The Guide Dogs for the Blind Association is launching a new direct campaign to encourage donations to help 'fit and kit' the charity's new national training school.
Cheltenham-based direct-to-digital agency TDA has devised the campaign which incorporates direct mail and a bespoke landing page linked to the charity's main website.
Different versions of the mailer have been developed for people who live locally to the school, which will open in Atherton this summer, and those further afield. But the message across all activity is that the school will enable the charity to create more life-changing guide dog partnerships for blind and partially-sighted people.
Maria Novell, direct marketing manager at Guide Dogs, said: "Capital appeals generally strike a chord with our donors, and although the Atherton training school is already built, we hope people will feel inspired to help us kit it out to a high standard."
Clare Siddall, account director at TDA, added: "This is a warm, upbeat campaign that communicates the urgency of the need whilst focusing on the positive steps Guide Dogs is taking to help more blind and partially-sighted people."