Cats protection uses direct approach for fundraising activity

Cats Protection is using its annual kitten-focused fundraising drive as a testing ground for direct mail, directing its supporters to a bespoke website where they can find further information and make a donation.

Cheltenham-based TDA has developed the campaign, which will involve two case study based direct mail packs running head to head. The first takes a soft approach to the issues surrounding the charity’s influx of kittens during the summer and the second is more hard hitting. A vismail teaser will also be emailed to Cats Protection’s e-subscribers to raise awareness of the high number of kittens coming to the charity as well as testing any uplift in response.