Guide Dogs launches 'good news' Christmas appeal
Howard Lake | 9 December 2008 | News
The Guide Dogs for the Blind Association has launched a ‘good news’ direct marketing campaign this Christmas, approaching both warm and cold audiences.
Working with direct-to-digital agency TDA, the charity is spotlighting the life-changing partnerships between guide dogs and their owners. It features a trainee guide dog puppy called Jack and the story of Voss, a qualified guide dog who saved his owner’s life by blocking his exit from a train that had stopped short of a platform.
Direct mail will be the principal channel and recipients will be able to respond either by post or by visiting a bespoke landing page online. Tailored versions have been developed for cold and warm audiences and two seasonal incentive devices will be tested – a Christmas card and a calendar.
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“Our target audience for this campaign ranges from people who have a keen interest in Guide Dogs to those who have very little understanding of our work,” explained Maria Novell, Direct Marketing Manager at Guide Dogs.
“We are exploring a softer, more emotional tone with this pack, but it is information-led and underlines the importance of funding to help us train more guide dogs”.
www.guidedogs.org.uk
- Guide Dogs' Sponsor a Puppy to move online (1 September 2009)
- TDA helps National Trust with urgent appeal for New Inn (5 January 2010)
- Practical Action appoints TDA for donor acquisition (15 March 2010)
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.