Cats Protection launches kitten appeal via direct mail
Howard Lake | 22 February 2005 | News
Cat welfare charity Cats Protection is targeting 100,000 supporters via direct mail to highlight the impending influx of kittens over the Spring and Summer.
The creative strategy, devised by direct marketing agency TDA, involves a core mailing and a follow-up. It acknowledges how previous donations have helped the charity, but reminds supporters of the continuing need for funds.
“Cats Protection re-homes 60,000 cats a year,” said Susan Gorridge, Acting Head of Marketing at Cats Protection. “We want to keep supporters informed of how their money is used, whilst emphasising that there is a seasonal peak in the number of cats and kittens needing care.”
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“The kitten appeal is an important part of Cats Protection’s fundraising calendar,” said Sarah Don-Bramah, Account Director, TDA. “As well as caring for kittens, Cats Protection has a long term objective of reducing the number of unwanted litters through education and neutering programmes.”
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.