Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 24 April 2007
Dogs Trust starts direct-mail call for
donations
141 Worldwide/London has created a spring mailer for the Dogs Trust, aimed at encouraging donations to care for older pooches, who can be more difficult to rehome than younger dogs.
The mailer letter and enclosed A5 leaflet speak directly to the Dogs Trust target audience - empathetic female dog lovers - through 98-year-old black male collie, Sam (14 in human years), a typical 'overlooked oldie', who asks potential supporters to 'help Dogs Trust keep old dogs like me blooming' Sam introduces his 'senior' doggie friends, who all need expensive medical treatment and special care owing to their advanced years, and aims to strike a chord with the audience - many of whom will have experience of caring for an elderly dog
The leaflet explains that Dogs Trust is committed to providing an excellent quality of life for dogs no matter what their age or state of health.
For many, a Dogs Trust rehoming centre is their last chance of finding happiness.
The flower-festooned green and yellow mail shot, featuring pictures of Sam, will be sent to Dogs Trust supporters in late April.
It also provides information about the Dogs Trust Foster Scheme, which covers the medical costs of specific conditions that would otherwise prevent an older dog from being rehomed.
Phil White, business director of 141 Worldwide/London, said: "The mailer is very humane in its approach and gets to the heart of the issue facing old dogs by getting to the heart of those receiving the mailer.
"It ensures that supporters can visualise the dedicated treatment that dogs receive from Dogs Trust and neatly illustrates what their donation will help to pay for, giving them a real sense that it is in their gift to help.
"Our knowledge of Dogs Trust supporters means we understand exactly why they support the charity and the type of news they want to receive.".
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