Fundraising Everywhere - The Art of Fundraising

Cat lovers targeted with Valentine's appeal

Howard Lake | 14 February 2006 | News

Cats Protection is approaching its existing supporters with a Valentine’s Day-themed direct marketing campaign highlighting the needs of cats in the charity’s care.

The objective of the strategy, developed by TDA, is to encourage recipients to increase their monthly donation or make a one-off gift. Two creative executions are being tested; one follows a newspaper lonely hearts column format profiling a range of cats that are looking for new homes. The second takes a harder hitting approach and gives the details of a case where 29 cats were discovered in desperate living conditions and a poor physical state.


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