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Guide Dogs launches 'good news' Christmas appeal

Guide Dogs launches 'good news' Christmas appeal

Guide Dogs for the Blind Association's Christmas 2008 appeal

The Guide Dogs for the Blind Association has launched a ‘good news’ direct marketing campaign this , 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.

Guide Dogs for the Blind Association's Christmas 2008 appeal landing page

“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”.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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