Animal charity targets cruelty through Cascaid donor mailing drive

WSPA will also include a 'compassionate shopper guide' on how to avoid buying meat products from factory farmed animals, and a 'How To' pamphlet encouraging consumers to carefully read the labels on supermarket packaging.

Alan Clayton, managing director of Cascaid, said: "We are offering people something a bit different to your usual fundraising appeal. We want them to really feel involved and to be able to see how their support is making a difference.

"We want to encourage them to continue campaigning -- both with financial donations and in helping WSPA to change attitudes around purchasing through their own buying decisions and the influence they may have on family and friends too."

Cascaid said it would be monitoring responses to the mail out, and will use the data collected to orchestrate future campaigns, which could include cold acquisition and DRTV.

The agency, which lists Macmillan Cancer Relief, Prince's Trust, Mencap and Sense amongst its clients, said in January that it was launching a specialist donor care division designed to hold on to existing supporters.

Fiona Kitson, direct marketing manager at WSPA, said: "We hope to prevent horrific industrial farming practices by a three-streamed campaign - by lobbying governments to introduce legislation, by demonstrating to farmers that they can farm animals both profitably and humanely, and perhaps most importantly, by generating consumer demand for cruelty-free meat."

The WSPA works in 140 countries worldwide campaigning for animal welfare.

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