Dogs Trust rolls out emotive DM push

The Dogs Trust is rolling out a direct mail campaign, designed to raise money to help pay for special Training and Behaviour Advisers (TBAs) at each of its centres.

Dogs Trust
Dogs Trust campaign

The mail pack, created by Soho Square (formerly Mather Communications), uses an emotive real-life story to show supporters how donations can provide expert care for mistreated dogs with emotional difficulties and provide rehabilitation.

The pack tells the story of Tucker, a dog that received care and attention from a Dogs Trust TBA.

The pack features a photo diary of Tucker’s time in the charity’s care, which is told from the dog’s point of view. It shows him being introduced to unfamiliar dogs, learning to cope with regular household items that previously he was afraid of and being taken for a walk by a Dogs Trust carer. Pull out quotes in boxes remind supporters how their donations can help care for dogs like Tucker.

The campaign aims to emphasise how supporters’ generosity is vital and encourages supporters to continue giving money to the charity by filling in the donation form enclosed.

Adrian Burder, marketing director of Dogs Trust, says: “This campaign shows the importance of the work our TBAs do. Without them, we would not be in a position to give distressed dogs being brought into the rehoming centres the specialist care they require in order for them to find the right loving new homes.

“Around 16,000 dogs come to us every year. They all need love and patient handling, but dogs like Tucker need an extra level of care. This work is vital because we promise we’ll never put a healthy dog down. Soho Square has produced a mailer that explains this in a warm and engaging way, creating a campaign that makes exceptional use of our real-life case studies.”

Phil White, business director at Soho Square, adds: “We know that Dogs Trust donors respond emotionally to the stories we tell about the dogs that Dogs Trust rehabilitates. The strategy for this mailing meant we explained how vital training and behavior advisers are to the work of Dogs Trust, but in a way that provides a real emotional insight into how the charity cares for badly treated animals.”


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