Guide Dogs tests reduced value donation drive

Direct to digital agency TDA has created two direct mail packs and a landing page for responses.

The 'Tavistock Square' execution tells the story of a guide dog owner who was caught up in the chaos of the London bombings to celebrate the contribution that guide dogs can make to the independence of their owners. 

'Bus stop' shows how regular £2 donations can help to take blind people on a journey of companionship with a guide dog. 

People who sign up to a regular gift will receive the supporter newsletter, 'Giving', which includes stories showing the difference gifts are making, and opportunities to get more involved.

Amanda Mitchell-Francombe, head of individual giving, said: "Whilst our core acquisition offer remains Sponsor a Puppy, which typically recruits people for £6 a month, we felt the need to test a more affordable ask in a time when many people feel financially constrained.

"We hope that powerful stories showing how guide dogs can transform people's mobility and independence, combined with the fact that the guide dog service receives no government funding, will move people to make a small, regular gift."

Gareth Wood, client service director at TDA, said: "There is a strong case for making a regular, ongoing gift to Guide Dogs. 

"The charity makes a commitment to every guide dog owner to provide them with a guide dog for as long as they need. Someone who receives their first guide dog in their twenties may need six or seven guide dogs throughout the course of their life."