Canine welfare charity Dogs Trust, which coined the term ‘a dog is for life, not just for Christmas’ is launching a major fundraising campaign to help abandoned dogs during the seasonal period.
A direct mail pack tells the story of one-year-old Spaniel Cross Esha, who was found heavily pregnant and abandoned on the streets. It uses the story of her care and rehabilitation to reassure donors and asks for a Christmas gift to the dogs of food and other essential items.
The pack shows Esha getting all the specialist care and attention that a young dog needs – and that as the birth of her litter approaches, staff are making sure she has everything she needs.
Other dogs are also featured, with their back-stories, and a plea to help Dogs Trust ‘Give abandoned dogs a Christmas they’ll never forget’.
Christmas mailers are particularly important for the charity, as the festive season is a busy time of year in its 17 rehoming centres. Donors gifts are needed more than ever to help the charity care for all of its dogs – because Dogs Trust never puts a healthy dog down.
The Christmas present-shaped pack and leaflet use festive imagery of presents and stars, and donors are offered a gift of Christmas present tags if their donation is received before December14.
Soho Square business director Phil White said: “Having worked with Dogs Trust for a number of years, we know how crucial it is to get the Christmas campaign right – the most important regular mailings for most charities.
“We wanted to remind donors of abandoned dogs who get forgotten at Christmas and ask that they add a gift to them to their Christmas list. The story of Esha really tugs on the heartstrings and with her story, teamed with great, festive art direction, we feel sure that we’ll get a great response.”
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