The Guide Dogs association is working with direct marketing agency TDA as it bids to attract and retain more supporters by boosting its digital activity.
The charity says the time is right to invest in a more sophisticated digital marketing approach and one of its first projects is to take its flagship Sponsor a Puppy initiative online.
It was originally created as a purely offline donor drive but from the autumn it will go online with material including video footage of guide dog puppies in training and a blog featuring news and photos.
The second phase of activity will involve material that is more tailored to individual supporters and their puppies.
“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,” she added.
Emmeline Kite, account director at TDA, said: “Working with Guide Dogs’ fundraising team across the full breadth of its offline and online direct marketing enables us to take a truly integrated approach.
“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.”
Guide Dogs has worked with TDA since 2006.