# Cats Protection launches Christmas appeal with Advent calendar

- Link: https://fundraising.co.uk/2004/11/30/cats-protection-launches-christmas-appeal-advent-calendar/
- Published: 2004-11-30T00:00:00+00:00
- Author: Howard Lake

**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.”

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