# Guide Dogs wraps up anniversary year with Christmas thank you

- Link: https://fundraising.co.uk/2006/11/20/guide-dogs-wraps-anniversary-year-christmas-thank-you/
- Published: 2006-11-20T16:24:30+00:00
- Author: Howard Lake

The Guide Dogs for the Blind Association is approaching its loyal supporter base
in the run-up to Christmas with a festive fundraising appeal. The campaign is designed
to thank supporters for their previous generosity with a small present of Christmas
greetings cards or gift labels, whilst encouraging an extra one-off donation.

TDA has developed the creative strategy which involves the use of an emotive case
study about a 65 year old man, Derek Upton, who lost his sight very suddenly and
became virtually housebound. Derek received an early Christmas present from the 
charity last October – his first guide dog, Ricky. He quickly regained his independence
and mobility and was able to enjoy a walk with Ricky after his Christmas dinner.
Derek’s story encapsulates the core message Guide Dogs wants to communicate to its
supporters.

“Our Christmas campaign brings to an end our year of celebrations surrounding the
75th anniversary of the first guide dogs in the UK,” said Trevor Hickman, Marketing
Manager at Guide Dogs. “Since then we have helped over 25,000 blind and partially
sighted people enjoy the increased mobility and independence that a guide dog can
bring. We continue to play a vital role and Derek’s experience shows what a difference
a guide dog can make to a visually-impaired person’s life. We rely entirely on the
financial support of our donors to continue providing support to blind and partially-
sighted people in the UK.”

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“The aim of this communication is to evoke an immediate response, either through
the post or online,” said Jamie Taylor, Account Director at TDA. “We know that 
Guide Dogs’ supporters are motivated both by their love of guide dogs and by being
able to help people regain their independence. This campaign should work powerfully
on both counts to generate extra income for the charity.”

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