexander, Head of Marketing at Cats Protection. “At the same time it will remind them that their help is especially needed at Christmas, when we may have more cats to look after.”
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“We tested the Advent calendar in 2003, when it achieved a response rate of almost 14%,” added Sarah Don-Bramah, Account Director at TDA. “This campaign gives something back to supporters, and works to generate further interest, as recipients may give the calendar to other cat lovers.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.