# Guide Dogs focuses on heroism in cash appeal

- Link: https://fundraising.co.uk/2008/07/07/guide-dogs-focuses-heroism-cash-appeal/
- Published: 2008-07-07T14:45:34+01:00
- Author: Howard Lake

The Guide Dogs for the Blind Association is appealing to existing donors and new
prospects with a tailored direct marketing campaign that showcases the remarkable
actions of a guide dog during the bombings in London on 7 July 2005.

Developed by direct-to-digital agency TDA, the campaign tells the story of businessman
Mike Townsend and his guide dog Tom. They were near Tavistock Square when a sudden
explosion caused widespread panic and confusion. Tom calmly navigated a route away
from the danger, despite numerous road blocks and general chaos.

Recipients are asked for one-off cash donations to support the comprehensive training
that guide dogs need to enable them to bring mobility and independence to their 
owners. The campaign coincides with the third anniversary of the terror attacks.

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“Being in such close proximity to the Tavistock Square bomb was the ultimate test
of Tom’s training and disposition,” said Kristin Sleigh, Donor Development Manager
at Guide Dogs. “But guide dogs perform amazing tasks every single day to help their
blind or partially-sighted owners live rich, productive and independent lives. Each
guide dog partnership costs around £40,000 and the guide dog service receives no
government funding.”

“The timing of this campaign should ensure a positive response from existing supporters
and potential donors alike,” says Jamie Taylor, Senior Account Director at TDA. “
A second tranche of the campaign will go live in August.”

www.tdallp.com

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