The Dogs Trust has launched a direct mail campaign, combining email with printed leaflets and flyers, to raise money for older dogs in the company’s care. Featuring the story of an abandoned older dog, the marketing strategy is timed for Christmas, and is intended to be a warm, positive approach to its regular donators.

This type of communication, often used for home fundraising schemes, presents the perfect way to communicate with dog owners of all ages, allowing the Dogs Trust to raise a high level of awareness and visibility for the campaign. The leaflets themselves focus on the medical costs required for older dogs, and the importance of looking after dogs throughout their lives. The charity and its patrons are notably anti-destruction, using the motto “Never put a healthy dog down” – a sentiment emphasised in this release.

Adrain Burder, The Dogs Trust’s marketing director, said: “A Dogs Trust supporter would see these dogs as defenceless and couldn’t possibly understand why anyone would neglect them or leave them to fend for themselves, particularly in their late years. They donate to Dogs Trust because they share their belief that a dog is for life and so appreciate the way in which Dogs Trust will be there to support these dogs for as long as it takes.”