# Guide Dogs launches 'good news' Christmas appeal - Link: https://fundraising.co.uk/2008/12/09/guide-dogs-launches-039good-news039-christmas-appeal/ - Published: 2008-12-09T16:51:01+00:00 - Author: Howard Lake [⌊Guide Dogs for the Blind Association's Christmas 2008 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 Christmas, approaching both warm and cold audiences. Working with direct-to-digital agency [TDA](http://www.tdaltd.com), 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. ## Advertisement [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/) [⌊Guide Dogs for the Blind Association's Christmas 2008 appeal landing page⌉](http://www.flickr.com/photos/howardlake/3095884758) “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](https://fundraising.co.uk/2009/09/01/guide-dogs039-sponsor-puppy-move-online/)**( 1 September 2009) * **[TDA helps National Trust with urgent appeal for New Inn](https://fundraising.co.uk/2010/01/05/tda-helps-national-trust-urgent-appeal-new-inn/)**( 5 January 2010) * **[Practical Action appoints TDA for donor acquisition](https://fundraising.co.uk/2010/03/15/practical-action-appoints-tda-donor-acquisition/)**( 15 March 2010)