# Cats Protection tests DRTV to recruit new donors

- Link: https://fundraising.co.uk/2005/01/21/cats-protection-tests-drtv-recruit-new-donors/
- Published: 2005-01-21T00:00:00+00:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/2941.jpg)

Cats Protection’s latest campaign will use direct response TV (DRTV) to target a
cold audience in a bid to recruit new supporters.
The creative concept, developed
by direct marketing agency TDA, shows a ‘cat’s eye view’ of the world and the accompanying
commentary highlights the number of cats abandoned each year and the work the charity
does to help them.

“DRTV should be a powerful acquisition tool for Cats Protection,” said Susan Gorridge,
Acting Head of marketing at Cats Protection. “The channel allows us to effectively
communicate the scale and scope of our work, whilst tapping in to viewers’ protective
instincts by showing images of cats that have been abandoned.”

Sarah Don-Bramah, Account Director, at TDA, said: “DRTV is a natural choice as cats
are so visually appealing. We are confident that this will be the starting point
for an ongoing DRTV strategy.”

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