# Guide Dogs' Sponsor a Puppy to move online

- Link: https://fundraising.co.uk/2009/09/01/guide-dogs039-sponsor-puppy-move-online/
- Published: 2009-09-01T09:25:22+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/guidedogs_sponsorapuppy.jpg)

Guide Dogs is expanding its digital direct marketing to strengthen its supporter
acquisition and retention activity. Initial projects include digitisation of the
charity’s flagship Sponsor a Puppy initiative.

Originally devised as a purely offline scheme to enhance donor engagement, from 
this Autumn supporters will also be able to access online material. At launch, this
will include video footage of guide dog puppies in training and a blog that will
incorporate news, photos and “insider updates”.

The second phase of activity will involve material that is more tailored to individual
supporters and their puppies.

## Advertisement

The charity’s fundraising team is working with [direct marketing agency TDA](http://www.tdallp.com)
to develop a more sophisticated approach to digital direct marketing. TDA has been
working with Guide Dogs since 2006.

“Sponsor a Puppy had to be first in the queue for a digital makeover,” said Karolina
Skrzynecka, Online Fundraising Manager at Guide Dogs.

“Supporters love to hear about the antics of guide dog puppies in training, and 
online channels enable us to bring this to life in new and exciting ways. With its
fundraising acumen and digital expertise, TDA was the natural choice of agency to
support our expansion of online direct marketing and supporter relations.”

Emmeline Kite, Account Director at TDA, added: “Over coming months we will be developing
appeal-specific landing pages and virtual giving sites as well as online legacy 
and in memoriam activity. This will go hand-in-hand with our ongoing work with the
charity.”

www.guidedogs.org.uk

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